While there are many different types of landing pages, they all share the same objective: generate conversions. A conversion happens when a website visitor completes a desired goal, such as making a purchase, filling out a contact form, registering for an event, etc.
1. Clear Headline
The headline is where visitors’ attention first goes, so it’s important to make the most of it. Make sure that your headline is direct and explains what you’re offering.
There are different opinions on what the ideal length of a headline is, but shorter is generally considered better because it’s easier for visitors to scan and absorb. A direct, catchy headline is more likely to keep visitors on the page than one that is vague or meandering.
2. Persuasive Subheadline
While the headline makes visitors look, a persuasive subheadline makes them stay. What makes a subheadline effective is that it gives more depth and detail than the headline and helps the visitor learn more about the offering and its benefits.
3. Eye-Catching Visuals
The landing page should have high-quality visuals that are relevant and show or explain your offering. By including an image, graphic, or illustration, the page will be more engaging to visitors.
For example, a product landing page should have images of the product to build trust with visitors, or a SaaS landing page can show screenshots, gifs, or videos of the software to demonstrate how it works.
4. Compelling CTA
The ‘call-to-action’ (CTA) is what the landing page is for — to encourage visitors to take a specific action. Essentially, it’s what converts visitors into customers, subscribers, attendees, etc.
Use action-oriented language, such as "Get Started" or "Sign Up Now," and make it stand out visually with contrasting colors or buttons. Furthermore, place your CTA prominently on the page so visitors can easily find it.
5. Simple Form
Make your forms as simple as possible so visitors are more likely to fill them out. Below are key rules for creating an effective form for your landing page:
- Only ask for the information you need
- Be clear on the purpose of the form
- Make it easy to complete
- Provide support links (e.g. privacy policy)
- Display a thank you/confirmation message
6. Engaging Copy
Generic copy or copy that is full of jargon and too complex will be a turn-off to visitors and lower your conversion rate. Although there are many styles of copy, the most important thing is to strive for clarity.
Even UX design copy (aka ‘microcopy’), like the labels on buttons, should be crafted to make a more seamless landing page experience for visitors.
7. Social Proof
Including social proof, such as customer testimonials or reviews, can help build trust and credibility with your prospects. Showcase positive feedback from satisfied customers to demonstrate the value and effectiveness of your product or service. Consider using quotes, star ratings, or video testimonials to make them more impactful.
8. Fast Page Load Speed
You can’t increase conversions if visitors bounce because your page takes too long to load. Check your landing page’s load speed and look for ways to improve page load time, such as reducing redirects, using browser caching, optimizing images, and more.
9. Mobile Optimization
Speaking of mobile visitors, your landing page should have a responsive design so it will look and perform as it should across various mobile and desktop devices. With
mobile e-commerce making up to 60% of all
e-commerce sales globally, not having a mobile-friendly landing page will negatively affect your mobile conversions.
10. User-Friendly Design
Streamline your landing page layout and design to ensure it directs visitors to the CTA. Remove clutter and use empty space appropriately to improve the page's flow. Furthermore, a streamlined page layout is better for responsive design because there are fewer elements to display.
11. A/B Testing
To truly optimize conversions, it's crucial to perform A/B testing. Test different variations of headlines, CTAs, colors, layouts, and other elements to see which ones perform better. Monitor the results and make data-driven decisions to improve your landing page and increase conversions continuously.
Accelerate Your Landing Page Conversions
With these landing page tweaks, you should see a lift in conversion rates, as well as fewer bounces. Remember to analyze your metrics regularly and make adjustments based on user feedback and behavior to maximize results.
Editor's Note: This post was originally published in December 2019 and has been updated for accuracy and comprehensiveness.