{"id":14582,"date":"2022-01-26T08:23:28","date_gmt":"2022-01-26T08:23:28","guid":{"rendered":"https:\/\/reverseads.com\/blog\/?p=14582"},"modified":"2022-06-09T04:37:14","modified_gmt":"2022-06-09T04:37:14","slug":"how-to-create-a-landing-page-that-increases-website-conversion","status":"publish","type":"post","link":"https:\/\/reverseads.com\/blog\/how-to-create-a-landing-page-that-increases-website-conversion\/","title":{"rendered":"How to Create a Landing Page that Increases Website Conversion"},"content":{"rendered":"\n<p><strong>From Open Web to Dream Destination<\/strong><\/p>\n\n\n\n<p>Online Ads are a fantastic way to generate leads, but it\u2019s only half of the bigger picture. As someone expresses interest in your ad and clicks on it, they\u2019re transported into the most critical component of the entire campaign: the Landing Page.<\/p>\n\n\n\n<p><strong>Make it or break it<\/strong><\/p>\n\n\n\n<p>Think about a destination where you\u2019ve seen beautiful pictures of, and after strong consideration, you travel to that destination: is it everything you\u2019ve dreamed about?<\/p>\n\n\n\n<p>Landing pages serve as an initial gateway that makes or breaks your campaign with its persuasiveness to convert leads. Having a good first impression counts, and it\u2019s a great way to impress the user again even after they\u2019ve seen your open web ads.<\/p>\n\n\n\n<p>We\u2019ll go through three important tips of building a successful landing page to increase your website\u2019s conversion rate.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"in-this-article\">In this article:<\/h3>\n\n\n\n<ul class=\"has-black-color has-text-color\"><li>Introduction to Open Web Ad Landing Pages<\/li><li>Step 1: Establishing a clear purpose<\/li><li>Step 2: Building from the ground up<\/li><li>Step 3: Optimizing for the best results<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-1-establishing-a-clear-purpose\">Step 1: Establishing a Clear Purpose<\/h2>\n\n\n\n<p>Before going knee-deep into optimizing your landing page, establishing a clear purpose is essential to ensure that your campaign is headed in the right direction \u2013 what kind of landing page would benefit your sales funnel the most?<\/p>\n\n\n\n<p>There are many types of landing pages that employ different tactics to achieve a common goal: generate leads. Establishing the purpose of your landing page early will help you to optimize it effectively for your target audience.<\/p>\n\n\n\n<p>There are two main types of landing pages for open web ads:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-click-through-landing-page\">1) Click-through Landing Page<\/h3>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"770\" height=\"418\" src=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Click-through-Landing-Page.jpg\" alt=\"Click-through Landing Page\" class=\"wp-image-14596\" srcset=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Click-through-Landing-Page.jpg 770w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Click-through-Landing-Page-300x163.jpg 300w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Click-through-Landing-Page-768x417.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/figure><\/div>\n\n\n<p>Click-through landing pages are used to pique interest in a user through persuasive and dynamic content (free trials\/content, promising to solve their problems, etc.) before directing them to the next page, which will usually be the main purpose of the whole page (e.g., sales page) for a business.<\/p>\n\n\n\n<p>More suited for top of the funnel (TOFU) lead generation, this type of landing page serves as a \u2018warm up\u2019 to the end game. It\u2019s great for welcoming new users into the mix, winning their trust, and directing quality traffic down your sales funnel; eventually nurturing and closing a deal with them.<\/p>\n\n\n\n<p>SaaS and e-commerce companies, for example, can make full use of this type of landing page to sell and let users try out the benefits of their products before introducing them to the pricing page after their trial expires.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-lead-generation-landing-page\">2) Lead Generation Landing Page<\/h3>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"775\" height=\"420\" src=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Lead-Generation-Landing-Page.jpg\" alt=\"Lead Generation Landing Page\" class=\"wp-image-14599\" srcset=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Lead-Generation-Landing-Page.jpg 775w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Lead-Generation-Landing-Page-300x163.jpg 300w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Lead-Generation-Landing-Page-768x416.jpg 768w\" sizes=\"(max-width: 775px) 100vw, 775px\" \/><\/figure><\/div>\n\n\n<p>Unlike the simplicity of the click-through landing page, a lead generation landing page helps to collect more in-depth personal information and establishes as many contact points as possible to generate more leads for your business.