7 Types of Landing Pages that Convert Website Visitors into Customers
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Every marketer understands that once you’ve gotten high quality traffic to your website, the next big step would be converting website visitors into email subscribers and then into customers.
But, what’s the best way to convert website visitors into leads for your online business? If you guessed landing pages, you are correct.
A landing page is a page on your website that allows you to capture the information of a website visitor through a conversion form.
Landing pages are the heart and soul of any successful lead generation effort. Unfortunately, very few online entrepreneurs understand the importance of having landing pages on their website.
Landing pages serve two purposes:
- To grow your email list of subscribers, so that you can later turn these subscribers into customers.
- To generate more revenue through the sales of your products/services, so you can get a positive return on investment for all your marketing efforts.
In simpler terms, high converting landing pages equals more leads and more sales for your business.
In today’s blog post, I am going to share 7 types of landing pages that convert abandoning website visitors into customers.
1. Homepage as a Landing Page
Your website’s homepage is probably one of the most visited pages on your website. That’s why you want to create a homepage that is optimized for conversions.
Here’s what you should include on your homepage to convert it into a landing page:
- An opt-in form: Having an opt-in form on your homepage makes it easy for your website visitors to sign up to your email list.
- A call to action: Having a call to action in the form of a button is a great way to get your website visitors to visit more pages on your website. This is also a great way to get your website visitors to perform a specific action, such as signing up to your email list.
- Recent posts: Including your most recent blog posts on your homepage is a great way to get your website visitors to visit other pages of your website. This helps reduce the bounce rate of your website. The bounce rate is the percentage of visitors who navigate away from your website after viewing only one page. A high bounce rate is a sign that your homepage is not conversion optimized and needs to be fixed.
- Display of products/services: You should also display your products/services on your homepage. Briefly describe the product/service and then include a call to action to your sales landing page for the product/service. This way, your website visitors can visit your sales landing page if they are interested in learning more about your product/service.
Before you start creating or redesigning your homepage, you should identify what your visitors’ needs are. Next, use those needs to drive them to take a specific action. This action could be getting them to sign up to your email list or purchase a product from you.
2. Opt-in Landing Page
The first step to converting website visitors into customers is to get their email addresses. For this reason, an opt-in landing page is very necessary to have on your website.
An opt-in landing page is a page on your website where you can get your website visitors to subscribe to your email list.
Every time a website visitor sees your opt-in landing page, they will unknowingly ask themselves “what’s in it for me?”
Your website visitors aren’t just going to hand you their email address unless you give them something in return, such as an incentive for signing up.
An incentive is a free digital download you can give your subscribers in exchange for their email address. Some incentives you can give your email subscribers are eBooks, eCourses, recurring webinars, check lists, spreadsheets, styled stock images, or discounts on your products and/or services.
The problem with most opt-in landing pages is that they are so poorly created that the conversion rate is low. This is because many bloggers don’t spend a lot of time thinking about and creating the right opt-in freebie.
You want to create an incentive that people WILL use rather than something they SHOULD use. For instance, if you created an opt-in freebie called “100 Blog Post Title Ideas,” your readers are likely to use this freebie every time they encounter writer’s block (i.e. not knowing what to write). However, if you create a Pinterest book, they may not take the time to open your book even though it contains useful content.
You also want to explain the value of your incentive to your email subscribers. This is because nobody is going to want to hand over their email address unless you can prove to them that what you are offering is truly valuable.
3. Sales Landing Page
If you want your products/services to sell, you need to have a great sales landing page. A poorly worded sales page can literally prevent you from selling your products/services.
A sales landing page is a great way to establish yourself as an expert in whatever niche you’re in. You want to create a sales landing page that will convert website visitors into happy customers that will go out and recommend your product/service to others.
If you want potential customers/clients to purchase your products/services, you need to do these four things.
1. Create a simplified landing page
I’ve seen landing pages where the author writes paragraphs of text. It’s like a whole blog post on a landing page. To be frank, nobody has the time to read that. I personally prefer bullet points over paragraphs of text because bullet points are easier to read and get straight to the point. A sales landing page needs to be simple, easy to understand, and to the point. You should eliminate any elements on your sales landing page that aren’t directly needed to convert website visitors into customers.
2. Create an attention-grabbing landing page
When a visitor lands on your landing pages, you want to grab their attention right away. The simplest way to do this is to write a compelling headline. The design of the landing page also plays a key role in grabbing the attention of your readers. If you want to create amazing attention grabbing landing pages from scratch, I highly suggest using the Thrive Architect WordPress plugin.
3. Provide a clear call to action on your landing page
One very important question to ask yourself when creating a sales landing page is “what action do you want your website visitors to perform?” If your website visitors can’t clearly understand the action you want them to take, your conversion rates will be low and you won’t make many sales. Your call to action needs to be visible, clear, and concise. I highly suggest having a call to action in the form of a button. Your call to action button can be “Add to Cart,” “Buy Now,” “Enroll in Course,” or any other action you want your website visitors to perform.
4. Display testimonials on your landing page
You want to show your website visitors that you can help them achieve a certain goal. The best way to convince people that you can help them achieve a certain goal is to display testimonials on your website from customers/clients who have bought your product/service. Testimonials will increase your conversion rates and decrease your bounce rates.
4. Thank You Landing Page
You’re probably already aware of thank you messages that pop up after a subscriber opts in to your email list, but what about a thank you landing page?
Visitors can be directed to a thank you landing page on your website after opting-in to your email list or after purchasing a product you sell.
