How to Create Conversion Optimized Landing Pages – The HABITS Framework

• Marketers who want to build conversion optimized landing pages • Anybody interested in generating leads

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What will you learn?

• How to create landing pages that convert

Who can benefit from this E-Book?

What’s Inside!

CHAPTER 01: Create Landing Page that Convert

01-1 What are landing pages

01-2 How is landing page different from webpage

01-3 Why should you use landing pages

CHAPTER 02: HABITS of creating conversion optimized landing pages

02-1 Headline

02-2 Actions

02-3 Benefits

02-4 Image/ Media

02-5 Trust

02-6 Speed/ Urgency

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CreateLanding Pages That Convert

CHAPTER 01

04Chapter 01- Create landing pages that convert

What are Landing Pages?

How is Landing Page different from webpage?

Landing page is a special purpose webpage:

Contains information about single offer.

All elements on landing page support the said offer/objective

Contains lead capture form or call-to-action link that leads to form

Usually not a part of website navigation

The page where you want campaign traffic to land for lead capture

A Landing Page is NOT:

a page for detailed description of product/services

a page for corporate info

A Landing Page does not contain navigation elements.

Sample webpage1

2

1. Navigation

2. Detailed

description of

product

05Chapter 01- Create landing pages that convert

Sample landing page

1. No navigation

2. Focused Content

3. Form for Lead Capture

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06Chapter 01- Create landing pages that convert

Why use Landing Pages? You run ad campaign with specific objectives.

Redirecting a visitor to website may confuse him and he may navigate away.

Landing Page would prompt the visitor to take an action.

Most Ad Campaigns are PPC. Without lead capture landing page, you are wasting ad clicks.

Landing page gets you visitor details.

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HABITS of creating conversion optimizedlanding pages

CHAPTER 02

Headline / Tagline

Action / Call-to-

Action

Benefits / Value

Image / Video

Trust / Testimonials

Speed / Urgency

09Chapter 02- Learn habits of creating conversion optimized landing pages

Here is a HABITS Compliant Landing Page1. Headline2. Action3. Benefits4. Image5. Trust6. Speed/Urgency

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3

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10Chapter 02- Learn habits of creating conversion optimized landing pages

Headline

Visitor will spend 3 seconds or less on reading the headline. Therefore, it

Should be Short, to-the-point & catchy

Must match message on Ad Copy Should have summary of

offer/value/benefit

Use sub-headline (if needed)

Should stand in font color & size

Using Numbers in Headlines also

works well

Numbers in Headline seem attractive

11Chapter 02- Learn habits of creating conversion optimized landing pages

Action

Use persuasive CTA above the fold

Make it distinct: Use color contrast

Don’t use generic CTAs, like

‘Submit’

Instead Use ‘Download Whitepaper

NOW’, or ‘Signup for Free Trial’

You can use directional cues to

point visitor to CTA

Above the fold

Strong color contrast

Action centric message

Directional cues on CTA

12Chapter 02- Learn habits of creating conversion optimized landing pages

Benefits

Emphasize benefits of offer in headline

Use bullet points to highlight benefits

Perceived value must be greater than perceived cost

Don’t confuse ‘features’ with ‘benefits.’ Value is not

about who you are but what visitor will get from offer

• [Bad] Product is highly configurable and can be

customized for any needs (describes features)

• [Good] Increase Employee Engagement, Retention

and Productivity (describes benefits)

13Chapter 02- Learn habits of creating conversion optimized landing pages

Perceived Benefit is high: Rs. 1000/- OFF on Rs. 8000/- Holiday Package makes decent enough offer.

Perceived Cost is less:  Visitor has to give his/her Name, Email ID and City to claim offer. He is not even being forced to book package then & there. Thus perceived cost is very less.

Whenever Perceived Benefit > Perceived Cost, probability of form fill increases.

14Chapter 02- Learn habits of creating conversion optimized landing pages

Image/ Media

Provide at least one supporting image / video

Use sources like DepositPhotos, GettyImages, ShutterStock to buy images

Researches show that videos can increase conversion by 80% (videos are engaging)

However, don’t overdo media elements:

i. Too many images can appear tacky ii. Big videos can increase the loading time

15Chapter 02- Learn habits of creating conversion optimized landing pages

Trust

If you are the seller, potential buyer would take the word of

3rd Parties over yours. You can use any of the following

credibility builders:

List of Customer Logos, Customer Testimonials

Product Reviews

Social Proofs

Press Coverage

Award & Recognitions

Certification

However, don’t go overboard with trust building. use only a couple of these items at a time.

16Chapter 02- Learn habits of creating conversion optimized landing pages

Speed

You can make offer more

desirable by making it:

Exclusive

Limited supply

Time-bound

Making the offer exclusive makes it more enticing

17Chapter 02- Learn habits of creating conversion optimized landing pages

Use HABITS! Create Landing Pages that Convert

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