What makes a great Campaign Landing Page for conversions?

A high-quality campaign landing page can significantly improve lead conversion rates.

The following five elements are essential for creating a successful landing page that effectively drives conversions.

1. Unique Selling Proposition (USP)

The first section of your landing page should focus on a succinct and compelling description of your product or service’s value proposition.

This description should clearly explain why your offering is superior or distinct from your competitors.

2. Hero Image or Video

Behind the headline and supporting copy, you need a hero image or video that communicates the context of your USP.

To achieve this, select an image or video with a non-focus area for copy to be placed on top of. The media should be on-brand, visually appealing, and support the message of your USP.

3. Features and Benefits

To seal the deal, you’ll need to provide back-up information in the form of the features and benefits your product or service offers.

Remember that benefits describe the positive impact your product or service delivers, while features are the specific qualities or components that deliver those benefits.

4. Social Proof

Social proof is crucial for converting customers who may be naturally skeptical.

Positive customer reviews or testimonials are the best forms of social proof, and should include real names and photographs. Short case studies, logos of companies using your product, or customer review scores from reputable sites are also effective forms of social proof.

5. A Conversion Goal (Call to Action)

The final element of a successful landing page is a clear call to action.

For service companies, an enquiry form is best, but it should be simple and ask for only the necessary information. For sales, a standalone button for “Buy” or “More Info” should be provided. Avoid asking for too much information, as this can discourage leads from submitting their details.

By focusing on these five elements, you can create a high-quality landing page that is optimized for lead conversion.