Landing page best practices that'll bring you more customers

Here are the top tips to create better landing pages, from conversion rate information to tips on how to drive better results.
    On this blog post, you'll learn:
  • The main landing page best practices before publication;
  • Four powerful landing page best practices and tips;
  • How to manage and optimize managed landing pages;

The essence of this "landing page best practices" blog post is: how to improve conversion rates and get more customers. One of the most common ways to convert leads is, of course, through a landing page.

It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.Jeff Eisenberg

This powerful tool is capable of generate interest, curiosity and make someone want something. And people only need to complete a few simple steps, usually filling out a form, to get it.

This strategy is used by millions of companies around the world, whether they are B2B or B2C, and probably by your competitors too, but it is still very important for your company. After all, landing pages are one of the main strategies to capture leads and it works, even with all the online competition. Of course they must be used with other strategies, like PPC and SEO.

Anyway, our point is that you should be doing landing pages. In fact, you should be doing the best landing pages ever. But what defines a good landing page?

The success of a page should be measured by one criteria: Does the visitor do what you want them to do?Aaron Wall

How much are your landing pages converting, when compared to the total amount of visitors? According to a study made by Marketing Sherpa, the Software and SaaS industries have an average conversion rate of 7%.

Optimization Benchmark Survey Methodology for average landing page conversion rate.

Landing page optimization strategies can increase this rate up to between 10% - 20%. Want to know what are the landing page optimization best practices? Just keep on reading!

Main landing page best practices before publication

Here are a few question need to be answered before publishing your landing page:

  1. Who do you want to find this landing page? - Define the ideal persona. A landing page is part of a campaign strategy and it should be focused on its target audience.
  2. How are they going to find it? - Will you use PPC or SEO for organic traffic?
  3. How long should it take for them to want to convert? - If there is too much text on the landing page, they might not want to read it all. On the other hand, if there's too little, it might not generate interest.
  4. How easy is it to interact with the landing page? - Is the form readily available or do visitors need to browse to another page? How about the form, does it have too many fields?

They will help you make a better landing page even better and more efficient.

The assembly stage - landing page components

Before building a landing page, you have to know which components can be used. Of course, there is no size-fits-all guide, especially because you might be dealing with different products, audience, and so on. But some elements are essential when creating a high converting landing page. Let's go through them:

Headline: the headline is the first thing the visitors will see. Keep it short, concise, and most of all, it should answer these questions: what is your product or service about? What will they get from it?

Value proposition: what's the value of your offer? Would it be helpful to the visitor? Explain it in the simplest and clearest way possible. One idea is to use bullet points to list these benefits.

Keywords: optimize the landing page for search engines (SEO), if counting on organic visits. Use your keywords in the value proposition, headline, meta description, CTA, and URL. A great tip is to try to match the page's headline to the visitors' search sentences queries.

Conversion Form: the conversion form is where your leads will give the information necessary to qualify them in exchange for what you're offering.

Images: images are an essential part of a landing page. They will not only capture the attention of your visitor, but can also give (visual) information faster than a headline or piece of text.

Video: if you're considering adding a video to the landing page, go for it. A study by shows that using video on landing pages can increase conversion by 80%. They're great to make people stay longer on the page and will make your visitor receive the same message with less effort.

CTA: the main point of a landing page is to convert, right? So you need to make visitors actually do something. You need them to click on a CTA button, one that stands out, and send in their information. After all, CTA stands for call to action! Your visitor needs to see it right away so use contrasting colors and power words, but don't be scary. Seduce them first, before offering a purchase option straight away. Place the CTA where visitors can clearly see it and make it big enough.

Testimonials: as I've said before, testimonials can help you build a strong, trustworthy relationship with visitors. Use statements from real people, make it short and straightforward, and use pictures to make it more appealing.

Landing page best practices and tips

Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.Marketing Sherpa

The main problem of inefficient landing pages is that people put them up and never go back. They might even make new ones in tweaked, usually better versions, but the old one just stays there. And that's not even close to a best practice.

1. Landing page improvement cycles

The landing page is published! After a week, you go check on the amount of leads that came in: only 5% of visitors are actually converting into leads.

Why? There are a few options: they don't have the right fit, in which case you need to know what is attracting them; or visitors are not interested, so you need to change the approach and make your offer more attractive.

To understand that, keep checking on data and analytics from the LP, since they will tell almost anything you need to know.

