In the landing page design universe, conversions are the name of the game. Conversions are how you increase your blog subscriber list, ebook and white paper downloads, webinar registrations, free trial users … The list goes on.
But to achieve those coveted conversions,
it’s imperative you set yourself up for success.
You could have the greatest product or service known to humanity. Without implementing landing page design best practices, your conversion rate will suffer, and all that work you did to craft your landing page will feel incomplete.
Here are 35 questions to ask yourself when creating and optimizing your PPC, Email or Social Media landing page that can triple your conversions.
Is your landing page device responsive?
Your visitors may find your page using a desktop, tablet, or mobile — therefore, it must be responsive to all devices.
You don’t want visitors to have to “pinch-and-zoom” on mobile or scroll left and right just to read and engage with your page.
If your landing page is not device responsive, everything else on this list becomes irrelevant.
Are you using AMP pages to speed up mobile download speed?
the page load in under 10 seconds?
Users have less and less patience. If your page loads slow, they leave, and
your conversion rate will suffer.
the landing page include your company logo?
You want the
brand recognition so that visitors know who you are.
you remove the site navigation links?
“exit options” for users help create higher conversion rates.
your page clearly explain your unique value proposition (UVP)?
refine the copy and page elements to make it explain the UVP
your landing page have one single goal?
multiple goals confuses your visitor.
your page include only 1 font type (maximum 2)?
the page to look as professional as possible.
fonts that match your brand and landing page’s goal.
the landing page’s length appropriate for the goal?
example: A free ebook page is typically shorter than buying a complicated
product like cars or home loans.
the landing page have equal margins?
white space because you don’t want any of your elements too close to one
Does your landing page include an image of your offer?
If they’re downloading an ebook or white paper, use the cover page as an image on the landing page.
If they’re getting access to a slide deck or presentation, show the title slide and presenter’s headshot.
Show users what they get if they provide their contact information.
Don’t have the image be “heavy” causing slow page loads.
Is your headline clear & concise?
Unless you have a picture at the top of your page, the headline is the first thing that will catch your visitor’s eye.
Make the headline snappy, evoke the visitor’s emotions, use benefits to achieve your landing page objective.
Does the headline match your ad’s message that brought them to the page?
Consistent messaging helps users flow through the conversion path easier with no friction points.
Does the headline answer the question, “what is this page about?”
If not, refine the copy to make it answer this question.
If you have a subhead line, does it confirm or support your main headline?
If not, refine the copy to make it support the main headline.
Landing Page Copy
Does the page include personalized copy?
Use “you” and “your” as opposed to “I” or “we”
Does your page include bulleted copy with minimal paragraph copy?
This makes your page easy to read and less friction for the user to convert on the form.
If you insist on having long-form copy, put long detailed information at the bottom of the page.
Separate the information using subheadings or bullets.
Does the copy focus on benefits as opposed to features?
Benefits are educational; features are promotional.
Have you exaggerated any copy?
Use only the most accurate numbers and percentages.
Do you have directional cues pointing visitors to the form?
Arrows or pointing (even a character’s eye path) can be used as a directional cue.
These help assist the user to do what you want them to do… convert on the form!
your form encapsulated with a box, shadow, or highlighted?
help draw attention to it as the most important part of the page.
form length / Does the form ask intruding questions?
on your landing page goal, forms should vary in length.
just want to encourage blog signups, then first name and email are sufficient.
want to qualify people in their “seriousness to buy,” then have many
fields for them to complete (job title, revenue per year, biggest challenge,
which software do they currently use, etc.)
Call To Action
your CTA above the fold (short pages)?
friction you have on your landing page, the better.
see your CTA without having to scroll down the page, there’s a much higher
chance of them converting.
visitors can’t see it, they can’t convert.
you have another CTA at the bottom of the page (long pages)?
scroll to the bottom, this gives you another chance to convert them.
the CTA a contrasting color?
best page-CTA color combinations, reference this chart.
the CTA include action-oriented language and create a sense of urgency?
the user what you want them to do.
the button’s copy (use “me” or “my”).
like “Get, Download Now, Subscribe Me, Buy, Watch Now, Listen”.
you include testimonials and trust indicators?
picture and title of the endorsee.
Mouth — people trust other people and reputable companies more than the
have multiple testimonials, highlight different aspects in each quote (price,
customer service, ease of use, how it saved or earned them money).
your page feature certifications and logos of partners or affiliates?
the most recognizable names or logos you have permission to show.
you include any social proof on the page?
screenshot of tweets of people speaking well of you (and hyperlink them, too).
you explain the value or size of the lead generation giveaway?
is the giveaway or how long will it take for the visitor to consume the
1-page checklist, 10-page ebook, 30-minute webinar, etc.
your landing page part of a multi-step process?
have more than one step to convert, do you make it clear to the user how many
steps are remaining?
offer is time-sensitive, do you have a countdown timer notifying how much time
they have left to complete the process?
you set up Google Analytics for the page?
help you understand your visitors better.
you A/B tested all of the elements on your landing page?
know which variation converts best until you test!
want visitors to think twice about submitting their information.
near the email field on the form or the bottom of the page.
step in building trust with your prospects is to ensure their privacy will not
are concerned about their information being shared, they can easily click the
Does your “thank you” page have further instructions?
Read these blogs, download this ebook, register for this webinar.