Written by Neil Patel and lovingly translated by Hotmart.

You don't need to program. You also don't need to understand the psychology behind the colors used in your design to build a good [design/comment/etc.]. landing page.

There is a variety of tools for landing page, with hundreds of templateAvailable options. You just need to purchase a subscription. premium and drag and drop some elements to assemble your page.

Attract traffic to your landing page It's hard work. But if you do it regularly, you'll be able to attract visitors. In other words, we can conclude that today it's easy to create a landing page with high conversion.

It will be?

There are so many combinations of elements that can be used to create alanding page Finding the ideal format can be tricky.

You encounter this problem as soon as the number of subscribers to your newsletter or the sales of your products do not meet your expectations.

What to do when you don't achieve your goals with your landing page?

I know how difficult it is to understand why you're not getting sales.

First impressions are the most important. And your page should have a clear value proposition to ensure that your visitors look at it for more than 20 seconds.

There are some common elements in landing pagewhich almost always leads users to abandon your website.

In this article, I'll show you 6 elements that can lead to low conversions in your [business/service]. landing page. I will also show you tools and strategies to help solve these problems.

Low conversions in landing pageSo, check out this quick guide to find out which elements you should test.

If you suspect that one of these elements is the culprit, consider subjecting it to testing.

Ready to increase your sales?

Let's move on to the first element.

1. Website speed

How long do you wait for a page to load?

I imagine no more than a few seconds.

In fact, One in four visitors abandons a website within four seconds..

And a bad experience on the first visit (a dissatisfied customer) can lead to the permanent loss of a client.

If you have an online commerce website that generates $100,000 a day, you canpotentially losing $2.5 million per year for every additional second of your website's loading time.

In addition to affecting sales, slow loading times can also damage your search engine ranking.

In 2010, Google announced that... signal speed This would be a new criterion in your organic search ranking algorithm. Your webmaster tools provide insight into your website's performance.

Website performance statistics

In 2015, your website's speed is even more important due to our increasingly shorter attention spans. A slow website is considered a poor user experience.

Everyone wants quick answers to their searches, even on a slow mobile connection. That's why Google launched lighter, faster-loading mobile pages for use in certain countries.

Here is a comparison between a page transcoded (optimized for slower networks) by Google and the original version of the page.

According to Google's experiments, these optimized pages load 4 times faster, use 80% fewer bytes, and led to a 50% increase in traffic.

I hope you've already realized that slow loading times not only affect your bottom line, but also create difficulties for your brand image, user experience, and search engine ranking (SEO).

Is there any benchmark for page load time?

Well, most users expect a page to load in less than 2 seconds.

And the most interesting thing: your conversion rates could grow by 74% if your page load time is reduced from 8 to 2 seconds.

[quote]Conversion rates increase 74% when page load time is reduced from 8 to 2 seconds.[/quote]

Obviously, it is not possible to eliminate elements essential to its landing page.

Let's explore three possible causes of slow loading times. From this, you can create a strategy to find a combination of elements that allows for shorter loading times and the maximum possible conversions.

Cheap accommodation services – Hosting companies often have a large number of websites on their cheapest plans, which leads to slower response times.

Cheap options (always with a good reputation) are only useful in the beginning. Once your site becomes popular, you'll lose money if you skimp on hosting.

An example.

Juan Martitegui, CEO of MindValley Hispano, tested a landing page on LeadPages. First, he did the download from the landing page and he put it on his own server. Then he tried putting it on leadpages.net.

Juan Martigegui then discovered that the landing page Hosted on leadpages.net, it was not only 15% faster, but also generated an 8,47% increase in conversions. LeadPages used Google's server network and had servers on every major continent.

Watch the A/B test video, created by Clay from LeadPages:

Note: Paying more for hosting doesn't always mean higher speeds. Juan was paying $1000/month for his hosting, but Google's server network was still faster and led to more conversions.

Using carousels and effects in Javascript – You don't need to use image carousels or rotating banners.

Notre Dame University tested an image carousel on its website and found that only the first image attracted action. 1% of visitors clicked on one of its elements.

