Landing Pages: The Art of Conversion
Landing pages are the centerpiece to pretty much every digital campaign out there, and with the average bounce rate being around 42.0% there’s a few tactics you’re going to want to know to make user stick around.
In this post I’ve broken down one of Shopify's PPC landing pages and laid out some of the tactics used to push users towards converting.
Defining the purpose of your landing page
So before I go giving away all the trade secrets, it's probably best to identify the purpose of your landing page, and I'll give you a little clue. It should be to encourage the user to take some form of action.
Some of the most common actions are;
- Subscribe or Purchase
- Sign Up or Register
To put it simply the aim is to convert the user into either a purchase, or trade their data for something of value, allowing you to remarket to them at a later date. Understanding this purpose will allow you to structure your landing page in a way that will benefit you reaching your desired result.
Here’s a perfect example of this from Shopify.
This Shopify landing page was the result of coming through a PPC ad. The single action? Trading that precious email address for a 14 day free trial.
This benefits Shopify in two ways, it lets the product sell itself through users interacting with the platform, and it also opens up the door to remarketing if a user doesn’t convert from the free trial. Win, win.
I've broken down some of the content/layout tactics used to help convert users below;
Above the fold
This section is the first point of interaction for every user, and is the most viewed part of every page. Why? Well because it’s above the fold, duh.
So what should you include above the fold? The most valuable users will want to take action at this point - and you can make it really easy by telling them WHAT it is you're selling, WHY they should buy it and HOW to take action.
Here’s what Shopify have opted for;
1. Headline (What)
Shopify has opted for ‘Sell online with Shopify’ as their value proposition. It’s short, simple and doesn’t leave the user guessing. Your headline should inform the user on exactly what your product is, and Shopify nails this in four words.
2. Supporting Text (Why)
The supporting text 'Trusted by over 1,700,000 businesses worldwide' acts as a form of social proof, using statistics/numbers in your copy is a great tactic to emphasise value to users. This statement acts as an anchor to the headline and is used more than once throughout the landing page to reinforce the scale of Shopify’s brand.
3. Call to Action (How)
The core focus of this landing page boils down to this single element. The single (email) field makes it simple for the user to sign up, the single field shortens the odds of form errors and allows the user to engage with the free trial through limited effort/clicks.
The small print mentions ‘no credit card required’, instantly removing the usual blocker of having to remember to cancel a free trial, making the trade off pretty low risk.
Plenty of businesses will display the benefits/features of their products on a landing page in some shape or form. But what's the purpose? 9 times out of 10 it's going to be to sell the product, but you dont have to this in a direct salesy way.
Diving into the copy of this page you'll notice each block is framed to address some sort of pain point or challenge the user may think they'll face.
It’s short, sharp and open to interpretation. Here’s the breakdown;
1. Beautiful themes that are responsive and customizable
Nobody wants a sh*t looking website, but not everybody can design. This copy is targeted towards that problem, by promoting the ease of use for the user, it removes the dependence on anyone else to build a functioning and 'beautiful' looking site.
2. Pricing as low as $29/month
This content block is to answer the “How much will this cost me” question. Price will be a key factor in a user's mind when it comes to subscribing to a platform or product. The anchoring copy also reiterates the product is for every type of seller, addressing various personas and emphasizing how easy it is to get started.
3. Trusted by over 1,700,000 businesses worldwide
This content block is to again reiterate that the platform is trusted. Using copy such as ‘Shopify takes care of everything’ emphasises the ease of use and targets the pain point of websites being complicated.
1. Client Logos
Displaying client logos on site acts as a form of social proof. Showcasing familiar brands to users not only builds trust, but also helps to build credibility. Highlighting recognisable brands helps to address the question of “Can I trust this platform”.
Client testimonials act as another form of social proof, showcasing a quote from a credible employee at an established business again instantly builds credibility with the user. Using ‘better than any other platform’ within this copy again reinforces credibility, and is a clever tactis to address the question of “will this work for me”.
3. Call to action
The page concludes with a final call to action with the same 'Start free trial' messaging, reinforcing the consistent tone of a 'no strings attached' free trial. The second iteration of this element allows users who have scrolled past the fold to re-engage at the final section of the page.
The short page length combined with the removal of the navigation and footer links also removes any unnecessary distractions, making signing up the only possible form of interaction on the page.
By limiting the amount of effort to convert with a single field sign up and using content focusing on common pain points, this landing page allows users to easily convert and allows shopify to use a free trial of their product as the next step in their funnel.
There's plenty of other tactics that can be used to benefit your conversion rates. So if you have any questions on the above, or would like some advice on improving your own landing page, feel free to slide into my DM's on LinkedIn.
Peace and love.