Applying Landing Page Best Practices to Boost Conversions

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Placement of the primary call to action on a landing page is of primary importance to the success of the conversion rate of that particular URL. A well-crafted landing page is designed to attract attention swiftly and maintain the interest of the reader.

Your audience’s time is extremely valuable so if the first impression that your landing page communicates is “timewaster,” your prospects will click away at the speed of light. A recent landing page study by Silverpop entitled “8 Seconds to Capture Attention” explored the best practices in the design and implementation of landing pages to maximize results.

Short & Logical

As in every other marketing and promotional content, short copy that makes an impact on the reader is by far the preferred approach to building effective landing pages. Letting your copy become overly verbose will detract from the desired outcome of moving the prospect swiftly and cleanly along your conversion path. The content also needs to be immediately relevant to the product or service being promoted as well as representing a natural outgrowth of the original call to action which brought the customer to the landing page in the first place.

Generic landing pages are a serious faux-pas, as each one should refer in content, style, colors, and layout to the types utilized in the originating presentation. Creating a logical progression from call to action to landing page will keep your customer from becoming confused and escaping your funnel.

Layout is Critical

The study found that the most popular landing page layout was a single column, with 36% of all successful landing pages applying that design. 2 columns was the choice of 14% while 3 columns were only integrated by 1% of all landing pages. Laying out the landing page in a box or postcard format is also extremely popular with 25% of all pages being set up with boxes and 22% in postcards.

When the layout is analyzed broken down between B2B and B2C, significant variances are found. Fully 50% of all B2B landing pages are set up in boxes, as compared to only 15% of the B2C layouts. Postcards are more common on B2C landing pages, with 26% of the total as compared to just 14% in the B2B. 1 column layouts were used in 25% of the B2B as compared to 40% of the B2C, and 2 columns constituted 8% of the total landing page designs in the B2B sphere but double that for a total of 16% in the B2C pages.

Minimize the Number of Links

Fully 49% of all landing pages both in the B2B and B2C arena contained just one link, as it seems that this preference is incorporated into landing pages in order to keep the message clear and the desired action obvious. The placement of multiple links can be seen to dilute the essential impact, as 12% utilize 2 links, 13% have 3 links, and 7% feature 4 links. Surprisingly a total of 19% of all landing pages have 5 or more links which would instinctively seem counter-intuitive.

Keep Above the Fold

Nearly nine out of every ten landing pages for major brands set up their primary converting call to action above the fold. This layout is in contrast to the landing pages often used by ebook and other downloadable product providers, which tend to be several thousand pixels tall with the call to action and conversion link placed right at the very bottom.

Some of the longer landing pages have managed to integrate a popup box which scrolls down with the reader, but this approach is perilous as many users have their browsers set by preference or default to not view popups. About 10% of all the landing pages are designed to display the call to action conversion link both at the top and the bottom of the page, an approach which is advisable when it is not possible to edit the verbiage down to more manageable non-scrolling levels.

Landing pages are the hub of your online sales process, so adhering to proven best practices can keep your conversion rates humming!

Hal Licino
Hal Licino is a veteran freelance writer, book author and frequent contributor to a blog hosted by Benchmark Email, one of the world’s global email... Read Full Bio
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  • Nick Stamoulis

    Depending on how large your landing page is, you might need to add your call-to-action a few times. That kind of repetition keeps reminding the visitor what you want them to do. You don’t want them to forget as they scroll through your page!

  • Johnm

    I agree with Nick.  If you have a big landing page it might be necessary to constantly update your readers.  If you don’t bring yourself to their attention they will instantly forget about you!

  • Rahim Moosa

    This is true.  Re: about longer pages vs. shorter versions –  it’s great to test different layouts using A/B or Multivariate testing to gauge usability and conversion.  Thanks for calling out landing pages Hal – they are critical to campaigns in my experience.

  • Hiren vaghela

    Nice article Hal, Landing Page is vital and it should be well optimized. Test your landing page and monitor them. Find out the performance of your every page of your website and if you need then do some emergency surgery. Track your visitors or put a goal set for that page so you can identify which page is need optimization. Use funnel as well it is provide great optimization ratio.

  • SEO Professionals

    The word landing is a pretty simple term in which you are trying to bring them to a certain page that will capture their information and turn them into a lead. This is can be done by having a opt in form that they can fill out and now will take them to the next step. The next step would be the sales page that they would see your affiliate product or your own product. The next step will be an auto responder that will automatically keep in touch with them through emails.

  • Clay

    Good article. Still new to this stuff and trying to figure out the best ways to go about making my landing pages the most effective. Never gave a thought to the different dynamics mentioned for testing your landing page.

  • Landing Page Optimization

    Nice article.Thanks for sharing it.

  • pop up gazebo

    From the post of “Applying Landing Page Best Practices to Boost Conversions”, I know that this is good sample for us to follow on our life and work, so it is worth to have a good read of this post.

  • Kaloyan Banev

    Improving conversion require a lot of common sense, A-B testing and analysis. All those require time, I mean that it is not possible to improve conversion after just month testing. One thing I have learned from my practice is that every business is seasonal, so it is a good idea to leverage marketing strategy through different time of the year.

  • Tom

    Hi Hal,

    ”The study found that the most popular landing page layout…”
    Popular with whom, the creators of the landing page or the readers?

    Because the popularity of a 1-column layout landing page amongst web developers/online marketeers,etc.. says nothing whatsoever about it’s conversion/ the effectiveness of the landing page.

    Also what constitutes a ”successful” landing page?

    Take care,