<\/p>\n\n\n\n<p>This page is more flexible in the sense that you can find a place for it at the top (TOFU), middle (MOFU) or bottom of the funnel (BOFU), depending on how far along you\u2019re targeting users in your sales funnel.<\/p>\n\n\n\n<p>TOFU lead generation pages are associated with valuable content (free stuff, limited-time discounts, etc.) that serve as an incentive to gather the user\u2019s information so that you\u2019re able to nurture the lead over time. BOFU lead generation pages focus on capturing and closing Sales-Qualified Leads (SQL).<\/p>\n\n\n\n<p>Now that we\u2019ve established what type of landing page is most suited for your campaign, we can now start building it up.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-2-building-from-the-ground-up\">Step 2: Building from the Ground Up<\/h2>\n\n\n\n<p>Compare these two landing pages \u2013 which entices you?<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"770\" height=\"209\" src=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Comparison.jpg\" alt=\"landing page comparison\" class=\"wp-image-14601\" srcset=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Comparison.jpg 770w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Comparison-300x81.jpg 300w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Comparison-768x208.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/figure><\/div>\n\n\n<p>More often than not, users that arrive at your landing page are coming through your open web ads, so they\u2019re already aware of what they\u2019re getting into. The last thing you want to do is to overflow them with information that they already know \u2013 focus on the main point!<\/p>\n\n\n\n<p>Having a cluttered landing page confuses the user, especially since 79% of people only scan web pages. With a clear focus, users are more ready to sign up for something on the spot, especially if they\u2019ve already expressed a certain level of interest through your open web ads.<\/p>\n\n\n\n<p><strong>Several elements that make up a great landing page are:<\/strong><\/p>\n\n\n\n<ul>\n      <li><strong>Website Speed<\/strong><\/li>\n      <ul>\n        <li>It ensures an excellent User Experience &#8211; especially since over 40%\n          of people go straight to that red x in the corner if a website doesn\u2019t\n          load in 3 seconds!&nbsp;<strong><\/strong><\/li>\n      <\/ul>\n      <li><strong>User Interface<\/strong><\/li>\n      <ul>\n        <li>Adopt a minimalistic approach when creating your page. Ensure that\n          you\u2019re providing your audience with an engaging experience by removing\n          unnecessary navigational elements, and always remember to optimize it\n          for mobile users &#8211; 51% of internet users shop online via smartphones!\n          <br>\n          <strong><\/strong><\/li>\n      <\/ul>\n      <li><strong>Checkout Process Optimization<\/strong><\/li>\n      <ul>\n        <li>Create user friendly online since most users won\u2019t have the patience\n          to search for a particular box to fill in their information. Have\n          clear labeling all over your form, or use a drop-down list.&nbsp;<strong><\/strong><\/li>\n      <\/ul>\n      <li><strong>Branding<\/strong><\/li>\n      <ul>\n        <li>Of course, the aesthetics. Ensure that your brand color scheme,\n          website aesthetics, visuals, and font type are all consistent. Having\n          a defined layout throughout gives your audience confidence that your\n          brand knows what its doing.&nbsp;<strong><\/strong><\/li>\n      <\/ul>\n      <li><strong>Page Flow \/ Length<\/strong><\/li>\n      <ul>\n        <li>Limit your landing page to about 2 pages long. Your UI also plays a\n          part here, you\u2019ve got to engage them constantly with your content,\n          design and animation to encourage scrolling.&nbsp;<strong><\/strong><\/li>\n      <\/ul>\n      <li><strong>Landing Page Content<\/strong> <\/li>\n      <ul>\n        <li>Content is arguably the most important part of your\n          page. Having a compelling headline, user reviews and testimonials, a\n          clear offer, and use of language will add to that persuasive tone your\n          landing page is trying to pull off. Keep in mind the 15 second rule \u2013\n          if you don\u2019t capture your audience\u2019s attention in 15 seconds, they\u2019re\n          gone. <\/li>\n      <\/ul>\n    <\/ul>\n\n\n\n<p id=\"1-click-through-landing-page\">That said, your CTA plays a huge role. Personalization also helps CTAs perform 202% better than a generic CTA, so giving it that extra care and attention will dramatically boost your landing page\u2019s impact. Additionally, there are three factors to keep in mind when creating your CTA:<\/p>\n\n\n\n<ol><li>There is one CTA<\/li><li>Make it stand out aesthetically<\/li><li>Have it specific to a purpose<\/li><\/ol>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/campaign.reverseads.com\/cost-per-intent-0\" target=\"_blank\" rel=\"nofollow noopener\"><img decoding=\"async\" loading=\"lazy\" width=\"775\" height=\"420\" src=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Example.jpg\" alt=\"\" class=\"wp-image-14603\" srcset=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Example.jpg 775w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Example-300x163.jpg 300w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/Landing-Page-Example-768x416.jpg 768w\" sizes=\"(max-width: 775px) 100vw, 775px\" \/><\/a><\/figure><\/div>\n\n\n<p>Ensuring that all three points are injected into the creation of your CTA will help the user to instantly grasp the purpose of your landing page, which is key to generating leads.