The reason for this is that the content in carousels goes unnoticed by users. These elements look like advertisements, and therefore... Few people interact with them..

Additionally, carousels are almost never compatible with mobile devices, and theJavascript It needs to be downloaded every time the page loads.

You can use the OctaGate SiteTimer To check how each element of your website affects the total loading time:

OctaGate SiteTimer Report

You can also compress and debug the Javascript, using this tutorial.

Heavy or excessive images – Using more images means sending more requests to the server each time the page loads. In other words, more trips between your server and the visitor's browser.

Furthermore, the images will only serve to compete for the user's attention with your promotional text and your... CTA.

Would you use a website like this?

Remember, the purpose of the images should be to reinforce the message expressed byadvertising text from landing page. Avoid adding irrelevant images.

An excellent technique to start reducing image loading times is to create CSS sprites By combining small background images into one. Hire a CSS specialist or, if you have technical knowledge, try a tool like... compass.

For a detailed analysis of your website, I recommend doing the Pingdom speed test.

This is an excellent tool for testing your website's speed and seeing recommendations for improving very slow loading times.

Pingdom Speed Report

Here are some more tips for Improve your website's loading time..

2. Title of Landing page

Often, your headline is your audience's first interaction with your brand. Don't let that be the only one – 80% readers don't go beyond the title..

A good title communicates a clear, specific, and useful message, inspiring curiosity and creating expectations for your product.

But you shouldn't use too much either. long titles, like this:

How difficult can it be to write a title with 10-15 words? And what are some common mistakes you might make?

Let's look at four examples.

1. Your title is confusing and lacks a value proposition.

Like this one, used by USFA Group.

USFA Group page

If you don't communicate the value of your product, visitors won't hesitate to click the back button.

2. You don't maintained a tone

In other words, there is a mismatch between their PPC ad and the title of your landing page.

See below for a good example and a bad example.

Good example: V continuation of the advertisement Bad example: X continuation of the advertisement

You became more interested in headphones. bluetooth than in the AW-W150, right?

This happens because, when we click on an ad, we like to see the continuation of that topic. In other words, if your landing page If you don't facilitate this dialogue, you lose the visitor's trust. They feel they made the wrong choice by clicking.

3. You don't communicate the value of your product in... The language of your audience.

See the landing page Below, designed for struggling merchants.

Title: New book reveals remedies to rescue merchants

Is "New Book Reveals Remedies to Rescue Merchants" an appealing title?

I think it's too vague and unappealing to lead to a good number of clicks on the CTA.

How about this title?

Title: If you're a marketer and need fresh ideas and proven growth strategies... this book is for you!

Doesn't this results-focused title entice you to learn more about these "proven growth strategies"?

Guess what happened.

This second version of the title led to a higher response rate of 307%.

4. Their titles go unnoticed.

The text of your title should be long enough to capture the attention of your visitors.

You can also try using uppercase letters, centering your titles, and using quotation marks and a contrasting color to increase the readability of your title and your page.

Formatting is important because most web users scan content quickly. See the landing page from the Build Conference, below:

Build Conference website

At first glance, it's easy to miss the title. After a conscious effort to read it, the visitor will finally understand that the conference is for web designers.

O Click Laboratory I tested a larger font on the Numara Software website (from size 10 pt to size 13 pt).

The result was a 133% increase in the conversion rate. In other words, a clear visual hierarchy can increase your conversions.

You need to dedicate time to creating a strong title. This can increase the time a user spends on your page and decrease the rate of... bounce.

Furthermore, if you are using ads, you will also see an increase in your quality score on Google AdWords and a decrease in your CPC (cost per click).

Tools for testing your titles  –  You can test your headline's ability to attract clicks using the CoSchedule Headline Analyzer or the Emotional Value Analyzer from the Content Marketing Institute.

Let's take a closer look at both of them.

O Emotional Marketing Headline Analyzer makes a analysis of your title:

And then it assigns it an EMV score. As the tool indicates, scores above 50% are exceptionally positive.

CoSchedule's Headline Analyzer is a similar tool that assigns scores from 0 to 100.

Simply enter your title and click the “Analyze Now” button.

You will see an index and a specific note for the variety of words used in the title.

