Which Elements Should You Test When You Have Poor Landing Page Conversions? (Professionals recommend)

Your headlines lay waste because nobody notices them – The size of your headline text should be big enough to grab the attention of your visitors. You can also test by changing title case, headline orientation, quotation marks and using a contrasting color to improve your headline and page’s readability.

How do you test a landing page conversion?

How to Test Landing Pages to Fuel Conversions (7 Approaches)

  1. Headline Tests. Headlines are the most crucial element of your landing page.
  2. CTA Tests. Just because your offer sounds good doesn’t mean your potential customers will get it.
  3. Main Content Tests.
  4. Design Tests.
  5. Social Proof Tests.
  6. Lead Capture Form Tests.
  7. Offer Tests.

What elements should a landing page have?

10 Critical Design Elements of a Landing Page that Converts

  • Consistent branding and logo.
  • Negative space and limited navigation.
  • Clear, compelling headline (and sub headline)
  • Premium offer.
  • Enticing visuals or video.
  • Simple, direct copy.
  • Standout call-to-action (CTA)
  • Lead capture form.

How can I improve my landing page conversion?

A 9-step guide to increase your landing page conversion rate

  1. Understand your campaign goals.
  2. Write simple and straightforward headlines.
  3. Craft a compelling flow of text.
  4. Use the right images.
  5. Employ CTAs that make users take action.
  6. Highlight the value proposition.
  7. Loading time matters.
  8. Optimize your form fields.

What are the most important things to consider on a landing page in regards to conversion?

Here are the five core elements of a high-converting landing page:

  • Clear unique selling proposition (USP)
  • Engaging hero shot.
  • Compelling benefits.
  • Inspirational social proof.
  • Strong call to action (CTA)

What is the most used testing method for improving conversions?

19) A/B testing is the most used testing method for improving conversion rates.

Which two actions are most likely to improve a landing pages conversion rate?

By adding relevancy and value to the button’s CTA and also changing the form title, the landing page conversion rate increased by 31.54%. The best approach is to focus on what the value and relevance is for the visitor. The vagueness of “Submit” doesn’t do much to tell the visitor what they’ll be getting.

What are the key components of a landing page hubspot?

Landing Page Structure

  • Headline that grabs the visitors attention.
  • Relevant image that is relevant to your audience.
  • Lead form that sits above the fold to capture visitors’ information.
  • CTA that is action-oriented and compelling.
  • Copy and description that informs and entices your visitor to complete your form.

What is a landing page conversion?

Your landing page conversion rate shows you the number of people who completed your call to action out of everyone who landed on your page.

How do you structure a landing page?

3. Good landing pages follow a proven structure.

  1. Open with a benefit-oriented headline.
  2. Write clear, relevant, and concise copy.
  3. Focus on getting visitors to take one specific action.
  4. Remove distracting navigational links.
  5. Make the form or checkout option prominent.
  6. Maintain your brand.

What is Landing Page Testing? An Indepth Article For You

Landing pages are similar to elevator pitches in that they are short and to the point. When it comes to landing pages, they are similar to elevator pitches in that they provide a concise introduction to your business, the products or services you provide, and the problems that you solve. In conjunction with other web pages on your website, landing pages strive to achieve a shared goal: to convert visitors into paying customers. A landing page benefits from constant testing and optimization, much as a successful elevator pitch does from several rounds of tweaking.

How to test a landing page?

To begin, it’s critical to discuss the method of experimenting as it pertains to science. Generally speaking, testing anything is preferable to testing nothing; but, a planned program will result in predictability and long-term increases in landing page conversion rates rather than ad hoc victories here and there. A complete landing page testing technique might resemble somewhat like the one shown below, regardless of whether A/B, Multivariate, or Split testing methodologies are used:

  • It is a collection of data-driven theories that have been clearly prioritized. Clearly stated and significant quantifiable conversion objectives
  • Testing tools that are up to date and offer a number of testing choices
  • Calculate the amount of time and traffic that will be necessary to complete the tests. Identify and describe the variants of distinct test components that you develop. Tests for quality assurance and deployment
  • Examine and evaluate test results and findings
  • Experiment with winning versions and reject the ones that don’t work. Keep a record of the lessons learned from the testing.

Successful experimentation teams meticulously evaluate their test results over numerous segments in order to identify situations where the losing variation beats the winning variant. This allows them to extract more juice from their testing and enhance conversions. Let’s dive into more detail about how landing page optimization may assist you in achieving your specific conversion objectives.

Why is it important to test your landing page?

Our infographic explains why it is critical for your company to test its landing pages in a simple and straightforward manner.

Types of landing page testing

Testing two versions of a landing page using A/B testing (also known as Split testing) is the most basic and reliable method of comparing two versions of a landing page. Depending on the objectives of the test, the differences between the two types might be minor (incremental) or significant (radical). A/B testing assist in narrowing down on aspects and adjustments that have an influence on a user’s behavior and in iterating towards the most successful version of a landing page as quickly as possible.

The vast majority of web forms are just repackaged copies of old paper forms that were previously available.

Image courtesy of Landbot


Multivariate Testing (MVT) is a technique that relies on the fundamental mechanism of A/B testing to test for a greater number of variables on a web page than is possible with A/B testing. Multivariate tests are advised for websites with large traffic since testing for numerous variables necessitates a higher volume of traffic in order to achieve statistical significance. Multivariate tests are an extremely effective tool for landing pages that are seen by the greatest number of visitors to your website, such as those that are accessed through search engines.

In addition, you may speed up the testing and optimization phases of the process.

