These landing page tips show you how to better guide users and increase your conversion rate by up to 80%. Testimonials, hero shots, call-to-action buttons and response elements – there are many buzzwords in the landing page jungle. So that you don’t get overwhelmed by them, this landing page guide provides you with helpful advice and tricks for optimizing your landing page.
Elsewhere I have already explained what a landing page is and also listed particularly good landing page examples. Based on these examples, you can also see what exactly makes a successful landing page. However, if you are expecting a step-by-step landing page guide, I have to disappoint you. The perfect landing page does not exist. It is the result of an analysis and adaptation process.
Why the perfect landing page does not exist
A conversion rate of 100% is unrealistic. Theoretically, however, the best landing page should have just this conversion rate. Unfortunately, however, we have losses on the way to the goal (the user’s action). The goal of landing page optimization is to keep the user’s abandonment rate as low as possible. Of course, it’s clear that we can’t convert every user who searches our website into a customer. At least not practically.
Nevertheless, it should of course be our concern to optimize the landing page to the extent that we keep user losses as low as possible. However, we should not only pay attention to the content of the landing page, but also, for example, to the ad that is placed for the landing page. If the user is made false promises in the ad or if the added value does not fit, we can optimize as much as we want: the starting point (i.e. the ad) is already wrong and thus users are led to the landing page with a false expectation.
13 Landing Page Tips
These landing page tips should help you create a successful landing page. Certainly not every tip is relevant for every product. Some products have special features that offer very specific optimization possibilities. Nevertheless, these landing page tips provide you with a good foundation for building a successful landing page.
Define the goal of the landing page
As I wrote in my article “What is a landing page?”, a landing page has only one goal. The user should not be distracted by many possible actions. Now this goal should be defined precisely. The goals of a landing page (especially in Germany) are often a compromise between protection and high conversion rates. We Germans are very suspicious when it comes to sharing personal data. Therefore, it is important to define a concrete goal (registration of the user to the newsletter). Here, care should be taken to ensure that the user has to provide as little data as possible so that the cancellation rate is as low as possible.
I have often had the experience that my customers want to know as much as possible about their users. The result is often long forms in which the user not only has to enter his name and e-mail address, but also all kinds of extra information. However, each extra input field lowers the user’s conversion rate. So here I have to make a decision – if I ask a lot of data about my users, it can happen that also much less users register. The consequence of this is that I have a lower conversion rate. However, I then also have more information about the registered users.
Define target group of the page
It is particularly important when designing and optimizing landing pages to be aware of your target group. Of course, this target group depends on the product (or the respective problem). A senior citizen will certainly not be able to start with a brightly colored, totally hip landing page. The same applies vice versa, of course. Since a landing page should be quite emotional, it is important to address the emotions of the target group optimally through the design as well as the content of the landing page.
The design can be done by choosing suitable photos and colors. But beware: here too, less is more. Irritating and confusing graphics or content should be avoided.
Testimonials, seals of approval or testimonials can now be found on every optimized landing page. These elements create the so-called “trust”. In other words, the user’s trust in the product (or the landing page) and have a significant influence on the user’s conversion rate. However, the trust-building measures do not have to end with these elements. Trust is also created by presenting the company personally. After all, B2B customers are only human.
Trust-building measures should be selected according to product and target group. For example, testimonials might be difficult for indiscreet products or services. Here, the landing page must resort to other means. Some products or services may rely on very specific trust-building measures:
- Product videos
- Company videos
- White papers with information on product-relevant topics
- A blog that represents the expertise of the company
It is also important that the promises made can be kept and are realistic. The user is suspicious and questions. Therefore, all questions of the visitor should be answered from the beginning. He must have the feeling that the landing page is interested in solving his problem. Accordingly, extreme advertising texts should be discouraged. The texts of the landing page should focus on proposed solutions and advantages of the product.
