Whether for lead gen or customer acquisition, landing pages allow you to create delightful experiences for your prospects that are laser-focused on the action you want them to take.
This may seem pretty straightforward, but there’s a lot of conflicting advice out there about landing page optimization “best practices.” And weeding through all the LPO literature can be daunting and painfully time-intensive.
That’s why I spent hours searching the web to bring you a hand-curated list of the best easy-to-digest resources: five SlideShares and six infographics to help you master landing page optimization. I’ve even pulled an awesome takeaway from each so you can leave with a checklist of LPO tactics you can try today.
That way, instead of falling down rabbit holes, you can focus on what counts: increasing your conversions and maximizing ROI.
Let’s dive in.
Landing Page Optimization SlideShares
This SlideShare by Three Deep Marketing includes seven actionable tips for creating more effective landing pages.
Rather than simply repeating standard-fare advice, they explore advanced optimization tactics, such as optimizing your landing pages for mobile users.
For example, did you know that up to 70% of all advertising-generated conversions occur over the phone? If you’re designing for mobile, they suggest testing a click-to-call button rather than an email opt-in form.
Humans follow information like a dog follows a scent. Make sure your ads have a scent trail – in other words, make sure there is a clear link between each step of the user’s journey, from the moment they search for a particular keyword to their arrival on your landing page.
This SlideShare by Ion Interactive is a comprehensive toolkit for creating landing pages that convert. It includes templates to help you track key metrics, evaluate your design and score your “message match.”
It also takes a deep dive into how to chose between A/B testing and multivariate testing as well as how to select the right statistical confidence for your tests.
Message match is achieved when the words from your ad are echoed on your landing page. Motivation match is about ensuring that you’re matching your offer to the intent of your prospects. Are you offering an ebook to someone who just searched for “download software”?
This HubSpot ebook-turned-SlideShare takes you from a basic overview of landing pages to the specifics of their anatomy. What I love about this ebook is that it’s easy to implement; it’s got checklists and pop quizzes that can help you perform quick, high-level optimization.
Also, this resource is packed with interesting stats – did you know that the brain processes visuals 60,000 times faster than text?
Because our brain processes visuals faster than text, it’s imperative that you select a landing page image that communicates what your offer is – and what benefits it brings. If you’re offering an ebook, show the cover of the ebook. If you’re selling a physical product, show that product in context: show a happy customer using it.
Given how many resources about optimizing landing pages you can find online, it’s surprising that so many companies continue to, well, suck at it.
In this SlideShare, Unbounce’s Oli Gardner shows how to not suck at it by using conversion-centered design: a set of design and usability principles proven to increase conversions.
According to Oli, there are seven design principles that increase conversions: attention, coupling, context, congruence, clarity, credibility and continuance. In this SlideShare, he reveals how each one can improve your conversion rates.
The first aspect of conversion-centered design, attention, is a simple but powerful principle that 98% of people get wrong on their landing page.
Minding your attention ratio – the ratio of links on a page to the number of campaign conversion goals – can help you rise above the majority (as you’ll see on page 43, even companies like Google get it wrong!).
As Oli explains, your landing page’s attention ratio should always be 1:1 or you’re disrespecting your prospect’s click.
Joanna shares some copy testing ideas that can bring big conversion lifts. For example:
- Making calls to action match what your prospect is thinking (“Buy” or “Submit” vs. “Get” or “Yes, give me access”)
- Applying the psychological principle that gain is more powerful than loss aversion (“Generate more leads” vs. “Stop losing leads)
Implementing Joanna’s quick tips for creating better-performing copy is important, but as she points out, if you don’t start by creating messaging that is based on deep customer research, your copy will inevitably fail. Always research your customer before you put pen to paper (or finger to keyboard)!
Landing Page Optimization Infographics
According to this infographic by Marketing Mojo, you only have about four seconds to impress visitors – so you better make sure that your landing page is in top shape.
