Many times, startups fail or are forced to pivot – not because they build products poorly, but because they built something no one wants. Before you build, prototype, and pitch, consider taking a few minutes answering the following deceptively simple questions:
Go-To-Market
How To Build A Landing Page That Converts
Building landing pages is one of the most requested projects at M Group Creative. Many often ask, “Why do some landing pages fail to attract customers and drive conversion?”
Building a good landing page is not easy, but important
Some common causes for a landing page to underperform are unclear value proposition, information overload, poor branding presentation, and suboptimal mobile experience.
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According to HubSpot, while having an average 5.89% conversion rate, some tactics such as personalized call-to-actions and addressing buyer fear can improve the conversion rate by as high as 202%.
So, what should we do?
1. Have clear problems to be solved and your solutions
Many landing pages fail to articulate what customer pain points the product or service is addressing. Speaking directly to your audience’s struggle is a very effective way to grab your audience's attention in less than 2 seconds.
One common pitfall is being too generic. For example, if you say “Our platform is the #1 team collaboration tool that helps teams be more efficient,” the audience will be confused and will have to dig for your actual value proposition somewhere else on your site. However, if you say, “Tired of endless Slack threads and meetings just to get on the same page? Our platform keeps feedback, files, and decisions in one place,” it is immediately clear that you are solving a problem where a lot of threads and meetings are needed for decision-making, which can get unorganized.
If the audience resonates with this problem, you just won 10 more seconds of reading!
2. Know your goal and map the funnel(s) to get there
Now that we nailed the core of your landing page, let’s talk about conversion. Having a clear goal with your landing page or site is crucial.
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Too many conversion goals and call-to-actions confuse the audience. Therefore, it is important to be clear what your goal is, whether it is lead collection, conversion to purchase, or a certain number of page visits.
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The next step is to map the funnels and routes for the audience to get to the goal from where they land. Sometimes there can be more than one funnel. These conversion funnels will help you generate strategies to improve conversion at each step.
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(Like the example shown on the right, discovering the specific funnel steps that cause suboptimal conversion is the key to improvement.)
3. Mobile optimization
Mobile optimization should not be an afterthought. Mobile is getting increasingly popular, especially among younger generations, making the mobile version of your landing page important.
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Always be sure to check your site’s platform breakdown to understand the landscape, and check how your landing page looks on mobile before launching it and tying in new marketing campaigns!