<\/p>\n\n\n\n<p>Furthermore, you could also implement urgency onto your landing page as this motivates people to act. Having visible deadlines or limited-time offers will spur people to strike while the iron is hot.<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"770\" height=\"418\" src=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/lp-Call-To-Action.jpg\" alt=\"landing page call-to-action\" class=\"wp-image-14609\" srcset=\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/lp-Call-To-Action.jpg 770w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/lp-Call-To-Action-300x163.jpg 300w, https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2022\/01\/lp-Call-To-Action-768x417.jpg 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/figure><\/div>\n\n\n<p>Once you have the purpose and body of your landing page all fleshed out, it doesn\u2019t end there \u2013 you still have to take care of it!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"step-3-optimizing-for-successful-conversion\">Step 3: Optimizing for Successful Conversion<\/h2>\n\n\n\n<p>The road to any successful conversion is uncharted, you\u2019ll have to map it out on your own.<\/p>\n\n\n\n<p>We know that it can be depressing to see a low landing page conversion rate, especially after having invested so much effort into your campaign. But rather than panicking and changing EVERYTHING all at once if numbers are down, A\/B test the different components of your landing page first instead.<\/p>\n\n\n\n<p>Start by changing one component at a time to see if numbers pick up, and so on: You\u2019ll be able to accurately pinpoint the problem and save your campaign. A few elements that you could look at would be your default offer: perhaps it isn\u2019t enticing enough for users to want to leave their information behind for a free trial of your product.<\/p>\n\n\n\n<p>It could range from color scheme, typography, image choices to the flow of your page. A good way to pinpoint an issue would be to compare your landing pages to others that are enjoying a high conversion rate.<\/p>\n\n\n\n<p>That said, having a good understanding of your playing field is also important. Compare your ads within the industry you\u2019re in, otherwise, you\u2019ll find yourself comparing apples to oranges; e-commerce to finance &#8211; it&#8217;s just going to be a mismatch of information and expectations.<\/p>\n\n\n\n<p>Successful businesses, with conversion rates that have improved yearly, reported that they conduct 50% more tests on average \u2013 so don\u2019t be afraid to test, test and test!<\/p>\n\n\n\n<p>Additionally, ensure that your conversion data is accurately tracked and saved as it will help to optimize your landing page for the best results moving forward.<\/p>\n\n\n\n<p>Feel free to <a href=\"https:\/\/reverseads.com\/\" data-type=\"URL\" data-id=\"https:\/\/reverseads.com\/\">schedule a FREE consultation<\/a> with our Open Web Ads campaign team to kick-start your website conversion success!<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p id=\"1-click-through-landing-page\"><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From Open Web to Dream Destination Online Ads are a fantastic way to generate leads, but it\u2019s only half of the bigger picture. As someone expresses interest in your ad and clicks on it, they\u2019re transported into the most critical component of the entire campaign: the Landing Page. Make it or break it Think about [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14940,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":""},"categories":[76],"tags":[],"_links":{"self":[{"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/posts\/14582"}],"collection":[{"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/comments?post=14582"}],"version-history":[{"count":2,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/posts\/14582\/revisions"}],"predecessor-version":[{"id":14942,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/posts\/14582\/revisions\/14942"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/media\/14940"}],"wp:attachment":[{"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/media?parent=14582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/categories?post=14582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/reverseads.com\/blog\/wp-json\/wp\/v2\/tags?post=14582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}