Hyundai’s car landing pages contained a plethora of different elements (car headline, car visuals, description, testimonials, and other similar elements), and an MVT was used to determine which elements contributed to a visitor’s decision to request a test drive or download a brochure from the company.

Landing page testing in CMS

Make use of the VWO WordPressplugin to test individual parts on your landing pages, as well as to do split tests on the landing pages in general. You may change templates, measure conversion rates, examine session recordings and heatmaps, and even perform multivariate testing if you want to test many items at the same time. You can even create custom templates.


Hubspot features an integrated Content Management System (CMS) and Marketing Hub that allows you to manage all of your content in one place while also allowing you to perform A/B testing on your landing pages to improve conversion rates.

Analyze your landing page

Poor conversions on a landing page that has been thoughtfully created are nothing short of a nightmare for marketing professionals. In response to your instinctive responses, you pull your socks up and start switching the pictures, improvising the page design, altering the color of the CTA button, and eventually conducting an A/B test to see what happens. However, much to your dismay, it has no effect on your bottom line as well. Now is the moment to eliminate guesswork from your conversion rate optimization campaign and put yourself in the shoes of your prospects and customers in order to gain the necessary insights into their behavior.


A web survey makes it simple to gain a better understanding of your target audience, as well as their motivations and objectives. Understanding the motives and goals of your target audience may provide valuable information for a complete testing and optimization process. The first guideline of conducting surveys is to recognize that you are soliciting someone’s assistance. If you want to increase the number of replies to surveys, you may utilize the following strategies:

  • Providing a free ebook or a gift certificate to your target audience might serve as a simple way to reward or incentivise them. Respect your prospect’s time by doing the following: Customers should be asked relevant questions that you know you will utilize later on in your business. As an example, you do not have to inquire about their age, gender, or geographic location if you do not require such information. Maintain a smooth flow of information
  • Pose open-ended inquiries, such as: Take use of the opportunity to be surprised by asking open-ended questions such as, “What is the one major problem you are encountering in your marketing campaigns?” You may discover pain areas that your target audience is experiencing that you were not aware of.


The usage of website heatmaps is a key tool in the world of online enterprises when it comes to user behavior research. Website heatmaps let you view and interpret visitor behavior data. With the use of heat maps, you can determine the areas of your landing pages that are doing the best in terms of visitor engagement, as well as the sections that are performing sub-par and thus need to be modified. If you want to get the most out of your heatmap data, consider asking yourself the questions listed below before starting your analysis.

  • Are the crucial aspects on the landing page, such as the title, unique value proposition, advantages, and call-to-action, being observed by the visitors? Are visitors diverted from the conversion funnel by page components that do not encourage them to complete the conversion process? Is your visitors’ attention slipping away because they aren’t being presented with the information they require to complete the conversion at the appropriate time?

Session recordings

Session recordings assist you in understanding how visitors to your website go through your landing page. These recordings capture clicks, taps, mouse movement, and scrolling through numerous pages on both desktop and mobile devices, and they are available for purchase. Analyzing session records allows you to have a better understanding of your consumers. While on your landing page, it puts you in the shoes of the consumer, allowing you to detect and correct gaps in the customer journey, allowing you to achieve a larger percentage of successful sessions.

Form analytics

Forms are one of the most crucial, if not the most important, elements of a landing page, and they should not be overlooked. In general, longer forms result in greater bounce rates than shorter forms, however simply shortening forms isn’t sufficient. You must identify the elements of your form that are discouraging your consumers from completing it. Why are consumers having difficulty completing the form and, as a result, having a negative influence on the conversion rate on your landing page?

Form Analytics, which allows you to measure the behavior of visitors on a web form, such as interaction time, hesitation time, abandonment rate, and so on, can help you acquire these insights. Form Analytics is a free tool that you can use to obtain information about your visitors.

Landing page testing software

Before settling on a piece of software to use for landing page testing, make certain that it is simple to set up and that it does not necessitate the involvement of a developer. You must select the one that has aVisual Editor, which allows you to make modifications fast, if and when they are necessary. Additionally, it should be well-equipped with a range of high-quality templates that can be customized to fit the needs of any size business or industry, including choices for field-level data collecting, layout, and style, among other things.


Users may enhance critical company KPIs by allowing them to easily identify visitor behavior, insights, test ideas, and engagement across their whole trip using VWO. Beginning today, you may execute an infinite number of tests on VWO, as well as access tools that can be used for evaluating visitor data, understanding user behavior, and thereby developing a repeatable and data-driven approach for boosting your website’s conversion rate.

Google Optimize

Google Optimize is a free tool developed by Google for the purpose of determining conversion rates. This solution includes an analytics and tag manager that are merged into one package. It is heavily reliant on the goals and audience that you have defined in Google Analytics in order to provide you with accurate data. It does not include features such as session recordings, heatmaps, survey or form analysis, and it only allows you to perform a limited number of tests during the free trial period, as opposed to VWO.

Landing page testing across channels

It’s vital to remember that testing landing pages across channels uses a different set of heuristics and mental models than testing landing pages within a single channel for conversion rate optimization. Even if writing about these distinctions would require a separate essay, the following quick hints may be of assistance:

Landing page testing for Google Adwords:

Google Adwords is keyword-centric by design, and keywords are further categorised based on their intent – informative, navigational, or transactional – before being shown. In order to test landing pages for an Adwords campaign, it is necessary to focus on optimizing for intent rather than other characteristics. Teams should strive to find and categorize any information that supplements the intent, and they should strive to provide it with believable UI and UX in order to improve conversion rates.

