Get this E-Book to create conversion optimized landing pages using new HABITS!

1. How to Create
Conversion Optimized
Landing Pages –
The HABITS Framework

2. • Marketers who want to build conversion optimized landing pages
• Anybody interested in generating leads
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What will you learn?
• How to create landing pages that convert
Who can benefit from this E-Book?

3. What’s Inside!
CHAPTER 01: Create Landing Page that Convert
01-1 What are landing pages
01-2 How is landing page different from webpage
01-3 Why should you use landing pages
CHAPTER 02: HABITS of creating conversion optimized landing pages
02-1 Headline
02-2 Actions
02-3 Benefits
02-4 Image/ Media
02-5 Trust
02-6 Speed/ Urgency
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04
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07
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12
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15
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4. Create
Landing Pages
That Convert
CHAPTER 01

5. 04
Chapter 01- Create landing pages that convert
What are Landing Pages? How is Landing Page different
from webpage?
Landing page is a special purpose webpage:
 Contains information about single offer.
 All elements on landing page support the
said offer/objective
 Contains lead capture form or call-to-
action link that leads to form
 Usually not a part of website navigation
The page where you want campaign traffic to
land for lead capture
A Landing Page is NOT:
 a page for detailed description of
product/services
 a page for corporate info
A Landing Page does not contain navigation
elements.

6. Sample webpage
1
2
1. Navigation
2. Detailed description
of product
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Chapter 01- Create landing pages that convert

7. Sample landing page
1. No navigation
2. Focused Content
3. Form for Lead Capture
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2
3
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Chapter 01- Create landing pages that convert

8. Why use Landing Pages?
 You run ad campaign with specific objectives. Redirecting a
visitor to website may confuse him and he may navigate
away.
Landing Page would prompt the visitor to take an action.
 Most Ad Campaigns are PPC. Without lead capture landing
page, you are wasting ad clicks.
Landing page gets you visitor details.
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9. HABITS of creating
conversion
optimized
landing pages
CHAPTER 02

10. Headline / Tagline
Action / Call-to-Action
Benefits / Value
Image / Video
Trust / Testimonials
Speed / Urgency
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Chapter 02- Learn habits of creating conversion optimized landing pages

11. Here is a HABITS Compliant
Landing Page
1. Headline
2. Action
3. Benefits
4. Image
5. Trust
6. Speed/Urgency
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3
2
4
5
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Chapter 02- Learn habits of creating conversion optimized landing pages

12. Headline
Visitor will spend 3 seconds or less on reading
the headline. Therefore, it
 Should be Short, to-the-point & catchy
 Must match message on Ad Copy
 Should have summary of offer/value/benefit
 Use sub-headline (if needed)
 Should stand in font color & size
 Using Numbers in Headlines also works well
Numbers in Headline seem attractive
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Chapter 02- Learn habits of creating conversion optimized landing pages

13. Action
 Use persuasive CTA above the fold
 Make it distinct: Use color contrast
 Don’t use generic CTAs, like ‘Submit’
 Instead Use ‘Download Whitepaper NOW’,
or ‘Signup for Free Trial’
 You can use directional cues to point visitor
to CTA
 Above the
fold
 Strong color
contrast
 Action centric
message
 Directional
cues on CTA
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Chapter 02- Learn habits of creating conversion optimized landing pages

14. Benefits
 Emphasize benefits of offer in headline
 Use bullet points to highlight benefits
 Perceived value must be greater than perceived cost
 Don’t confuse ‘features’ with ‘benefits.’ Value is not about who you
are but what visitor will get from offer
• [Bad] Product is highly configurable and can be customized
for any needs (describes features)
• [Good] Increase Employee Engagement, Retention and
Productivity (describes benefits)
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Chapter 02- Learn habits of creating conversion optimized landing pages

15.  Perceived Benefit is high: Rs.
1000/- OFF on Rs. 8000/- Holiday
Package makes decent enough
offer.
 Perceived Cost is less: Visitor has
to give his/her Name, Email ID
and City to claim offer. He is not
even being forced to book
package then & there. Thus
perceived cost is very less.
Whenever Perceived Benefit > Perceived Cost, probability of form fill increases.
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Chapter 02- Learn habits of creating conversion optimized landing pages

16. Image/ Media
 Provide at least one supporting image / video
 Use sources like DepositPhotos, GettyImages, ShutterStock to buy images
 Researches show that videos can increase conversion by 80% (videos are engaging)
 However, don’t overdo media elements:
i. Too many images can appear tacky
ii. Big videos can increase the loading time
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Chapter 02- Learn habits of creating conversion optimized landing pages

17. Trust
If you are the seller, potential buyer would take the word of 3rd Parties
over yours. You can use any of the following credibility builders:
 List of Customer Logos, Customer Testimonials
 Product Reviews
 Social Proofs
 Press Coverage
 Award & Recognitions
 Certification
However, don’t go overboard with trust building. use only a couple of these items at a time.
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Chapter 02- Learn habits of creating conversion optimized landing pages

18. Speed
You can make offer more desirable
by making it:
 Exclusive
 Limited supply
 Time-bound
Making the offer
exclusive makes it
more enticing
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Chapter 02- Learn habits of creating conversion optimized landing pages

19. Use HABITS! Create Landing Pages that Convert
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