The essentials for a high-performance landing page

Most small publishers use their home page as a Landing Page, with a conversion rate of between 1 and 3%. This low conversion rate is due to the fact that a website serves many different purposes: discovering the service, subscribing to the brand, contacting the company, finding out about prices, and so on. You'll also notice that the most visited pages, such as your site's "management team", aren't the ones you want. A well-crafted landing page, accompanied by a special offer, can propel you towards conversion rates of 20 or even 25%. See all our landing page tutorials.

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How to create a high-performance landing page?

There are a number of solutions available to help you create your own landing pages, from simple form submission to A/B testing. To keep things simple, here are 2 options that work very well:

• The free (but laborious) option: Wordpress. This free CMS lets you design a blog, a website and even landing pages. If your website is already created with wordpress, the best advice is to create a special page type for your landing pages. Then install the Contact Form 7 extension to create the registration form. Remember to add the following line in the Additional Settings tab to redirect users to a confirmation page:
  on_sent_ok: "location = 'http:// www . votresite.fr/merci/';"
  This thank-you page will also enable you to integrate a conversion code to track the performance of your campaign.
• The paying (but simple) option: Unbounce. This solution lets you create your landing pages without any programming knowledge. Its editor works on a drag-and-drop logic for images, forms and other elements. Unbounce lets you perform A/B testing and set tracking codes.

For the graphics, you'll need to use Photoshop if you want a "professional" rendering that will give your visitors confidence. Remember to use your graphic charter harmoniously and subtly, and to optimize the size/quality of your images using Photoshop's File > Save for Web function. If you don't have Photoshop, use an image optimizer like ImageOptim (MAC) or RIOT (PC).

Rules to observe

• Your landing page has a single objective: to enroll visitors and turn them into customers or prospects. You need to remove anything that detracts from this objective: menus, information pages, RSS feeds, etc.
  Tip: to remove the header and footer on certain pages of a Wordpress site, refer to the insert below.
• Your message is clear and concise. Forget SEO issues. The objective is to achieve a conversion rate of 25%. To achieve this, you need to summarize your hooks as much as possible until you have the most attractive value proposition possible. Test several messages to get the best one.
• Measure all your actions: how many visitors? From whom? From where? What's the conversion rate?

How to remove the header and footer from your wordpress landing pages:

1. Go to Appearance > Editor
2. Select header.php
3. Add the following code <?php if( !is_page( '151' ) ) : ?> before the tag displaying the header and <?php endif; ?> just after. Example:
   <?php if( !is_page( '123' ) ) : ?>
   <?php top_wrapper_bottom( is_front_page() ); ?>
   <?php endif; ?>
   Replace 123 with your page number. To obtain this number, move your mouse over the title of a page in the list of your pages. Your browser will display the URL of the page with its number.
4. Do the same for footer.php if necessary .
5. To make multiple pages, use the <?php tag if( !is_page(array('123','456')) ) : ?>

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The content

• The URL: be careful not to make any mistakes in your URLs. Avoid :
  • http:// www . superlogiciel . com / generation-massive-de-prospects. This URL will be perceived as phishing by visitors.
  • http:// superlogiciel . unbounce . com. Use your own domain if possible, thanks to CNAMEs
    Give preference to :
  • http:// www . superlogiciel . com / 30-days-free. Include your tagline in the URL
  • https:// www . superlogiciel . com / 30-jours-gratuits. Increase trust with a secure domain.
• The tagline: The tagline is the title of the page that should immediately attract your visitor. It summarizes your value proposition in around 50 characters.
• The value proposition: place it under the title. In no more than 3 lines, explain the added value of your service. Example: "SuperLogiciel saves companies a minimum of 30% in webmarketing costs for a 20% higher return on investment".
• The form: it must be visible in its entirety without scrolling the page (above the waterline). Ask for the minimum amount of information to keep your visitor motivated. This notion is subjective, as the fields requested depend on your audience. First name and email are a minimum.
• The CTA (Call To Action): this is the button below the form that validates the registration. It must be eye-catching, attractive and, above all, clearly indicate the reward for registering. The CTA must always be visible on the screen. To achieve this, place up to two other CTAs lower down on your page with alternative messages and a different color.
• Reassurance elements: Display the logos of your prestigious customers below the form. Avoid unknown companies. Better still: highlight a few customer testimonials (3 at least).
• Benefits: what are the benefits of your solution? Take the 3 most striking and place them at the bottom of the page with clear visuals.

By following these two design options and a few rules, you'll be able to design your Landing Page like a pro. Don't hesitate to give your opinion and share your achievements for feedback.