What are the key elements of a landing page that converts visitors into leads?

Beim ersten einer guten Überschrift geht es darum, die Probleme, welche die Nutzer lösen möchten, so kurz und treffsicher wie möglich zu formulieren. Nennen Sie zuerst in einem Untertitel, üblicherweise Ego-Labeling genannt, wen sie ansprechen wollen. Dieses Egolabeling hat das Ziel, dem Nutzer so schnell, wie möglich, zu zeigen, dass er betroffen ist. Gute Beispiele dafür sind z. B. "Monatliche Conversion-Rate von unter 2%?" oder "Hundeliebhaber aufgepasst". Danach folgt erst die eigentliche Überschrift. Sie spricht den Pain Point des Nutzers spezifisch an und zeigt in die Richtung der Lösung. Beim Beispiel der Hundeliebhaber könnte man z. B. eine Überschrift verwenden, die die Verträglichkeit und die Gesundheit des Tiers anspricht.

“On average, 5 times as many people read the headline as read the body copy. When you have written your headline, you have spent 80c out of your dollar.” ― David Ogilvy (Father of Advertising) The most effective headlines are those that focus on the benefits to the customer rather than just mentioning the features of a product. Why? Because customers are primarily interested in how a product can improve their lives or solve their problems. A feature is what your product does; a benefit is what the customer gains from that feature. Examples: Bad: "New XYZ Smartwatch: Now with 20% More Battery Life!" Good: "Stay Healthy and Connected: Your Fitness and Notifications, On Your Wrist."

So as not to repeat others, there's one thing that I find VERY useful but unfortunately it's often overlooked: - Your headline should follow up on promises from the ad source. If your ads say something like 'Convert 30% more by building high-performing landing pages,' the landing page headline should match this promise or even just copy it. And even though 'The easiest no-code landing page builder' headline could match the product, it may not work well since it's disconnected from the ad source promise.

Craft headlines to grab attention and communicate value. Focus on benefits to customers rather than product features for greater impact. Sell benefits, not product.

Headlines are one of the easiest levers to pull when optimizing conversion rate. Run a simple test by creating two identical landing pages and just tweaking the hero copy and sub text. Try testing different ways to present the same angle. You can then compare those results to other angles you've experimented with. Slow and steady wins the race. Don't test too many variables at once!

Humans are visual creatures. We process images 60,000 times faster than text, and 90% of the information transmitted to our brain is visual. This means that when customers visit your site, their first impression is largely shaped by the images and videos they see. A well-crafted visual story can communicate the essence of your product more effectively than paragraphs of text.

The image or video on the landing page should align with the source of traffic. If the traffic comes from an ad, the media featured in the ad should also appear on the landing page to maintain a sense of relevance. For example, if the ad mentions a demo, users will likely expect to see a video demo of your platform, not just a form to fill out. And yes, please stop using cheesy stock photos! That's so 2010.

Use compelling visuals on your landing page aligned with your offer and audience. High-quality images or videos create a strong first impression.

Hero image / video flash round! It's gotta load fast (.webp is your friend). It's gotta be authentic (don't you dare touch that stock photo). It's gotta take up less space than you think (the days of full screen heroes are over). & it's gotta be unique to device size (you can generally upload an image with different dimensions for mobile).

Good copy is more powerful than you think. Craft clear, persuasive copy on your landing page to explain value, address objections, and build trust with concise, easy-to-read language.

If you want to write the high-converting copy for the landing page, make sure your copy does at least one of the following: - Addresses barriers. - Reinforces motivations. - Answers questions. If it does none of that, it's likely not working towards your end goal.

