You do know about conversion rate. But you really didn’t give it the importance that you should have given it.
Did you ever think about “a good landing page”, a “beautiful landing page”, or a “landing page that kicks ass”? You’ve been thinking in the wrong lines. The only thing that makes a landing page good, bad, ugly, worthless, or just alright is the “conversion rate” of that landing page.
The average conversion rate of a landing page (if at all there exists one, and if you are using landing pages in the first place along with metrics, tools, and features available for you to measure) is about 4.02% (source: Unbounce Conversion Report)
The 4% is just a little more than the average “website conversion rate” — complete with the code bloat, content clutter, extra information, and the usual slow loading nature of websites — is at 2 – 3% (that too for eCommerce stores, built for purpose).
What about the average conversion rate of a “website” that you use for your business right now? It’s horrible and I don’t even want to go there.
Don’t know how your landing pages stack up? Use this landing page analyzer and see how your landing pages are stacked up. Pick the industry benchmarks from this Conversion Report (with Conversion rates across industries worldwide).
Build Landing Pages With a High Conversion Rate (Improve over time)
It’s true that conversion rate is not the greatest way to measure your success as Dan Barker writes. He advocates using the conversion rate in a way that is in line and in context with other parameters as well. He right in pointing out that not all visitors to your site are equal, higher conversions don’t always mean more sales, and that your conversions decrease with increase in traffic.
But Dan is talking about websites that are already established, get millions of visitors in traffic, and have a history of data to analyze performance.
For most other businesses, there’s nothing to talk about — no landing pages, no traffic, no data, and no conversions.
If you haven’t done it yet, stop right now. Go ahead and create landing pages (use Unbounce or LeadPages) and create landing pages with the sole purpose of growing your conversion rates. A great idea is to give away something of value (called Lead magnets), coupons, or access to your products for free.
The best part about all of the examples above (and below)? They look good and they convert really well. There’s no dearth of inspiration if you really look around. The next time you go about creating landing pages, take a cue or two from these landing pages that you wish you’ve built them.
All this talk about conversion rate won’t even matter if you don’t even have landing pages or sales funnels to begin with. In fact, if you just had a regular web page and if you call that a landing page (you don’t even have to read this).
Why should you integrate Unbounce and Calendly, you ask? To make things happen for you as a blogger looking to monetize your efforts, as a service provider seeking to get a leg through the door, or as a coach/consultant who wants to grow your business.
Taking appointments and bookings for setting up phone calls, skype calls, or Google meetings is often the first step, on the path to high-impact sales.
If you are a coach, consultant, a service business, or even a blogger, you’d want to accept bookings and appointments on your website. Learn how to Integrate Unbounce and Calendly and bring in a level of extra personalization, real human-to-human calls, and interaction into your marketing or sales process.
Selling services and want to build an online presence and client pipeline? Check out this virtual conference, designed to be sequential and condensed into only the most essential marketing tactics required to succeed online on 10/24.
Unbounce is one of the best landing page builders out there and it’s almost a no-brainer to use Calendly to make your potential customers book calls (one-on-one or group booking), appointments, and even full-fledged coaching sessions.
The need for speed? It’s universal, it’s palpable, and it makes sense. In the world of digital marketing, you already know just how much you stand to lose if your websites or landing pages don’t load fast enough.
Now, imagine what happens if you don’t even have landing pages to start with. Or worse, you still depend on developers and traditional methods of creating landing pages.
You need to understand that it takes time for your campaigns to work, for gaining traction, and for turning your leads into customers. Given that, and that you do need landing pages, you need to create landing pages fast. In fact, you need to create landing pages faster than you think.
The faster you create and deploy your landing pages, the sooner you’ll see results.
How do you create landing pages fast? Use the following landing page tools:
Webflow landing pages
Did you know that Webflow is truly the next greatest thing that happened to us after WordPress (and maybe it’s even better than WordPress itself)
Technically, Webflow was supposed to be a powerful website builder for HTML/CSS websites.
In one fell swoop, however, you can create not only stunning websites but also avoid all the issues that plague WordPress-powered websites normally (such as code bloat, WordPress theme or plugin conflicts, WordPress vulnerability, and more).
You can also create landing pages extremely fast with Webflow. While you need to know a wee bit of working knowledge on HTML/CSS (not as much as you think though), you can develop superfast, functional, and stunning looking landing pages on Webflow.
