Creating High-Converting Landing Pages for Your Paid Campaigns

What is a conversion rate?

Starting with the basics of what a conversion rate is. This is simply the number of conversions divided by total visitors to see how many are taking action on your landing page. The average conversion rate for a landing page is 5.89% with a benchmark of around 10% which is where you need to create a landing page that benefits you and your audience. 

To work out your existing conversion rate of a page couldn’t be simpler, check out the formula below: 

The elements of a high-converting landing page

Let’s have a look into the top elements of what can make up a high-converting landing page

Tailor the page to your audience

It is important to take a human-first approach when creating the landing page. Think about who you are talking to and why. Identify the problem or need you are trying to solve and you can tailor your page towards them. The example of Wonderbly around Father’s day, they don’t send you to a generic card page but a tailor ‘Father’s Day’ gift page which answers the query the user was searching for. 

A single-focused call to action (CTA)

Don’t overwhelm the user, they have clicked from the ad for a reason so make their journey as easy as possible with a clear CTA such as “book now”. Revolut has done this by asking a user to ‘get started’, the user knows exactly how to complete this action as it is clear with one option.  

Compelling value in the header

Use your header as an anchor for the visitors, as people rely on the first piece of information they receive and we need to make sure it stands out. Uswitch showcases their value of how much a user could save if they converted, pushing users down the funnel to take an action. 

Outline features and benefits

Give the visitor a reason to convert, showcase why they should take action in clear, relevant and concise copy and make the journey as simple as possible. People tend to recall smaller, easily digestible and memorable ‘chunks’ more easily than large pieces of information, so keep the page short and sweet - like this blog! Skin+me showcases this through their list of benefits of using their brand vs a generic high street brand. 

Testimonials and social proof 

People tend to conform to the actions or opinions of others when they are uncertain about what to do. Previous customer reviews and testimonials that suggest an opinion of a product can encourage similar behaviours so make the most of the fantastic reviews you’ve had. Check out our blog for a deep dive into the power of social proof. 

Fussy shows off their 5* trust pilot reviews showing they are credited and approved by others so you don’t just have to take their word for it. 

Steps towards a converting landing page 

Understand your audience

Take that human-first approach and think about your audience and their needs before creating the landing page

Define the most important action 

Have one clear goal from the landing page whether it is download now, contact us, book now, purchase etc 

Short and easy-to-understand message 

The visitor has clicked through on your ad for a reason, they will expect their journey to be easy. Make sure you show all relevant information above the fold (the visible part of the webpage before the user scrolls)

Test, test and test again 

The job isn’t done after creating one landing page, you need to make sure you are testing to see what works for your audience and adapt on the design based on data-driven insights rather than assumptions

Key Takeaways

Following best practice for landing pages can significantly improve the conversion rates, and overall performance, of your paid media campaigns. So don’t forget to: Creating a high-converting landing page involves:

• Take time to truly understand your audience, their needs and wants 
• Keep a single, focused call-to-action
• Ensure your value proposition is clear and compelling
• Tailor your landing page to match the ad, use concise and relevant copy, highlight features and benefits, and include social proof

Looking for some help improving your landing page conversion rates? Get in touch, our customer experience team would love to hear from you.