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A good sales funnel already has an irresistible lead magnet that fits the audience of a website, but now, it is necessary to structure a landing page that achieves high conversion rates.
 
Now, having a high conversion rate on a landing page. According to a study conducted by WordStream, the average rate of this indicator on any website is 2.35%.
 
Only 25% reach 5.31%, while 10% of the web universe manages to advance to 11.45%. In fact, the vast majority do not even reach 1%, and from one business sector to another these numbers will vary significantly.
 
So, if your landing page gets a conversion rate below 1%, it is within the normal range. If it's above 2.35, it's above average. If it exceeds 5%, it is worthy of admiration, while if it reaches 10%, you should be selling your secret.
 
However, it is necessary to consider that this data comes from a study based on Google Ads, so the numbers do not have to be determinant for your business. Ideally, you should aim to reach your target level until you achieve it. 
 
It is also important to know that a landing page can be either the home page or any page that is part of your website, a microsite created for a specific purpose and a common sales page, known as standalone, which does not have navigation elements.
 
Okay, now let's look at the formula that will help you have a successful landing page for your business.

1.- Create Benefit-Based Titles and Subtitles
Titles and subtitles are the first elements to be seen on a landing page along with the main image and the company logo. They are in charge of capturing the interest of the prospect or visitor, for which you have very few seconds.
 
They must be based on benefits, so you can exclude at once all visitors who do not meet your customer profile and also connect immediately with those who do take your value proposition as a solution to their problem.
 
Look at this example from Netflix, where you can clearly and immediately determine what problems it solves. Entertainment that you can choose at your leisure, no matter where you are, and that you don't have to pay for for life.
Some persuasive writing methods are used for this purpose.

2.- Outstanding Calls to Action
Calls to action should be present in at least two essential parts of your landing page: at the top of your page and at the bottom. They should be elaborated with colors that stand out from the rest of the design, but of course they should match your brand image.
 
They must always meet the objective you are pursuing with the page and be imperative, that is to say, contain texts like the one shown by Disney+ in its buttons.
 
Try not to include long texts, but try to make them very attractive. It is also very common to see an inverted pyramid structure that visually guides you to the button that leads to conversion.
 
See how Wordpress does it.
 

3.- Very Precise Forms
It turns out that you've already got the prospect excited to start the conversion process, but they've landed on a form that's a big headache. If you have already read the 6 keys to avoid shopping cart abandonment, you will know that keeping a simple form will allow you to increase your conversion rate by 35.26%.
 
Analyze very well what data you need at first, it is possible that you only require their email address and then you can request other essential information. Once you have obtained this important information, the user has entered your funnel, therefore, it is easier to approach them with email marketing strategies.
 
Even if you can connect the form automatically with your Google, Facebook or any other social network account, it is an excellent way to reduce the time spent on this unattractive step for the user.
 
This is the example given by Zoom.

Benefits, Benefits and more Benefits
The structure of the body of your landing page should include the description of all or at least the main benefits offered by your product or service. The length will depend on how much information you have to give, but the maximum should be between 3 to 5 sections for this area.
 
If your proposal includes a large number of benefits, then you can describe precisely the most striking ones or include a list by sections, in a summarized but attractive way.
 
Notice how Zappier only includes the most relevant aspects.
 
If your content is not so long, you can place them strategically in the body. The important thing is that there is a logical flow throughout the text, as if it were a face-to-face conversation, which encourages the prospect more and more about how good he/she will feel after the purchase.
 
Notice how Box only describes 3 benefits, but they are the big differentiators of their cloud storage service. If you click on that button, you will find a much more extensive description of each highlight.
 
 
5.- Promoters of Confidence
Trust is a determining factor when it comes to achieving conversions. Prospects or visitors need to know about the experience that other users have had interacting with your products or services, in order to dare to give their money or data.
 
See how Payoneer does it on their website.
 
Another factor that decreases resistance to purchase is the presentation of important companies, which the prospect recognizes as serious and trustworthy, as users of your services or products, thus producing an automatic transfer.
 
In this ZohoCRM example you can even see awards that the tool has won, which further paves the way for a quick conversion.
 
In the case of a personal brand, include information about who you are and what your background has been, as well as a personal photo. This way you will add elements of trust by offering information about why they should hire you.
 
See how MaiderTomasena does it for her persuasive writing workshop.
 

6.- Include only what is necessary
The last thing you need on a sales landing page are distractions. Minimize links that take your prospect away from the site you've taken them to, thus providing more pressure for them to take the action you've asked them to take.
 
So, if your page is directly oriented to conversion or sales, remove from it all kinds of menus and calls to action that do not lead to the goal you have set for it.
 
Check out this demo of SharpSpring that ends by reiterating the call to action but, does not show additional links.
 
It also does not include menus and links at the top of the page.

7.- Audiovisual Resources
Images, photographs and videos are resources that usually accompany a landing page in all its splendor. They are complementary resources that work very well to achieve conversions.
 
However, it is very important that you evaluate the convenience and format of each of them so that they do not affect the loading speed. Remember that slow sites decrease the chances of conversion.
 
Do not overload your landing page, keep in mind the previous premise of including only what is necessary. Remember that the objective here is conversion and the sooner the better, because the user tends to be not very patient in this type of media.
Conclusions
So now you know how to set up a landing page to succeed in the objective you have assigned to it. It is about:
 
●      Create titles and subtitles that include benefits.
●      Add outstanding calls to action.
●      Design very precise forms.
●      Develop a body with the main benefits.
●      Use trusted promoters.
●      Include what is necessary, eliminating distractions.
●      Add some audiovisual resources.
 
As you can see in the examples, both Maider's and SharpSpring's pages are standalone landing pages oriented exclusively to conversion, while the rest are models of general business web pages.
 
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