There is only one thing that has changed: the notion of optimizing for keyword intent.

Landing page testing for Facebook:

Facebook, in contrast to Google, is designed to increase dopamine production through involvement.

Users continue to utilize its search tool, but it is no longer the primary function of the social network. Successful Facebook advertisers must be able to do two things really well:

  • In a feed that is filled with kitten videos, memes, and threads that are rife with political satire, make sure that the ad design gets attention. Ensure that the website they land on provides a better experience than returning to Facebook (I realize this is a bit more difficult than that, but abstraction is crucial).
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Optimizing landing pages for Facebook advertising is more difficult than optimizing landing pages for Google advertising (because of dealing with cold traffic without intent). Nonetheless, there are a few tried-and-true methods for doing so:

Visually bold pages:

  • While there are a variety of factors that might contribute to garnering attention off Facebook, there is one underlying theme that should be considered when trying to drive clicks your way: Facebook is a visual medium, and your creatives should have a visual flair to them. Furthermore, because marketers must preserve the fragrance of their ads, landing pages must be visually appealing. Make use of vibrant colors that contrast with Facebook’s white and blue backgrounds.

Not only does this IKEA advertisement strike simplicity, but it also jumps out due of the brilliant contrasting red and white colors that are employed in conjunction with a plain, practical advertisement language.


  • Video consumption on Facebook is exploding, with 4 billion views each day on average. Make sure that videos are included in both your creative and landing sites so that you may retain ad smell while also grabbing attention.

What elements on landing page should you test?

You must test the following elements in order to have a good landing page testing experience:

  • A headline that speaks to the intended audience should be used for this page. Sales copy: Provide a succinct description of your offers/combos above the fold (i.e., without the ordinary user needing to scroll down to see them)
  • Pricing schemes include the following: It needs to be stated clearly
  • Buttons that direct people to take action: Concentrate on convincing visitors to complete a certain activity, such as clicking a buy button or signing up for a newsletter. Image for the landing page: An image of the product being sold. Video on the landing page: Create a video that is consistent with the purpose of your landing page and use it to support it. Video marketing is effective
  • The following is an example of a unique selling proposition (USP): Emphasize your unique selling proposition (USP), or your value proposition. It should be prominently shown on the landing page. Font and style of the text: The readability of the language is critical for converting visitors to customers from landing pages. Anything smaller than 12px is difficult to read
  • Layout and design of the page: Remove any navigational links from your website and retain your brand by using the same color scheme as your primary website. Make the form or the checkout option prominently displayed. Increased friction is caused by a large number of fields, which results in less individuals completing the form. Mobile optimization: Make sure your landing pages are accessible from mobile devices. Landing page load time: Sites that load faster convert better. To keep users on the website while loading the privacy policy, you may make it a pop-up window.

Commonly tested landing page KPIs and metrics

Landing pages should be optimized for a plethora of metrics, which are detailed below. In-depth coverage of these measures would require a separate essay, but I’d like to highlight a few metrics that can serve as a starting point for you:

Average time on page:

  • Although average time spent on a landing page is not a leading indicator for optimizing for conversions, the amount of time spent on conversions has a substantial impact on conversion rates. In the case of a website, if the average time spent on the page is less than 5 seconds, the obvious conclusion is that the page requires an overhaul in many areas – perhaps the user interface does not inspire confidence or the messaging is incoherent – and that the page must be redesigned. It is possible to detect the missing components in a variety of methods, but the overall theme is that time spent on page is a proxy for desire to convert and should be a major measure to consider

Bounce rate:

  • With the advent of complex measures and dimensions to evaluate, most old-school metrics have been replaced with newer, more sophisticated ones. Bounce rate, on the other hand, is still one of the most ancient indicators that is still closely monitored and has managed to maintain its relevance. A high bounce rate is an obvious source of concern for website owners. High bounce rates, like low time on page, may be caused by a variety of factors (poor user interface, missing information, uninteresting text, lack of an ad fragrance, etc.), and optimizers should pay close attention to these factors. The following chart from Instapage has some benchmark bounce rates that you may use to evaluate your own rates against:

Form abandonment rate:

  • Almost all landing pages feature a conversion zone that is specifically designed for it. Typically, it is a form that users are supposed to complete before leaving the site. eCommerce websites use it to take orders
  • B2B websites use it to generate leads
  • And content websites may surprise you by using it to collect emails in order to alert you when new material is published. Forms are also used to collect information about visitors to a website. Forms are a common thread that runs across all landing pages, regardless of their purpose. Optimizers should strive to continuously review and improve their form friction areas in order to increase conversions.

Dashboard for form funnel analytics in its most basic form.

Mistakes to avoid while testing your landing page:

A landing page that is badly written or poorly designed might result in lower conversion rates. If you want to ensure that your landing page converts, avoid the following mistakes:

  • Directing attention from an advertisement to your website’s homepage The navigation menu will remain in place. Maintaining connections to other sections of your website. for example, “About Us”
  • Retaining non-relevant photos or images that are unrelated to the offer Text that is difficult to read
  • Forms containing extraneous fields, such as “title” and “fax,” should be retained. Leaving the “Clear fields” button in place. “Subscription” and “Read more” links will remain in place. Because scrolling is preferable than navigating to another page in most cases, if you are limited on space, let the visitor to scroll down and process your material.


It’s important to remember that optimization is an iterative procedure. Regularly testing your landing page elements will almost certainly provide you a competitive advantage over your competitors in the market. Not only will you have a plethora of data to back up your judgments following the testing process, but you will also be astonished by the insights that these results will bring to light about your business practices. To discover out, take a test.