Improvement cycles are a schedule to go back to content you've created and published, but that aren't performing as they should (or as expected). Try doing this once a month for blog posts and once a week for landing pages. That takes us to the next item...

2. A/B Testing

I'm guessing you already know how A/B testing works, but just in case that's not right: create two versions of a page that are almost identical, except for one thing. Randomly send visitors to one of both pages and see which one performs better. This will show which variation brought in better results, and you can use that in the next experiment, and so on.

Do this in cycles, making one change after the other until you have the best option possible for that landing page. This process will also help the production and efficiency of new landing pages, since you'll already know what works for that targeted audience.

3. Versions with better results

Testing different pages and checking what works and what doesn't will give you options for each case. You'll be able to build a library and that's important, because you don't want visitors to feel like they're browsing through the same page over and over again.

A full-page form might be useful for launching a webinar, but not as much if you need to make people download an ebook. For that, test out different landing page layouts and see what works best for that case and situation.

4. SEO

SEO is very important for gathering organic visits, but it doesn't make a lot of difference when the focus of a landing page is PPC, since you'll be buying exhibition space focused on your selected audience.

Here, the same rules of regular pages need to be applied:

  • Use at least 300 words of text;
  • Keywords should be 1%-2% of your total words;
  • Images with the keyword in the alt-text and image-title;
  • Videos are an extra for outranking competitors;
  • Content needs to be relevant to the visitor's search queries;
  • Don't forget about your webpage's responsiveness;

Conversion web form best practices

Yes, there are ways to make your forms more convertible. Let's see them:

Length: long forms might be scary, but they will generate the best leads, both because of the amount of information as for working as a "filter" for leads that are truly interested. This means that longer forms, will probably give you fewer, but more qualified leads and shorter forms will give you more, but less qualified leads.

Smart forms: are a great way to get more information about a lead. They are part of a strategy called progressive profiling, which uses a form to collect different information from the same lead by recognizing if someone has already been to your page, usually by cookie and IP, and filling out some of the information automatically.

Plus, you can select 10 fields to be filled but determine that just 5 of them will be displayed at once, for instance. This way, every time a visitor enters a landing page, new fields will show up to them if name and address has already been filled.

Form versus offer: there needs to be a proportion between what you're offering and how much you're asking for it. If a form has seven fields, you shouldn't try and trade those informations for a Top Of the Funnel ebook because:

  1. it might piss off your new lead, and
  2. it might lower your conversion rate.

And I'm guessing you don't want neither of those things. So use your judgement.

Social check-in: this is a great way to boost social media traffic and get leads with more information than a form would. However, some leads don't like to use that method, so there is your catch. But every once in awhile, give your visitors a different option - it might pay off.

Managing your Landing Pages

Creating a landing page can be hard: you either need a developer or you're stuck with templates that everybody else is using. Well, a drag-and-drop landing page builder kills both birds at once, offering flexibility and total control over this process.

Plus you need an easy way to check on performance and see if all conversion rates are consistent, as well as manage and measure A/B tests - which are also easy to do when you can totally personalize a landing page.

In case you're wondering where to find these features, Pipz has all of that :)

Also, remember that your landing page probably has an expiration date. Website users can get very upset when faced with no longer valid URLs. To manage this kind of issue, use a custom 404 error page with a personalized message or a 301 permanent redirect page for visitors.

Extra tips:

Your landing page length is also important. Some may say that there is no right or wrong answer, but give a careful thought before building a page. B2B companies usually need longer pages to provide complete information. Just define the goals of your page, content, and call-to-action needed to make visitors happy. Give them the right directions so that conversion is the next logical step.

Landing pages should load quickly! Did you know that a page's bounce rate can increase a lot due to loading time? Plus, loading speed is considered by Google when ranking your Quality Score. Avoid making landing pages that are too heavy so not to hurt your conversion rate.

Don't forget about your thank you page and confirmation e-mail! The first is a great way to measure conversion and set milestones on Google Analytics. As for the second, it's the perfect excuse to start talking and engaging with your new leads, and even nurturing them.

If using landing page for rich content, don't forget to make your confirmation page with the content's link invisible to Google. Otherwise, people will be able to find it by searching on Google and without needing to convert on your landing page. That's an amateur mistake.

What do you think about these landing pages best practices? Give us your feedback! And if you want to try out our drag-and-drop landing page builder, click below and fill out our form!

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