The Anatomy of High-Converting Landing Pages (With Best Practices)

You managed to create a sizzling ad for your offer. You also managed to get the top ad position for your target keyword (suppose it’s landing page best practices).

landing page best practices top ad position

BINGO.

Your ad is also compelling enough to grab the attention of a searcher. His emotions start running high and he’s thrilled to receive your attractive offer on the other side of the ad.

He clicks on your ad in this excited state (costing you a couple of dollars).

Bummer.

You’ve redirected him to your home page.

He’s completely confused as to why he clicked through to visit your website in the first place. That’s all the visitor’s limited attention span of 8 seconds can accommodate.

He won’t be shy in clicking the back button and letting your ad dollars get flushed down the drain.

via GIPHY

Your customers want a personalized treatment. You can’t expect them to take out their wallet solely with a compelling ad. The whole experience with your brand has to remind a visitor of your super special offer. Only then will they share their emails or give you their money.

That’s where these important lead collecting tools come into the picture…

Landing Pages.

landing page best practices petrova
from petovera.com

Here’s a compelling landing page by Unbounce – clean, professional and persuasive with a prominent CTA. If I am a marketer, then I would at least ‘See a Demo’ (which, they assure me, will be short) before leaving the landing page.

unbounce landing page best practices

So landing pages are the bread and butter for any online business. They persuade your audience to stay on your website within 20 seconds. And they are the conversion centers for your business.

Now getting visitors from various traffic sources to take your desired action will require a good amount of convincing. That’s why I would recommend you to create as many landing pages as possible for your business.

Isn’t it obvious?

More landing pages equal more lead collecting opportunities for your business.

But 62% of B2B companies have fewer than six landing pages on their website. And only 48% marketers believe in creating a new landing page for a new campaign.

In this article, I’ll share the nifty basics of landing page design to get you running off the ground. These theoretical pointers will ensure that you don’t commit the beginner conversion killing mistakes that more than 90% of marketers make. We’ll also look at a few stellar landing page examples.

In a follow-up article, you’ll also see reviews of most popular landing page tools to help you build your first page.

Ready to lift your conversion rates and earn more money?

Then let’s go.

5 Landing Page Best Practices

Landing pages convert your website visitors into leads and customers that generate revenue for your business. Obviously, you’ll need to provide a compelling value proposition for this transaction to take place.

Presenting the 5 elements that are a regular fixture of most high-converting landing pages.

Landing Page Best Practices #1: An irresistible offer

You need to give away a valuable asset that enriches your audience’s life in exchange for their emails.

In most niches, an eBook addressing a major challenge that your prospects face can facilitate trading for their emails. HubSpot has created numerous eBooks and landing pages that serve as lead magnets for their blog posts in various categories.

landing page best practices hubspot
from hubspot.com

You can also offer a free email course to your audience. You’ll need to set up lessons through auto-responder, but it builds a stronger relationship with your audience. They interact with you and form a habit of opening your email.

Unbounce has created a brilliant 30-day course on landing page conversions containing advice from 10 world-renowned internet marketers. Note that the course landing page no longer requires you to share your email – you can start right away.

landing page best practices unbounce course
from do.thelandingpagecourse.com

So how do you find a compelling informational offer (eBook/course/PDF) for giving away on your landing page?

Start your search with the Google Keyword Planner. For instance, if your business is built around dog training, then the tool gives you the following popular subjects.

landing page best practices dog training
from: neilpatel.com

Alternatively, you can also scout forums in your niche and find major pain points of your audience.

landing page best practices scout forums

If you’re selling a product, then offering a trial or demo works better than offering free information. A great example of such an offer is by SAAS company KISSMetrics. They give a 1-on-1 consultation to help businesses improve their website performance and conversions.

landing page best practices kissmetrics consultation
from kissmetrics.com

Landing Page Best Practices #2: Blazingly fast loading websites

Do you know that an e-commerce company potentially loses 2.5 million dollars every year for every one-second delay in loading time? (given that they make $100,000 a day)

That’s huge.