As already mentioned in the last point, it is important to captivate the user with trust-building elements. Seals of approval and testimonials are certainly a way to bind the user. However, one should also be aware that visitors are also human beings. Therefore, it is worth thinking about how to make the entire lead acquisition process more trustworthy. Testimonials, seals of approval and testimonials are used by everyone these days. Give your company a face and a personality by using bsw. a video with a personal approach.
The method of storytelling based on a concrete (possibly fictional) person is also conceivable. Storytelling is a popular method to bind visitors emotionally as well. Purchase decisions are not always based exclusively on rational factors. In sales psychology, there is still the gut feeling. This gut feeling is something of a black box for marketers. There is no precisely defined path here. With regard to the target group, one should use methods and ways here that leave a positive gut feeling with the visitor.
Less is more: Choose landing page elements more consciously
Landing pages deliberately do without navigation. In the article “What is a landing page?” I have already discussed that a landing page always pursues exactly one goal. In order to achieve this goal, the entire content should be reduced to the essentials. The images and graphics of the website should also be carefully considered. Does the graphic offer added value to the users? The most important element is the response element. If the image competes with the response element, it can confuse users or reduce the perception of the response element. The graphic, which was actually intended to illustrate the product, now becomes a conversion brake.
In doing so, you should consider what is shown on the image. Let’s say we have an image and to the right of it is the CTA button. Here it could be very decisive what is shown on the image. For example, if I see a person looking straight ahead (i.e. looking at the user), the user may not notice the call-to-action button. In this case, the image does not support user guidance. Assuming I use a similar image but where the person is looking or pointing at the complex button, the whole thing can look different. Even if the user scans individual elements only in fractions of seconds, he can still recognize facial expressions and gestures. This directs the user’s eye to the call-to-action button.
This example shows that it’s not just about the individual elements themselves, but how elements are used with each other. Landing pages consist of the following elements:
- Headline and subline
- Hero Shot (possibly product photo)
- Trust signals
Not every one of these elements has to appear on a landing page. As much as necessary, as little as possible is the motto here. In this particular case, you have to see which of these elements makes sense.
Emphasize the benefit for the user instead of product features
Customers are not primarily interested in whether their product is ten kilos lighter than the competitor’s product. Often, product features are advertised on landing pages. However, these product features are of little interest to the customer. We have to put ourselves in the customer’s shoes. He has clicked on an ad and has now come to the landing page. However, the customer is not interested in the product, but in the solution to his problem. And that is exactly the crux of the matter. Many companies advertise with great features, but the only thing that counts for the customer is what these features actually bring him. In other words, it’s the practical benefit of the feature in question that counts. This should also be formulated in this way.
Advertisers often confuse features with benefits. Apple once again shows how it works:
“With this iPod you can store 8,000 songs”.
The customer is not interested in the fact that the iPod has 8 GB of memory. This information is more of a technical nature, and probably not really tangible for part of the target group. In contrast, the customer can literally picture the 8,000 songs. A landing page has to convince quickly, so it is important to briefly and crisply convey to the user his own advantages with the product. In general, it can be said that more concrete details about a product increase the conversion rate. To stay with the iPod example, the wrong approach to promoting a larger battery would be the following:
“Now with twice the battery!”
The user can imagine this feature, but must first cognitively convert the product feature into an advantage for him. This wastes thinking and time resources. It is therefore much more eloquent to work out the concrete advantage for the user:
“Listen to music for up to 6 hours longer.”
Ad and landing page must fit together
Usually, the visitor lands on a landing page after clicking on an ad (Google Adwords). In this ad, a promise was made that the landing page must deliver. Once the user clicks on the ad, he has a specific expectation. This must be covered by the landing page in terms of content and graphics. Trust is the keyword here again. If the user feels betrayed by the ad because he does not immediately find the solution described on the landing page, he will continue to click.
That’s why it’s important to coordinate landing pages and the ad. Both the ad and the associated page should be interlocked and recognizably adapted to each other.
