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A step by step guide to increase your landing page conversion rate

By Mark Cirillo | No Comments | 16th August 2019

Best landing page design is important if you want to capture more targeted leads and increase your conversions. The truth is, every business online need landing pages to capture potential customers. Marketing Sherpa revealed that 48% of marketers create a new landing page template for each marketing campaign. However, many people experience low conversion rate optimization.

Landing page conversion rates differ from one industry to another. However, the average landing page conversion rate is 2.35%, with the top 25% of companies seeing conversion rates about 5%. The top 10% enjoy conversion rates higher than 11%.

landing page conversion

Landing page conversion is important to your marketing campaigns. After driving traffic through different channels such as PPC, search, display ads, emails, and social media. Your aim is to get those people to click on the links on your landing pages. The only way to make it easy for your visitors to convert is by paying attention to landing page conversion techniques.

In this article, you will learn the step by step guide to increase your landing page conversion.

But before we delve into it, let’s look at the basics.

What is a landing page?

A landing page is a static page that helps to move leads through the sales cycle and help to convert them to customers. A landing page can be any page on your website. It can be your homepage, or a standalone page created specifically to act as a landing page. It differs from every page on your website. But it It serves one purpose, and that is to convince visitors to take required actions. The action can be to sign up for a free offer to access a top-notch content on your website or a request for a demo. Whatever the action is, it must convince and convert your visitors.

Create the best landing page design to make it convert. This means you will take into consideration all the elements on the landing page, position them correctly, create the right message, the call to action button and every other element.

But the question is, why do you need the best landing page design?

The reasons you need the best landing page design

There are a lot of benefits you derive when you have the best landing page designs for your marketing campaigns. They are:

1. Creating the best landing page design for your campaigns will help you increase your search ranking. It will position your landing page directly in front of people who needs your product or services.

2. Creating the best landing page design can help you track the success of your product, your goals and keywords.

3. The best landing page design will help to make it easy for visitors to subscribe or purchase your product.

4. The best landing page design has the power to convince your target audience to buy from you in your absence.

Now, that you know the benefits of creating the best landing page design for your marketing campaigns, let’s look at the steps you need to create it with a focus on the landing page conversion.

Below are the step by step guide of what you need to put in place to boost your landing page conversion.

1. Landing page conversion: Create an attractive, concise and clear headline that states your value proposition

The attention span is gradually decreasing. In fact, it is 8 seconds. That means you have just 8 seconds to capture the attention of your readers. Therefore, there is a need to create an attractive, concise and clear headline. It needs to compel your visitors to keep reading. It should tell your readers what they need to know about your product or service. It should be short, and not over 20 words long.

There are three distinct headlines that can give you higher landing page conversions.

a. Use the listicle headline to increase landing page conversion

The first headline formula you can use to increase your landing page conversion is called the listicle headline. The truth is, 36% of people prefer list-based headlines. Listicle headlines, have proven so far to be one of the most popular headlines you can use to increase conversions.  Below is an example from the Motley Fool.

landing page conversion

You can see the way they used the number in the headline.

When using numbers in the listicle headline, make sure you use odd numbers because they perform more. In fact, a study carried out by Outbrain through the Content Marketing Institute revealed that odd-numbered listicle headlines outperform even the odd ones by 20%.

From the example above, Motley fools used 3 as an odd number because it works.

b. Landing page conversion: Use the value proposition headline

The value proposition headline should be inculcated into your best landing page design to help you increase conversion. The value proposition headline solves a problem. It offers something unique and highly desirable by your audience. To get the best value proposition that will lead to more landing page conversion, know what your target audience value the most and capitalize on how you can offer a better benefit than any other person.

Find an example below from Louder Online.

landing page conversion

The headline is clear, concise with a great value proposition. It shows the benefit.

c.Landing page conversion: The how-to headline

The how-to headline is another popular headline phrases used in viral headlines. It shows people how to accomplish a task. It can be to earn more or save more. You want to show your audience how to move from one point to the other.

Find an example from Simplymeasured below.

landing page conversion

You can see the way Simplymeasured used the how-to headline to create their headline. It is captivating and attractive.

The next element of that can increase your landing page conversion is “the subhead”.

2. Landing page conversion: Add a brief and captivating subhead

The next step you need to take to create a best landing page design is the subhead. It is not enough to create an attractive headline for your landing page; you need a captivating subhead to provide more explanation of your solution.  If the headline makes the visitor pause and look, the subhead should make them want to keep reading. Below are the best practices for creating a subhead that will lead to more landing page conversions.

  • Your subhead should be short and descriptive.

  • It should be under the main headline

  • It should be persuasive

  • It should explain the headline in more detail

  • The length should be within two lines of text.

Find an example of a great subhead below:

landing page conversion

The subhead conveys benefits that help to solve users problems.