5 Simple Reasons Why Your Landing Page Conversions Are Low

It is important to remember that optimization is an iterative procedure. You will undoubtedly get a competitive advantage over your competitors by testing your landing page components on a regular basis. Not only will you have a plethora of evidence to back up your judgments following the testing procedure, but you will also be astonished by the revelations that these findings will bring to light about your situation. To discover out, put yourself through a rigorous test.

1. You’re not grabbing the reader’s interest

Please keep in mind that optimization is an iterative procedure. Testing your landing page elements on a regular basis will undoubtedly provide you an advantage over your competitors in the business. Not only will you have a plethora of evidence to back up your judgments following the testing procedure, but you will also be shocked by the insights that these findings will bring to light. To find out, you must take a test.

2. Your call to action buttons aren’t optimized

Improved landing page conversions are dependent on the effectiveness of the call to action (CTA). The rest of your website will present visitors with important and appealing information; but, it is the placement of one or two strategically positioned CTA buttons that will urge the visitor to take the next step and make a purchase. CTAs come in many shapes and sizes – including the ubiquitousBuy Now andDownloadprompts – but the best examples have a few aspects in common: They are visible throughout the entire landing page.

GiftRocket, an online gift card service, provides an excellent example of proper CTA usage throughout the entire landing page.

  1. They are easily distinguishable from the rest of your landing page, making them easy to find
  2. Buttons make effective use of color to elicit particular responses from visitors
  3. They use precise phrasing and active verbs to elicit specific responses. Its very name is a reference to this reality – a good CTA is intended to compel visitors to take action
  4. Yet, this is not always the case. Buttons are carefully placed across your landing page to maximize conversions. CTAs are often placed above and below the fold, as well as in between highly useful sections of your website, according to a standard placement structure. The fact that visitors may click on them demonstrates to them that this is the next natural step in their trip.

3. You’re not communicating the benefits clearly

In addition to a compelling call to action, the attributes of the product or service you plan to promote are the most important components to consider when developing a great landing page. Nobody likes to feel like they’re a test subject in a marketing plan, therefore in order to be successful, you must be able to clearly describe what each visitor will receive as a result of their visit. Consider exactly what the consumer will receive as a result of this transaction, should they elect to join up or hand over their money to the merchant.

Now, let’s have a look at a few straightforward approaches that may be employed to great effect to communicate your message clearly:

  1. Make use of your font selections to your advantage. It is possible to boost readability, show credibility, and improve total conversions by using the appropriate typeface. When you want to transition from one topic to another, use subheadings to break up your paragraphs. Effective use of subheadings may also help your SEO, making it a win-win situation. The importance of formatting cannot be overstated. In order to keep people’s attention, you must structure material in a digestible manner. Use bulleted lists wherever feasible (much like we are doing right now! )
  2. Make use of numbered lists whenever possible

IMPACT BrandingDesign Agency, for example, uses effective use of formatting and font styles to communicate the following benefits of their service: Via

4. You’ve written too much

A landing page is simply a path that leads to an end goal – which might be anything from a purchase to a sign-up form. If you go on for too long, you run the danger of losing the attention of your hard-won readers. If you concentrate on succinct content, highlighting the advantages of your product or service, and allowing your calls to action to do the heavy lifting, you will go a long way toward increasing the conversion rate of your landing page. To summarize, make your remarks succinct and to the point, and once you’ve made your point, go on to the next.

5. You’re not using enough media

So far, we’ve concentrated on texting as the primary mode of communication, but there are a variety of additional options available to us. In recent studies, using video has been found to significantly enhance landing page conversions, maybe because it allows visitors to engage with your offer without having to read large amounts of text. It also gives you the option to improve the trust factor by including either yourself or testimonials from delighted customers, giving your site a human touch that is lacking on many landing pages these days.

The Basecamp landing page is a great illustration of how media can be utilized to deliver information in a straightforward manner while yet keeping the importance of any text on the site.

Conclusion – how to improve your landing page conversions

Despite what so many online marketing gurus would have you think, creating a successful landing page is no easy task.

While traffic is vital, if your landing page conversions are minimal, it is all for nought, and you will lose money. In this piece, we’ve provided five straightforward explanations for why your landing pages aren’t converting as well as you’d hoped. Let’s review everything we’ve learned so far:

  1. Your objectives are very broad
  2. Your call-to-action buttons aren’t optimized
  3. There is a lack of clarity in your communication of the benefits. I don’t think your writing is succinct enough. You’re not taking use of the media to your benefit.

Have any more helpful techniques for increasing landing page conversions that you’d like to share with the community? Please share your thoughts in the comments box below!

The 5 Essential Elements of a Winning Landing Page

Organize yourselves, marketers! A bit of advice from action hero Arnold Schwarzenegger is offered to you. ) (If you aren’t reading this aloud in his voice, you are doing it incorrectly.) The day is divided into 24 hours. We sleep for 6 hours, which means you have 18 hours remaining. Consequently, please do not ever say to me, “I’m working 12 hours a day, so I don’t have time to exercise or to work out.” Ugh. Arnie, that is the worst motivational phrase I have ever heard. Your day is jam-packed if you are a one-person marketing team (or even if you have a handful of coworkers).

During this time, you’re also required to develop marketing collateral that attracts new clients to your company.

To paraphrase Arnie’s most famous movie line: “Fuck it, I’m out of here.” Given the amount of work you have on your hands, you need to be certain that anything you are working on is done correctly the first time.