Note: Both tools were created to test blog post titles, but they can also be used to evaluate the attractiveness of your titles.

Another tool to test the first impression made by your landing page and the Five Second Test, From Usability Hub, you can upload your layout and ask for feedback.

How much can you remember after 5 seconds?

3. Call to action

We've already talked about how Create catchy titles. that spark curiosity. Your next step will be to create thought-provoking advertising copy.

But even if your text is very persuasive, web users read your content quickly and without much attention.

Therefore, your CTA button should be prominently displayed and clearly explain the next step. If users don't click the CTA button, your business is doomed to fail.

At CrazyEgg, I discovered that product-related CTA text attracts more clicks. The words "Show me my heatmap”"They have a 20% higher click-through rate than "See plans and prices").

Button: Show me my heatmap

My hypothesis to explain this behavior is that people want to see what follows what has been described in landing page. In the case of CrazyEgg, this next step is... heatmap, and not plans or prices.

Isn't that interesting?

Let's see what else you should – or shouldn't – do with that precious CTA button:

1. Your CTA should ideally use an action verb and present a clear message (perhaps including a product benefit). It's just a few words, but the button text has a tremendous impact on your conversions.

Words that express action, such as "buy," "master," "see," and "experience," create dynamism for the reader and force you to write from your audience's perspective.

Michael Aagard of Content Verve saw a 14,955% increase in conversions for his client MatchOffice.com by changing just one word.

Can you imagine what the change was?

He changed the text on the "Request information and prices" button to "Receive information and prices".

Control: Request information and prices.
Treatment: Receive information and prices.

Increase of 14,79% in conversion
Statistical confidence level: 95%

And this doesn't only work in the English version.

When the same test was done on a Danish website, conversions grew by 38,26%.

Control: Request information
Treatment: Receive information

Increase of 38,26% in conversion
Statistical confidence level: 98%

As you know, when we do A/B testing, there are no guarantees that a strategy will always work.

The relevance, specificity, and context of the advertising text, along with the preferences of your audience, are the factors that truly determine your conversions.

Let's look at an example where changing one word didn't yield the same results.

Fitness World, a gym chain in Scandinavia, changed the text on its CTA button from "Join Now" to "Find a gym and join now.".

The result?

213,16% increase in click-through rate.

Sign up -> Find a gym and sign up
213,16% increase in click-through rate
Statistical confidence level: 99%

Version control itself is already powerful.

But the text is a bit generic, since "joining in" can refer to many things.

Michael discovered that location was an important factor when signing up. Therefore, it made sense to add "find a gym".

2. Experiment with the colors, size, and formats of your CTA to ensure it stands out on the page. There is no single size, color, or format that is right for every situation.

But it's important that your CTA appears to be a clickable element. Here are some tips for creating your CTA button:

Testing the button elements is very important for your progress. The following information was obtained from some tests I conducted and can be a starting point for you.

The first important aspect of your CTA is color. Visitors use this information as a suggestion of where to click. But don't always use red, as it creates a sense of urgency, or green, to signal peace.

Performable obtained a 21% increase in its conversions by changing the color of your CTA button from green to red.

If you've never considered testing your choice of font color, you're probably missing a great opportunity.

A Danish website that sells used cell phones experienced a drop of 18,01% in conversions after changing the font color on its CTA button from black to yellow.

A drop of 18,01% in conversion.

Some clever assumptions about using contrasting colors on your website, combined with rigorous testing, will help you find the ideal color for your CTA button.

You can use the ButtonOptimizer.com To generate CTA buttons in various colors, choose the most noticeable one. Remember to consider your website layout and the interaction between the color of your CTA button and other colors used in your design.landing page.

Another important aspect of your CTA is its size. You can use a large button to grab your audience's attention and create a comfortable experience (especially for users). mobile).

But don't make the buttons too big, because bigger doesn't always mean better.

Michael experienced a 10,56% drop in conversions after increasing the size of the CTA button on the WriteWork.com website.

Drop in 10% conversion
Statistical confidence level: 95%

This also means that you shouldn't use too much text in your CTA.

When people reach your CTA button, they're not willing to read. They're ready to click.

