Did you know that creating a good landing page can significantly increase your number of conversions and / or sales? In this post I will explain what a landing page is and I will tell you 15 tricks that you must apply when creating them.
Also, at the end of the article, I will show you 2 tools to create your landing page in WordPress, and to insert the Google Analytics conversion code to analyze all the users who have met the conversion goal.
What is a landing page?
A landing page, also called a landing page or sales page, is a page that we create specifically to sell a product or service, or simply to collect the contact information of any user through a form. That is, it is a page that we create to capture leads and generate conversions
Normally, we promote these landing pages through different advertising platforms such as Facebook Ads, Google Ad Words and even through email marketing campaigns. In this way, when a person sees our ad and clicks on it, they will go directly to our landing page.
However, a landing page is also considered any page that has been created to attract subscribers or sell some type of product or service without necessarily having a paid promotion involved. For example, users can also be reached by SEO.
How does a landing page work?
The landing pages work as follows:
- The user reaches the landing page through an ad, an email marketing campaign or thanks to a good SEO positioning of the page.
- On the landing page we offer all the information in a clear and simple way to try to convince the user so that he does what we want him to do.
- We get the user to perform the conversion we want:
- Buy our product directly.
- Fill out a contact form to request more information.
- You sign up for our newsletter with which we will then send you knew content or offers.
In any case, the goal is for incoming visitors to convert.
For all this process to happen, we have to create an optimized landing page taking into account various factors.
So, now that you know what a landing page is, let’s look at 15 tricks to create a perfect landing page.
15 tricks to create a perfect landing page
A good landing page is characterized by bringing together a series of characteristics that make users more likely to become customers or subscribers.
1. Create a simple and clear landing page
Don’t distract your users from the main objective. A landing page has to be simple and without many frills. If you introduce a lot of elements, animations and colors, it will be more difficult for the user to focus on what you really want.
2. Make your message clear and impact users
There is never a second chance to create a good first impression. The user who reaches our landing page spends between 4 and 5 seconds on average to see if they find what they are looking for. Therefore, it is very important that when creating a landing page, you place your main message and the characteristics and advantages of what you offer at the top.
If, for example, you want users to subscribe to your newsletter, you must make it clear to visitors what they will receive in return when they do so.
3. Highlight the purchase button or the form
What you are looking for with a landing page is for the user to convert, that is, to buy your product, hire one of your services or subscribe to your newsletter. To do this, the user will have to click on a purchase button, fill out a contact form, or leave the email with which they want to subscribe.
Therefore, it is best that we make it as easy as possible, highlighting our purchase button or form with bright colors, increasing its size and putting it in the most visible place on the landing page, which is at the top.
4. Include images and / or videos on your landing page
Another of the most determining factors when creating a perfect landing page is the visual appearance and the confidence that you’re landing page generates.
It is not the same to enter a sales page with images that have nothing to do with the product (it confuses the user), than to enter a landing page in which real images are shown from various angles. You have nothing to hide, so it is best to show your product as much as possible.
In addition, if you dare to explain your product or service in video format and highlight the benefits that those who buy it will obtain, it will give you a plus compared to your competitors and, in addition, you will bring closeness and trust.
5. Offers several secure payment methods
If you sell a product, when you go to create a landing page, I recommend that you offer several payment methods and that you provide information about the security you offer (for example, by inserting the logos of the security certifications of your payment gateway).
6. Make a simple and usable contact or subscription form
In case you want users to fill out a form, I advise you to ask for the minimum possible data. The more fields your contact or subscription form has, the less chance there will be for users to fill it out.
Do not worry if you need more information, you will have time to ask them when you have their first contact information. Keep in mind that if users start to fill in the form, it means that they are interested in what you offer and, therefore, we should not put obstacles that could stop those initial desire for contact.
7. Create a sense of urgency
“Offer limited to 10 units”, “Discount of 20% for the first 50” or “Only for a limited time” are some of the messages that can push the undecided to convert.
Creating a feeling of urgency and associating a feeling of scarcity with the product or service, causes the users who visit your landing page a need to act quickly by carrying out the conversion action that you are proposing.
8. Include testimonials
In case the landing page is to sell a product or service, and there are already users who have bought it, a good point in your favor is asking them to write you a testimonial confirming the benefits and features that your product offers. If they pass you a photo of him to give it greater veracity, all the better.
9. Minimize leakage points
When creating a landing page, it is very important to make the user focus on the content of that page. Therefore, if you create it within your website, I would recommend that you hide all unnecessary elements that do not provide information and any type of button or links that make the user can leave it.
Let’s go with an example.
If on your landing page you have the menu in “sticky” or “fixed” format, that is, that it moves and accompanies the user when they scroll, it is best to leave it static at the top or even hide it.
