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Best Practice for Highest Converting Landing Pages

high converting landing pages

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Some landing page builders like Unbounce, Instapage & Lead Pages make building a landing page fairly easy and straightforward. That being said, it would be pointless if you didn’t know how to produce a landing page that actually converts.

But fret not, structuring a landing page is not rocket science. All you need to do is be aware of the best practices and why they need to be implemented. Use this as a guide to build all your future landing pages and you’ll soon start noticing the difference.

1. Keep Important Elements Above The Fold

The first rule of building a good landing page is remembering to keep all the action above the fold. ‘Above the fold’ refers to the section of a landing page that users first see when they land on a website.

The human attention span is short – on average 8 seconds short – which is why you’ll want to make the most of it. As a general guide, keep these 3 elements above the fold:

  • Headline
  • Unique Selling Proposition (USP)
  • Call-to-action (CTA)

Notice how this section is not cluttered and all 3 elements are clearly visible. Keep things simple and to the point here so it’s easier for the user to navigate through.

2. Apply the Principles of Persuasion to Increase Conversions

A quick guide to get your landing pages to convert is to follow the 6 Principles of Persuasion from Influence: The Psychology of Persuasion by Robert Cialdini.

The author has detailed out how the following principles can transform your landing page drastically:

  • Social proof
  • Authority
  • Scarcity
  • Reciprocity 
  • Commitment and consistency
  • Liking

We explore these principles in greater detail below.

Social Proof

Have you ever decided to eat in a restaurant that you’ve never tried before based solely on the fact that it’s full of people? Or found yourself working late in the office only because that’s what most of your coworkers do?

That’s social proof at play. You’re more inclined to follow an action if the majority of people are doing it. You could have the best product or service in the world but to truly convince people of that, you’ll need to back it up with social proof.

Booking.com does this by letting reviews and ratings from previous customers do the work for them. These reviews are proof that customers have enjoyed the experience of booking this hotel and it is likely to convince new customers to book it rather than having Booking.com tell them themselves.

Authority

Users are likely to listen to what you have to say if you display some form of authority on your landing page to add credibility to your words. This could be done by having an authority figure such as a celebrity endorse the brand.

But we understand booking a celebrity to endorse your products or services isn’t always realistic. Instead, you can show authority through trust icons and official certificates. You could even display authority by showing users how widespread your product or services are.