Almost anyone can build a landing page. Tools like Funneljoy makes it very easy to build these pages (and sales funnels) by just dragging and dropping stuff. Or with numerous landing page templates. And many times, you can’t tell which landing page was built with what tool. However, as with anything, there are landing page best practices to increase conversion rates.
If you’re in marketing, you have probably landed on a page before now and thought of how lovely it is but doesn’t pass any message. Maybe it did, but you weren’t sure what to do next. Sometimes, you land on some pages and see a different thing to what was advertised via the referral channel.
The builders of these landing pages are probably not adhering to these best practices.
Let’s take a look.
Jump to a landing page best practice.
- Make sure your message matches your ad.
- Remove navigation bars and other distractions.
- Make your copy clear and compelling.
- Put important information above the fold.
- A/B Test features on your Landing Page.
- Make your landing pages SEO optimized.
- Include Social Proof.
- Optimize for various devices.
- Make your CTA obvious.
- Optimize for page speed.
- Add a thank you page.
- Test, test, test.
12 Landing Page Best Practices to Increase Conversion
1. Make sure your message matches your ads
If anything, many online users would hate deception. It doesn’t give a great impression when your ads use a certain form of messaging that visitors can’t correlate with your landing page. For example, your ad campaigns say you’re an electricity bill payment platform, while users see a different detail on the landing page.
To gain maximum users’ trust and by extension, conversion, it is important to achieve uniformity in messaging. Make sure to serve them (on the landing page) exactly what you promised via your ads. It helps.
2. Remove navigation bars and other distractions
Humans are easily distracted and have a very minimal attention span. According to a study by Microsoft, the average human being now has an attention span of eight seconds. It is a sharp decrease from the average attention span of 12 seconds in the year 2000. Hence, it is important to keep distractions away from the landing page.
Usually, landing pages have the ultimate goal of conversion. Eliminating distractions help to make sure the user is focused enough to reach the conversion goal. A landing page with a navigation bar means there’s a high chance a user would leave that page (maybe even out of curiosity) without converting. As a result, conversion rates are bound to drop. No marketer wants that.
3. Make your copy clear and compelling
Have you ever come across a certain ad, landing page, or website copy that left you wondering what the service was about? How did you feel? Exactly! You don’t want your visitors feeling that way. It’s bad enough that we have a low attention span. You don’t want to complicate that by writing copy that leaves us with more questions than answers.
Your copy should be clear and compelling. While it should spell out exactly what you do, it should also let the visitors know the exact value they’re getting. Your landing page copy should, in a few words, compel your visitors to take action. Copywriting is a skill that you should master.
4. Put important information above the fold
“Above the fold” here means positioned at the upper part of the page. And visible without scrolling down. Scrolling down through a page is quite a pain for many people. Trust is, many internet users want stuff given to them on a platter. Without having to go through too much work. I mean, I want that too.
Hence, you want to put the important information above, where it is seen very clearly. Put information sufficient enough for the visitor to make a decision above the fold. This removes any further “straining” activity on the part of the user. And would definitely have a positive impact on conversion.
5. A/B Test features on your landing page
One funny thing with marketing, or anything, to be honest, is that there is usually no silver bullet to victory. There is no one rule that once anyone follows, they hit gold. In this game, it’s different strokes for different folks. And it’s one of the things that makes it very interesting. Hence, a lot of testing is needed to find what works for you.
A/B testing is great to find good, or even better results. You can A/B test anything from the landing page copy to the CTA button to social proof. This sort of testing isn’t restrictive as actions as basic as color changes could have a great effect on the conversion rate of a page.
A/B Testing Example for Lead Generation:
- CTA Text A = Submit
- CTA Text B = Send me my gift
6. Make your landing pages SEO optimized
Asides driving traffic to your landing pages via ads, you should also look to SEO. You should optimize your landing pages for search engines through the inclusion of keywords as an H1 tag and also in the body. Don’t forget your meta tags and meta descriptions, build backlinks, image descriptions, and more.
Optimizing for SEO may be one of the most underutilized or ignored of landing page best practices. But it can increase conversion as people who come in through search engines have high intent, thus are more likely to convert. Even more than people who are targeted by interest and served ads on social media platforms.
7. Include social proof
People are more likely to purchase a product or carry out an action if they see that others have, and are happy with the value they got. It’s why you need social proof on your landing pages. Especially landing pages that require people to drop certain personal details. You have to show them this proof to convince them.
Social proof can be in any form. You can add video testimonials of happy users or customers, written testimonial, logos of popular business partners, actual results achieved by a customer, and more.
8. Optimize for various devices
Especially for mobile. In 2019, it was estimated that around 2 billion people access the internet via only their smartphone. This equated to about 51% of the global base which is like 3.1 billion people. The number keeps increasing by the day.
Optimizing for both desktop and mobile is important. So there’s no section of users that find it hard to visit or explore your page. If there is, our conversion rate is bound to suffer for it. Optimizing for devices even beyond mobile and desktop (e.g tablets) is an important one of landing page best practices.
9. Make your CTA obvious
As mentioned earlier, a landing page usually serves a purpose of conversion. Different products have different ideas or definitions of conversion. It can be users submitting their email addresses, subscribing to a newsletter, registering for a free trial, or more. What you define as conversion depends on your product and the goal you want to achieve at that point.
This is why a CTA is important to achieve this goal. The landing page visitors should be able to see clearly what you’re asking them to do. Are you telling them to drop their email address? Are you saying they should try out your product for one month free? Whatever it is, please make it obvious. It helps your visitors with clarity, hence, increases the conversion rate.
10. Optimize for page speed
Nobody wants to spend 5 minutes trying to open a particular page online. Sorry! Internet users don’t care about you that much. That’s sad but it’s true. Page speed can be a reason an internet user churns before even seeing the content of your page. You probably have exited certain pages for “loading too slowly”.
Hence, it is important you optimize your landing page speed. You should put certain things in place to reduce page load time. You can reduce redirects, improve server response time, optimize images, and more. Google’s Accelerated Mobile Pages (AMP) also have quicker load times.
11. Add a thank you page
How do you feel when people thank you for whatever activities you’ve done? Feel good, right? People that visit your landing pages are real humans too. Hence, you should communicate with them as such.
You should make your visitors feel good by adding a thank you page to your landing page. Do that gives them the feeling that you actually care about the effort they put in. Care enough to thank them. I mean, what feeling could be better?
12. Test, test, test
Like is always said, there isn’t a one-size-fits-all rule or cap that works for all products being marketed. Every product is unique, the same as how their landing pages are meant to be. This emphasizes the need to test and keep testing until you find the right combo that works magic.
On a landing page, best practices have it that you can test any combinations from colors, copy, videos, images, call to action buttons, CTA texts, and more. Once you find the best combination, stick with it. Or keep testing to find a better one. It never stops. You will be amazed at how much conversion rate increase can happen by just tweaking a minor parameter on the landing page.
There you have it, your landing page best practices. Tell us which of them you didn’t know already.
Explore lovely landing page templates on Funneljoy to build your pages with ease. You don’t even need to know how to code. Just drag and drop.