If you’re reading this, you already know about the importance of LPO – but what exactly should you be testing? This infographic explains the various tests most likely to impact your conversion rate, including headline copy, form layout, page length, visual media and calls to action.
According to this infographic by Pardot, a typical landing page loses over half of its visitors immediately. Ouch.
Don’t fret. This infographic gives you tips for ensuring that your landing page is far from typical.
It provides a cheat sheet for ensuring that you’re providing delightful design, friction-free forms and irresistible value. It takes things a step further by providing a framework for analyzing and revising your landing page optimization efforts by making sure you’re paying attention to key metrics and continuously adapting.
Providing value for your visitors isn’t enough – you need to provide timely value. Your landing page’s tone and offer need to match the prospect’s stage in the buying cycle and move them closer to making a purchase.
This infographic by KISSmetrics isn’t specifically about landing pages, but the information it provides about how color affects conversion is valuable to anyone who wants to improve their conversion rate.
Case in point: Performable changed the color of a CTA button and saw a 21% increase in conversions.
Disclaimer: This isn’t a color bible – every audience responds to color differently. These are good tips to get started with, but you have to test for yourself!
Red and green are the colors most frequently imperceptible to people with color blindness, but most people can see the color blue. If a shade of blue contrasts well with the rest of your page, it may be a safe bet for getting your CTA button noticed by the majority of your users – even those with color deficiencies. :)
This stat might make you want to bang your head on your desk: 70% of small B2B companies don’t have a clear call to action on their landing page.
Hanapin Marketing created this infographic in order to help companies avoid such silly mistakes and give marketers a cheat sheet for creating high-converting landing pages. It covers best practices for layout, copy and imagery, with stats to back up their advice.
You’ll learn what type of imagery is most effective for landing pages, how to format your text to make it more reader-friendly and where to put your CTAs in order to facilitate conversions.
No matter how compelling your copy is, if you’re showing visitors a wall of text, you’re going to make their eyes glaze over. Always avoid large block paragraphs in favor of skimmable bullet points, bolded benefits and clear (not clever) language.
Sometimes it’s nice to have someone remind us of the simple things that we can lose sight of when we’re in the thick of it, like what it actually means to have an “optimized” landing page. Quick Sprout kicks off this infographic by defining “optimized” as the “max number of conversions at minimal cost”.
Great, so how do we get there? Quick Sprout lays out a three-step process for optimizing your landing page, including the infrequently discussed LPO practice of editing to maximize SEO and usability.
Even the behind-the-scenes elements of your landing page should be optimized for performance. You need:
- A compelling, keyword-focused title tag
- An enticing (but concise) meta description
- A keyword-focused headline
- Clean HTML tags
- Compressed images for maximum site performance
Understanding how psychology affects conversions is essential to creating high-converting landing pages. This infographic by Pardot explains important psychological principles that you can apply to your campaigns – both before and after the click – in order to increase the chance of conversion.
Remember those basic psychological principles you learned in high school? They can make you a better landing page optimizer. Learn how to leverage:
- Our aversion to loss
- Our desire to fit in with peers
- Our inclination to honor pre-existing social bonds
- Our predisposition to trust figures of authority
The human brain has a tendency to compare different options, scenarios and outcomes in an attempt to make the right decision. You can leverage this tendency by using the psychological technique of anchoring. A good example of this is listing your original price alongside a discounted price so prospects have a tangible idea of what they’ll save.
Stop Reading and Start Optimizing
There you have it. The best bite-sized SlideShares and infographics I vetted from across the web to help guide your landing page optimization.
One word of warning before you get to work: Don’t fall down the LPO resource rabbit hole, consuming information but never taking action. Pick one or two of your favorite resources from above, print them out and use them to inspire an A/B test this week.
Now get to work!
P.S.: Know of any great landing page optimization infographics or SlideShares that I didn’t include? Post them in the comments!