Unbounce has a super-fast landing page builder (preview Unbounce here, no-optin needed), ready-made templates, third-party templates, and the ability to integrate with absolutely any tool you’d be using as a part of your marketing stack.
Given all of the above features of Unbounce, you’d be able to whip up landing pages in absolutely no time (say, 15 to 30 minutes per page). In case you wanted to use custom domains or branded domains, you are in luck if you use WordPress.
With Unbounce, all you have to do is to upload the Unbounce WordPress plugin, choose “WordPress” as an option when you add “domains” within Unbounce, and your pages are instantly live (along with “force https”).
LeadPages was purpose-built to NOT allow you to tinker with your landing page designs (the way you can with complete, pixel-perfect drag-and-drop builders like Unbounce).
With LeadPages, you don’t sit there and doodle — like an artist or strive to create “pretty looking” landing pages.
LeadPages allows you to create landing pages with simple drag-and-drop yes, but not in a way that Unbounce does. In short, you just pick a template, make changes, and deploy pages (there’s no time or chance for you to mess around).
Given that, in a way, LeadPages allows you to create landing pages even faster than Unbounce due to the way Leadpages was built and the market it caters to.
Elementor is essentially a WordPress DIY builder platform — you can build, WordPress themes, or maybe just create fantastic looking WordPress for your business (or for your clients if you are an agency).
Did you, however, know that you can create landing pages with Elementor too? No, not just any random page (which Elementor can certainly help with) but actual landing pages without navigation menus, extra links, no footers, and just a single CTA for conversions.
All you have to do when you need to create a landing page with Elementor is to build your pages with Elementor (the way you’d normally design a page) but you’d design it like a landing page should be and then remove headers and footers (for specifically these pages).
Just like Elementor, Divi is a popular WordPress page builder. You can build complete websites on WordPress. Or you can build websites with a few more pages that function like landing pages. Just as you’d work with Elementor, you’d be able to hide the headers and footers on specific pages built with Divi.
If you wanted to create your landing pages even faster, Divi provides you with pre-made templates from within the Divi builder or from within the Divi theme. Pick the “landing page” template from any of the pre-built designs (if available for the template you like)
Note: By working with both Elementor and Divi is that you’d not have to do the extra work of branding domains (by adding custom domains as you’d have to do so for other solutions in this list).
Further, you have access to several templates, complete design freedom, fast deployment of pages, and a single ecosystem to work within (as against using 2-3 different tools for landing pages).
Lastly, you also have the ability to bring in the best of the WordPress universe such as:
Landen is a fast and effective way to create landing pages for your campaigns. It’s a completely drag-and-drop landing page builder but it works slightly differently from the rest of the options here on the list.
Landen almost builds pages by itself. Yes, you read that right: pick your choices, styles, colors, design type, layout, typography (fonts), and Landen immediately gives you several customized options for you to choose from. After that, it’s up to you to make slight changes (images and copy, for instance) and then launch your landing pages.
Landen is so fast that you’ll be able to create a landing page in less than 5-10 minutes flat. That’s because you don’t even drag, drop, or dwell on the design (since the layouts are already created for you).
WPEngine Site Templates
Wouldn’t it be cool if your fast-loading and secure landing pages are based on WordPress and are directly built directly on top of a strong and capable marketing platform such as HubSpot?
WPEngine Site templates allow you to deploy complete WordPress websites and other WordPress-based properties (including landing pages) about 90% faster than what it would normally take you.
But that’s not even the coolest part. Since WPEngine Site templates directly integrates with HubSpot, you’d be able to make use of the powerful HubSpot Platform (complete with auto-generated forms, livechat, and Pop-up tools) without you doing much at all.
Simvoly first started as a DIY website builder but quickly turned into a powerful tool to help build sales funnels, landing pages, and complete websites built for conversions. With Simvoly, you basically build websites that’ll be based on HTML/CSS.
You should create landing pages to boost your conversions (which will be much more than if you’d send people to a regular website) and to lower your cost of acquiring leads or sales.
There are three main reasons creating a landing page works in your favor:
A hugely improved post-click experience (everything that happens after someone clicks through on your ads or on the links you place in your content).
To provide a simple, clutter-free, and highly focused experience which carries the story forward. For instance, an ad or a message (say within an email or in a blog post) that says “Download X for free” is carried on to the landing page to complete the story and to earn a lead.
