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I’ve spent 7 years earning learnings to help pages perform.
A lot of "common knowledge" about landing pages is totally false (I'm looking at you, button color changes).
So what tactics can actually. make a difference?
Don't worry, I've got you.
There is no guaranteed path to more conversions. I can give you a ton of tips based on what I've tested, but you have to test things for yourself as well.
I HIGHLY recommend compiling these (and any other ideas) into a sheet and plotting out a testing schedule.
You only learn when you ideate, test, and analyze.
Cool. Onto the meat.
1/ Pick your dream outcome before anything
What are you hoping the customer will do?
What metrics determine success?
Knowing this means you know what the page needs to be.
2/ Use more white space
Avoid cramping the elements on your page.
You want each section to stand out and be hyper-legible.
When in doubt, space it out.
3/ Edit the page down by 50%
Once you’ve written all your page copy, go back through for an editing session.
See if you can take half the copy out and still get all your points across.
Address all concerns you need to in the smallest amount of words.
4/ Stick to one core CTA, not 5
If I have 5 totally different items in front of you and ask you to pick one, where do you even start?
Avoid confusion by having one core call to action on each page.
5/ Spend 80% of your writing time on the headline
Visitors are impatient.
They came looking for a solution, and you need to make it clear you have it almost instantly.
Spend the time to get your headline right, and the rest of the copy works much better.
6/ Avoid paragraphs
Write in short sentences.
This is the way people prefer to read online.
7/ Write the headline first
A great headline is as much a guide for the visitor as it is for the page author.
Writing it first gives you clarity through the rest of the page copy and beyond.
8/ Embrace clear, avoid clever
Clarity beats cleverness 99 times out of 100.
Address the problem, clear up objections, and provide a solution.
Visitors remember a solution more than a pun.
9/ Use specific CTA language
Buttons that say “Get Started” or “Learn More” tell you nothing.
Clarify what the button click means for the visitor.
10/ Choose imagery wisely
If the images you picked don’t tell a story or give context, eliminate them.
You always want to use the minimum viable content to persuade customers.
11/ Mobile-first design
Can’t believe I still need to bring this up in 2021, but yes.
Design for mobile first, because that’s where 70%+ of visitors are coming from.
12/ Use the voice of the customer
Don’t talk like the founder of the company in your copy.
No one cares what you think.
They care what they need and if your product is the solution.
Put that at the forefront of all copy.
13/ Make it easy to skim
Skimmable headlines, body copy, and CTAs win.
People don’t have the patience to read the finer details unless they are 100% invested.
14/ Address objections instantly
Your headline is the ideal place to do this.
Acknowledge that there’s a problem with the way things are.
Poke the bear.
Agitate that pain.
And share that there is a true solution.
15/ Show your product in action
GIFs are the most underrated way of communicating on a landing page.
If you have a product, show it in action.
Get the point across with no words.
16/ Don’t hide your pricing
Ah yes, the biggest pet peeve among the majority of visitors.
Just show your plans and pricing.
Make it less annoying for the customer to take action.
17/ Only ask for minimum viable customer information
Forms should not get bogged down by endless required fields.
If you aren’t going to use the info you ask for to benefit the customer right away, don’t ask for it.
These are some of the main things to keep in mind with landing pages.
That said, this is not a definitive guide that comes with guarantees.
Again, test stuff out.