[Landing Page] 9 Rules to Make High-Converting Landing Pages
It's Pierre from Reddot 👋 - Have a look at those 9 rules
Landing pages are the cornerstone of your growth marketing strategy. They can make or break your campaigns’ performance.
In this edition, I am sharing 9 rules to make high-converting landing pages.
1. Message x Audience Fit
Your first goal is to put the right message in front of the right audience. Use your H1 and H2s to explain how your product solves a clear problem, then adapt the message for each audience.
→ Create a main landing page (LP)
→ Choose 3 marketing angles for 3 audiences
→ Adapt 3 landing pages to your 3 marketing angles
2. Use the 1-1-3-1 Rule to write your page
As explained in point 1, your page should focus on one combination: 1 message for 1 audience. Follow the 1-1-3-1 rule to make sure your copy follows this goal:
→ 1 Value proposition
→ 1 Target audience
→ 3 Benefits
→ 1 Call to action
Example:
VP: Automate meeting note-taking with AI
Audience: Project Managers
Benefit 1: Focus on the meeting
Benefit 2: Get an automatic recap
Benefit 3: Send to participants
CTA: Try 5 meetings for free
For the H1 I could use "Effortless Meeting Notes with AI Automation" but NOT "Revolutionize Your Meeting Productivity with Automated AI Note-Taking"
→ It sounds complex and most people don’t want to revolutionize their habits.
3. Page Structure
Based on the 70+ campaigns Reddot has conducted, we noticed better performance with the AIDA framework (compared to PAS). We also discovered a winning 4-section page structure.
→ Headline with a dream outcome
→ Description of the offer
→ Zig Zag of benefits x features
→ Details on the offer
Here’s a page structure that gets good results:
4. Emotional Triggers
In his book "Pre-Suasion", Robert Cialdini highlights 3 psychological principles that drive conversion. Inject those emotional triggers in your pages to increase conversion rates.
→ Scarcity with limited offers
→ Social proof with logos, testimonials
→ Authority with press, numbers, proof of work
5. Benefits x Features
In the "zig-zag" section, emphasize your main value proposition with 3-4 core benefits. Give tangible descriptions of how the benefits happen and the related features.
→ Use clear and simple copywriting
→ Illustrate with pictures and numbers
→ Prove benefits with examples & testimonials
Example:
H1: Delegate meeting note-taking to AI
Benefit 1: Focus on your meeting, our AI takes care of the note-taking.
Benefit 2: Receive a complete summary 5 minutes after the meeting.
Benefit 3: Review and send the recap to every participant in 1 click.
→ I use simple words that highlight the outcome
→ I explain the benefits with clear examples
→ The 3 benefits are an echo of the H1
6. Positioning
With 200M+ active websites online, you need to stand out. Invest in branding and positioning to make your page memorable.
→ Define a strong positioning
→ Invest in a unique artistic direction
→ Make your design neat with Webflow
→ Create a brand atmosphere with Copywriting
7. From Landing to CTA
Your landing page is part of a funnel; it needs to be easy to get in and out. Apply the "coherence principle" and give a unique next step for the user.
→ Cut the distraction, get to the point
→ Make the user flow from title to title
→ Insert precise Calls to Action that make sense
A perfect flow looks like this:
I land on the page → I read and understand the H1 → I skim through the 3 benefits → I read more offer the product itself → I click on the CTA
8. Key Metrics
Track the right metrics to evaluate the performance of your pages. Compare 3 main metrics with industry benchmarks.
→ Speed score: aim for an "A" score with GTMetrix
→ Cost per conversion to compare your pages
→ Conversion rate: % of visitors who click on the CTA
A good practice is to report the metrics on a funnel;
% of page views: out of 100 clicks, how many views the page?
Average visit duration: what is the average time spent on the page?
⭐️ Page conversion rate: out of 100 page views, how many click on the CTA?
Cost per action: what is the average cost to get an action? (lead/sales)
9. Weekly Iterations
A good landing page is not rigid; you need to improve it on a weekly basis. Set up a list of optimizations and execute them every week.
→ Change the CTA
→ A/B Test the H1 section
→ Analyse heatmaps with Hotjar
→ Iterate on the form and track the CTR
Want to read more about landing pages?
Follow our 5-day Challenge
Last month, I published a landing page challenge. Follow this challenge to build your landing page:
The challenge got 176,551 views. That said I noticed people focused on Days 1-3 only while Days 4-5 are very important too.
Thanks for reading this newsletter!
Reddot is a Growth Marketing agency focused on Go-to-Market and generating revenue.
We use a sprint methodology to test channels and scale your revenue.
Get more information on our website or contact us.
Great tutorial!