Tips for Creating Landing Pages That Convert

I audited 40+ landing pages in the Exit Five community. Use these 9 tips to audit your own: 1. Don't confuse a landing page & homepage First thing's first - a landing page and homepage are not the same. There are many reasons why you shouldn't send paid traffic to a homepage, the largest being - everyone including your mother can access the homepage. That means you'll optimize based on murky data. Bad optimizations + mom = money wasted. 2. Content is king but design is queen Your content could be A+ but it won't matter if the page doesn't load or the UI is messy. Pro tip: Run a lighthouse test to check how your website performs. It will give you a list of things to improve. 3. Buzzwords are for the bees If you wouldn't use it in a conversation with another human, then don't put it on the website. Boost your streamlined buzzword soup right into the revolutionized garbage can. Pro tip: Most people read at an 8th-grade level, even if they're highly educated and can read at a higher level. The human brain is lazy...um, I mean, wired for efficiency. Get them to register information about you quickly. 4. Limit the number of asks Do you want our ebook?  Do you want a meeting?  Do you want to pet my dog? We make roughly 10,000 decisions a day. Your buyers are tired. Make 1 ask of your users per landing page. Make it direct. Make it simple. 5. Don't ask too soon Unless your buyers are banging down your door for meetings like Ticketmaster and Taylor Swift tickets, don't ask too soon. You are not Taylor Swift. You need to do some more convincing. Your ratio of value to ask should be 90:10. Tell them what you are, who you're for, what problems you solve, how you solve them, prove your credibility, answer objections THEN... and only then...make an ask. We date before we marry. 6. Story and balance  Landing pages either have too little or too much information. There's no in-between. Don't feature dump - address and acknowledge problems your ICP faces then talk about your features in context of how it solves the problem. 7. Testimonials Using the same testimonials on every page? Make them specific to each product or segment. Pro tip: Link to customer LinkedIn profiles so your users know they’re real people. 8. Prioritize FAQs This is the highest interacted-with block on every landing page I've seen. But make sure to answer real questions and objections not "Why are we the greatest company on earth?" - no one. 9. Optimize for consumption For B2B, they won't convert the 1st or even 50th time. Research heavy, long buying cycles, big committees, yada yada. Look for how they're consuming information on-page then look at overall handraisers on your website over time. --- If reading isn't your thing, Matthew Carnevale and I go over learnings from the audits on episode 185 of the Exit Five podcast. --- I do this for a living. If you want help, reach out to me here: https://lnkd.in/ewys5rwC

After building 100+ lead magnet landing pages, I've found 7 non-negotiable rules to maximize conversion rates. Let's break them down: RULE 1: The Rule of 1 There's only ONE thing you can do on my landing pages: Opt-in or bounce. There's no navigation bars, blog archives, social media buttons... NADA. All of these are distractions. And distractions = lower opt-in rates. So if you want to increase your opt-in rates, the first thing you should do is follow The Rule of 1—just one CTA. RULE 2: Transformation-Driven Headline If you're reading this, you've probably heard the famous Ogilvy quote before: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Now, even though he said that decades ago (and in the context of paid advertising), this is still true. And it also applies to lead magnet landing pages. But, how do you write a great landing page headline? There's dozens of small nuances—but none of them matter if your headline doesn't promise a tangible & compelling outcome (or transformation). So, keep that in mind next time you're writing a landing page. RULE 3: Objection Busting Now, sometimes making a good promise isn't enough. People have doubts. So, if you want maximize your opt-in rates, make sure to always include an Objection Busting sentence to the end of your headlines. Pro tip: Use smaller font size & italicize your Objection Busting sentence so your "main" headline doesn't get too bulky. RULE 4: Mockup image One of your main goals when creating a landing page like this? To make your lead magnet feel *tangible.* Even make it feel like a product. That's why all of my landing pages always have a high-quality mockup image. Obviously, you can whip up your own mockup images using a tool like Canva. But if you can hire a designer to help you create one, that's even better. (It's worth every penny!) RULE 5: Compelling Lead Magnet Name Another way to make your lead magnets feel more tangible? Name them something! One of my favorite frameworks for this is Hormozi's MAGIC formula. RULE 6: Tangible Social Proof As we all know, social proof is extremely powerful. Now, when you have limited real estate, one of my favorite ways to add social proof is to add a short blurb with *tangible* social proof. (Instead of adding a "quote testimonial.") See the image below for an example of this! RULE 7: Opt-In Form Above The Fold Lastly, you want to make it as easy as possible for people to opt-in for your lead magnet. And easy means NO scrolling. That's why your opt-in box should always be "above the fold." Pro tip: Check the mobile version of your page to ensure the opt-in box is above the fold there too. And that's it! Now, the question is - which of these rules are you implementing first?