The Five Essential Elements of a Landing Page

No matter if you’re attempting to gather leads, drive sales, or accomplish something else completely, landing pages accomplish what your website cannot by focusing on a single targeted conversion objective on a single page of your website. Websites divert your customers’ attention with a plethora of items, services, and special deals. Instead, landing pages help you keep your audience engaged on a certain campaign (and hence increase the likelihood that they will convert). When it comes to quick-fire strategies that produce results, landing pages are the best option.

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The following are the five most important features of a landing page that converts well:

  1. A clear and compelling unique selling proposition (USP)
  2. An engaging hero shot
  3. Compelling advantages
  4. Inspirational social proof
  5. And a compelling call to action (CTA).

Isn’t it straightforward? We’ll go over each feature in further detail later, but for now, here’s an useful picture to help you fit the pieces of the landing page jigsaw together: Keep in mind that your page should only have one conversion objective. Your conversion objective is the result you want to achieve from your landing page—whether it’s leads, clicks, purchases, or anything else. Before designing a landing page and planning technical aspects such as headlines, hero pictures, and buttons, it’s important to determine the one thing you want your visitors to do for you.


1. Your Unique Selling Proposition (USP)

Is there anything that distinguishes you from your competitors? Why should someone select you over a competitor’s product or service? Your company’s unique selling proposition (USP) establishes clear expectations for your consumers and identifies the reasons why you are the organization of their dreams. Your brand promise to your consumer is more important than any fancy features you may have in your product or service. Consider the television show The Bachelor or The Bachelorette as a useful illustration.

The competitors all state that they adore puppies, have a secure career, and are looking forward to settling down and starting a family with “the one.” Blah, blah, and more blah.

This is reality television, and if you lie, you will be exposed on Twitter.

It is not enough to just be present in the room to be noticed. You must clearly define your unique selling proposition (USP) so that visitors understand who you are and how your service will benefit them. “CPR certified” is a distinguishing attribute. “Saving your life” is a positive outcome.

How does this look on a landing page?

Make a point of getting to the point as rapidly as possible before your consumer leaves. Good unique selling propositions (USPs) are those that break down your offering to its most fundamental level, detailing the precise advantage your clients will receive as a result of purchasing your product or service. Consider the horrors of a lousy, dreadful pick-up line. Anything along the lines of: “Are you an angel? Because you look like you’ve just fallen out of heaven.” or something along those lines.

What degree of commitment has been given or is being requested?

Would you want to have a few minutes of pleasant conversation?

You just don’t know what you don’t know.

  • This includes the major headline, the supporting headline, and the concluding argument.

USP tactic1: The main headline

Your title is the first thing that visitors will see when they visit your website. It is vital that it outlines what a visitor will receive from your organization and that it shows the visitor that they have arrived at the correct location. In an ideal world, your title would be brief, punchy, and—above all else—unambiguous. One of the best examples of a compelling USP headline comes from Domino’s Pizza, which advertises that “you receive fresh, hot pizza delivered to your door in 30 minutes or less—or it’s on us.” Haven’t we all sat in pain, watching the minutes tick by while we waited for our pizza?

  • I’m almost hoping it’ll be late this time.
  • The Codecademy website not only addresses the emotional condition that coding newbies experience when they first land on the page, but they also offer a clear goal.
  • Tip!
  • Perhaps the issue isn’t even about language, but rather a heated dispute over whether to use a blue or red color scheme.
  • See how these businesses, like Codecademy, improved the effectiveness of their ads by experimenting with different landing page variations.

USP tactic2: The supporting headline

If you want your headline to be digestible, you can only express so much in it. Adding a supporting headline is the quickest and most effective approach to keep it short and sweet. It is possible to employ a supporting headline in two different ways:

  1. As a direct extension of the headline, where it appears immediately after the major headline (as if it were the final sentence of a sentence)
  2. To broaden the scope of the message by adding a second, more convincing layer to reinforce the initial assertion

Here’s an example of a successful protein bar ad from Perfect Keto, a manufacturer of ketogenic snacks and supplements: Unlike the headline, which encourages visitors to take on the convoluted world of a high-fat, low-carb diet with confidence, the accompanying headline gets right to the point. Yes, they are quite excellent. Yes, they are available in a variety of tastes. And let us reiterate that they are keto-friendly once more. However, using a one-size-fits-all strategy is rarely the ideal option.

  • That is why we like how a wine subscription service works.
  • It has a distinct primary title and supporting headline, as shown in the original: Despite the fact that the title does not exactly get to the heart of their USP, the landing page is visually appealing (click the image for the whole thing).
  • Tick if you agree with the headline.
  • When it comes to the second variation, this is where things start to get interesting: To view the entire landing page version, please click on the picture.
  • It’s a lot more concise and to the point.
  • The attention to detail that they put into the other headers farther down the pages.
  • The lesson here is straightforward: Don’t just pay attention to the main headlines on your website; pay attention to every headline on your page.

More information on how Winc experimented with their headlines may be found here. Please see below for a demonstration of how to improve campaign performance by using landing page variants:

USP tactic3: The closing argument

The conclusion of your landing page provides you with one final opportunity to demonstrate the value of your business to visitors. Consider this: before your guest is ready to commit and share their happily-ever-after with you, they want that last confirmation that they are making the proper decision. By concluding your page with some excellent content or a clear call-to-action that closes the loop on your USP narrative, you can ease their anxieties. Keep things simple, as you should with most things in life—including healthy food delivery services.


