But there’s a nagging voice at the back of your mind:
Does this “best practice” advice apply indiscriminately to my industry? Does this author really know anything about my audience at all?
“Best practices” become “better practices” when they are industry-specific.
When our design team was recently wireframing new landing page templates for the Unbounce builder, they set out to create industry-specific templates that addressed this truth: different audiences belonging to different industries behave differently. They have different pains, different motivators and different disincentives.
Firm believers that data needs to inform design, our design team sourced their research in two key areas:
- Data from the Unbounce Conversion Benchmark Report: The report includes average conversion rates for 10 popular industries, as well as Machine Learning-powered recommendations around reading ease, page length, emotion and sentiment.
- High-converting customer landing pages: Our designers looked at the top 10 highest-converting Unbounce landing pages in those industries, and analyzed common design and copy elements across the pages.
Our design team then combined insight from these two key areas of research to build out content and design requirements for the best possible landing page template for each of the 10 industries.
One of these industries was Real Estate, and now we want to share their findings with you.
Which copy elements convert best in the Real Estate industry?
The data scientists and conversion rate optimizers who put together the Unbounce Conversion Benchmark Report found that for Real Estate lead capture landing pages, short n’ sweet is better: overall, they saw 33% lower conversion rates for longer landing pages.
This was consistent with what the design team saw across high-converting Unbounce customer landing pages in Real Estate: pages were relatively short with concise, to-the-point copy.
The Unbounce Convert Benchmark Report also revealed that in the Real Estate vertical, prospects want simple and accessible language. The predicted conversion rate for a landing page written with 6th grade level language was nearly double that of a page written at the university level.
The Unbounce Conversion Benchmark Report used an Emotion Lexicon and Machine Learning to determine whether words associated with eight basic emotions (anger, anticipation, disgust, fear, joy, sadness, surprise and trust) affected overall conversion rates.
While these emotions did not seem to dramatically correlate with conversion rate in the Real Estate vertical, fear-based language was the exception. We saw a slight negative trend for pages using more fear-inducing terms:
If more than half a percent of your copy evokes feelings of fear, you could be hurting your conversion rates.
See the full list in the Unbounce Conversion Benchmark Report.
Calls to action
When our designers looked at the top 10 highest-converting Unbounce customer landing pages in the Real Estate vertical, they took a close look at the calls to action and found that:
- Every page provided a detailed description of the offer
- Almost all had a “request a call back” or “call us” option (other CTAs included “get more info,” “apply now” and “get the pricelist”)
- Most did an excellent job of including button copy that reinforces what prospects get by submitting the form
Here are some examples of the forms and calls to action on some of our highest-converting Real Estate lead capture landing pages:
The usual suspects (benefits, social proof, UVP…)
Without much exception, the pages featured a lot of the copywriting elements that one would expect to see on any high-converting landing page (regardless of vertical):
- Detailed benefits listed as bullet points
- A tagline that reinforces the unique value proposition or speaks to a pain point:
- And not surprisingly, testimonials. One page went above and beyond with a video testimonial:
Which design elements convert best in the Real Estate industry?
The highest-converting Real Estate landing pages included lots of imagery:
- Beautiful hero shots of the interior and exterior of properties
- Full-width photography backgrounds
- Floor plans
Our designers also studied other design features as basic guidelines for the template they were then going to create.
While these specifics are meant to be taken with a grain of salt (you may already have brand colors and fonts!) they could serve as a good starting point if you’re starting completely from scratch and want to know what others are up to.
Many of the high-converting pages had:
- San-serif fonts
- Palettes of deep navy and forest green
- Orange (contrasting) call to action buttons
Behold, the template our designers created
Not only is the template beautiful, it was created by analyzing actual data: what makes for a high-performing landing page in the Real Estate industry via the Unbounce Benchmark Report and high-converting customer pages.
Footnote: The design process
- For the 10 highest-converting customer landing pages, they analyzed all common elements (such as form, what type of information is collected, what type of offer, if there are any testimonials, etc). This allowed them to build their content requirements.
- They referred to the word count recommendations in the Unbounce Conversion Benchmark Report and designed for that word count limit.
- They referred to reading ease level recommendations for that specific industry from the Benchmark Report and shared the information with their copywriter.
- They sketched out a rough idea of their potential landing page template.
- They selected typography and colors relevant to the industry based on what was popular in the 10 examples.
- They named their imaginary company in the industry and sketched out some potential logos. They picked photography built out a moodboard.
- That helped them gather all the information they needed to build out their template!
~ Master Yoda