The goal of your landing page is to make your unique value proposition as clear as possible in the most direct way possible. And if they do, they’ll take time to navigate to other pages of your site to find the more granular information they’re looking for. And it means that you’re not going to assume that visitors already know these things.ĭon’t assume that new visitors have upfront knowledge of your product. It means you know - from conducting competitive research - exactly what your product does better than competitor products. That’s the story to tell on your landing page: here’s what we do, here’s why you need it, and here’s why we’re better than the other products you may be considering.Īssuming nothing means you know - from conducting consumer research - exactly who your ideal customers are and what they need from your product. High-Converting Landing Pages are Clear and DirectĬertainly, you’ve done the appropriate consumer and competitive research and know two things: what value your product delivers to your customers, and how it’s different from/better than your competitors’ products. That leads us to the first best practice of high-converting landing pages: assume nothing. The goal of your homepage is to highlight exactly how your product or service satisfies that need or solves that problem. When prospects visit your homepage for the first time, they have a single question in mind: “Is this the solution I’m looking for?”Ī specific need or problem brought that prospect to your website. Best Practices for Building High-Converting Landing Pages Finally, we’ll take a look at some tools you can use to build high-converting landing pages for your website. Along the way, we’ll look at how some of your favourite products employ those best practices. In particular, we’re going to focus on your most important landing page: your site’s homepage.įirst, we’ll identify some of the best practices of building high-converting landing pages. ING uses this standalone landing page to promote its Savings Maximiser product through a Google Ads campaign.įor the purposes of this article, we’re going to discuss landing pages using their digital marketing definition: specific, conversion-focused pages you intend for new potential customers to land on. In fact, in Google Analytics, you can pull a report showing the pages of your site that visitors land on most often:
Using that definition, a landing page could be any page on your site that a potential customer visits first - your pricing page, a blog post, or even a thread on your support forum.
What Is a Landing Page?īroadly speaking, a landing page is the first page a new prospect visits on your website. And if it’s not a great first impression, it will probably be the last impression you get the opportunity to make. Your landing page dictates the first impression you make on potential customers. It takes only a few seconds for leads to decide your product isn’t what they need, tap the back button, or close their browsers - never to visit your site or consider your product again. But the key word there is time.Ī prospect’s time is the one thing you won’t get if you fail to make a good first impression. As people, we can certainly overcome a negative first impression of others by spending more time with them - enough time to get past our initial assumptions. Of course, like all generalisations, the saying isn’t always true. There’s an old saying that applies as much to your website as it does to meeting new people for the first time: “The first impression is the last impression.” Subscribe on our 💻 Website and 📹 YouTube See how Atlassian, Slack, and Dropbox build high-converting landing pages.ĭiscover the best practices - and the best tools - for designing homepages and landing pages that convert.
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