2. Your Hero Shot

The conclusion of your landing page gives you one more opportunity to demonstrate the value of your service. Consider this: before your guest is ready to commit and begin living their happily-ever-after with you, they want that last confirmation that they are making the proper decision. Ending your page with some excellent content or a clear call-to-action that closes the loop on your unique selling proposition will allay their fears. Keep things simple, as you should with most things in life—including healthy food delivery services.


3. Your FeaturesBenefits

An eye-grabbing title and hero image capture your customer’s attention, while the features section gives a bit more insight and answers any remaining questions they may have. When you’re introducing your features, it’s ideal to structure them in a way that draws attention to the value that they provide you. Keep in mind that your features define what your product or service accomplishes, whereas your benefits represent the value you are bringing to the table. Put yourself in the shoes of your consumer and answer the question: “How would this product or service help me?” before outlining your features.

  1. A quick overview of each (with an emphasis on value) is preferable, followed by maybe a few bullet points for clarity.
  2. TouchBistro, a point of sale system for restaurants, skillfully transforms difficult features into practical advantages by leveraging contextual information.
  3. To see the image in its entirety, please click on it.
  4. Western Rise guarantees that any visitor will instantly grasp why these pants outperform the competition by simplifying their characteristics into clear, uncomplicated benefits that are easy to understand.
  5. “Holy cow, I’m in desperate need of these jeans!” If you’ve ever purchased something online (particularly if it was pricey), you’ve certainly spent a significant amount of time scrolling through hundreds or thousands of product reviews.
  6. Simply said, social proof is the use of social signals to demonstrate that other people have purchased, eaten, read, or engaged in the product or service that you’re delivering to customers.
  7. The findings of the investigation are unmistakable.

However, the reality is that if you don’t convey the appropriate social cues, your potential buyers may just go down a rabbit hole of a Google search and come across something completely irrelevant but convincing—such as these really ridiculous Amazon customer reviews.

Keep control of your brand narrative by using social proof tactics like:

  • Customer testimonials
  • The number of consumers you have
  • And more. Information security is established through the use of trust seals. Honors and distinctions from reputable organizations
  • Testimonials from experts

5. Your Call to Action (CTA)

The objective of your landing page is to achieve your conversion target. Your call-to-action (CTA) is the strategy that will help you achieve your objective. CTAs are often provided as a stand-alone button on a click-through page or as a form field in a lead-generation form, depending on the context. The conventional “CLICK HERE” or “SUBMIT” CTAs are considered poor CTAs. Terrible CTAs are produced without considering the visitor’s path in the first place. What exactly does this mean? For example, take a look at this social media advertisement from the Seattle Times: Do you have a positive or negative reaction to the CTA?

  • Yes, we’re simply talking about a button, but it’s the right button for this situation.
  • In order to be effective, your CTA should go back to your unique selling proposition and clearly describe what a visitor will receive in exchange for clicking on it.
  • Branch Furniture provides a lesson in their CTA copy, which reads as follows: To see the full version of Branch’s landing page alternative, please click on the image.
  • While it’s true that having more than one conversion objective is a definite no-no, using several CTAs to achieve the same goal is permissible in some cases.
  • Recommendation!Call to action buttons are undoubtedly the most significant aspect on your landing page.
  • Among the fast and easy adjustments include experimenting with different color schemes, text sizes, and location.

But the forms! What about the forms?

Many lead-gen marketers would claim that getting someone to click on a button is simple, but obtaining them to fill out a form is more difficult. Furthermore, if you are required to fill a form that covers everything from your mother’s maiden name to your cousin Fred’s blood type, it just isn’t worth the time and effort it takes. Consider this landing page forBariatric Eating(designed bySevah Creative): “How’s that for a single field to rule them all?” says one of our team members, “How’s that for one field to rule them all?” Another example comes from the Vancouver-based dog boarding serviceJetPet, which uses a step-based form, also known as the breadcrumb approach, to reduce perceived effort associated with completing the form.Tip!

If you’re using a step-based form, make sure it’s easy to navigate.

People are more willing to commit to large tasks after committing to a little job, which allows you to ask more questions while giving the impression of asking fewer questions, all with a greater conversion rate than otherwise.

Win, win, and even more wins! Because it is so critical, let’s go through some of the top CTA practices:

  • Avoid using generalized terminology such as “CLICK HERE.” Only ask for what you require, and keep paperwork to a minimum. If you are unable to compromise on input fields, use the breadcrumb approach to split your inquiries down into phases. You may use as many CTAs as you like as long as they all fulfill the same conversion objective
  • Remember, the visitor is always your top concern. Indicate how clicking on your CTA will benefit them or what they will gain as a result of doing so.

Running Out of Time? Hello, Landing Page Templates!

You’re probably feeling a little overwhelmed now that you’ve written a few thousand words. This was suggested to me as a way to save time. Now I have to build something, remember all of the different aspects I want to include on my landing page, and test what is effective. Unbounce—just it’s grown into a huge, all-encompassing phenomenon.” Take a few deep breaths, you. It’s past time for us to discuss about template design. When it comes to building high-converting landing pages in a short amount of time, templates are the ultimate time saver.

  1. Put a logo on it, change the content and images, and you’re done.
  2. It’s truly that simple, believe it or not.
  3. Maybe you could even squeeze in a workout or another episode of Friends on Netflix.
  4. There will be no judgment here.

What is a good average landing page conversion rate? (updated for 2021)

The average conversion rate on landing pages is around 2.35 percent on average. The top 25 percent of sites convert at or above 5.31 percent, while the top 10 percent convert at or above 11.45 percent, according to the latest figures available. You’re driving traffic to your website and converting leads, but is it enough? Even while landing pages are unquestionably the most crucial pages on your website (they’re where you express value, build trust, and convert visitors into leads), marketers sometimes struggle to evaluate how well they’re performing.

