In her tactical breakout session, she covered several points about improving business through high-converting landing pages. We’ve put together a summary of her breakout session and helpful tips and tricks she walked through below.
Before we dive into the steps you can take to improve your business through high-converting landing pages, we must first dive into the past!
Back in 2005, the average cost per click was a measly $0.38 cents. Jump to 2008 and that cost rose to $0.71 cents. Today, returns have diminished considerably, and it’s only going to become more costly as more and more marketers flood the ad space.
Knowing this, it becomes abundantly clear that the fundamentals are more important than ever when creating a successful landing page. If you’re spending all this money to get qualified leads to your page, you want to be sure they are going to convert.
So let’s get down to the nitty-gritty.
A common mistake many marketers make on their landing pages is that they create a massive form. Asking for this much personal information right off the bat can cause a lot of friction, unless you are a super well-known brand customers have a lot of trust in.
The key to collecting more information in a less intimidating way is to create a multi-step from.
JetPet is a Vancouver-based dog boarding school. When you click their ad you get taken to the Unbounce-built landing page above. The form on this page has a total of five fields that need to be filled out but breaks them out into a two-part form, as shown below. Now let’s talk about everything this form does right.
So what are the results of this form? Step one converts at 21-percent, and step two converts at a whopping 50-percent. Not too shabby!
Video on a landing page can be very useful, IF it is used correctly. Your landing page video needs to fully support the offer it’s paired with, don’t go pairing an explainer video on a webinar landing page.
“I would never pair Oreos and Hummus together as a snack. And you shouldn’t pair a generic brand video with what should be a hyper-specific landing page.” - Jennifer Pepper
The video below is on a page featuring a luxury sneaker offer and it's all about the Great’s sneaker, specifically.
It’s 15 seconds, it’s engaging, it speaks to their craftsmanship, and talks to EXACTLY the offer being made. Don't you feel at least a little interested in this shoe?
If your visitor is going to convert, the offer on your landing page should be the perfect match for them. Personalization is a great way to do this, unfortunately, a lot of marketers struggle with personalized campaigns. This is understandable as you may not have enough data, or know what needs personalizing, and even if you did these kinds of campaigns are very time-consuming.
A quick shortcut out of this hole is the use of Dynamic Text. By using Dynamic Text Replacement, you can swap out text, magically with search terms. So if a visitor searched ‘blue shoes’, this is exactly what they’ll see from ad to landing page.
Use your landing page to tell a rich story that applies directly to the visitor.
This framework is not the best option for every page, but is a good exercise when you wireframe top of funnel pages for those who may not be solution aware yet. The Drift Storytelling Framework follows these five steps:
If your landing pages aren’t loading in 3 seconds or fewer, your content isn’t being consumed. - Jennifer Pepper
Slow loading times make visitors less likely to make a purchase, or even return to your website! And if they aren’t coming to you they are going to a competitor.
So what can you do?
And there you have it! Five key ingredients you need in a recipe for high-converting landing pages. Have more questions? Reach out to Jennifer Pepper and her team at Unbounce, they will be more than happy to help you reach your conversion goals!
Or check out their Landing Page Analyzer for a free personalized report to increase your conversion rates!