How To Personalise Your Landing Pages For Better Conversion Rates
Why do you create landing pages?
To get clicks.
These clicks can come in the form of downloads, upgrades, or sign-ups depending on the page in question.
All the effort you put into creating the pages is done for the click — you make the CTA bigger for the click, decrease the number of form fields for it, and remove outbound links for it.
When you’re creating landing pages the click is all you think about — it’s all you care about. What often gets overlooked is the fact that behind every button click is a person.
All the effort that goes into creating a landing page should be made to impress that person and get them to try or buy what you’re offering.
“Click-focused” landing pages tend to look like this:
There’s so much clutter on the page that it’s hard to focus on one thing. The only thing that I seem to fixate on is the animated football on the logo. It’s evident that this page wasn’t designed keeping a person in mind because every element is forcefully placed above the page fold. The copy doesn’t talk to the customer, there are too many different types of visuals (graphics, device screenshots, company logos, etc.), and the navigation links are all too distracting.
In contrast, the ProductPlan landing page was clearly created to focus on a person:
The headline talks to the customer about the value they’re going to get from the product and the copy explains the advantages users are going to be able to enjoy.
Which landing page do you think will get the click?
Click-worthy landing pages are designed with the user in mind – personalised for them.
At this point you may be asking yourself, “what makes a landing page personalised?” I’m going to show you with the help of examples why personalisation increases your conversion rates.
What is personalisation?
At its core personalisation is all about making the online experience human for your audience. According to an Evergage 2015 survey, 91% of marketers currently use or intend to use personalisation within the next year.
Personalisation is a way to communicate empathetically with your visitors and when it comes to landing pages, it’s about tailoring your pages to suit your visitor’s needs.
Amazon is an excellent example of a personalised experience. The online retail giant remembers users’ product searches. When a user leaves the site and returns another day, Amazon is ready with a list of suggested products for them — products that they may like. Similarly, Google has been personalising search results since 2009.
Visitors appreciate personalised experiences.
We like it when we get an email that’s addressed to us by name. When a live chat box addresses to us, we get a smile on our face because everybody likes to be pampered and when a web page knows you by name — that’s totally awesome!
While creating personalised experiences in the ecommerce industry seems easy to do, you can create these experiences in other industries for lead generation as well by creating the right landing pages.
Write personalised landing page copy
At its most basic level, personalising landing pages is about:
- Including the right copy in front of the right audience at the right time
- Copy that is relevant to your offer and talks to your visitor, not at them
- Copy that empathises with your visitor’s problem and persuades them to think that you have the right solution to that problem
All of this, you hope, leads visitors to click your CTA button.
The headline on the Leadin page below lets visitors know that they understand their challenge with website visitors:
The use of “you,” “your,” “my,” and “mine” in the body copy (as well as the CTA button copy) enables your visitors to see your page from their point of view.
The CoSchedule landing page has personalised button copy:
The use of these selected words instils a sense of ownership in the visitor. They start seeing “the trial” as being “their trial,” which is important when it comes to increasing conversion rates.
In contrast, the Vidyard button copy “Get the report” is not personalised:
When creating landing pages, don’t forget to include personalised customer-centric copy so your visitors know that you care about their problems, and you’re here to help.
Take advantage of pre-filled form fields
Pre-filled form fields on landing pages are equivalent to email subject lines that address a user by name. A pre-filled form field on your lead capture page automatically inserts the information because you have already filled out the same form field on a previous page.
For example, a user makes a first interaction with your landing page, fills out the form, gets the offer, and leaves. Now, the next time the same visitor comes to a different landing page they no longer have to partake in the form-filling task. This new landing page remembers the user’s relevant information and all the visitor has to do is click the CTA button.
To demonstrate, the Instapage landing page below also has pre-filled forms:
In fact, Instapage offers all users the pre-filled form field feature.
For comparison, let’s look at the Uberflip page as an example without pre-filled form fields:
Pre-filled forms involve previously interacting with the visitor and collecting relevant information. Then, using this information to create a landing page experience that’s made just for them. It may seem like a minor benefit, but the less your visitor has to do to convert, the better off you (and your conversion rate) will be.
Use dynamic text on landing pages
Dynamic text landing pages are pages that can be manipulated to give visitors a tailored web page experience. The text on the dynamic text pages changes to adapt to the needs of different visitors. For example, the text on a landing page headline changes respectively for a keyword that a user types in a search engine.
Hootsuite uses dynamic text pages for their PPC campaigns. When you type in the phrase:
This is the landing page you arrive at:
Notice the headline. The keyword “schedule posts” lets the visitor know that this page is relevant to what he or she was looking for.
Now let’s type in a different phrase:
This is the page you come to:
The headline now says “Best Way to Manage Social Media.” The rest of the landing page remains the same. The dynamic text on the headline changes to personalise the user experience, so the visitor knows he has found what he was looking for.
Other than using dynamic text for keywords you can also use it for dynamic creative geo-targeting that allows you to create content based on your visitor’s geographic location.
Dynamic text landing pages allow you to greet your visitor with a personalised page experience even if it’s their first interaction with your brand.
Instapage also offers customers the dynamic text replacement feature to help them create more personalised landing pages that convert at a higher rate.
48% of marketers build a new landing page for each marketing campaign. If you want your page to be memorable, don’t design your landing pages for the click. Instead, personalise them for the individual user and you’ll see the change in your conversion rates.
Landing pages are dedicated web pages for a specific offer you have available. Creating a personalised page doesn’t just make the page dedicated to the offer, but it makes it dedicated to the user. That’s what’s most important.
About the guest author
Fahad Muhammad is a Content Marketer at Instapage. Being a veteran Instapage writer, he has witnessed the industry progress rapidly. He writes about landing page examples, marketing trends, Instapage updates, and conversion psychology on the Instapage blog. When he’s not busy hunting down landing page examples he can be found glued to an episode of Top Gear.
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