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How to Create Landing Pages that Convert: The Landing Page Sessions

Sep 05, 2017 / by Maggie Clapperton

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At StackAdapt, we recognize that client ads don’t occur in a vacuum. If the brand’s goal is to generate or convert leads, they’ll of course require a landing page in order to do so. The quality of this landing page does the heavy lifting when it comes to illustrating value and acquiring customers. 

After all, a high click through rate means nothing if customer acquisition doesn’t follow. That’s why we’ve teamed up with Unbounce. Their latest video series arms marketers with landing page best practices so they can convert more clicks  into paying customers.

“So, you think your landing pages are good? I beg to differ.” This bold statement kicks off “The Landing Page Sessions” brought to you by the Co-Founder of Unbounce, Oli Gardner. Unbounce is a platform that allows marketers to quickly create, launch, and test high-converting landing pages and website overlays without the need for developers.

Oli’s Netflix style video series lets you binge on best practices while his tell it like it is attitude has you laughing throughout. (The Scottish accent doesn’t hurt either). 

 

Watch the Landing Page Sessions Now! 

 

Here’s a taste of what you’ll learn over the first three episodes:

 

1. CLARITY IS KEY   

 

Often marketers start with a specific goal in mind, i.e lead generation, but don’t align their headline or copy to that goal. For example, if you’re a travel agency looking for new customer sign ups, does your headline outline the value proposition that will ultimately achieve that goal? Does it directly address customer buy in?

 

A common mistake, illustrated in episode one, is that a brand’s headline is often too vague to actually demonstrate the value proposition, leaving the desired user action unclear: “It’s very common that the clarity exists in the subhead and the headline doesn’t actually add much value.” In other words, don’t try and conceal your request (your CTA) behind opaque jargon and don’t bury your value proposition behind a catchy but meaningless headline. Customers will appreciate your directness.   

 

2. CONSIDER CONGRUENCE

 

It’s important to consider concepts like message match and design match, especially when your user enters your landing page via a native ad. If your landing page has different wording and design than your ad, a user will wonder am I in the right place? Leaving your bounce rate high and your conversion rate low.

 

As Oli puts it, “You need to own your copy. If you’re willing to put it on your ad, then when someone clicks on it you need to assume they related to it… So, repeat that messaging because it resonates.” Congruence builds the kind of trust required for a customer to convert. Don’t betray their initial instincts by hitting your prospects with a curve ball mid way through the transaction.

 

3. FORM FIRST DESIGN

 

Many conversion-centric landing pages require some sort of form. Design your form as if it’s the only thing on the page. In episode two, Oli points out “If it can stand alone and describe what it is, why you should care, and what you’re going to get when you fill it in, you’re doing a really good job and it sets up the whole of the page to be successful.”

A few form design best practices pulled from the Sessions:

  • Encapsulate (border) your form. Don’t leave it floating around in space. (For specifics, see episode 2)
  • Set expectations: What happens once the user has filled out the form? Ideally, provide specifics, including a timeline for response
  • Colour matters: Use high contrast colours for CTA buttons

CONCLUSION

 

Ads and landing pages should be intimately connected. For best results, messaging and design should be completely aligned. In addition to ad/landing page congruence, headline clarity and form first design are key to converting visitors.

 

Check out The Landing Page Sessions. They’re an informative and often hilarious video series outlining how to create world class landing pages and start converting visitors today!

 

 

Topics: Blog Posts, Featured, News, Resources

Written by Maggie Clapperton

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