See the CTA button below. It contains 63 characters (including spaces). It's difficult to attract clicks to such a long and verbose button.

Receive optimization, testing, and conversion tips in your email.

You need to state your value proposition in a few words.

3. Position your CTA strategically and experiment with multiple buttons if your page uses one. long format Yes, placing the CTA above the fold is a good plan.

But this idea doesn't guarantee success. On this site, NeilPatel.com, I achieved 17% more conversions by placing my CTA below the fold.

The reason, which I discovered after some research, is that people want to know a little more about what I offer before seeing the CTA.

Scrolling through pages is already very natural for us. Don't worry too much about the fold.

Depending on the complexity of your product., Therefore, you should carefully select and test the location of your CTA.

A simple product doesn't raise many objections from potential customers. But a complex product definitely requires the user to use critical thinking to make an informed decision.

Another test in which a CTA above the fold performed worse than a CTA below the fold was this one. landing page from PPC, built by Content Verve.

Placing the form below the fold (closer to the bottom of the page) tripled conversions. Probably because the product was complex.

4. Social proof

What's the first thing you check before making an online purchase?

You want the product to have value and help you solve a problem.

Therefore, to verify its legitimacy and value, you seek information about the experiences of other people who have already purchased this product.

Am I right?

And you're not the only one. 77% of online buyers They look for reviews to help with their purchasing decisions.

Consumers use online reviews even when considering local businesses.

The bottom line here is that you should always project confidence in your landing page. Without credibility, your product won't sell.

In a landing page For newsletter sign-ups, you can show how many subscribers and fans you have on social media, or display testimonials from your readers.

One example is what he did. James Clear.

He posted positive feedback from his readers on his page.

Nathan Dunn (@n8dunn)
@james_clear consistently delivers top-notch content regularly in his newsletter, without comparison.

Salma jafri (@salmajafri)
One of the few newsletters I actually open and read every week is from the excellent story blog by @james_clear. Subscribe now!

And it also highlighted the large number of subscribers to its newsletter.

You can even include in the title the number of sales or subscriptions you've recently achieved.

See how Basecamp used social proof in a compelling headline.

You'd probably guess that Basecamp must be an excellent product. Why else would 5,410 companies sign up for this service in the same week?

Last week, 5,410 companies signed up for Basecamp to manage their projects.
Today is your turn.

If you represent a B2B company, you can display the logos of large companies that have used your services.

How we do it on the CrazyEgg website:

But the various forms of social proof exert different degrees of persuasion.

If you can convince an industry expert (an influencer) or a celebrity to recommend your product or website, it can increase your sales enormously.

A Beautymint She managed to attract 500,000 visitors on the day her website launched, thanks to recommendations from Jessica Simpson and beautician Nerida Joy.

The more relevant and trustworthy the influencer, the stronger the social proof will be.

Noah Kagan asked Hiten Shah and Andrew Warner, both successful entrepreneurs, to write testimonials about their work.

After reading these accounts, you should already be convinced that you should subscribe to Noah's newsletter.

If you prefer to use more details, consider making a case study based on relevant data.

This material clearly demonstrates your work style and the effectiveness of your product or service.

I use case studies in my consulting page. They have been a very effective way to inspire confidence.

You can test the different types of social proof that I suggested in your landing page and see which one is best for your situation.

5. Traffic of Landing page

Have you ever gone to a CD store to buy food?

That would be crazy.

Similarly, it would also be madness to direct traffic from sports communities to the landing page of your online marketing product.

Forget about shortcuts too. Spending $14,000 buying 5,000 addresses Sending emails is a terrible idea. It can only lead to... hard bounces and problems with spam.

To get good results, you need the right traffic.

A good strategy for driving relevant traffic to your page is to always consider who your audience is.

Let's say that most of your traffic comes from two sources: Facebook Ads and Google AdWords.

You need to run tests on these two platforms separately. Only then will you be able to find the ideal title and texts, images, and CTAs that are appealing to your different market segments.

Here's an example of how to segment and conduct an intelligent analysis of your traffic.

A low click-through rate is a warning sign that your ads are irrelevant and not attracting your target audience. Pay attention to this.

