Are you looking for tips to optimize your landing page? To help you create a highly-converting landing page, I’ve put together a list of 34 landing page optimization tips from experts Daniel Doan, Teresa Heath-Wareing, Wes Mcdowell and Antoine Dupont.
What is a landing page? A landing page is a page away from your site, where your visitors arrive by clicking on a link.
It is not your homepage or any other page that your visitors use to enter your website. It’s not the landing page you see mentioned in Google Analytics. If you check your analytics reports, you might have noticed that the website traffic report displays your landing pages. Don’t be confused: these pages are not the pages I am referring to in this article.
A landing page is a page you create specifically for a marketing or advertising campaign with the sole purpose of capturing a visitor’s information through a form.
It’s the page you use to turn visitors into leads, it’s where your conversions happen. That’s why you should do your best to have this page optimized 100%.
Let’s dive in!
34 Landing Page Optimization Tips from experts Daniel Doan, Teresa Heath-Wareing, Wes Mcdowell and Antoine Dupont
Daniel Doan is a growth marketer and copywriter with almost a decade of experience building brands, growing communities, and directing marketing strategy for hundreds of digital agencies, venture-backed tech startups, and eCommerce companies.
Here are Daniel’s insights on writing the best converting landing pages:
1. When to use a landing page
You now know what a landing page is. When should you use a landing page?
Create a landing page for each marketing campaign your company is running.
Have duplicate landing pages for each of your ads so you can easily track which ad sources are working and generating more/better results.
Your company website is visited by two types of audiences: cold and warm. You don’t talk to your cold audiences as if they already knew you just like you don’t talk to your warm audiences as if it’s the first time they saw your brand. In the same way, you should have different landing pages for cold audiences and warm audiences.
Also, if you have influencer campaigns, use a customized landing page for each influencer.
2. Who is your landing page for?
Know your target audience inside out – the more you know about them, the better. Provide your visitors with a landing page that shows you know them. You will earn their trust.
Ask yourself questions like How would they react to my CTA or to the colour on the button or the overall colour scheme of the landing page?
3. Quick loading
Make sure your landing page loads quickly ideally under 3 sec. Also, check the images are also loading.
If your page takes more than a couple seconds to load, you could be losing almost 50% of your potential traffic.
4. Aim for beautiful
Your landing page is a product like any other you have in your portfolio, so design a landing page that is aesthetically pleasing and stay away from the comic sans font.
Keep in mind that your target audience will determine what kind of aesthetics will be the most effective.
5. Avoid catch-all landing pages
Don’t create “catch-all” landing pages that attempt to serve multiple goals. Take it one step at a time. You need their email so your landing page should ask for it only.
Don’t use the same landing page to convince them to buy. It’s not the time, nor the place. Depending on your buyer’s journey and the stage they’re at, you can ask them later on.
6. Consistency is key
Your landing page is not your website home page but it represents your company so it must be consistent with your personal or corporate branding.
Otherwise, your page will confuse your visitor who will become distrustful.
7. Remove visitors’ ability to navigate away from your landing page
Your landing page is a standalone page on your website and as I mentioned early on in this article, its sole purpose is to convince your visitor to click on your CTA button.
To help your visitors push that button, you need to eliminate any distractions that could prevent them from doing that.
So make sure your landing page doesn’t include a menu bar, hyperlinks, right or left column or any no other options except the one thing you are asking them to do.
8. CTA at the top of your landing page
Ideally, your call to action should be at the top of your landing page or at least before the fold. It should be the first thing your visitor sees.
9. Include a callback to action
So you placed your CTA at the top of your landing page. It’s also recommended to place the same CTA at the bottom of your landing page so your visitor doesn’t have to scroll back up to see it.
10. Only ask for what you need
If you want your visitors to subscribe to your newsletter, ask for their email address.
Don’t ask for their home address, telephone, age and company name. You can do that once you have established an email relationship.
11. Make your landing page shareable
What if your visitors want their family and friends to take advantage of what you have to offer in your landing page?
Having them copy/paste your page link is an unnecessary action. The rules of user experience state your page visitors have to accomplish their goals in as little clicks as possible. Don’t make them work too hard.
Reward your visitors for visiting your page right from the bat. Give them a gift for showing up even if they don’t convert (sign-up for your newsletter or buy tickets to your event).
Everyone enjoys receiving gifts. It’s a great way to warm them up and develop a relationship because it leverages reciprocity, one of the principles of influence. When you give people something, they will feel obligated to give you something in return.
13. Multivariate Testing
Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified.
In regards to a landing page design, you test multiple CTAs, multiple headlines or multiple images.
Daniel says Multivariate Testing is to Split Testing as quantum physics is to that baby toy where you have to put the differently shaped plastic blocks in the correct holes.
There are various tools you can use to multivariate test or you could hire marketing agencies to do that for you.
Teresa Heath-Wareing is a social media & marketing international keynote speaker, trainer, consultant and TEDx speaker. She has spent the last 12 years working in a variety of marketing roles and across a diverse range of sectors using almost every marketing tool you can think of.
Teresa was featured in one of Andrew and Peter’s videos on their YouTube channel (btw, Andrew and Peter are speaking at Digitalium 2019) to share her insights on designing a highly-converting landing page.
Here are Teresa’s recommendations:
14. Attention-grabbing headline
Write an attention-grabbing headline which makes it very clear what you are offering in exchange for their contact info.
Your leads need to know right away what you are asking them to do. Don’t make them think!
15. Play Show and Tell
Show them what they get if they click on your CTA.
Include a print screen of the first page of your PDF document, or have your art director design a visually enticing image of it.
But showing them your offer is not enough. Tell them in concise and to the point words what they get.
Also, tell them what your content will do for them.
