A well-designed landing page draws users in and directs them to complete the intended action: downloading a resource, making a purchase, or subscribing to a newsletter. Making a fantastic landing page increases conversions and propels company growth. Therefore, a solid list of landing page best practices cannot be overstated.
Gaining knowledge about landing page optimization best practices will help you increase sales and strengthen your bonds with clients. Because they let you reach new consumers and sell to them in ways that your website cannot, shopping, sales, and e-commerce landing pages may assist you in boosting conversions.
Keep exploring and reading this fantastic blog to learn the best landing page practices that can turn visitors into valuable customers in 2024.
Table of Contents
What is a Landing Page and How it Works?
A website page that has a defined goal, and that goal is to turn visitors into leads is known as a landing page. Despite the variety of landing pages, the goal remains the same: increase leads.
To generate targeted traffic and turn visitors into leads or clientele, landing pages are crucial. Landing pages, in contrast to regular web pages, are created with a specific emphasis and one goal in mind: to promote a product, gather contact information, or encourage sign-ups.
Landing page optimization is a vital module of any digital marketing plan as it allows companies to boost conversion rates, monitor performance efficiently, and optimize marketing efforts.
Lead forms seen on landing pages request visitors’ contact information in return for an offer or something of value.
After clicking from a different source, like an email, social media post, commercials, or organic search and display advertisements, visitors arrive at these sites. Instead of urging potential clients to browse several pages and learn more about your company, landing pages contain one call to action, in contrast to a standard web page. Let’s discuss the major types of landing pages before getting into the main topic of landing page best practices.
5 Important Types of a Landing Page
Here are the 5 main types of landing page:
Pages For Lead Generation
Lead-generating pages assist the sales or marketing team in finding and following up with potential consumers who have shown interest in that item or service by gathering their contact information.
Offering a promotion, for example, an eBook, podcast, or video series, in return for buyers’ information is typical. But it’s crucial to keep in mind that this type of gated content needs to be user-friendly, unique, and responsive to their demands. If not, clients may come to dislike your business and regret providing their information.
Click-Through Pages
In order to influence potential customers to click call-to-action (CTA) buttons that take them to checkout or account-creation sites, click-through pages use captivating language, graphics, and videos to highlight the advantages of the product.
Click-through landing pages are a valuable way to showcase aspects that set a product apart or introduce customers to a new product.
Also Read: Top 6 Lead Generation Landing Pages & Best Practices
Pages For Pitch
Simplified click-through pages are called pitch pages. One significant distinction is that pitch pages convey value propositions right away with nothing in the way of prose or visuals. Pitch and click-through websites share the same goal, though: to persuade visitors to click on a call-to-action button.
Squeeze Pages
You must know this type before getting into landing page best practices. Squeeze pages, like lead generation pages, ask for a prospect’s contact details before allowing them access to desired material. These pages often ask for an email address or phone number, whereas lead generation pages frequently ask users to complete a form with several fields to collect data.
Email marketing leads may be generated via “squeezing” information. However, some of the users may find this very annoying if they don’t want to provide their personal contact information just yet. Therefore, offering a special discount or material as a reward for giving contact information might seem appealing. Alternatively, you can make use of the exchange principle by providing your potential consumers with a preview of the content that is restricted before asking for their data.
Sales Pages
Sales pages promote speedy purchases. They work best when the material on the landing page is compelling and encourages potential customers to make a purchase.
Nonetheless, providing a different method of learning about the product or service and releasing information in layers might be beneficial for customers who aren’t quite ready to buy.
Also Read: UX Design Process: Mastering The Design Process For Impactful Results
12 Landing Page Best Practices in 2024
Now it is the final time to discuss the 12 landing page design best practices in 2024. Here we go:
Make a Connection With A Compelling Headline
The majority of visitors will go through the headline but just skim the material because it is the first thing they see when they arrive at your landing page. Therefore, creating headlines that sell is crucial.
