Running a campaign? Launching a new product? Looking to grow your newsletter list?
You need a landing page. And a high-converting one at that.
As a marketer, my work often involves strategizing, leading, and executing landing page content.
There are a lot of elements to creating a solid landing page—and endless ways you can optimize them.
Here are a few key ways you can create high-converting ones.
#1: Optimize content above the fold.
Content “above the fold” means the first content that your audience sees before they scroll.
And for your audience to scroll, you need to show them that your content is worth it.
You can optimize your content above the fold in a few key ways:
A catchy header
Solving audience pain points
Look at this product page from Later, a well-known social media scheduling platform.
Their header and subheader copy is catchy, scannable, and addresses a key audience pain point: wasted time.
Wasted time is a significant pain point for social media managers (and anyone, really).
An opportunity to save time is welcomed, and bulk-scheduling your social content with a scheduling tool like Later is a guaranteed way to save time.
Later’s visual elements are persuasive, too. This photo reflects Later’s younger audience, and snippets of the product give them a clear idea of how it works.
Lastly, just before the fold, they mention that “7 million people — from global brands to small businesses — trust Later.”
This call out for global brands and small businesses speaks to two of their audiences without alienating either one.
Here, they’re reinforcing brand trust and increasing the likelihood of conversion.
Later does a stellar job of genuinely knowing their audience, speaking to them through copy and design, and building trust with them—before they scroll.
That’s because content above the fold is critical. Make sure it counts.
#2. Write simply, concisely, and conversationally.
One of the most common landing page problems? Dense copy.
An article from Unbounce shows that copy influences landing page conversion more than 2x than design.
And in that same article, they show that content with fewer words per sentence resulted in more conversions.
Now look at this landing page from Solid Gold pet food below.
This chunk of text is what you see right when you land on their Gut Health page. But it is dense.
Now check out this cat product brand, Tuft and Paw.
Notice a difference?
Tuft and Paw’s clear copy speaks directly to cat owners in a conversational way.
It’s concise and focuses on product features and audience benefits—known methods of generating higher conversions from your landing page.
#3. Use customer testimonials.
Lastly, featuring customer testimonials is one of the most important things you need on your landing page.
According to Gary Nealon, social proof elements like testimonials and reviews can lift conversion by 34%.
But how you display them is crucial. Brands should choose testimonials that are:
Tell a story
Concise and to the point
Next, think about the format. Most testimonials are in quote form, but consider supplementing these with video testimonials.
According to Promo, videos on a landing page can increase conversion by 86%.
Unbounce also found that many people prefer to watch a 5-minute video than read an article.
Videos allow you to showcase the product from a trusted source without needing to write too much copy on the page itself.
Notable skincare brand Paula’s Choice does a great job of including videos on their product pages. Here’s an example.
Speaking from first-hand experience, these videos work!
You can also optimize your landing page for conversion in many other ways.
Make sure you use a personalized CTA, have a digestible user interface (UI), avoid too much information on the page, and use easy-to-read fonts.
What else would you add to the list?