Converting cold traffic into warm leads and eventual customers can be quite the difficult process. After all, cold visitors don’t know what your website is about, and aren’t familiar with anything you’re doing.
One of the best methods to transform this traffic into new subscribers is through utilizing the power of a landing page. However, not just any landing page will do. You need a landing page that’s properly optimized to address the concerns of your audience in such a way they literally can’t wait to hand over their email address.
Below we cover a few central elements that every high converting landing page needs to have to be effective.
Ready? Let’s dive in.
You Truly Need a Compelling Offer
Today’s web users are more inundated with information than ever before. They’re also bombarded with popups and dozens of requests to enter their email information. Because of this people have become more defensive over exactly who they allow into their inboxes.
One of the most effective ways around this is to create a downloadable opt-in offer your visitors can’t refuse. Your opt-in offer should speak to a deep need, or underlying problem they haven’t been able to solve.
However, make sure the problem you’re addressing isn’t so large, that you can’t deliver on the promise inside your downloadable PDF.
5 Must-Have Landing Page Elements
Once you’ve solidified your offer your visitors can’t wait to get their hands on you’re going to build a page around that offer. Below we highlight some of the must-have elements you’ll want to feature on your page.
1. A Benefits-Oriented Headline
One of the most important elements of your page is your headline. This is the first thing people are going to read, and it needs to grab their attention immediately. Your headline needs to be clear and speak to the exact need you’re going to be solving for them.
2. A Relatable Video
Recent research has continually shown that pages with video tend to convert higher than those who don’t. Is it an absolute necessity? No. But, think about it this way. When a visitor lands on your website for the first time they have no idea who you are, so a video will allow them to connect in a deeper way.
A video can even help to convince the reader to enter their email address, as it can be a lead in to the full solution you’re presenting in your downloadable offer.
3. “Less Salesy” Page Elements
Sometimes, a landing page can feel a bit too much like a sales page, which can put pressure on your reader. To create a more relaxed environment you could consider adding the little sidebar share buttons to your page. This will make it seem more like a blog post, and could also lead to some social shares and more traffic for you.
4. Easy to See Signup Boxes
Your signup box needs to clearly stand out from the rest of your page. If your page does include a video, then include the box directly below the video, with a reference to the location of the signup box in the video.
If you don’t have video, or you have a longer landing page, then consider adding the signup box to multiple locations throughout the page.
5. A Clear and Compelling CTA
Your call-to-action is equally as important as the headline. It’s what’s going to make the visitor input their email into the signup box. It doesn’t have to be spectacular, but it should be very clear.
Think of it as explicit instructions telling your visitor what to do next. Don’t be afraid to spell it out for them. Vague call-to-actions will only leave your reader feeling confused, unsure of what to do next.
Turning cold traffic into email subscribers is time well spent, especially if you receive large amounts of new traffic to your site on a regular basis. By implementing the tips above you’ll be on your way to building a high converting landing page that your visitors love.