A central element of a marketing campaign, the Landing page aims to sell a certain product or capture new prospects …

The effectiveness of this page is easily measured by its conversion rate. The conversion rate is the percentage of people performing the desired action out of the total number of visitors to the page.

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The average conversion rate for a capture page is 2.35%. The top 25 websites convert up to 5.3% and the top 10 over 11% of their visitors.

Most businesses could easily increase this number by optimizing their capture page. They can lower the cost of acquiring a customer, attract more leads and stop wasting hard-won traffic.

1. Lare prerequisites

1.1. Define the main objective of your campaign using the attention ratio

The attention ratio is the number of things a user can do on a certain page compared to the number of things they should do.

When creating a landing page, this ratio should be 1: 1.
By going from four links to a single link on your capture page, you can increase your conversion rate from 8.6% to 13.8%.

1.2. Define your target user

Defining a typical user helps orient the design in the most appropriate direction and creates a capture page that will resonate with that user.

There are a few factors to consider when creating a persona.

Demographic factor:

  • Age ;
  • Gender;
  • Education;
  • Employment;
  • Rental.

Psychographic factor:

  • Personality;
  • Interests;
  • Way of life ;
  • Attitude;
  • Values;
  • Hobbies.

Structure of capture pages that convert

2.1. Slack

  • Slack defines its service with a clear promise. Two call to action are positioned above the fold (visible part of the page). The main call to action is highlighted by the contrast provided by purple and encourages users to try Slack for free;
  • The main benefit is announced above a presentation video. An Eye View Digital study found that using video can increase conversions by 86%. It also helps keep users on the site longer and therefore familiarize them with your brand. A second Crazy Egg study showed that only 28% of the words on a page are read;
  • Slack lists its different benefits and features;
  • Social proof is positioned through a list of several well-known companies using slack;
  • A second call to action at the bottom of the page is put forward compared to the button “contact the sales department”.

2.2. Noah kagan

  • Noah Kagan highlights the call to action to subscribe to the newsletter. The promise made is more discreet below the CTA;
  • He then positions testimonials (social proof) to increase his authority;
  • At the bottom of the page, he places a more discreet call to action leading to his blog.
Noah Kagan homepage

2.3. Muzzle

Muzzle is an application that lets you hide notifications when sharing a screen.

  • Muzzle makes a simple pledge and places a single call to action;
  • She chose to play with humor and present the benefits of the app via notifications on the right of the screen. This has attracted the attention of several media and given them visibility.
Puzzle Home Page

These three examples show us that a simple structure is enough to create an optimized capture page.

We can summarize the structure of a capture page to:

  • A unique promise;
  • A first call to action;
  • The authors of the / Company presentation page;
  • Benefits obtained;
  • Social proof / Testimonial;
  • A second call to action.

3. The conversion-centric design

Conversion-centric design is a set of practices for optimizing and increasing a page’s conversion rate.
Design often consists of solving user problems. It helps create an enjoyable user experience in order to help companies achieve their goals and encompasses the following seven principles:

3.1. Encapsulation

Encapsulation is about wrapping the content that is most valuable.

The simplest example is that of call to action. This is especially useful when paired with contrast and direction cues.

3.2. Contrasts and colors

Increasing the contrast is a simple practice that will allow you to draw more attention to your calls to action. There are several ways to increase the contrast:

  • Colors: Keep in mind that colors have an impact on your visitors. Slack and Noah Kagan use a strong color to increase the contrast. Muzzle could however increase the contrast of his call to action a little further;
  • Size ;
  • The style.

3.3. Direction indices

The purpose of direction cues is to guide the user towards their final goal.

There are many elements of a page that can be considered as direction indices:

  • The arrows ;
  • The direction of the gaze (Photo of a person looking in the direction of the call to action);
  • The lines ;
  • The curves.
Google Marketing Plarform home page

3.4. White space

The empty space allows the page to breathe. We can see from the three examples above (Slack, Noah Kagan and Muzzle) that the pages are airy and allow a pleasant experience.

The more elements fighting for attention, the less attention the visitor will pay to the site.

It is important to respect a certain balance between content and empty space in order to simplify the user experience.

Apple is a prime example of using empty space. This facilitates navigation, clarifies the message and allows a clear visual hierarchy.

Famous typographer Jan tschichold said that “white space should be seen as active elements, not passive backgrounds”.

3.5. Urgency and rarity

Rarity is one of the six pillars of influence explained by Robert Cialdini in his book Influence and Manipulation.

Robert Cialdini explains that things seem to have more value when their quantity is limited.

This effect is noticed when a person interrupts a one-to-one conversation to answer a call they don’t know the origin of.

Two distinct psychological mechanisms are in action:

  • The more difficult a product is to have, the more valuable it will be;
  • The fear of losing the freedom to choose.

You can use it on a site thanks to:

  • Time-limited offers;
  • Limited quantity offers;
  • Offers valid only once.

3.6. Try before you buy

This principle ties in with the first principle of reciprocity mentioned by Robert Cialdini which states that we are designed to return a favor, service or gift.

We see this principle in action when a site offers the first chapter of a book, an entrepreneur offers you free training, etc.

3.7. Social proof

Social proof and testimonials are very often used on a capture page because they are extremely powerful.

92% of users read online reviews before purchasing a product.

Increasing the number of testimonials also increases the conversion rate. Fifty or more testimonials increase the conversion rate by more than 4%.

A 2014 study showed that a customer would spend 31% more at a business with positive customer testimonials.

Social proof is one of the pillars of influence mentioned by Robert Cialdini.

He tells us that humans tend to think that “When a lot of people do something, it’s the best thing to do.”

A good example is sitcoms using pre-recorded laughs.

4. Practice and creation of a capture page

To best illustrate what I’ve been talking about in this article, I’ve created a capture page for a fictitious company to incorporate conversion-centric design practices.

The MyTeacher company connects students and teachers wishing to receive and give private lessons online.

Goals :

  • Create a capture page targeting teachers;
  • Obtain new registrations;
  • Respect the practices announced at the beginning of the article.

4.1. Wireframe models

To start with, I drew wireframe models on paper to determine the layout of the capture page and then transcribe it to the computer.

I followed the structure mentioned when looking at the capture pages at the beginning of this article:

  • A clear promise and a first call to action;
  • A list of the different benefits;
  • Social proof;
  • A second call to action.

4.2. Final models

Image of the final model

It would have been possible to insert a sense of urgency into the second call to action by opening registrations for a limited number of users only.

Image of a final model

I hope this article will help you in building your capture pages in the future. Looking forward to chat with you !