I learned this from a Story Brand approach while leading landing page redesigns for clients. Here’s how to create persuasive copy for your landing page: The Value Proposition - Illustrate what the success looks like for the customers
 - Use visual language
 - The success should be about the customers (not you)


 The Explanatory Paragraph
 - Overcome your customer’s objection (Identify the top 3 reasons why people wouldn’t buy from you) Lead Generator - Give your customer a low-stake way to engage - Offer tangible value to collect email addresses - Create a story loop with your ad copy to capture interest

One thing here I always try to think about is to manage expectations. If your CTA says "Book a demo" or "Start your free trial" it should be super clear what happens next. Will the person be contacted by someone, do they need to give their credit card details, will they have to do something right away, etc.? People will often hesitate to click the CTA button if they don't know what they can expect.

Guys, transparency is key. Ensure clarity in your CTA to manage expectations. Inform users precisely about the next steps post-click.

Be transparent about the next steps. Avoid misleading CTAs, like promising an ebook download, only to reveal a lengthy form afterward. Make the process straightforward and clearly communicate what users should expect. That's it.

Try using a multi-step form that reduces how much identity information is collected on each step of the form. This can boost conversion rates while also enabling you to collect partial response data from site visitors (make sure your privacy policy reflects this). You may also want to ask additional questions in the form beyond identity information in order to qualify your leads more effectively so that your sales team doesn't waste time following up with unqualified leads. However, it's important to run experiments and closely track funnel metrics to track if users are dropping off due to too many questions in the form.

Time to chat forms on landing pages for SaaS companies (if you're selling DTC you better not have a contact form on your landing page). Keep it straightforward and simple. Every step increases the drop-off rate. I've found that the thing we test most with SaaS forms is the balancing act of amount of questions to drop off rate. Have too few questions and you aren't doing any pre-filtering of leads. Your sales team is not going to be happy about that. Too many questions or overcomplicated and obvious hubspot-filling-exam-length forms will kill your submission rate completely. Consider multi-step forms that allow for data submission along the way. You'll get basic info no matter what, and then those who want to submit more can do so.

A lot of comments here mentioned multi-step forms. The reason why it's successful in most cases is because you're employing the commitment and consistency principle. Start with low-friction requests like entering a name or email, users are more likely to begin the process. Once they click "next" and see additional fields, they're inclined to complete them, as humans generally prefer to finish what they've started. Each step builds on the previous one, creating a sense of progress and investment in the process. Multi-step form works. Plus, perception matters—keep the form clean with wider spaces to make it look easy and simple.

I've always said that a well built multi-step form is the way to go. Makes users feel like they're doing less work to complete the same form. Encourages more form submissions.

A landing page is useless unless people can find it. Don't only focus on what the user can see on the page, but also on the technical SEO underpinnings of the page. Strong SEO gets the right customers to your page, increasing conversion rates.

A consistent and optimized design can influence both System 1 and System 2 thinking as outlined by Kahneman. For System 1 (fast, automatic thinking), a well-designed CTA with clear, intuitive visuals and contrasting colors triggers quick, almost instinctual actions. For example, a bright "Buy Now" button on an e-commerce site catches attention immediately and encourages impulse decisions. For System 2 (slower, deliberate thinking), the CTA's optimized design should align with a logical flow of information. For instance, users in System 2 may appreciate seeing detailed product specs or reviews before the "Add to Cart" CTA, ensuring that their thoughtful decision-making is supported by the design.

Unfortunately the only sure-fire way to build a successful landing page that converts is to test everything you reasonably can. There's no such thing as an ideal headline, call to action or landing page structure. Different products and services will speak to different audiences, and all of them will need to display information in a unique way. The only way to make sure that the landing pages you have are as highly converting as possible is to build a solid analytics foundation and run an ongoing website experimentation program over the top.

Pre headline, "Who it's for, value estimation, and time limitation." Benefit driven headline. (What they get) CTA Button Sub head or paragraph, explaining a bit more of what subscribers can expect, and lead to the bullet points. Bullet points, 3-5 Punchy (sexy) bullet points/benefits. CTA link text and/or button. Sign off with your name. Every call to action, Button, or Link Text, should OPEN A POP UP with the Optin Form (Name and Email. Can have only email and not name.)