I increased conversion rates by 71% for a wellness brand in 2 weeks by optimizing ‘the 3 C’s’ of a landing page. At the end of the day, even if you have really strong data and a high performing creative… If you’re not optimizing the web experience (especially on mobile) your conversion rates aren’t going to look very impressive. We’ve helped guide 100’s of our clients from a CRO perspective on what to do as far as their mobile web experience. These are the 3 most important things to think about when it comes to optimizing this component of the user journey: 1️⃣ Continuity Think about the landing page as an extension of the ad content. You absolutely have to make it a priority that there is continuity between the two. They clicked on your ad because they were interested in the exact content of the ad. So if everything looks, feels, and sounds different when they get to the landing page, they’re going to get confused and click off as fast as they can reach their cursor to the X button. Capitalize on their interest by keeping every variable consistent. 2️⃣ Content Like I mentioned previously, the user clicked on the ad because they were interested in hearing more. That’s why making sure your landing page has every single piece of information there is to know about the service is crucial. You don’t want to give them any reason to NOT convert. So: - Handle every objection - Highlight every benefit/feature - Make sure they understand everything about the process. 3️⃣ Call to action Make it easy for the consumer to progress on the page. You’d be surprised by how many people screw this up. They have a bunch of interested people visit the landing page, ready to buy… Just for them to click off because the CTA wasn’t clear enough. Tell them exactly what to do, and where to go if they want to proceed with the purchase. If you can really nail these 3 when it comes to this step in the customer journey, you’re going to convert a lot more of that traffic that you worked so hard to get with your ads. Again, the three C’s of landing pages: 1️⃣ Continuity 2️⃣ Content 3️⃣ Call to action Remember them and watch your conversion rate skyrocket.

I've created 100s of SaaS landing pages that (1) generate demos and (2) convert 30% higher than the industry average. Here's the exact landing page layout I'm following: 1. Hero section Goal: Capture prospect's attention and help them understand what you do. Headline: Benefit-driven headline that captures attention and clearly states the value proposition. Subheadline: Supporting statement that explains what your product does. CTA: A way for a prospect to take action. Social proof: Add logos of your customers to establish credibility. Visual: Show the product in action to provide more clarity on what your product does. 2. Problem section Goal: Build a relevancy factor — the more you can relate to the prospect, the better. Key problems: Clearly outline the key problems your audience faces. Supporting visuals: Use images to show the problem you’re solving. 3. Solutions section Goal: Show how you’re solving the problem. Key benefits: Show the main benefits of the product and give a brief description of the features that achieve this. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Testimonials: Include testimonials to showcase the value of your product. 4. Use Cases section Goal: Fight any objection that a prospect might have: integrations, features, pricing, FAQs, etc. Key features: Highlight the key features of your product and how they can be used. Supporting visuals: Include images to reinforce the benefits and showcase the product in action. Social proof: Add logos of your customers to establish credibility. 5. CTA section Goal: Restate the offer and give one or more next steps. CTA: A way for a prospect to take action. Social proof: Include testimonials or case studies to give more reasons to take action. — I have followed this exact framework and always have seen an increase in conversion. It’s not a magic formula. But for sure, it feels like.

Despite the investment, be it $100,000, $100, or simply product seeding, the endgame should always focus on crafting a funnel that captivates and converts. If there's one thing I've learned and emphasized repeatedly, it's that every link influencers share should lead not just anywhere on your site but to a landing page crafted for conversion. The generic homepage? It simply won't cut it. It's about creating a journey that speaks directly to the audience's needs and curiosity. Take Hint's flavored water, for example. A mommy blogger's glowing review should navigate her readers not to a one-size-fits-all homepage but to a landing page enriched with tailored content about what matters to them: ingredients, kid-friendliness, and why it's a healthier choice than juice. This approach doesn't just align with the audience's expectations but significantly boosts conversion rates — think a 9-10% increase! So, what magic ingredients make up the perfect landing page? It's all about addressing the fundamental questions that hover in every potential customer's mind: • What's being sold? • Why should I care? • How soon can I have it? • How will it enhance my life? • How does it stand against alternatives? Recognizing the heightened intent of users coming through earned media, the timing of email pop-ups, the offer displayed, and product messaging must be meticulously planned. Here's a rundown of essential sections, each tailored to echo the landing page's specific narrative: 🎾 Hero Section: A compelling mix of problem-solving copy, social proof, and a strong call-to-action (CTA) 🎾 Social Proof: Embed customer UGC, videos, or reviews to fortify trust. 🎾 Shop Section: Showcase products, ensuring the visual and messaging consistency. 🎾 Guarantees & Offers: Highlight introductory offers, bundles, or gifts with purchase (GWP). 🎾 Comparison Chart: Provide clear, honest comparisons with competitors or alternatives. 🎾 Catalog & Product Detail: Offer a browsing experience of alternate products or delve deeper into your product's story, ingredients, and unique value proposition. 🎾 FAQs & How It Works: Address common queries on-site to preclude any need to leave the page. Creating a landing page that genuinely converts is an art backed by strategic thinking. It's about crafting a narrative that captures and holds the audience's attention long enough to convert curiosity into action. Would love to hear your thoughts! Let me know your landing page strategy in the comments below!

I audited 20 high-traffic websites on Heatmap.com 🔥 and 75% of them got the same thing wrong. Their above-the-fold section. Some stats: - 7% of your customers on average make it to the bottom of your landing page. - Your customers are also on your site - no matter how many pages deep <1 minute. So focus your energy here if you really want to make an impact on your conversion numbers. Why? 100% of your traffic sees this section of your site. NO OTHER PART OF YOUR SITE CAN GUARANTEE YOU THIS. The problem? Most of the important information is past your above the fold and you are losing mindshare with those original customers with every inch they scroll down your landing experience. How to fix it? - Compress your images -> too many brands have massive images that have lots of negative space in their hero image - Design for mobile -> most designers look at their designs on desktop only and the experience for the consumer isn’t great once it optimizes for mobile. - Add Social Proof to your hero image in the form of a badge or a small quote. - Ensure you have a CTA that’s visible so your prospective customer can take action. Goal: this section can drive purchase conversion velocity. What else have you done to fix your above the fold?