The Anatomy of a Conversion-Ready Landing Page - KNB Online


Posted by Kevin Brkal

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The Anatomy of a Conversion-Ready Landing Page

Conversions. We all know them. We all love them, just as much as we hate them. Achieving a conversion is a wonderful achievement, but the work that goes into that achievement is not. Many marketers know the struggle of turning a potential audience of online shoppers into a pool of conversion-ready customers. It’s easy to get lost in the mentality that conversion strategies feel more like guesswork rather than intentful planning. But this doesn’t have to be the case, and many marketers are learning it no longer isn’t.

In today’s age we have a wealth of data at our fingertips, internally and externally, that we can utilize to turn guesswork into detective work. It just requires investing in your audience. Once you tap into personalized data, you can begin to be precise with your conversion strategy.

Audience tracking in itself can be tricky though, and with more and more updates letting customers opt-out of tracking this challenge has only increased. But one of the greatest tools you have for understanding your audience isn’t a social platform or mobile reporting. A landing page designed to highlight your audience’s buying behavior is just as effective as getting you the results you need without relying on 3rd party tools.

The importance of experimentation 

Imagine you could virtually dissect your audience data, see what makes them tick and what makes them run for the hills. An inside look behind what catalyzes purchase decisions and what dissuades them would be a huge value to the long-term success of your business.

My team and I do this all the time, but instead of a scalpel we use landing pages. Not just any landing page thrown up to push a sales pitch at the end of a campaign. No, we curate precisely designed landing pages built around conversion strategies to see what content influences our customers to convert and content disengages their interest.

Think of your landing page as building blocks. Each block should work towards the goal of landing a conversion. But what if you didn’t know which blocks to use? Well through experimentation and intentful design, you can find a way to see which blocks resonate best with your customer base and which don’t.

Essentially, through A/B testing and experimentation you can keep working in and out a different combination of building blocks until you find the one that hits just right. This is how you build landing pages designed to respond to your audience’s unique conversion influences and trigger increased purchase decisions. 

But knowing which blogs to use in your path to success is vital. That’s why today’s post is covering the anatomy of conversion-influencing-landing pages.

A value confirming hero section  

Every landing page needs an opening hook hero section to facilitate the final stage of the buyer’s journey. But how you utilize your hero section should vary per audience and campaign.

Ideally, your hero section should confirm why a customer has arrived on the page. Consider what channel got them to the page. If they just clicked an ad then they need to see the content of that ad carried over from the ad to the landing page. So keep in mind what content you’re using to capture the audience’s interest and build on it.

This is a landing page from Alchemy Bikes. Can you guess what ad sends users to this page?

This isn’t repetition. This is confirmation. A user clicking the above ad is interested in bikes at  a discounted rate and the moment they don’t instantly see that discount on a landing page, they’re going back to their search results. 

Notice how the page even expands on the value of the offer by including the banner at the top displaying financing info, delivery and assembly, and even warranty content. This is a great way to build on the advertised offer and create content that speaks to customers looking for increased value on a discounted price

Feature display 

The big need to know about your product or service is what does it do? You don’t want your customers scrolling or bouncing through tabs trying to explain exactly what they get from your offer. It should be easy to digest and facilitate early on in your landing page.

An efficient way of doing this is designing a features display visual. Whether an infographic, chart, or action shot of your product with some copy. It’s important to make the features stand out and easy to discern.

Shopify deploys this kind of product visual to show the product in action with the available features outlined around it. This is a simple way to get product value across to the customer. They also use this visual early on in the landing page so they don’t lose potential customer interest.

Find a way that works for your product or offering. It might not be as practical to use an action shot to display a service but you can still design a flow of copy that breaks down the value of your product one by one. 

Social proof 

Whether you’re a D2C company or B2B business, social proof is huge. Making your sales pitch on the value of your company alone is a tough pitch to make. Social proof can reaffirm and back up all the value of your pitch while helping fight away skepticism. 

Many customers prefer to know they’re buying into a trusted and proven product. They don’t want to be the first to try something at the expense of their own dollars. What customers want to see is a community of satisfied shoppers who can speak to the value of your offer from their perspective. Highlighting these customer stories can be done in a few ways but remains essential to a conversion-ready landing page.

This is a testimonial section from Delighted, a customer experience management company. They use this section to not only provide valuable testimonials from satisfied partners, but they also include a logo carousel of other partners who have trusted their business to Delighted’s solutions.

Putting a face to your community is a powerful conversion influence in today’s world of ecommerce. When you’re a physical store shoppers find comfort in seeing other shoppers browsing your store. Creating a social proof section provides that same feeling of comfort to online shoppers.

Comparison charts 

Another great way to provide tangible proof behind your value is through a comparison chart. If you have features or accolades that help you stand out against the competition you’re going to want to put those on display. Even if you have something about your offer that the competition doesn’t, you’re going to want to find a way to make that clear and comparison charts are a great way for getting the job done. 

The other benefit of comparison charts is keeping your customers on the page. Your landing page should be the final destination of your buyer’s journeys but many skeptical customers like to do research on alternative options before committing. Doing that research for them through a comparison chart can keep them on your page and diminish opportunities for them to pull out of the buyer’s journey. 

Alker Eye Center provides a great example of this with their comparison chart. Notice how they don’t mention other competitors by name but instead take a general approach to displaying why they achieve results above industry standards. Their chart even includes accolades and customer statistics to drive home their experience and quality of work.

You can present your comparison chart in numerous ways focusing on features, processes, company history, or whatever it is you think customers care about. All that matters is you present the unique value of your business.

Pricing and value charts 

Price is always going to be a top concern of any potential customer. Although, pricing doesn’t always need to be explained in the form of numbers. Some customers simply need to understand the value of a service or offering before they’re able to convert. 

You can convey value through your copy by breaking down features, functionality, durability, and other key aspects of your offering to peak a customer’s purchase intrigue. But in most cases breaking down the numbers along with those features is the best approach. Consider the below example.

Wix uses a pricing chart to convey the value of their different plans. Rather than pushing the premium plan with some tagline about “best value”, they instead display what makes the premium so valuable and in turn costly.

If you have multiple offers or different tiers of products this is a great way to demonstrate to customers why they would want the most premium package while also not dissuading them from making the lower tier purchase. Even more, it gives them an idea of how to scale up their purchases, by allowing them to realize they can pay for a lower tier package to simply try your offer out, and then upgrade to the higher tiers once they see the value themselves. 

Be ready for every conversion  

Once you have the building blocks ready to go experimentation should be a breeze. Swapping in and out different landing page elements will get you to a place of conversion optimization that should put you ahead of your competition. But it can take time to get there, and meticulous focus on details.

Of course there’s always the option of fast-tracking the process with proven expertise. My team consists of experienced designers, writers, and strategists from all kinds of industry. We’ve seen every conversion influencer in play and know how to get the insight you need to build conversion ready pages for your audience. 

If you want to meet to learn about our strategies or discuss a personalized partnership with my team then we’re available to meet. It’s up to you, simply click here and book some time so we can evaluate the best path forward for you. 

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