8 Landing Page Design Best Practices That Help You Achieve Higher Conversions

Landing Page Design Best Practices

Your digital marketing campaign’s success depends on your landing pages. A well-designed page will capture visitors’ attention and engage them with your message. It will then convert them into leads, paying clients, or reservations. Implementing a few basic landing page best practices is often the key to successful conversions.

This blog post explores the most important best practices and provides examples of brands who are doing it correctly.

What Is A Landing-Page?

landing page are dedicated web pages that guide visitors towards a specific action. For example, they may direct them to provide contact information, request a demo or make a purchase. A landing page, unlike a homepage, is a dedicated web page that’s designed to guide visitors toward a specific action, such as providing contact information, requesting a demo, or making a purchase.

Compare, for instance, Visit California’s landing page with their homepage. It is a landing page that targets a specific target audience (parents looking for family-friendly holidays) by using audience insights and creating an emotional connection. A popup window with a single call-to action to subscribe to the weekly email provides inspiration.

The homepage of a website, however, serves a much wider purpose. It is an entry point for a wide range of audiences and user flows as well as a number multiple calls to action.

8 Key Landing Page Design Best Practices

1. Start with an irresistible, unique offer

Landing pages are always centered around the benefit they present. They should start off with an offer that encourages visitors to take action, such as a Custom Landing Page Design Service. This offer can range from a free sample or discount to accessing exclusive content and services.

Your offer must be compelling and valuable to attract visitors and encourage them to act. Offer a compelling offer that aligns with the campaign’s goal, whether it is a limited-time promotion, a trial or a resource.

Headspace’s Mother’s Day promotion offers a great example of an attractive, unique offer.

2. Ad relevance is important

Users expect that the landing page will deliver on what they were promised when they click an ad in an email or click a promotional link. To avoid confusing your visitors, maintain a strong message correlation with your landing page content. Consistency in messaging builds trust and credibility. It also improves user experience. This increases the chances of conversion.

Purdy & Figg’s ad highlights the limited-time 15% discount on non-toxic cleaners. The landing page linked to the ad reinforces the message “makes your house smell like a Spa” and promotes a 15% discount, ensuring relevance between the ad and the page.

3. Create a benefit-driven headline

The headline on your landing page should be able to grab the attention of visitors and convince them that you offer is worth their attention. It is important to have a headline that will grab visitors’ attention and convey the value proposition of your offering.

To be effective, a clever ad must be more than that. It should be based on benefits. Communicate concisely how your product or services addresses the pain points of your audience. Use language that is persuasive and resonates with the audience.

4. Add a CTA that is clear and action-based

Conversions are driven by a strong call-to action (CTA). Your CTA should be clear and stand out. Use action verbs to encourage users to move forward.

Your CTA button should align with the purpose of the page, whether it is to ask users to buy or sign up. Design the button color to contrast with the background of the page. This will make your CTA stand out. Your CTA should be placed prominently, preferably above or below the fold of the page so that it can be seen without having to scroll.

5. Add social proof

Social proof can be a effective tool for building trust and credibility, and establishing the validity of an offer. Include testimonials, badges from customers, trust seals and user generated content to show that other people have enjoyed your product or service. To influence the decisions of potential customers, highlight specific benefits or results achieved by customers.

6. Remove all navigation and exit links

Aspirationally, a landing-page should aim to have a conversion rate as close as possible to 1:1. This means that the number conversions must be equal to the total number of visitors. A landing page should have a single focus: to guide visitors towards the conversion you desire. You want your visitors to be focused solely on your landing page.

Remove any distractions which could divert the visitor’s attention or cause them to abandon your page. Remove any navigation menus, links in the sidebar, or exit links which may divert visitors from your offer. This will keep the user focused and engaged on the desired action. On your landing pages however, ensure that your exit link can be easily accessed so visitors are able to go back to your main website. Conversion Gods’ splash page is an excellent example.

7. Ensure fast page load speed

Even a few second delay on landing pages can cause visitors abandon their session and leave before they reach the final goal. Page loading speed can have a significant impact on conversion rates.

Use a reliable host and optimize your landing page so that it loads fast. Compress images, minimize code, leverage browser caching, etc. Perform regular speed tests to improve the speed of your landing pages.

8. Test everything

The key to optimizing the performance of your landing page is continuous testing. Use A/B testing to compare variations of landing page elements such as headlines and CTAs. Also, test layouts and color schemes.

Use heatmaps to gain insights into user behavior. This includes where users click, scroll and spend most of their time. Make informed design decisions based on the collected data to improve conversions.

Conclusion

Using landing page best practices, you can create pages that engage your audience and drive conversions. Using pre-built templates can help speed up the creation of landing pages.

Need help getting started? Need help? The smegoweb team is here to assist. We provides customers with more than 500 customizable layouts based on industry and usage case. Sign up for the 14 day free trial to get a well-designed, highly-effective landing page in no time.