Avoid using headlines that are unclear or inaccurately represent your content to achieve this. First and foremost, it’s critical to ensure that your summary is both interesting and succinct. Above all, choose language that is easy to understand and make sure your point is clear. Usually, strong headlines highlight one or more of the following topics:
- Identifying a pain point: Your target audience usually gets caught up in their issues. To get their attention, use a title that addresses problems they may identify with.
- Make a solution promise: Discuss with clients what they may anticipate when they click the call to action Customers are better able to picture the advantages of cooperating with your company when they get a preview of your solution in the headline.
- Grab your readers’ attention: Use a simple joke, case study, statistic, or phrase to grab the reader’s attention.
If at all feasible, combine more than one of the aforementioned focal areas for maximum effect. You don’t need to make your headers long. To keep your headlines from being too wordy, use pictures and visuals to bolster the content. Therefore, learning these landing pages’ best practices is necessary for 2024.
Make Sure The Action is Visible Above The Fold
The top portion of a newspaper’s front page is referred to as being “above the fold.” It now more frequently defines what is seen on a screen before scrolling down, though. In any case, you should make full use of this vital piece of real estate.
Make sure your call to action, headline, and unique selling proposition are all prominently displayed by positioning them above the fold. Avoid packing too much information onto the screen—too much over the fold might obscure your call to action—but make sure that everything a visitor needs is immediately apparent.
Make An Amazing Offer
Giving visitors something in return for performing the intended action is a must for all landing pages. For instance, you might use a click-through landing page on your e-commerce website to provide a promotion. To entice customers to enter the sales process while feeling like they’re getting something in return, you might use a lead generation landing page to provide a free e-guide or discussion in exchange for their information.
Take into account your consumers’ habits while choosing the offer that would boost conversions. If your clients are shoppers, for instance, they are inclined to become paying customers in exchange for a discount on their purchase.
Also Read: Experience Design: What’s Shaping The Future of UX?
Use Pictures Cautionary
It makes sense to include photos on your landing pages because readers are likely to retain 65% of the material if it includes them. Therefore, it is one of the landing page best practices in 2024.
An image that shows someone utilizing your product or service or that depicts what the visitor will get when they convert to your landing page is thus the most excellent option.
If you’d like, a brief instructional video can also increase conversion rates. Additionally, it’s simple to create incredible movies without paying a specialist, thanks to the abundance of tools and software accessible today.
Remember that utilizing pictures of individuals might be particularly challenging. The individual or persons in these pictures should be facing the call-to-action button.
Make a Headline That Highlights a Benefit
The headline of your landing page should draw in visitors and persuade them that your offer is worthwhile. To draw in visitors and convey the value of your service, a compelling title is essential.
However, for it to become successful, it has to have more than just shrewd; it must lead with advantages. Briefly explain how your offering solves the problems of your target market. Make use of compelling language that appeals to your target audience. For that reason, it is also one of the PPC landing page best practices in 2024.
Test Your CTA And Copy
Speaking of simplicity, let’s discuss the copy for landing pages. Remember the layout whenever you write text for a page that has been developed. Your viewers shouldn’t have to examine through a wall of material to get to the essential parts. Use headers, subheadings, and bullet points whenever possible to concisely convey your idea.
Test your copy, though, as always. Additionally, test your call to action. Next, try a few additional copies. After that, test CTAs once more. Until the data tell you the truth, you will never know what appeals to your audience.
You’ll have to believe me when we say that this landing page has been tested with multiple forms, CTAs, and other material.
Include Social Proof
Social proof is a potent instrument for establishing the legitimacy of your offer and fostering credibility and trust. Use user-generated material, customer badges, reliability seals, and testimonials on your landing page to show that other people have used your product or service successfully. Emphasize particular advantages or outcomes that clients have attained to impact the choices of prospective clients favorably.
