The Best Practices for Designing Landing Pages That Convert
When it comes to designing landing pages, there's no one-size-fits-all approach. However, after years of experimenting, analyzing, and working with businesses of all sizes, I've come to understand a few key principles that consistently lead to better conversion rates. Whether you're launching a new product or aiming to improve your existing site’s performance, focusing on the design of your landing page can make a world of difference.
1. Keep it Simple, Keep it Focused
One of the most important aspects of a high-converting landing page is its simplicity. It's easy to get carried away and try to add every feature or image you think might help sell your product or service. However, simplicity is crucial. The goal of a landing page is to guide the visitor towards one specific action – typically a call-to-action (CTA) such as purchasing a product, signing up for a service, or downloading a resource.
For instance, I once worked with a client who was trying to increase their lead generation for a SaaS product. Their original landing page was cluttered with too much text and too many options. After simplifying the page by removing irrelevant links and focusing the user’s attention on the key offer, their conversion rate shot up by over 30% within a few weeks.
2. Design for User Experience (UX)
User experience is often underestimated in landing page design, but it's one of the biggest factors that determine whether a visitor converts. If the page is difficult to navigate or feels overwhelming, users are likely to bounce. A clean design with clear headings, easy-to-read text, and an intuitive layout can make a big difference.
Consider using larger fonts for important points, short paragraphs for readability, and plenty of white space to give the page room to breathe. I always emphasize testing different elements such as button colors, fonts, and CTAs to see what resonates best with your audience. One experiment I conducted showed that a simple change in button color from green to orange led to a 15% increase in conversions.
3. Strong, Clear Call-to-Actions (CTAs)
The call-to-action is arguably the most important element of any landing page. Without a strong CTA, visitors won't know what action to take. But creating an effective CTA goes beyond just placing a button that says "Click Here." The language you use, the placement of the button, and the design of the CTA all play a crucial role in its effectiveness.
I’ve found that specific, action-oriented language works best. For instance, instead of simply saying "Submit," try something more compelling like "Start My Free Trial" or "Get Your Discount Now." Also, consider the placement of the CTA: it should be highly visible without being too aggressive. Experiment with placing it above the fold and at least one more time further down the page to capture visitors at different points in their journey.
4. Use Social Proof and Testimonials
Social proof is a powerful tool when it comes to conversions. People are more likely to trust your product or service if they see that others have had a positive experience. Adding testimonials, reviews, or user-generated content can give your landing page credibility and build trust.
For example, we worked with an online fitness coaching business where we added testimonials from real clients who had seen measurable results. After we displayed their success stories prominently on the landing page, conversions improved significantly, especially from visitors who had spent time reading reviews. A few words of encouragement from real customers can go a long way.
5. Mobile Optimization is Key
As mobile traffic continues to increase, having a landing page that is fully optimized for mobile devices is no longer optional. A page that works perfectly on desktop but is difficult to navigate on mobile will hurt your conversions. Make sure your landing page is responsive, meaning it automatically adjusts to the size of the screen, and that all content remains legible without needing to zoom in.
During a recent project for a retail client, we observed that almost 70% of their visitors came from mobile devices. After optimizing their landing page for mobile and making the CTA button larger and easier to click on mobile, the conversion rate for mobile visitors improved by 40% in just two weeks.
6. A/B Testing and Iteration
One of the best practices I can't stress enough is the importance of A/B testing. No matter how much research or intuition you use, the only way to know for sure what works is through testing. A/B testing allows you to experiment with different versions of your landing page, from CTA copy to color schemes, to understand what resonates most with your audience.
In a recent case, we tested two versions of a landing page for a fashion brand—one with a minimalistic design and one with a more image-heavy design. After two weeks, the minimalistic design outperformed the image-heavy one by 25%. This data-driven approach helped the client refine their landing page to maximize conversions.
Conclusion: Make Every Element Count
Creating a landing page that converts is all about focusing on what truly matters to your audience. Simplify your message, enhance the user experience, and make your CTAs irresistible. By including social proof, ensuring mobile optimization, and constantly iterating based on data, you can craft a landing page that drives results. The best landing pages are those that are constantly evolving based on feedback and performance data, so never stop testing and optimizing.
For those of you looking for further guidance on optimizing your landing pages, you can explore more tips and resources available at SitePoint 24 to improve your design and boost your conversions.