We’ve chosen to throw some light on the matter and answer the all-too-common question: “What is a decent landing page conversion rate?” in order to assist you in unsticking yourself.

They Ask, You Answer Website: Free Course on the Elements of a Successful Website

The truth about landing page conversion rates

They are based on personal preference. You’ll be judged on your capacity to convert visitors into leads, and leads into customers, based on a variety of factors, including your industry, product or service, and target demographic. Although I am fully aware that people are fascinated by statistics, I decided to dig out some information from WordStream to provide some light on the situation: According to the data in the figure above, the median conversion rate is 2.35 percent. The term “median” is important here.

  1. However, it’s important to note that this graphic is focusing on conversion rates for the account as a whole, rather than individual landing pages, so it’s important to understand that this graphic is focusing on conversion rates for the account as a whole, rather than single landing pages.
  2. In my subsequent explorations, I came across this interesting research from Unbounce, which sparked my interest.
  3. It was possible to find landing pages for a total of ten distinct industries (travel/resorts and real estate; business consultancy and services; credit/lending; health; higher education; home improvements; law; and vocational studies and job training).
  4. The top conversion rate varied widely across all industries, but the median conversion rate ranged between 3-5.5 percent for the majority of businesses.
  5. Your conversion rate figures may not be where they should be, or, better yet, you may discover that there is opportunity for improvement after reviewing this data.

With the goal of inspiring your company to grow, we’ve put together some landing page enhancement suggestions that can help you transform a good conversion rate into an incredible one: 1.

Improving landing page conversion rates

Increase your landing page conversion rates from mediocre to outstanding by clearly communicating the value, reducing risk, leveraging scarcity and urgency, eliminating distractions, and decreasing friction on your landing page. To further understand how to meet each of these goals, let’s look at some instances.

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1) Clearly convey the value

You must effectively communicate the value, decrease risk, utilize scarcity and urgency, eliminate distractions, and lower friction on your landing pages in order to increase conversion rates from average to outstanding. Examine how to execute each of them, as well as some real-world instances, in this section.

What you need to do

Don’t spend your time writing text that outlines what the consumer must do in order to obtain your material. Instead, write text that describes the benefits of the offer as well as the pain areas it alleviates for the reader. Check to see if the benefit of clicking outweighs the expense. Also, be specific in the language that you put on your button to draw attention to it. The content for buttons such as “Submit” and “Buy It” is highly general and unclear. This is also an excellent chance to allow your brand tone show through and to make visitors enthused about their time with you in the first place.

“Buy” is just as terrible since it reminds consumers that there is a following step in which they must really pay for anything, prompting them to lose sight of the importance of value above cost.


It is Unbounce’s ability to use its value proposition to guarantee that all of its visitors can clearly recognize the benefits of using Unbounce landing pages that distinguishes them from the competition. Rather to simply providing a button that says “learn more,” Unbounce provides specific information about what they will see and learn about on the following page. Wix offers e-commerce-specific templates to make it simple for online merchants to set up their websites. The value proposition and call-to-action on this landing page make it very obvious what the value or advantage of clicking through will be if the visitor does so.

People are eager to market their goods.

2) Reduce risk

Psychologist Dr. Robert Cialdini, of Arizona State University, says that when people witness other people doing something, they perceive it as more proper. Everybody does it, therefore it must be okay, right?

That is the age-old thought process. Based on the action users must do in order to gain the benefit, providing anything more to ensure them that their information is protected in this way, or that others have also participated, makes users feel more comfortable completing the conversion process.

What you need to do

A risk-averse attitude suggests that “most individuals would rather have a certain outcome than chance their money on something that may be worth more in the long run.” To that end, testimonials, reviews, ratings, frequently asked questions (FAQs), honors, and accolades should all be included on your landing pages and website. Regardless of whether your visitors are other businesses or individual customers, they must have confidence in you before they will make a purchase from you. They want to know that they are not alone, and that your website is trustworthy and legitimate.


Khan Academy is a free online resource for students, instructors, and parents to meet their educational requirements. An endorsement from another teacher is an excellent approach to reassure new teachers about the benefits of joining the organization. The testimony identifies a challenge that instructors are now facing that is particularly difficult to solve: student involvement. After that, there’s Lyft. A lot goes into the decision to become a Lyft driver, and there is a lot to consider. By providing a FAQs section on this landing page, Lyft alleviates many of the worries that customers may have about the company.

3) Leverage scarcity and urgency

It is the perception that a commodity is in limited availability and will run out in a short period of time that is known as scarcity. In the end, it causes the dreaded FOMO (fear of missing out) (fear of missing out). When this occurs, the person’s degree of desire for the item rapidly increases, resulting in an increase in overall demand. However, scarcity alone will not be sufficient to generate such demand. It is a mix of the worth of the item as well as faith in the vendor that will result in a successful transaction when the deadline is reached or the quantity is reached zero.

What you need to do

The first step is to determine what will create that sense of urgency. This could be a sales deadline, the quantity of a product you have available, the end date of a program you’re running, or anything else. Then, you must adhere to that deadline. Regardless of how much interest there is in the offer, do not extend the deadline for receiving it, or worse, change the quality of what is left of it. Due to the fact that it appears as though you lied to them in order to tempt them, this will erode trust between you and the individuals who convert.You may prolong your offer if you find conversions are really low and you want to experiment with strategies to raise conversions on it.

A countdown clock is also quite effective, and should never be underestimated.