To ultimately lower your costs of acquisition by helping you to craft experiences by helping you (marketers or business owners) match ads with destination pages (landing pages or funnels)
The bulk of advertisers spend time exclusively on the ad platform side tweaking audience targeting, adjusting keyword bids, testing ad copy, and scripting to automate small tweaks. Most advertisers or marketers also put in all the work for organic marketing leaving landing pages on the wayside.
Marketers and business owners spend an awful amount of time, energy, money, and other resources to make their marketing work.
Sadly, most of this digital marketing work is uncoordinated or often conducted in silos with intense focus (almost always not leading to anything concrete or meaningful).
If you do blogging, social media, email marketing, paid advertising — including retargeting — with landing pages, lead generation elements on your website, and even use marketing automation, you should be sending traffic to optimized, message-matching landing pages to generate leads (which you’ll later nurture with email marketing by using tools like Drip or MailChimp).
It’s all about the focus, branding, the post-click experience, conversions, and the average cost of conversions.
“ the ratio of the number of things you can do on a given page to the number of things you should do.”
Essentially, you could practically have anything you want on a page. But you don’t want to do that since landing pages are purpose-built with elements on the page only to the extent that it helps you boost conversions (not to look pretty, fancy, or to win a listing on Awwwards)
Any extra elements you add on your landing page are going to distract your visitors from the main purpose of the landing page.
Let’s say you wanted your visitors to sign up for a coupon, you’ll then not need to have navigation menu on your page (Just removing the navigation menu on your landing page can lead to 100% more conversions [https://vwo.com/blog/a-b-testing-case-study-navigation-menu/]) ,there’s no need to include your product pages again, and there’s no need to include social media links, and there’s no need to add any other links on the page.
In fact, just adding links alone could reduce your conversions big-time as shown below.
The Story. The Context. The Flow
Have a great product and you want to let the whole world know? Bad luck. The average Google Ad could never let you say everything you wanted to say within the ad.
The same is true for the average Facebook Ad (although you get a little more expressive with visuals and videos, depending on the type of Facebook Ad you use).
With Landing Pages, you can let the story out. You can make it flow. You can provide context to the whole experience.
Here’s an example: Unbounce ran an ad on Facebook for their 68-page eBook on Landing Page design. As you can see, there’s not much space there to let their target audience know why they should download the eBook.
With the help of a message-matching landing page to help provide more context, the story could flow. Note that the landing page also has visuals of the page (continued from the Facebook ad that people clicked on), social proof, and a face to the name — all in a bid to convince users to actually download the eBook.
Creating Landing Pages Forces You To Be Less Wishy-Washy
We all have a tendency to go overboard. Sometimes, our headlines don’t make any sense. Or we go too vague on the headline, subheadings, or the text. In fact, many of the landing pages I get to work on already come with the ubiquitous wishy-washyness while being all over the place.
You create landing pages because you want to make an offer.
You want to be sure that the offer you are making is strong, clear, in-demand, and you are making absolutely clear as to what your potential customers get when they click through and arrive on your landing page.
Here’s an extra sleazy landing page that the folks at Unbounce created:
What’s “awesome” here? What exactly “arrived”? What does the “bleeding edge solution” bleed exactly? How do you “utilize” it? How is the offer “special”? It says “limited time”, but until when?
Ah, and that button that says “submit” [ I won’t ever submit myself to anything, you hear?]
It’s one thing to know why create landing pages; it’s another thing to create landing pages that get you the results you seek.
Already have landing pages? You have no idea how well it’s doing or what it’s capable of unless you put your pages to a test. Use this landing page analyzer and see how well your landing pages work for yourself.
When you use templates, you don’t have to start from scratch, you have a sense of direction as far as the design is concerned, and you’ll be able to make use of the time saved to do more important things when it comes to your campaigns.
Here are 3 awesome sources for your Unbounce templates. Let’s dig right in:
After you choose your design, make necessary changes (swap out the logo, add your own images or pick images from Unbounce’s Integration with UnSplash, change the fonts, and style the buttons) and publish.
This Kartra Review (check the video) reveals how Kartra works and whether or not it’s a good fit for your business. Is it good enough for you to create your landing pages? Does it reveal itself to be a good-enough sales funnel builder to help you generate leads and make sales happen?