Clear statements Formulate briefly and crisply
There is little time to convince with your landing page. Here it is important to use short and crisp texts. In the headline of your landing page, advantages for the user should already be clearly recognizable. Please do not waste time with phrases like “Welcome”. The user doesn’t care whether he is welcome on your landing page or not. He is only interested in solving his problem quickly and sustainably.
As mentioned above, the solution to the problem should be formulated in concrete terms. An example here would be:
“Product XY helps you lose weight.”
Okay: Now I know that product XY is supposed to help me lose weight. But the headline doesn’t tell me what that looks like or what exactly I can expect. In order to pick up the visitor for our example topic, emotionalization through a concrete case is a good idea. Conceivable would be the following headline like:
“How I lost 30 pounds in two weeks by sitting around.”
In order not to let the whole thing fizzle out in anonymity, a photo of a person would be conceivable here. This person now tells us about his weight loss story with product XY. This headline contains much more information than the previous one. The user gets concrete numbers and also the activity that is necessary to reach these numbers.
In this example, it becomes clear that you can also communicate a lot of information in short sentences. The typical advertising blah-blah is out of place here. Because users recognize very quickly when they are dealing with false advertising promises.
Clearly communicate unique selling proposition
As in the previous section, short and crisp communication is important. It is at least as important to clearly elaborate the unique selling proposition (USP) for the visitor. What sets the product apart from the competition? What is special about it?
This point may sound trivial, but from experience I can say that in some companies the USP is not so clear, or is not communicated clearly enough.
Simplicity – keep it simple
At the risk of repeating myself, I’ll do it anyway: less is more. Even though I have now mentioned in the previous landing page tip, it is the most important advice for a successful landing page: Keep it simple! Elements that I don’t need don’t belong on the landing page. Users are extremely impatient and would like to spend as little time as possible on one thing or solve their problem as quickly as possible.
It is well known that users scan a website with their eyes in a split second. Therefore, it is important to structure texts. The HTML code offers various possibilities for this:
- bold keywords
- Anchor points for quick jumping in texts
- Lists (checklists)
With these means you make it easier for the visitor to quickly grasp the content of your landing page. For this, however, the texts must be well structured. By using headings and bold keywords, you make it easier for the user to scan your landing page.
Above all, attention should be paid to checklists. They offer the possibility to summarize information briefly and clearly for the user. Different users have different personal preferences: while one person prefers to read continuous text, another user may prefer a list.
Analyze and optimize
As mentioned above, a landing page is a process. Therefore, it is important to track and analyze visit times, abandonment rates, and other user behavior information. This is the only way to sustainably increase the conversion rate of a landing page. To save time, A/B tests should also be performed. Every product, every target group and every landing page is a special case.
Create many landing pages
Since a landing page is often linked to an advertising campaign, a separate landing page should be created for each ad or campaign. There can also be several landing pages for a product, which are optimized for different target groups. It is important that the user feels picked up.
Summary of landing page tips
The ultimate landing page guide does not exist. But I think with this advice you already have a good foundation for a successful landing page. Details and subtleties must then be optimized and adjusted by analyzing the user behavior on the landing page.
It is important that the user is met at eye level. He doesn’t want to hear advertising slogans and advertising agency blah-blah – he had a concrete problem and wants to find a solution for it quickly. This solution should be presented to the user honestly and authentically. Trust is an important keyword here. In summary, all landing page tips as a checklist:
- Define the goal of the landing page
- Define the target group of the landing page
- Create trust
- Personality sells
- Less is more: consciously choose landing page elements
- Emphasize the benefit for the user instead of product features
- Ad and landing page must fit together
- formulate clear statements briefly and crisply
- Clearly communicate unique selling proposition
- Simplicity – keep it simple
- analyze and optimize
- create many landing pages
If you follow these points, nothing will stand in your way and a high conversion rate. Also for me, these landing page tips form the basis for the conceptual design.