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Immediately meeting user needs
When it comes to driving conversions and maximising your ROI, an optimised landing page can’t be overstated. Whether you’re focusing on results of campaigns or supporting your sales team, ensuring your landing page meets user needs is crucial.
Identifying the purpose of a landing page
A successful landing page starts with a clear objective. Are you looking to generate leads, promote a product, or offer a specific service?
Defining the page's purpose allows you to craft a message that resonates with visitors, ensuring a streamlined experience that encourages action. When a visitor immediately understands what’s expected of them, you’re already one step closer to success.
Understanding your audience is just as important. Who are they? What brought them to your page? What are their pain points, and how can your offer provide the solution? Answering these questions helps you to speak directly to their needs, making your landing page far more effective.
Buildilng a CRO-friendly landing page template
Once the page’s purpose is clear, the next step is creating a conversion rate optimisation (CRO) friendly template.
Consider these essential elements:
Hero section: This is the first thing visitors will see, so make it count. Include a bold headline, a clear value proposition, and a CTA that stands out. Keep it simple and uncluttered, ensuring that the CTA is impossible to miss.
Above-the-fold content: The most important information should be visible without needing to scroll. For instance, a short, engaging video placed next to your form can quickly communicate your value proposition and draw attention to the form itself.
Form design: The form should be simple and easy to fill in. The fewer fields, the better—but make sure you’re gathering the data you need to engage with leads effectively.
Here is an example of a best practice landing page produced for our client, activpayroll - part of a UX campaign which led to a 133% increase in form submissions.
Clear, digestible and value-led. This intuitive design allows users to immediate understand where the value is, qualify the offering via social proof and take action without friction.
Displaying content that connects with users
With your structure in place, your content needs to focus on building a connection with your audience - there are many excellent tools available to better understand what resonates.
High-ROI landing page don't waste time, they:
- Address the problem immediately
- Showcase the value of your offer
- Use visuals and social proof to engage: videos, infographics and testimonials all help build trust and encourage users to take action.
It’s also worth experimenting with content formats. For example, placing a video next to your form can have a noticeable impact on conversion rates, especially when it addresses user pain points and shows how your offer resolves them.
Testing your landing page and learning what works
Optimising a landing page isn’t a one-off task. Consistent testing is key to success. Adaptive and A/B testing helps identify what resonates with your audience. Would a red CTA button convert better than a blue one? Does a testimonial carousel perform better than static quotes? Testing gives you real-time data to make informed choices.
From generating personalised content to optimising landing pages and creating engaging chatbots, HubSpot's platform allows you to deliver effective marketing that drives conversions and builds stronger relationships with your audience.
Monitor the results closely. Analytics can reveal which elements are working and where users are dropping off. Keep what works and refine the page over time to continuously improve performance.
Optimising for search
While your landing page should primarily cater to human users, optimising for search engines will increase traffic. Incorporating relevant keywords, ensuring fast loading times and using alt text for images and videos are just a few ways to improve SEO. A well-optimised page will not only convert better but also attract more visitors organically.
Creating high-ROI landing pages requires a clear purpose, thoughtful design, engaging content and regular testing. By following these steps, your landing pages will both attract visitors and convert them into customers.