On the other hand, remove the typical footer or footer where you place the social networks, the copyright notice, the address, etc. They are useless links that can only make the user click and go more easily.
10. Create a landing page with an attractive design
Like many things in life, the first impression counts. Therefore, it is important that when creating a landing page, you try to generate a positive visual impact.
For this, the best option is to hire a designer, use a good html landing page template that is optimized to increase conversion, or design your own landing page using the WordPress layout tools that I show you a little below.
11. Play with the contrast in texts and colors
Another factor that you should take into account when creating a landing page is to use several different fonts in your content.
It is important that in the bulk of the content you use a typeface, and in the buttons and calls to action you use a different one that contrasts and attracts attention.
You can also use lists with enumerations, words in bold, and tables to facilitate the reading as much as possible.
As for colors, as in any web design process, when creating a landing page it is important that you use pleasant colors that combine well with each other. The optimal option is that you choose 2 or 3 main colors of a soft tone, and another that makes a lot of contrast to be able to highlight the purchase button or the contact or subscription form.
As you can see in this image, your eyes inevitably go to the red balloons, which are the ones that contrast. Therefore, when creating a landing page, put the buttons and forms in the most striking color.
12. Build a clear and simple URL
Try that the URL where you build your landing page describes in 3 or 4 words what you offer.
For example, if you create a landing page to promote an online advocacy course, the URL you would have to put would be something like
Domain. Com / course – online – advocacy
As you can see, the URL already tells users what they will find inside.
In addition, this also has a positive effect on the SEO of said page, as keywords are included in the slug.
13. Optimize the title to improve CTR and SEO
The title is the first bridge that users must cross before seeing what you want to offer them. Therefore, if you are going to create a landing page that you later want to position in Google, I recommend that you think of a title that has a hook and makes you want to click on it.
A good way to create a catchy and engaging headline is to target the weak point of your target audience.
Let’s go with an example.
Imagine that you offer SEO positioning services and your target audience is people with a website that has no visitors. A good headline to attract that audience might be something along the lines of “Stuck on views?” Improve your SEO and increase your web traffic x10 »
14. Increase the loading speed of your landing page
The fast-paced type of life we lead today increasingly reflects the importance of immediacy, and that also translates as a key factor in creating a landing page.
If the user reaches your landing page and it takes more than 3 or 4 seconds to load, a high percentage of users will leave your page without ever having given you the opportunity to show them your product, service or newsletter.
15. Remove ads from your landing page
Finally, if you have Google AdSense ads or any other type of banner on your website, even if it is your own advertising, remove it to avoid distractions from other products that have nothing to do with the one you offer on your landing page.
Tools to create a landing page
There are many ways to create a landing page, but the simplest and the one with the greatest possibilities is to use WordPress with a premium template and a visual layout that offers extensive customization options. My preferred options are:
- Visual Composer: It is a very easy to use visual layout plugin for WordPress that allows you to create a landing page in a matter of minutes. It includes many useful elements to encourage conversions, such as insertion of contact forms, buttons with bright colors and effects, carousels with customer testimonials and many more. Best of all, the plugin is included for free in numerous premium templates suchas Bridge and can be used in many other WordPress templates on theme forest.
- Diva: It is a WordPress template that includes a very versatile Drag & Drop layout that will allow you to use all the necessary elements to create your perfect landing page that helps you convert and get leads: eye-catching headlines, large buttons, blocks of text with images, contact and subscription forms, price tables, hide the minuet. What I like the most about this tool is that you can edit it directly on the page.
How to know how many conversions your landing page generates
Now that you know what a landing page is and how to create yours fully optimized, you just need to start counting and analyzing the conversions you are getting.
To do this, the first thing you have to do is install Google Analytics on your website and create a new page to which you redirect the user when they have bought, contacted or subscribed using the form.
That is, you have to create a new page in which you put the user a message of the type a:
Thank you for contacting / for subscribing / for your purchase…
It is important that on that “thank you” page you include an identifying word in the slug of the URL of this new page so that later it is easy for you to track it from Google Analytics. For example:
Domain. Com / thanks-for-buying-product1
Domain. Com / thanks-for-subscribing
Then you have to access Google Analytics, go to the top menu and follow the following route: Administrator > View > Objectives > New objective. Now select customize.
Then put a small text in the description of the objective that explains what this conversion consists of. If for example it is a landing page where you sell a product, put something like “Purchase product X thanks to the landing page.”
In Type, select the “Destination” option and paste the URL of the thank you page you just created (domain.com/thank you-for-buying-product1).domain. Com / thank you – for – buying – product1).
Complete the rest of the process, save the goal and from now on, every time someone ends up buying said product through the landing page you have created, Google Analytics will record the amount and you will be able to see the percentage of people who buy and from where they have come to do it.