Thank you landing pages are far more effective than thank you messages. This is especially true if you want to convert abandoning website visitors into customers.
Thank you landing pages are a great way to thank your subscribers or customers, but they are so much more than that.
A thank you landing page is an opportunity to offer your website visitors something they can take advantage of. For example, you could offer your email subscribers a huge discount on a product/service you sell. You could also offer any one who has recently bought from you a free product/service to thank them for their purchase.
When you’re creating a thank you landing page, you don’t want to make it too lengthy. You don’t want to bore your website visitors with a long thank you page that they probably won’t bother to read.
A thank you landing page should be short and simple. You want to thank your customers, offer them an incentive for whatever it is you’re thanking them for, and have a call to action button for your incentive.
That’s all there is to it, but just remember not to make any promises you can’t keep. More importantly, never make your customers feel like you don’t appreciate them. Thank you landing pages are a great way to make your customers feel appreciated.
5. Tripwire Offer Landing Page
Have you ever heard of the tripwire marketing technique? If you haven’t, the tripwire marketing technique is actually a really effective way to increase your revenue and future buyers.
To utilize this marketing technique, you need to create a tripwire offer landing page. On this page, you’ll offer anyone that subscribes to your email list a low-cost product in hopes that they will be more likely to buy a higher priced product from you in the future.
If you want to create a tripwire offer landing page that converts, here’s what you need to include on your landing page:
- Graphics of your offer: You want your website visitors to be able to visualize exactly what they’ll be getting if they decide to purchase your product/service. Sometimes, it’s the graphic that sells your product/service rather than the text that accompanies the graphic.
- Call to action button: You want your website visitors to act on your tripwire offer. Having a call to action button that tells your website visitors exactly what to do is a great way to increase your conversion rates and revenue.
- Fast-action deadline: The whole point of a tripwire offer landing page is to get your website visitors to act fast and jump on your offer. You want to let your website visitors know how long the deal will last before it expires forever.
- Countdown timer: Having a countdown timer is a visual way to show a sense of urgency. This is a great way to show that if your website visitors don’t act within the next X minutes, they’ll miss out on a great limited-time deal.
If your website visitors are converting into email subscribers, that’s great. However, if your email subscribers are not converting into customers, strategically implementing a tripwire offer landing page could be the answer.
6. Webinar Registration Landing Page
Hosting your own webinar is another great way to skyrocket the number of email subscribers you have. However, your methods of promoting your webinar won’t succeed unless you have a landing page for your webinar.
A webinar landing page is used to communicate the value that registering for and attending your webinar has for your readers.
Here are the things you should do or include on your webinar landing page to get maximum results:
- Include a headline that conveys the value of registering for and attending your webinar.
- Include key bullet points so your website visitors know exactly what they’ll get out of attending your webinar.
- Take out the top navigation bar on your landing page so there’s no readily available way for your website visitors to be directed off your webinar landing page.
- Include a clear call to action button so that your website visitors know exactly what you want them to do. Some clear call to action buttons can be “Register for Free,” “Register for the Webinar,” or “Save my Seat.”
- Emphasize the date and time of the webinar. Also include the time zone so that your readers know exactly when to tune in to watch your webinar.
- Create a sense of urgency so your website visitors sign up before they miss out on the opportunity to register. This can be done by adding a countdown timer to your webinar landing page.
- Use scarcity to convince your website visitors to take immediate action on registering for your webinar. This technique is valuable because your website visitors are more likely to sign up if there are only a certain number of seats available.
7. Live Webinar Landing Page
Now that you have people registered to view your webinar, you’re going to need a place to host your webinar. This is where a live webinar landing page comes in.
One day before the live webinar, send your webinar registrants an email to remind them of the webinar being held. You should also make it as easy as possible for your webinar registrants to add the event onto their calendars. This can be done by creating an event in your calendar and then linking to it in your email.
An hour or so before the webinar is set to begin, follow up with another email reminder.
Sending reminders via email is a great way to minimize the number of no shows. People lead busy lives and they may just forget about the webinar if you don’t send a reminder. Without a reminder, you may miss out on the opportunity to convert them into customers.
You can also offer the webinar participants a gift for attending your webinar. This could be a free product or a huge discount on one of your products.
Start Building These 7 Types of Landing Pages with Thrive Architect
I hope this article helped you understand that using the right kind of landing page can translate into more email subscribers, more clients, more sales, and more revenue for your business.
Creating high converting landing pages doesn’t have to be expensive. You can create the 7 types of landing pages listed above by using a WordPress plugin called Thrive Architect.
Thrive Architect comes with 184 beautifully designed and conversion optimized landing page templates. These templates allow you to instantly publish opt-in pages, sales pages, webinar pages, and more. These templates are also completely customizable. This means you can change the colors, fonts, placement of the elements, and so much more to fit your brand.
If you don’t want to use the templates that come with Thrive Architect, that’s fine too. Thrive Architect also allows you to create landing pages from scratch.
Thrive architect also has conversion elements built right in. This one plugin can replace dozens of WordPress plugins. Thrive Architect allows you to create customizable buttons, testimonials, countdown timers, lead generation forms, and so much more. Thrive Architect’s lead generation forms integrate with some of the most popular email marketing automation tools (including ConvertKit).
I’ve given you 7 types of landing pages you can build to convert abandoning website visitors into customers. Now the question is what will you build with the power of Thrive Architect? Let me know in the comments below.