Landing pages are the first peek potential customers get into your business. The quality of this first impression could be the difference between a new customer and a missed opportunity.
It's important to remember that there is no such thing as a universally perfect landing page. The only universal "best practice" for maximising conversions is continuously testing and identifying what specifically works for your use case.
Which is why we don't want to stick you with a stock standard list of supposed best practices - we'd prefer to get personal. Let's dive into the specific tactics that will work for your landing pages and turn them into high-conversion machines.
There's no shortage of arguments to support having short landing pages for maximum conversions. Websites like Qi Networks have boosted the conversion rate on their landing pages by 70% with shorter content.
On the other hand, there's just as much evidence to support the opposite claim - that visitors are more likely to engage with landing pages that have more copy and detail.
Fact is, the optimal length for your landing page has less to do with industry trends and more to do with the stage of your business, the intention of the landing page and the behaviour of your users. Here are some key factors to consider when deciding on the length of your copy:
The function that your landing page serves
If your landing page exists to introduce new people to your product or service, it might be wise to have a longer and more informative landing page. People who are not familiar with your business generally require information in order to understand what you do and build trust.
On the other hand, if you run an established business or if you're creating a landing page specifically for warm leads, you can most likely eliminate any copy that explains what your product does. Since these prospects have most likely encountered your business in the past, they don't require as much information about your function in order to convert.
The cost of your offering
If your product is expensive or requires your prospects to invest a considerable amount of time or effort in order to convert, you'd be better off with longer copy. This is because your potential customers will require more information about the value of what you offer in order to make an investment of time or money.
Alternately, inexpensive products or services generally require less comprehensive copy as there is less thought involved for the user in the process of conversion.
How visitors are currently interacting with your landing page
Set up a heatmap and scrollmap for your landing page to collect data on how users are currently interacting with your landing pages. This will equip you with actionable analytics insights about how long visitors are spending on a page, how far down the page they travel before bouncing, the elements they're interacting with the most and the ones they're generally ignoring.
For example, if users are only reading the top 25% of your landing page before bouncing, it might indicate that your users have shorter attention spans and are finding your copy too long. You can probably afford to condense the length of your landing page to only highlight key features and benefits and keep users engaged to the very end.
Before you even create your landing page, think about what information a visitor needs to have before they convert. Then, map out how you’re going to communicate all that information to your visitor in a clear, entertaining way.
Is it going to be a video? Graphics? Plain copy? Figure out what the barriers are going to be for your potential customers, and how you might address those on the page. If you create a clear path to conversion, customers will follow it.
However, do keep in mind that these initial plans are simply hypotheses. The only way to prove or disprove the effectiveness of these decisions is by testing every change to ensure an optimal conversion rate. If your hypothesis is that a video will convert better than an image on your landing page, then make sure you A/B test this first to gain the data to support your decision.
Another way to tackle this is by designing a few different versions of your landing page. Design each variation with a different customer segment or strategy in mind, and then A/B test these against each other to find a winner.
For those unfamiliar with the term, the fold refers to the bottom border of landing pages and web forms. Content that is "above the fold" is visible above this border when the page first loads.
Once upon a time, the general consensus on call-to-action (CTA) buttons was to place them all above the fold to make sure they're instantly viewed by the visitor. However, the optimal placement for your CTA button, much like the length of your page, depends heavily on the nature of your product and the stage of your business.
For example, more established companies and brands have the luxury of attracting visitors who have largely decided to convert before even visiting the landing page. For example, a significant portion of visitors to Twitter's landing page are most likely there with the intention of signing up for an account. In these cases, it makes sense for the CTA to be placed above the fold to make it easier for the visitor to convert as fast as possible.
This also applies to landing pages designed for warm leads or visitors already acquainted with your business. Placing CTA buttons above the fold for such landing pages is generally best practice, provided it is accompanied with a compelling headline and some helpful information about the business and its potential value to the visitor.
Conversely, if your product or service requires the visitor to make a larger investment of money or time or is entirely new to the visitor, it might make sense for the CTA button to be further down the landing page. The user will likely need more convincing information before making a decision to convert.
Using videos on your landing page can prove to be a quick win for improved conversions. A study by Eyeview Digital found that using videos on landing pages can boost conversions by up to 80%.
However, make sure the video adds genuine value for the user. Having no video is better than having a bad quality one, so make sure you invest in the right tools to create your video.
Muzzle's landing page is a great example for effective use of video. The video not only demonstrates exactly how the product works, it also humanises the business with humor.
Only a small percentage of landing pages contain videos, which makes no sense because as humans, we process visuals much faster and more coherently than words. That also means there’s less competition for the search rankings if you include a video, and there’s evidence that suggests conversion rates go up when good-quality video is involved. Just make sure you stick to video landing page best practices if you decide to go this route.
In general, undecided visitors are more likely to convert if they see trustworthy testimonials on your landing page. What makes a testimonial trustworthy? Video, if you can swing it. If not, include their full name and a headshot.
Some other ways to add social proof to your landing pages:
Using the right tools to build your landing page is arguably the most crucial step of them all.
Try Paperform for free for 14 days and you'll see why it's the landing page builder of choice for more than 5,000 companies. You can customise your landing page as needed, create powerful payment forms and fully automate your business workflows with 1000+ in-app Zapier integrations.
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