What Makes a Landing Page Work? How Emotion and More Affect Conversions

By: Jake

Landing pages are one of the most important tools for increasing a website’s conversion rates. So, there’s understandably a lot of debate about what makes a highly effective landing page. Some of the ongoing discussions revolve around the benefits of landing pages that are:

  • Text-heavy vs. minimalist
  • Long form vs. short and to-the-point
  • Logical vs. emotional

Until now, much of the advice has tended to be conjecture based on what has worked for various influencers. But a recent report actually crunched the numbers for 65,000 landing pages to extrapolate data-based recommendations for a variety of industries.

When creating your next landing page, take these 3 things into consideration:

1. Norms tend to be industry-specific.

For certain industries like health or travel, the study found that words that inspire anxiety or fear immediately lowered the conversion rate. In other industries like business consulting, having 1% – 2% of words (how’s that for granular?!) inspire fear or anxiety can actually increase conversion rates.

The results can occasionally be counterintuitive—words that implied trust raised conversion rates in the travel industry but actually lowered conversion rates in the credit & lending industries. And when targeting certain keywords, you don’t want to overdo it. The study found that words evoking trust should be kept to 3% or less of total copy, or conversion rates go down across the board for all industries.

2. Write consciously.

The level of specificity in the data above showcases the importance of being aware of the copy you’re featuring on your landing page. Writing copy with that level of detail in mind means you’ll have to do more planning before creating your next landing page.

Long before you start writing, you’ll want to map out how you want the page to look and feel. Work out the layout of all the different sections, all the information you want to cover, what angle you want to take on each section/topic, and the keywords you want to include. After you finish writing out all the sections, count up your keywords and adjust as-needed to match your original plan.

3. Test, then test again.

When trying out a particular strategy, you should always keep detailed notes so you can compare your hypothesis to your results and see what worked and what didn’t.

Better yet, implement some A/B testing by creating two different versions of the landing page and splitting up your existing traffic between them. When you see which one has higher conversions, you can go in that direction and create a further A/B test to get even more granular about testing. Before you know it, you’ll have a bunch of data to inform your future landing pages.

Having trouble with conversion rates on your landing pages? We’re here to help! Get in touch with us today to start the conversation!