The Anatomy Of A High Converting Landing Page | Conversion Rate Optimization Tips

I can look at a landing page right away and know that it's not going to convert. On the flip side, I can also look at a landing page and know if it's going to convert exceptionally well. Today I'm going to share with you the anatomy of a high converting landing page.

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So do you want to know the secret to really high converting landing page? There's a formula, and I'm about to share it with you. And as long as you follow the formula step by step, you should produce better results. But the moment you don't follow the formula step by step, you'll notice that your conversions are going to tank and your landing pages won't do well.

The first thing you need to do is clearly state your value proposition in a header.

The attention span of a human is less than a goldfish. In other words, if you can't catch their attention in the headline, you're screwed.

8 out of 10 people will read your headline, but only two of the 10 will read the rest of the copy on the page.

So if you can create amazing headline with your value proposition, you can attract people to read the rest of your page.

The second step you need in your landing page is a visual focus.

Whether it's a head shot, product shot, a video, some sort of visual focus where people can put all their attention to.

See, the moment someone goes through a headline, they read it, you need to grab their attention with a visual, and you need to get them to keep going.

If you just have text and only text, and no visuals that people can watch, you'll find that the conversions aren't as great.

The higher quality you produce, the better off you are.

The third thing you need is to outline the features and benefits.

But it's not just about feature, you need to more so focus on the benefits. So the features are there because if you don't talk about the features, you're not going to get as many conversions.

But the benefits are the key. People don't buy something because of features, they buy because of the benefit.

Typically, benefits are the solution to their problem. Such as saves you time, saves you money.

The fourth step is presenting a single and focused call to action.

A lot of people are like, "Oh, I've got a landing page. I'm going to put a call to action everywhere."

You could do that. And for some products, it works. But not for most.

The reason you want to have a single, focused call to action, and eventually after that one call to action, you can have more later down, but when you have your headline, your visual focus, you're talking about your benefits, your solutions, you're answering the objections.

Once someone gets the whole story and they understand why they should be buying your product or service, and then you have a call to action.

They're much more likely to convert.

The fifth thing you want to do is include testimonials and other visual proof.

I love doing reviews, whether it's a service or a product. Reviews are amazing. A reason a reviews is amazing is people know the truth. How they feel, how they don't feel, if it's great or if it's bad.

And by including that, they can then get a better sense if it's right for them, or if it's not a good fit for them.

The sixth thing you need to do is give a guarantee.

Whether you're doing a free trial with no credit card, so there's low risk, or you're giving a 30 day or 60 day money-back guarantee, those are awesome things.

You want people to feel comfortable. If they're not happy, you know you're going to end up refunding them anyways.

The last step, integrate story telling into your landing page. If you don't integrate story telling, you'll find that your conversions won't do as well.

People love soap operas. Whether you like them personally or not, people do. That's why they're on television 24-seven.

If you can integrate story telling, take people through the emotional roller coasters, the ups, the downs, they're much more likely to convert.

It's all about the story. It's that thousand-plus year old marketing technique that we all tend to forget.

But it's worked for so many years, and it'll still keep working, no matter what channels are out there, no matter what algorithm updates happen.

Story telling is so effective, you need to use it in all of your landing pages.

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    38 Responses to The Anatomy Of A High Converting Landing Page | Conversion Rate Optimization Tips

    1. Neil Patel September 2, 2019 at 2:47 pm #

      What is the average conversion rate you’re getting with your landing pages? Share in the comments below.

      • Kushagra Swami September 2, 2019 at 3:03 pm #

        Please provide case studies too.

      • Kushagra Swami September 2, 2019 at 3:03 pm #

        0.68% conversion rate.

      • Berin Sadikovic September 2, 2019 at 4:37 pm #

        In the book „Growth Hacking – Silicon Valley’s Best Kept Secrets“ the authors say that the 3 main parts of a highly converting landing page are:

        1. Appeal to Emotion
        2.Appeal to Logic
        3. Social Proof

        I must say, you did an outstanding job of explaining the anatomy of highly converting LP‘s regarding those 3 points in depth. I love your content! Please continue making great videos.

    2. Soumya Goswami September 2, 2019 at 3:00 pm #

      Thanks again for another wonderful video. The 7th step seems to be the most crucial for me. Will try to implement.

      • Neil Patel September 2, 2019 at 3:16 pm #

        You are very welcome! Go for it 🙂

    3. rob moss September 2, 2019 at 3:25 pm #

      What would a great headline be for a custom cabinet shop look like?