16. Introduce yourself to them, give them social proof, add a countdown timer
Show them your subject matter expertise and your experience on the subject with a recent professional photo of you.
Mention the number of people who already bought your offer. Also, add a countdown timer to create urgency.
17. Make your CTA button stand out
Your CTA button needs to stand out and grab the attention of your leads. It has to be of a different colour than any other element on the page.
Write a smart copy for your CTA button. Make your microcopy FOMO and apply the scarcity principle.
Wes Mcdowell helps businesses transform their website into a complete customer generation system. He has a deep understanding of digital marketing, user experience, and psychological principles that win over cold prospects and turn them into happy customers.
Here are Wes’s insights on creating a highly-converting landing page:
18. The rule of ONE
A highly-converting landing page obeys the rule of ONE: one message, one offer, one CTA.
If you have multiple offers for different audiences, create multiple landing pages focused on only one message.
19. The 5-sec rule
The second rule that Wes would like you to learn and build your landing page around is the 5-sec rule.
This rule states that your landing page should convey your message really clearly in less than 5 seconds: tell people what it is you provide, how that makes their lives better, what do they need to do to get it.
Put this content above the fold, if your leads want to know more they will find more when they scroll up.
20. Convey 3 key benefits
First of all, don’t confuse benefits with main features.
A product’s main features include technical info and data. Frame this dry and unappealing content into clear benefits. What’s in it for your leads?
Wes illustrates this tip by showing how Apple turned technical info into a benefit: instead of telling their customers their phone has a 5G memory storage capacity (which doesn’t mean much) they say 1000 songs in your pocket, which paints an entirely different picture. The storage is the feature, the number of songs is the benefit.
21. Include a strategic video
Add a short, strategic video to your landing page to help you convey your message easier: establish clearly the solution you are offering, how it solves your customer’s problem, what your customer loses if they don’t take your offer.
End the video with the same CTA that is on the page.
22. Add a features list
After you have established your product’s benefits, you can include a features list which is a simple bullet-points list of what your leads get if they take your offer.
Do your best to make this list as less eye-grabbing as you can: play with visual pointers, replace the boring bullets with check-marks, smiley faces etc.
Antoine Dupont is an award-winning marketing agency owner with 18 years in marketing. His goal is to improve lead generation and business growth via his proven marketing strategies. He was also a keynote speaker at the 2018 Digitalium where he shared valuable insights on the power of video on Facebook.
Here are Antoine’s landing page optimization tips:
23. The above the fold myth
Antoine believes the rule of placing everything above the fold is a myth. It all comes down to giving your visitors the answer to their question Is this for me? If the answer is Yes, they will scroll down to get the rest of the information.
24. Landing page Dont’s
In one of his YouTube videos focused on landing page optimization tips, Antoine shares various mistakes that he has seen marketers make on their landing pages.0
Here they are:
- too much text on the landing page,
- too coy to ask for what they need from visitors,
- lack of credibility,
- being impatient,
- being self-important.
25. Landing page Dos
Tip #15 says you need to have an attention-grabbing headline. Antoine adds that an awesome headline also needs a strong subheadline.
He also supplements #20 The rule of ONE with the recommendation of using just one amazing picture (no stock photos allowed) to illustrate your offer.
Another optimization trick is to make sure the content on your landing page follows a logical flow and he states the info should start with an explanation, continue with benefits and testimonials and end with the CTA.
26. Imagine you could…
It’s paramount you let your landing page visitors know you are aware of their pain point or problem.
Identify the challenges they are struggling with and help them imagine how their lives could improve if they used your solution.
Give them a clear picture: Imagine you could measure your marketing campaign results easier or Imagine you could make a product video in one hour instead of five.
27. Relevant social proof
We have already talked about social proof at #18: testimonials.
What Antoine adds is that testimonials should be real and accompanied by the photo, name and company of the person giving them. You have to make them as credible as possible.
Also, make sure the testimonials are consistent with and relevant to your offer.
28. Multiple methods of contact
People are different and they prefer a different way of contacting you. So add multiple methods of contact on your landing page: email, telephone, address, social media, form etc.
29. Add a guarantee
Adding a guarantee on your landing page increases the visitor’s trust. It makes it easier for them to pay for your solution, either with their money or their time.
Some landing pages offer money back, others guarantee a specific number of results or time frame. What guarantee can you offer?
30. Use power words in your CTA
As tip #19 states, you need to make your CTA stand out. One way to achieve this goal is through design and colour.
But that’s not enough. According to Antoine, you must also use power words.
Here is a list of power words:
- right now,
- step by step,
These words help people take action. Obviously they need to apply to your offer.
Don’t ever write on your CTA button Learn more or Contact us!
31. Trust indicators
Add client logos, affiliations and certifications that help boost your visitors’ trust.
Include those with explanations because people outside your industry might not understand what your certification means.
32. No Hire me or Buy this in your strategic video
Antoine is a strong supporter of video as the best format to convey your message. On the landing page, your video could increase conversions two or three times.
As mentioned in tip #23, include videos related to your offer, but don’t sell, just be helpful. Explain what your product is about in your video but refrain from ending it with Hire me! or Buy this!
33. Tools to A/B test your landing page
If you are not ready to go all-in into multivariate testing (tip #13), you can use free or paid tools to A/B test your landing page. Antoine recommends Google Optimize and Optimizely.
34. Impeccable grammar is mandatory
If you are not an English native speaker, make sure you double-check your copy before hitting the publish button.
Use proofreading tools like Grammarly or Hemingway. If you make any spelling or grammar mistakes, you lose credibility and authority.
That’s the end of my list. Have you found the tips herein useful and relevant?
If you have, share the article with your friends.
If you haven’t, feel free to share your own tips in the comments.