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.
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.
With that caveat out of the way, here are some quick general rules of thumb you can apply to your landing pages:
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!
For some design inspiration on the subject of directional cues, read this post: Designing for Conversion – 8 Visual Design Techniques to Focus Attention on Your Landing Pages
For a more detailed exploration of landing page optimization, download our free eBook – 101 Landing Page optimization Tips.