A landing page isn’t just a webpage—it’s a conversion machine. Think of it as your brand’s digital closer, sealing the deal between “just browsing” and “take my money!”
Even with social media and email marketing in play, landing pages remain the MVP of conversions, boasting a 23% success rate on average.
But slapping together a page and hoping for the best is like throwing spaghetti at the wall and expecting a Michelin-star meal. It’s not going to happen.
So, what’s the secret? Data-backed strategies, smart design, and a little marketing wizardry.
In this article, we’ll cover a few landing page best practices that should be non-negotiable in your marketing playbook.
Building High-Converting Landing Pages That Pack a Punch
Have you ever landed on a webpage and thought, “Wow, I need this?” That wasn’t by accident. High-performing landing pages are created using proven strategies. You too can use them to craft a persuasive, eye-catching, and conversion-driven experience.
Start Strong: Make Your Headlines Work for You
You don’t need to be clever. You just need to be clear! Your headline should immediately highlight what your company, service, or product does for your audience.
This is your first impression. If it flops, your visitors bounce. If it hits? They stick around.
- Instantly communicate your value
- Match your landing page headline to your ad copy (consistency = trust)
- Make it benefit-driven (What’s in it for them?)
Take a look at this example from Chargebee. The heading is short, crisp, and instantly highlights the benefits.
Talk to the Right People
To create a truly successful landing page, you need to know who you’re talking to. Start with some market research to define your ideal customer personas.
- What are their pain points?
- What solutions do they need ASAP?
- What hesitations do they have about buying?
With this information, you can craft targeted messaging that speaks directly to their needs and preferences and guides them to take action.
Crafting Calls to Action That Convert
A call-to-action (CTA) is the heartbeat of a high-converting landing page. It’s what drives visitors to take the next step.
Here are some tips for making your CTA irresistible:
- Be crystal clear: What’s the next step? Leave no room for confusion.
- Create urgency: “Act now,” “Limited time,” “Don’t miss out!”
- Keep it focused: One CTA per page to limit distractions.
- Make it pop: Use contrasting colors and bold fonts so it stands out.
- Smart placement: Above the fold (so visitors see it instantly) plus a repeat CTA at the bottom of long pages for the scrollers.
Here’s a great example from Netflix: Their red CTA button stands out, is easy to find, and tells you exactly what to do next.
Food for Thought: A few case studies show that red increases CTA conversions by double digits compared to green. One experiment also found that placing the CTA at the bottom of a long landing page can boost conversions by over 300%!
You can’t pin the success of CTAs on a single factor like button color. It’s not that easy. Elements like your business type, product, page length, and design all play a role in conversion rates.
The real secret to success? Research and continuous testing to find what works best for your audience.
A/B Testing: Because Guessing Doesn’t Pay the Bills
A/B testing is all about making small tweaks and seeing what works best.
- Test one element at a time (headline, CTA, images, etc.)
- Run tests for at least a few weeks to get meaningful data
- Use analytics tools to track performance
Successful landing pages aren’t built on guesses. These insights will help you optimize your landing pages for better conversions.
Here’s a great example of how A/B testing works:
Open Mile tested various landing page options and boosted conversions by over 200% by removing the clutter around the CTA and refining the headline. These changes made the call to action more focused and compelling.
Design Landing Pages for Every Screen
96% of people use mobile devices to connect to the internet. As of January 2024, nearly 60% of all global web traffic comes from mobile devices.
If your landing page isn’t mobile-friendly, you’re turning customers away.
Pro Tip: Use an analytics tool, like GA4, to see how much of your website traffic comes from mobile vs. desktop users.
Here are some landing page optimization tips for mobile devices:
- Make your landing page design responsive so it adapts to any screen size.
- Optimize images and minimize code to reduce load time and keep users engaged.
- Keep forms short with auto-fill options that are easy to complete.
Use large, easy-to-tap CTAs on mobile screens (thumbs are not precision tools).
Turn Testimonials into a Conversion Boost
How often do you buy something without checking reviews? Exactly. Before buying headphones, trying a new restaurant, or choosing a doctor, you look at online reviews to see what others have to say.
That’s the power of social proof. It builds trust and nudges hesitant visitors towards conversion whether it’s scheduling a consultation, downloading an ebook, or making a purchase.
You can add social proof in many ways:
- Customer reviews and star ratings
- Testimonials and case studies
- Logos of brands you’ve worked with
- Subtle cues like “Join 10,000+ happy customers”
People tend to follow the crowd—it’s human nature. Give them a reason to trust you.
Engage Visitors with Video Content
A 15-second video can do what hundreds of lines of text can’t—capture attention and convey value instantly.
In a survey by wyzowl in late 2024, 98% of customers reported watching explainer videos on websites to learn more about a product or service.
Yes, videos require time, effort, skill, and investment, but the increased engagement makes them well worth it.
Here are some video ideas that work well on landing pages:
- Explainer Videos: Break down your product or service in a clear, engaging way.
- Product Demos: Show your product in action to highlight key features.
- Customer Testimonials: Let happy customers share their success stories.
- Behind-the-scenes: Give a glimpse into your brand’s processes and teams.
- Personalized Welcome Videos: Greet visitors and guide them through the page.
Metrics That Matter for Landing Page Success
A landing page isn’t a set-it-and-forget-it situation. You need to track key metrics, analyze, and optimize to keep your landing page performing at its best.
Here are key performance metrics you need to monitor:
- Conversion Rate: The percentage of visitors who complete a key action.
- Bounce Rate: How many visitors leave without interacting with your page.
- Time on Page: Indicates how long users stay and engage with your content.
- Click-Through Rate: Measures how many people click on your CTA.
- Scroll Depth: This shows how far visitors scroll and if they are seeing your most important content.
There are plenty of tools to track these metrics. However, tracking metrics is one thing. Knowing how to use the data is another thing entirely.
Marketing experts can interpret the numbers, identify patterns, and suggest changes that drive real results.
One Size Does NOT Fit All
Your landing page should be tailored for your business like a handmade Italian suit.
Which landing page style is the best fit for your brand’s service, audience, and goals?
- Video-Based Pages: Great for storytelling or product demos that engage visitors visually.
- Text-Heavy Pages: Ideal for audiences who prefer detailed, in-depth explanations.
- Click-Through Pages: Perfect for pre-selling before guiding users to a final purchase or action.
- SEO-Focused Pages: Optimized to rank high on search engines and drive organic traffic.
- Sales Pages: Designed to drive purchases with compelling offers and clear CTAs.
- Lead Generation Pages: Crafted to capture contact information to nurture sales opportunities.
Partner with Professionals for Landing Page Optimization
There are plenty of ways to optimize your landing pages. However, one thing is clear: the right data, strategy, and execution help crack the code to create landing pages that convert.
Want landing pages that don’t just sit there but sell? That’s what we do.
We’ll help you craft a high-converting, data-backed landing page that speaks to your audience and guides visitors seamlessly toward action.
Let’s turn your traffic into customers. Contact us today and let’s build something great together.