A fast loading website is essential for offering a superlative user experience, retaining your mobile visitors and even maintaining your search engine rankings.

So what’s a good benchmark for loading?

47% consumers expect a website to load within 2 seconds.

Here are some ways to fix the loading speed of your website.

  1. Plug your website into the pingdom tool.

landing page best practices pingdom tool

It will give you a performance grade along with a detailed breakdown of the file sizes and how they contribute to the page load time. Eliminate or compress the inessential elements.

  1. Buy a hosting service from a professional company. Juan Martitegui managed to increase his landing page conversions by 8.47% by hosting his landing page at leadpages.net (15% faster than uploading on his own server).

Landing Page Best Practice #3: Short and snappy videos

40% of people respond better to visual information as compared to pure text. Indeed, one-third of all online activity is videos. They are simply a great way to retain your users for a longer period and increase your conversions.

Ramsay from Blog Tyrant uses a short video on his about page to win the trust of his visitors and build his brand. The page also has email optins in place for collecting leads.

landing page best practices ramsay video
from neilpatel.com

If your product or service is complex, then you can convey your offerings easily through videos. GrooveHQ uses an explainer video on their homepage to elucidate their offerings.

landing page best practices groovehq video
from groovehq.com

Neil Patel has used an explainer video at CrazyEgg to drive an additional $21,000 in revenue every month. He advises you though to remain careful and not take the wrong approach to creating video content.

“It’s all about the script, not the video.”

So don’t rely on the company creating the video to write the script. You know your products and understand the pain points/objections of your customer better than them. Also, keep the video under 5 minutes else viewers won’t stick around.

Landing Page Best Practices #4: A single conversion goal 

In this modern world of limited attention spans, it’s essential to keep your visitor focused on the ONE goal you want to achieve from the landing page.

Remember when I slammed you for sending visitors from your paid ad to your homepage?

It’s because a typical homepage has 40 links that compete to gain the attention of a visitor.

landing page best practices attention ratio
from moz.com

Suppose your campaign conversion goal is present on the homepage under “promo 2”.

landing page best practices promo2

Wouldn’t a visitor get lost on this page? There’s a whole host of interactive elements in play here, each with their own CTA buttons. 

That’s why every element on the landing page from the headline, supporting copy/images, overall design to the CTA should reinforce just ONE conversion goal.

landing page best practices one conversion goal

Landing Page Best Practices #5: Visually appealing use of colors with ample white space

Colors are also a source of information.

In a study on the impact of color on marketing, it was found that consumers make up their minds about people/products within 90 seconds of their initial interactions.

62 – 90% of that assessment is based on color.

You can use the color emotion guide by Logo Company as a good starting point.

landing practices best practices color practices
thelogocompany.net

Remember though that your audience color preferences and the way these colors interact with other surrounding elements on your website will drastically vary.

Peep Laja sums it perfectly, “There is NO best color for increasing conversions.”

Overall your landing page design should effectively and clearly communicate your brand’s value proposition.

  1. You should ensure that your background color isn’t loud and does not distract the user from reading your copy. If you use an image, then ensure that the text color blends with it.

landing page best practices milani

  1. Instead of trying to do too much, eliminate the clutter and adapt a minimalistic design. Use ample whitespace to highlight important elements on your page. This is a principle valid for any color (not just white).

You can think of it as providing space and gaps around your important area. A great example is the photo of the Elk below.

Where do your eyes rest after scanning the image?

landing page best practices elk in field
from unbounce.com

You can test the first impression of your landing page design on users by uploading it at fivesecondtest.com.

landing page best practices five second test

Now let’s take a look at the foundational elements of a landing page.

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Written by Chintan Zalani

Chintan Zalani's work has been published in major international newspapers, blogs and websites namely Times of India, Aol Huffington Media’s CoolAge.in, Android Authority, AdPushup, ShoutmeLoud and LinkOLogy.