Elements of a High Converting Landing Page

By NIIT Editorial

Published on 16/02/2022

5 minutes

Landing pages are standalone versions of websites created to host and aid visitors in signing up for services and products. The reason it is called a landing page is that the audience comes to this webpage after clicking a hyperlink posted on third-party websites or advertised through paid promotions. Its sole purpose is to convince the viewer of the value proposition of the service/product and convert it into a lead. It is not easy to design a landing page given there is an interplay of so many design factors. This is why A/B testing is the way to go about it.

On average, about 2.53% of the people visiting a landing page convert into customers. However, this metric can increase or decrease based upon the ranking of the landing page as well. The top 25% of landing pages convert about 5.31% of visitors landing onto their webpage. Advanced Digital marketing courses teach you how to do it.

A best practice that people most employ is to have multiple landing pages for multiple campaigns. As per a study by Hubspot, organizations that increase their landing pages from 10 to 15 are likely to experience a 55% increase in lead generation.

Key Characteristics of Landing Pages

Landing pages are a shortened version of the macro websites that they are supposed to represent. The content as well as the design of the page needs to set the tone right from the start. By principle, they cannot and should not divulge from their task. Let us go over their traits one by one.

They should be persuasive

It all begins with the title as well as the subject line. Provided your title is a good punchline. Don’t try and sell. Let this headline set the tone for what is to follow. The landing page should appear to have a seamless workflow with the headline being powerful enough to hook the readers’ attention.

The Content Should Speak for Itself

Without sounding too eager to appeal to the emotions, the content should explain succinctly what the product is all about. Add a clear CTA button and handhold the reader through the value propositions of the brand.

Solve the Problem

As mentioned earlier, there has to be an empathetic connection between the elements of the page and the intended call to action. With millennials and Gen Z making up the majority of the customers, your landing page should be able to highlight the problem it solves for this demographic.

Elements of a Good Landing Page

Here are the topmost elements of a landing page:

Consistent branding and logo
Limited navigation
Convincing headline
Offers
Visuals/Video
To the point copy
Clear CTA
Lead Capture Form
Mobile Responsive

So there you go. These are the must-have attributes of a landing page. If you want to learn more about it, apply for the Full Stack Digital Marketing Programme at NIIT. This is a part-time, placement-assured online course that offers learners entry-level jobs at a CTC of Rs.3LPA. Explore now for a career as a digital marketer.