5 Landing Page Best Practices That Drive Conversions

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Landing page optimization

Your landing page stands as one of the most pivotal moments in your business’s online journey. Think of it as a digital handshake that determines the future of the connection with your users. Put in marketing terms, effective landing pages are a powerful conversion tool:

But crafting converting landing pages isn’t just about clever copy or aesthetics—it’s about making customers trust you. That’s why creating the perfect landing page can get intimidating. It could be that your landing page design is too complicated or that your CTA or copy isn’t optimized.

Whatever the case, you ‘re not alone. This guide serves as your roadmap to crafting landing pages that transform casual browsers to loyal advocates. So, join us as we share the landing page best practices that have proved to compel action.

1. Save Time with  Landing Page Templates

Building a landing page that ticks all the boxes is challenging, especially if you’re just starting out or don’t have dedicated developers and designers. Pre-made landing page templates are a great starting point to create beautiful landing pages in no time. First,  select the template that matches your specific objective and customize it to fit your branding.

Where can you find professionally designed landing page templates? There are standalone landing page builders that allow you to use ready-made templates and tweak them to your needs. However, having a dedicated tool just to build landing pages might not be the best option. Not when you can hit two birds with one stone at least. How? By using affordable email marketing software to create not only targeted emails but also conversion-focused landing pages.

For instance, you might have an online course coming up and want to promote it through a dedicated email or email series. You should use your  And you get to design both with one tool.

All you need to do is browse built-in landing page templates that span industries and pick the one that aligns with your objectives and style. These templates help  you maintain a consistent brand identity since you can add branding elements like logos, colors, and fonts, and tweak them to match your landing page design.

Plus, you avoid writer’s block by providing pre-written copy and prompts for customization, ensuring effective landing page content. Additionally, the templates provided by popular email marketing services are mobile-optimized—and you can always preview how your design looks on all devices. That way, you ensure a seamless experience for all users.

2. Keep Essential Content Above the Fold

When it comes to webpages , the term “above the fold” refers to the upper part of the product. In other words, what users see first on their screens before starting to scroll down. Here’s how above and below the fold content looks like in different devices:

Above the fold meaning
(Source: https://www.semrush.com/blog/above-the-fold/)

Online visitors’ attention spans are decreasing due to information overload. But if you keep essential content above the fold, it’s highly likely they’ll read every component they’ll find there.

That’s why you need to prioritize the most important information or actions and keep them at the top of your page.

By placing key landing page elements first, you help visitors understand what you do and why they should care without scrolling through the entire page. These elements include your key message, headline, value proposition, and your CTA.

Also, people using small screens are less likely to scroll through your whole page. So, ensuring key content is visible from the get-go is crucial for improving your users’ mobile experience.

3. Don’t Just Build, But Also Optimize Your Pages

The purpose of your landing pages is to drive conversions. So, when building a CRO plan, you need to analyze and optimize your pages. Start by scrutinizing user behavior.

Tools like Google Analytics or HotJar could be your trusted ally to dive into metrics like bounce rate, time spent on page, and website traffic sources.

You can visualize where users are clicking on your landing page through heatmaps. Also, consider leveraging session recordings to check how visitors navigate through your pages and pinpoint potential issues, such as slow loading times.

Once you’ve identified specific pain points in the user’s journey, it’s time to streamline your landing page design and messaging. Start by simplifying your layout and eliminating any unnecessary distractions that keep visitors from converting. Craft compelling and benefit-driven headlines that clearly communicate your value proposition.

One of the most important elements for boosting conversions is your landing page CTA. So, make it stand out by using contrasting colors and placing it prominently. Also, write actionable and precise CTA copy to encourage users to take the next step.

A/B testing is an integral part of optimizing your landing pages for conversions. Marketers should experiment with variations in headlines, CTAs, layouts, visual components, and forms. It’s key to test one element at a time to identify which change made a significant difference. Analyze your test results and implement the winning elements into your landing page creation.