Also Read: What is Business Design: A Detailed Guide
Test Everything
Because every business is unique and you need to take into account the demands of your audience, you could still receive mediocre results even if you follow every landing page best practices you’ve learned. You may learn from your triumphs and mistakes by doing A/B testing on every element of your landing page, including the title, design, and wording. You may increase the number of individuals who convert by using A/B testing.
To assist you in making a decision, you should only test one component at a time and give your landing page enough visitors. We advise testing everything until you’ve discovered the ideal combination of text and landing page design components to increase conversion rates since A/B testing enables you to make well-informed decisions based on facts.
Make Your Website Search Engine Friendly
Email blasts, social media postings, and other marketing strategies will undoubtedly drive traffic to your landing page, but your page should additionally be optimized with target keywords for both organic search and paid advertising. Your landing page should appear when someone searches for your keyword. In a similar vein, the keywords you use to target paid advertisements should be included on your landing page.
Consider The Mobile Experience Of The User
Making sure your website works smoothly on mobile devices is crucial for both SEO (Search Engine Optimization) and a positive user experience. Possessing a mobile-friendly landing page is vital since Google already prefers a website’s mobile version when ranking content.
Consumers frequently become irritated when they visit websites that take a long time to load, so start by improving the site’s load speed. Make sure your graphics and content load rapidly.
Second, make your landing page less distracting. Pop-up advertising should only be used when essential. Make sure that on mobile devices, clicking your CTA buttons is simple. Finally, confirm that your landing page works effectively in a variety of screen dimensions and orientations. It is the crucial step in landing page best practices.
Don’t Forget To Include A Thank-You Page
After a lead completes your form, you send them to a thank-you page. You could display a thank-you note on the same page or omit it entirely, but there are several reasons why it isn’t the best course of action.
Here are two decisive functions that are rewarded by a thank-you page:
- It fulfills the offer you’ve made, which is frequently an instant download.
- It empowers you to present more pertinent material to your new lead.
Eliminate All Exit And Navigation Links
Remove anything that can divert their focus or entice them to exit the website too quickly. Take off any exit links, sidebar links, and navigation menus that might divert customers from your offer. This preserves the user’s interest and attentiveness in carrying out the envisioned task. However, make sure that your exit link is conspicuously placed on your website splash pages so that users can rapidly get to the main page website.
Conclusion
An important part of any internet marketing effort is landing pages. Their one-and-only goal increase conversions without diverting site visitors.
By producing pages that convert more effectively than their competitors, designers who adhere to landing page best practices may add greater value for the companies they work with. Landing pages will function more efficiently and enhance user experience if they are kept simple, concentrate on the call to action, keep forms brief, and follow other previously mentioned recommendations. Therefore, implementing a checklist of landing page best practices is essential for creating a remarkable landing page, which is necessary for increasing conversion rates.
FAQs (Frequently Asked Questions)
What Makes A Good Landing Page?
The user path ought to become apparent, and the focus of the content should remain limited. Simple, uncomplicated headlines on landing pages increase conversion rates more than imaginative ones. The newspaper approach dictates that a headline should employ targeted keywords from the body of the article to describe the entire piece.
How To Practice Landing Page?
These are 8 Best Practices for Quick Landing Pages.
- Make sure your advertisements and messaging align.
- The activity should remain above the fold.
- To guide the eye, use directional cues.
- Display your service or product in use.
- Distractions like navigation should be eliminated.
- Add (objective) social evidence.
- Make use of attractive, unambiguous copy.
- Keep it quick.
How Do I Optimize My Landing Page?
- Keep the landing page’s action count to a minimum.
- Cut down on page load time.
- Express your value proposition succinctly and clearly.
- Adapt to the visitor’s wants and expectations based on prior interactions (context).
- Social proof provides a slight advantage.
What Is The Best Landing Page Format?
Nevertheless, any high-converting landing page has to include these five essential components:
- A USP, or unique selling proposition
- A hero’s picture or film.
- The advantages of what you’re selling.
- Social proof of some kind.
- One conversion objective (also known as your call to action)