After improving the quality of your ads, the next step is the post-click experience – your landing page.

A visitor who arrives at your website from Google ads is likely looking for a direct solution to a specific problem. A user coming from Facebook ads, however, is still in the process of figuring out what their problem is.

You need to create landing pageindividual ones aimed at specific needs of your market segment.

“"People coming from different traffic sources have different mindsets and parameters."”
Tyson Quick, Instapage

However, these versions don't need to be completely different. Just try to ensure that the title, the advertising copy, and the CTA of the... landing page They should match the context, as well as the appearance and impression of that traffic source.

If you're having a lot of trouble targeting ads, you should consider build buyer profiles that establish what the motivations and objections to buying are for their audience.

Such detailed demographic information will help you create effective segmentation, and this psychographic data will also help you write compelling advertising copy.

If you already receive a considerable amount of traffic to your website, you can use your Google Analytics data to prepare audience reports and use this information for segmentation.

Google Analytics Report

Similarly, on Facebook, you can discover details about your fans using the Facebook Insights tool.

Facebook Insights Report

Elizabeth Masrten from Unbounce shared a study in which her client, a ready-meal service, was... using keywords without considering consumer intent. The ads were focused on keywords related to an inappropriate stage of the buying cycle, and therefore targeted irrelevant people who didn't want to spend much on meals.

Elizabeth Marsten brainstormed with her client and created a buyer profile based on people in the awareness phase of the buying cycle.

Then, she adjusted the keywords and modified the advertising copy for landing page so that it would be more suitable for that type of buyer.

The result was a drop in traffic (in blue).

But also an increase in quality traffic, which eventually led to an increase in conversions (in orange).

6. Design of Landing page

Did you know that 35% of internet users are in the 18-24 age range? doesn't feel safe online?

If your website design makes the user anxious and gives the impression of being a scam, you won't make any sales.

Your potential customers need to be immediately interested in what they see. Your design is a means to communicate value clearly and effectively.

Perhaps you already know the basic principles of good design: no distractions, no social media sharing buttons, or garish background images.

I've already talked about how to create contrast using the colors of the CTA and the fonts.

Here are two more specific design tips:

1. Use directional indications Explicit cues to highlight the CTA – You can use arrows, lines, and characters looking at or pointing to a specific element to draw your visitors' attention to that particular part of your page.landing page.

Obviously, the first element to highlight in your landing page It's the CTA. But you can also focus on your Unique Selling Proposition (USP).

See the two examples below, which use the technology of eye-tracking to track where the user directs their gaze. In both photos, visitors first look at the woman's face. But changing the direction of the woman's gaze, as was done in the image on the right, leads visitors to look at the product.

Eye-tracking in two versions of the SunSilk ad.

Arrows They are also an excellent way to subtly direct the user's attention.

See the example below, from DrayTek. They use an arrow to indicate to visitors that they must fill out the form to download the material.

DrayTek website with free download.

2. Don't use one template Very common and generic images – How would you feel if you entered a website using the same layout and the same tacky photo that you've seen on ten other websites?

I don't think you'd find that interesting. And neither would I.

If you want to create a unique image for your brand, you need to make an extra effort and avoid using the same old things. templatethe most common ones.

As I explained earlier, the landing page This will likely be the first point of contact between a potential customer and your brand. Your goal should be to delight these customers so that they buy from you and remember you.

Using a layout like the one below, from Themeforest (which has already been purchased by more than 2,150 people).

One of the layouts available on ThemeForest

This doesn't mean you should avoid using tools and templates in theirlanding page.

But you need to adjust these elements to match the overall look and feel of your website, and customize them according to your goals.landing page.

Conclusion

To succeed with landing pageYes, you need Always test and optimize.. There's no magic formula, but the six elements above are good suggestions to get started.

In the long term, you can create a list of elements of landing page and incorporate the tests into your monthly planning.

Don't miss out on making a profit. After bringing visitors to your landing page, Make the necessary effort to achieve your goals.

Do you agree that the 6 elements above are fundamental to achieving more sales? Which element had the worst conversion rate that you've ever encountered when testing your... landing pages?