And don’t leave out mobile optimization. With the increasing number of users accessing websites through mobile devices, you should optimize your landing pages for seamless interaction across different screen types. Test them on various devices to ensure they load quickly, and every component is properly displayed.

4. Include Credibility Elements

Most of your visitors have visited so many websites that they’ve become weary of typical marketing promotions. For this reason, they tend to distrust messages from the business itself. So, you’ll have to find a way to make a difference and get them to trust you. The best way to do so is by spicing things up with some social proof elements. Here’s why:

landing pages and social proof
(Source: https://taggbox.com/blog/social-proof-examples/)

Adding the stories of satisfied customers offers authenticity to your claims. Credibility elements build trust while minimizing concerns for visitors that aren’t familiar with your brand. People trust online reviews almost as much as recommendations from friends and family.

So, including trust factors throughout your landing page paves the way for customer loyalty. Here are some credibility elements to include in your landing page:

  • Customer testimonials: Testimonials are effective when they highlight the pain points your customers faced and how your offering addressed them. Even more so if the customer involved is someone they can identify with, and their story evokes emotions.
  • Case studies: This type of social proof shows how your products or services helped consumers navigate through challenges and achieve business results. Case studies work great for B2B companies, especially if the real-world success story is backed up with data that prove the outcome.
  • Trust badges: Trust badges, such as security seals or compliance certifications, signal your brand’s commitment to offering a reliable value proposition. To maximize their impact, ensure they are relevant to your users’ concerns. Also, it’s a good idea to place them strategically near your CTAs.
  • Customer logos: Adding customer logos to your landing page is a bulletproof way to win trust. It shows visitors that reputable companies have put their trust in your products or services. Again, this is a great tactic for B2B marketers, as long as the logos you include are recognizable by your audience.

5. Match Your Message to Your Ads

It’s not uncommon to use multiple ads on different social media platforms. And it’s only natural to target different audiences with each ad campaign. But if you neglect to match your landing page message and design with your ad, it could turn users off, harming the effectiveness of your ad.

Let’s say a travel website creates an ad to promote a memorable vacation experience featuring images of luxurious villas. But when users click on the ad, they are directed to a generic homepage that offers a wide range of vacation options, including hostels or camping sites. This mismatch could lead to user frustration since they were expecting options matching the luxurious getaway they were promised.

Therefore, it’s crucial to create a consistent user experience by aligning your landing page message with the ads that drive traffic to it. Consider customizing your landing page value proposition, copy, and design for each ad. There should be a smooth transition from the core message conveyed in your ads to your landing page content. Whether it’s introducing a new feature or promoting a limited-time offer, your message should be prominent and consistent throughout the user journey.

It’s essential to include the keywords used in your ads in your landing page content, too. That way, you reinforce the connection between the user’s search intent and your offering.

For a cohesive user experience, your landing page visual components, such as images, videos, colors, and overall design should reflect the branding of your ad campaign. Also, your ad call-to-action must correspond to the action you want users to take on your landing page.

Last but not least, tailor your landing page content to match the audience segment you target with your ads. It’s important to incorporate language and benefits that resonate with their preferences and pain points to show them you know what they need and boost engagement.

Optimize Your Landing Pages for Conversions

Landing pages drive traffic, generate leads, and convert them into customers. So, it’s only natural that they deserve your utmost attention. A well-built landing page can skyrocket your conversion rates and find your way to your users’ hearts.

You should keep in mind that your work doesn’t end there, though. Keep researching your audience and A/B testing different components of your landing page to monitor what drives better results. By following the landing page best practices shared and keep optimizing, you’ll drive your audience to take the desired action–and watch your conversions skyrocket.

About the Author

Maria Fintanidou

Maria Fintanidou works as a copywriter for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. She loves exploring new cultures and ways of thinking through traveling, reading, and language learning.

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