Mouseless generates a sense of urgency around their 25 percent discount offer by displaying a visually appealing countdown until when it expires. They also included some additional text, such as a 25 percent discount today to emphasize the message. There is nothing more pressing than a transaction that must be completed in a matter of hours. People who were on the fence about purchasing it will almost certainly take advantage of the deal. Amazon has also perfected this technique by instilling a sense of urgency in customers when there are limited quantities of an item available.

As long as Amazon does not disappoint customers with the delivery time of one-day shipping items, they will be able to place their faith in that period when placing future orders.

4) Eliminate distractions

You’ve probably heard the joke about dogs and how difficult it is for them to concentrate when they see a squirrel. Always remember to consider this while designing a landing page layout as well! As the optimizer, it is your responsibility to ensure that you are attracting the attention of your visitors to the most desired action on the page, almost as if you were a magician. “Magicians manipulate your attention by persuading you to notice what they want you to notice,” argues Joanna Wiebe of CopyHackers.

What you need to do

First and foremost, you must determine your most desired activity. In order to accomplish so, ConversionXL recommended that you ask the following two questions:

  1. What is the most important action you want your visitors to take? What is the most important activity that your visitors want to do

These two questions will assist you in determining whether or not the action you are considering is practical and in line with what your target audience is doing. Imagine you want your readers to sign up for your blog, but you only ever display the subscribe CTA towards the bottom of blog articles. This is an example of poor UX. Because of its placement, most readers are most likely concentrating on the blog piece and aren’t reading all the way to the conclusion to view the advertisement. You must make certain that consumers have the option to direct their attention to the appropriate location on your website.


However, although it appears that the design of the website (with recognized alerts covering the right side) is a deliberate attempt to draw attention to the concept of themuzzle app, which silences notifications during screen sharing, is actually simply a creative approach to enhance that concept. Downloading the program, seeing updates to it, and requesting assistance with it are the only options available on this page. Probably the most essential element of this page is the download button, which is located in the middle of the large white space on the screen.

With the slider highlighted in red, and the selected value matched with a red button, gray backdrop, and a check mark next to the plan underneath it, Hotjar performs an excellent job of reducing distractions.

5) Reduce friction

When we speak about friction in this situation, we are referring to anything that may cause someone to become more hesitant or unwilling to convert. Is your website taking a long time to load? Is it too tough to figure out what to do next? The length of the form is one of the most typical sources of friction on a landing page. However, although it is important that you do not lose lead quality, finding a solution to delete a form field (or two) might have a significant influence on your conversion rate.

It all boils down to what is valuable. If you find yourself developing a 10-field form for a normal ebook, the chances are that the time spent filling it out will not outweigh the value you obtain from the ebook in the first place.

What you need to do

Friction may manifest itself in a variety of ways, but one of the most typical issues stems from the way forms are constructed and arranged in the first place. First and foremost, make certain that you analyze the worth of the product; is it a webinar, a single booklet, or a downloaded pillar page, for example? Then think about the value and advantages that the offer(s) will provide to your customers. Once you’ve calculated this amount, you can start thinking about how many fields, and which types, you want to display to your user.

This strategy can wow your consumers if they understand that they don’t have to do as much on their end in order to obtain your offer, which can result in more conversions as a result.


Shopify has been able to reduce its form to a single field, making it look simple and less time-consuming to complete. For the procedure to begin, all you need to do is provide your email address. This includes the absence of any method of payment, which avoids the worry of being required to make a payment up front before ever experiencing the goods. One particularly fascinating ObamaCare online campaign was conducted by Kyle Rushled, in which they compared one complete contribution form against a similar one that sequentially went through each question, but was ultimately the same length.

It is sometimes necessary to return to visual impact.

6) Videos, videos, videos

If you are not employing videos on your landing page, you are passing up a fantastic opportunity to build comfort and trust with your visitors. You may provide extra context for the content on the page and even use a voice or pictures to help convey the message. Companies who employ video in their content marketing have a 66 percent higher average website conversion rate than their counterparts in the industry. In fact, videos are so vital for landing pages that they are included in the list of The Selling 7 (see below).

What you need to do

When it comes to your landing page video, the most crucial things you should do are to answer the following questions:

  1. What exactly is the solution you’re offering
  2. In what circumstances does the visitor require this solution? What is going to take place next

Badda bing, badda boom, that’s how it goes. That is all there is to it. If you are successfully answering these questions with your video, you will significantly increase your chances of converting viewers.


PartnerMD, a great IMPACT client, is now doing this service. Charleen begins by addressing the viewer’s frequent pain points associated with the typical healthcare experience from the get-go. Then she swiftly outlines what PartnerMD has to offer and why concierge medicine is the answer to all of these problems for her clients. But here’s where it gets very interesting. When Charleen explains why the form is placed next to the video, she also describes what will happen if the visitor fills out the form!

Although the landing page video forTHE LATEST Newsletteris not only very entertaining, the film also quickly hits those troublesome pain spots that a person generally encounters when reading lousy newsgroups.

She explains what THE LATEST is, why it’s different, and what you can anticipate to happen once you submit the form to the right. And, who are we fooling, you’ll most likely be signing up for THE LATEST in the meanwhile.

Say goodbye to average-joe landing pages

In order for your marketing to be successful, you must ensure that your landing pages are optimized for success. This applies to all forms of marketing including email campaigns, SMS, sponsored search, paid social, organic social, and more. No matter what business you work in, if you’re developing landing pages, you should be actively attempting to convert the people that arrive on those sites. Try out the suggestions above and keep a look out for improvements in your conversion rates!

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