4 Guidelines to Optimize Conversion Rates on Landing Pages

When potential customers surf your landing page, it isn’t by accident. They’ve seen something they found compelling and want to know more. If you were a door to door salesman, this would be the moment a potential customer invited you inside to hear your pitch.

The problem is this. If you don’t keep them interested and communicate the beauty of your offer quickly, you will be shown the door online as quickly as you would in person. Fortunately, by following a few tips, you can keep visitors on your landing pages long enough to read what you have to say and then answer your call to convert.

#1 Time is money: you only have 3 seconds to make your point

Remember, time is money. Your visitors won’t make any effort, so, when a potential customer arrives on your landing page, you only have 3 seconds to attract their attention. So think clear streamlined and easy to read!

Here are the questions your landing page should answer for visitors almost immediately:

  • Why did I come here?
  • How do I get whatever it is that I came here for?
  • Why should I feel good about answering this call to action?

If your landing page contains too much surplus wording, distracting images, loads slowly or is formatted in a way that is difficult to read, people will leave. Here are a few things you should avoid.

  • Large blocks of text with little white spaces
  • Using more than one or two relevant images
  • Trying to sell an additional unrelated offer

#2 Include some honest and transparent reviews from social media

On the other hand, simple and streamlined does not mean that you cannot include elements that will pique the customer’s interest and build trust. If the specific product or service that you are offering has received positive comments on social media or consumer, review websites, consider adding a few of those to your landing page.

As far as placement goes, many web designers opt to include those either in vertical format to the left of the main portion of the landing page, or horizontally as part of the header or footer. In order to maximize trust, consider making these comments clickable so that readers can see them at their original location. Honesty is the best way to build trust.

#3 Highlight a path

Spending time ensuring that your CTA stands out. It may seem like a minor thing, but there have been multiple businesses who have lost conversions simply due to the fact that their call to action button wasn’t optimized. In some cases, location is the issue. When you look at the formatting of your landing page and read the content on your landing page, consider the points at which you might be ready to take action. Some logical places might be:

  • At the very beginning: This will make the Call to action button the first thing that visitors see
  • At the very end: This is very common in web design. As a result this may be where many people will recognize your call to action
  • Right before or right after a compelling point in your content
  • Above or below a video or image
  • To the left or right of your content
  • A floating call to action button that is visible regardless of scrolling

In addition to placement, wording, colors, and font are very important. Because there are so many varying factors, it is difficult to come up with a recommendation that works perfectly across the board. This is why many content marketers use A/B testing to create the CTA button that works best for them. You’ll probably need to experiment to find your sweet spot.

#4 Keep your message and brand consistent

If somebody is on your landing page, they have either clicked on an ad, a link provided in a blog post, or perhaps another call to action from some other piece of content that you or somebody else has created. Most commonly, people will arrive on your landing page because they clicked on an ad. This means that you have a big responsibility on your hands.

People are skeptical. One of the most common trigger points for skepticism, if not outright distrust, is advertising. The best way to fuel that distrust and create bounces is to design your landing page in a way that could make people feel duped when they get there. This is true even if you have no intention of making people feel misled.

Here are a few things that you should do, or that you should avoid doing to maintain consistency:

  • Use the same keywords and talking points on your landing page as you did in your ad
  • Your branding should remain consistent including color schemes, wording, and formatting
  • Include your company logo on all of your landing pages
  • The numbers should never change. If your advertisement or other link to your landing page offered a 5 day free trial, a 25 percent discount, or 100 dollars worth of free merchandise, that is exactly what your landing page should deliver on.

It may be a wise idea to create multiple landing pages that are customized according to the ads where they are or according to the target persona at which they are aimed.


Your efforts and advertising dollars are wasted if your landing pages fail to convert. This is why it is so important to adhere to these tips to ensure that customers are more likely to convert. Here are some great points to take away.

  • Improve and maintain trust
  • Be absolutely clear and consistent
  • Deliver on what you promised
  • Make it easy to convert

If you do all of these things, chances are excellent that you will begin seeing a boost in the performance of your landing pages.

AB Tasty’s note: this is a guest post by Norman Arvidsson, a web developer with more than two years of experience behind him and also a contributing blogger. Interest in such areas as web-design, web development, SEO, CRO, and eLearning. You can contact him through his TwitterGoogle+ or LinkedIn.

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