      • Neil Patel September 2, 2019 at 3:52 pm #

        It depends on the message you are trying to get across. Always test a few different headlines to see which one converts the best.

    4. Host Promo September 2, 2019 at 3:44 pm #

      Just what I was looking for. I am converting on my website but I am trying to turn it into a “high converting landing lage”.

      • Neil Patel September 2, 2019 at 3:52 pm #

        Nice! Best of luck 🙂

    5. Alex Zubarev September 2, 2019 at 3:46 pm #

      love your videos Neil. will watch now

      • Neil Patel September 2, 2019 at 3:52 pm #

        Thanks, Alex 🙂

    6. Mouhcine WAKACH September 2, 2019 at 3:48 pm #

      Could you please show us some examples of some high converting landing pages? Thank you.

      • Neil Patel September 2, 2019 at 5:10 pm #

        You can find quite a few articles on my blog that go into detail about how to create landing pages that convert.

      • Mouhcine WAKACH September 2, 2019 at 8:11 pm #

        @Neil Patel Thank you

    7. Susan September 2, 2019 at 3:49 pm #

      Thank you Neil, for the great video!! I outlined it and am going through this with a fine toothed comb mentally, and creatively to create and improve!!

      • Neil Patel September 2, 2019 at 5:10 pm #

        You are very welcome, Susan!

    8. Fred -The Submarine Guy- September 2, 2019 at 4:01 pm #

      Awesome teachings here Neil. Thanks so much for putting this together.

      • Neil Patel September 2, 2019 at 5:10 pm #

        You are very welcome!

    9. Jonathan Corcoran September 2, 2019 at 4:43 pm #

      Wish you included photo examples when breaking down each step.

      What WordPress Themes do you recommend as a base for starting a high-converting land page.

      Great content as always!!

      • Neil Patel September 2, 2019 at 8:09 pm #

        Many themes can work well. For landing pages, you can use tools like Unbounce or Clickfunnels to create amazing landing pages.

      • Jonathan Corcoran September 2, 2019 at 9:21 pm #

        @Neil Patel Thanks Neil!

    10. Jackie Strohl September 2, 2019 at 5:02 pm #

      Great tips, Neil!! Thank you!

      • Neil Patel September 2, 2019 at 8:09 pm #

        I am glad you liked them!

    11. Jasimuddin September 2, 2019 at 5:07 pm #

      Make a tutorial about yoast SEO plugin in details. We are eager so much.

      • Neil Patel September 2, 2019 at 8:09 pm #

        I appreciate the suggestion!

    12. Mohammed Batliwala September 2, 2019 at 5:27 pm #

      Should The Title And The Intro Of The Landing Page Have Keywords In It Or Just Value Proposition ?

      • Neil Patel September 2, 2019 at 8:10 pm #

        You can experiment with both. Value proposition can work very well for closing as you are likely not trying to rank landing pages but drive traffic through ads or campaigns.

    13. Nicola - Business Tips For Success September 2, 2019 at 5:31 pm #

      These tips are very valuable!
      Landing pages are a gold mine if done correctly

      • Neil Patel September 2, 2019 at 8:10 pm #

        They definitely are!

    14. saad hashmi September 2, 2019 at 5:46 pm #

      What is the best way to find perfect hash tags #

      • Neil Patel September 2, 2019 at 8:11 pm #

        Market research. Figure out what your competition is using 😉

    15. Md Afzal Hossain September 2, 2019 at 6:28 pm #

      Is their any problem with same keyword target for 2 pages in the same websie?

      • Neil Patel September 2, 2019 at 8:13 pm #

        It depends. I have a lot of posts that target similar keywords because I have thousands of posts. But it’s always good to have a specific page that you turn into a pillar page for that keyword.

    16. Damian Alexander-Du'bel September 2, 2019 at 6:42 pm #

      Effective points to get max. benefits from your landing page.

      • Neil Patel September 2, 2019 at 8:13 pm #

        Thanks!

    17. Mathematically Impossible September 2, 2019 at 8:47 pm #

      Excellent video Neil. I forget to tell a story on landing. Going to implement immediately. Would it it be best to have the customer tell the story of how I saved their event?

    18. Blue Square Management September 2, 2019 at 9:11 pm #

      Great advice Neil.I’ll start to implement it ASAP

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