Landing Page Best Practices
The first rule of landing page best practices is this: they are a starting point to help you construct your best first attempt at a landing page. After that, you need to experiment and let the customers decide what they think is the best converting page for the job.
21 Quick Landing Page Tips
- Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
- Make your call to action (CTA) big and position it above the fold.
- Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
- For lead gen forms where the CTA is below the fold (e.g. due to a long form) – make the directional cue point down the page to the button.
- A landing page should have a single purpose and thus a single focused message.
- Congruence: every element of your page should be aligned conceptually with the topic and goal of the page.
- Show your product/service being used in context.
- Use video. It’s been shown to improve conversion by up to 80%.
- Edit to remove unnecessary content. Be succinct.
- Use real testimonials for authenticity.
- Show social proof via indicators of your social status.
- Test new ideas using A/B testing. Let your customers decide which message works best for them.
- Provide a free trial. Try-before-you-buy is a standard and expected feature.
- Provide a guarantee to reduce/remove risk.
- Include partner co-branding to increase trust by association.
- Simplify your copy using bullets.
- If you are selling a book, or giving away an eBook via lead gen, provide a preview to increase trust show that you are proud of your product.
- Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best)
- Segment by user type: don’t send offers about men’s health products to the ladies on your email list.
- Show your phone number so people know you are real and can interact with you on a personal level.
- Finally, don’t send inbound traffic to your homepage. Use a landing page!
You can use a checklist (tips like those below) or a scorecard to rate your landing page and produce a to-do list of items to fix. Check out our Landing Page Scorecard.
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