Whether you’re running an advertising campaign or just want to spice up your landing pages, we’ve created a list of 10 Landing Page Do’s and Don’ts to help make sure you’re getting the most value out of your landing pages!
A successful landing page is just as important as your advertising campaign. It’s one thing to get traffic from your ads, but if your landing pages do not convert, then you’re losing out on potential sales!
1. Do: Invest In Your Landing Page Design
The layout and design of your landing page plays a major role in the success of your campaign.
Visually appealing landing pages with a better user experience will have a much higher conversion rate than those that don’t.
2. Don’t: Ask for Too Much Information
No matter how good your offer is, users will be less likely to fill out your form if you ask for too much information. Keep your fields brief and concise to increase your chances of users filling out your forms.
3. Do: Have a Compelling Headline
Keep your headlines brief to ensure users understand what is being offered immediately. It’s typically best to have your H1 on the landing page match your ad campaign title. People tend to skim websites quickly so it is important that your headline conveys and summarizes what it is you’re offering right away.
4. Don’t: Drive Visitors to Other Pages
You want the user to perform a specific action so removing all distractions from your landing page is important. It’s typically best to remove your navigation and links so that they can only do whatever the action is your wanting them to take (ie. form submit).
5. Do: Optimize for Mobile
Catering content to mobile platforms is crucial as mobile web traffic continues to surpass desktop web traffic. Globally, 68.1% of all website visits in 2020 came from mobile devices—an increase from 63.3% in 2019, showing the potential of high conversions when mobile optimizing your landing pages.
Enhance users mobile experience by ensuring load times are quick, navigation is simple, and all forms are in a mobile friendly format.
6. Don’t: Forget to Add Tracking
The purpose of having a well designed landing page is to convert visitors to customers, but it is important to track where your visitors are coming from and which ad sets are performing the best.
Adding tracking to your landing pages enables you to get a better idea on which of your marketing strategies and advertising efforts are working best. Tracking landing pages not only shows you where your visitors are coming from, but helps you learn more about your customer base (i.e. age, gender).
7. Do: Get Straight to the Point
Keep all of the content on your landing page simple and to the point. Having a cluttered landing page can overwhelm or possibly confuse users.
8. Don’t: Forget Multiple CTAs
The key to having a high converting landing page is to have multiple call to actions (CTA’s) on your landing page. It’s important to make sure visitors have ample opportunities to become customers.
9. Do: Test Everything
It’s important to fully test your landing page before sending traffic to it. The last thing you want is for something to be poorly optimized or broken after spending your money and time on a campaign.
Here’s a few different things to consider when testing:
10. Don’t: Have a Slow Page
Every second matters when it comes to load time on your landing pages. The data shows that any time after a 2-3 second load time the bounce rate increases dramatically. In fact, more than 50% of users will abandon the loading page if it does not load within 3 seconds. Do not lose the attention of visitors by neglecting your page speed.
What role does the design of a landing page play in the success of a campaign?
The design of a landing page plays a major role in the success of a campaign. Visually appealing landing pages with a better user experience tend to have a much higher conversion rate compared to those with poor design.
Should I ask for a lot of information on my landing page form?
It is not advisable to ask for too much information on your landing page form. Users are less likely to fill out forms that require excessive information. Keeping your form fields brief and concise increases the chances of users filling them out.
How important is it to have a compelling headline on a landing page?
Having a compelling headline is crucial for a landing page. It is best to keep the headline brief and aligned with your ad campaign title. Users tend to skim websites, so a headline that clearly conveys and summarizes your offering immediately is essential.
Should I include navigation and links on my landing page?
It is generally recommended to remove navigation and links from your landing page. The goal is to focus the user’s attention on the specific action you want them to take, such as submitting a form. By eliminating distractions, you increase the likelihood of users completing the desired action.
Why is it important to optimize landing pages for mobile devices?
Optimizing landing pages for mobile devices is crucial due to the increasing dominance of mobile web traffic. With a significant percentage of website visits coming from mobile devices, mobile optimization improves the chances of high conversions. Quick load times, simple navigation, and mobile-friendly forms enhance the user experience on mobile platforms.