The next element you need to boost your landing page conversion is “the benefits of your offerings”.

3. Landing page conversion: Show the benefits of your offerings

The audience needs to know what is in it for them. Tell them about the benefits of what you are offering them. It will be easy to convert them if they understand your benefits. This is one of the best ways to drive landing page conversions.

Ensure that whatever you are offering (free ebooks, checklist, whitepaper, etc) is free and packed with valuable information. That is the only sure way to get subscribers and increase your landing page conversions quickly.

Below are tips to help you create great benefits that will boost your landing page conversions:

  • Keep the message short and concise

  • Use bullets to communicate the benefits

  • Add your unique value proposition

  • Use emotional triggers to convey the fear of missing out and a sense of urgency.

Find an example below from Listinglab.

landing page conversion

The landing page shows the benefits of signing up for the free e-book. The benefits show the key points for realtors such as cold calling, poor leads, long hours and it offers an alternative. It is distinct because of the bullet-proof points.

The next element you can add to boost your landing page conversion is “the call to action”.

4. Landing page conversion: Use a single call to action

The call to action button is one of the most important elements on the best landing page design that converts. It is the element that the rest of the landing page elements such as the headline; the subheading drives the visitors’ attention to. It is the element that helps convert your visitors to leads or customers.

The following tips will help you increase your landing page conversion with the best call to action.

  • Use a single call to action to sustain the attention of your users

  • Make your call to action noticeable. Your call to action button must be big enough for people to see.

  • The call to action must use a compelling word.

  • Use a contrasting color for your call to action button

  • Place your call to action button above the fold to increase your landing page conversion

Look at a good example from Leadsbridge below.

landing page conversion

The call to action button is positioned in a prominent place where visitors cannot miss it. It has a contrasting color to the background that is not easy to overlook.

The next element you can add to boost your landing page conversion is “the use of visuals”.

5. Landing page conversion: Use strong visuals (hero shots and videos)

Using strong visuals such as hero shots and videos can skyrocket your landing page conversion. There is a saying that says a picture is worth a thousand words. This is because the brain finds it easy to process images (60,000) times faster than text. It is also interesting to know that 80% of people remember what they see and do and website visitors spend 100% more time on pages that contains compelling videos.

landing page conversion

Place an image or a video on your landing page directly above the fold. It is the first thing your audience will see and focus on, so it needs to be attractive. Let the shot or video shows how your product or service works so it will be easy for users to visualize themselves doing the same.

Using images is very important because people are inspired and engaged by good pictures. It will help you to capture the attention of your users.  This will also lead to more landing page conversions.

Video content is becoming popular too. In fact, according to research by Cisco, by 2020, it will make up 80 percent of global internet traffic. Having a video clip on your landing page will also make it visible on YouTube.

Below are tips to use when designing your visuals:

  • Use clear and big pictures

  • Use images relevant to your product or service

  • Use high quality, fun and attention-grabbing images

  • If you are using videos, the length should be 30 seconds and two minutes

  • Videos should be attention grabbing with a powerful call to action

Find an example of good use of an image from Outskirtpress below.

landing page conversion

And a good example of a video on a landing page from AURA Transformation.

landing page conversion

The next element that can boost your landing page conversion is “the social proof”.

6.Landing page conversion: Add social proof (e.g. Use testimonials)

Adding social proof such as testimonials at the bottom of your page can help make more people trust you. You can also add the list of companies that trust your product at the top or bottom of your landing page as seen below.

landing page conversion

HubSpot research revealed that 71 percent of millennia are more likely to purchase something if it has been recommended online.

Adding the number of shares, likes, and subscribers your company have is also a social proof. Showing potential customers how much fans love you is important in making purchasing decisions. It will boost your landing page conversion and help you win more customers.

Source testimonials from your customers to make users trust you.

Below are tips to help you create the best social proof that will boost your landing page conversion.

  • Make them small and non-intrusive to avoid distraction

  • Use real testimonials and not fake ones

  • Testimonials should include full names, picture and results achieved

  • Use video testimonials if you can, because they convert more.

Find an example below from Tyresonthedrive’s display of social proof to help boost their landing page conversion.

landing page conversion

They used social proof to show they are the best in the industry.

The next element to help boost your landing page conversion is “the A/B test”.

7. Landing page conversion:  A/B Test

A/B testing is very important. It can boost your landing page conversion tremendously if you use it correctly to test your landing page elements. Get more information on the performance of your landing page to see if there is any element you can optimize to improve the landing page conversion. This will enable you to increase conversion and get the best ROI from your campaigns.

The last element that can help boost your landing page conversion is “the landing leads”.

8. Landing page conversion: Use landing leads to integrate your landing page with your CRM

The digital marketing space is getting crowded, you need to use automation for some of the tasks you do manually. For example sync your landing page with your CRM and email software. This will help you to quickly communicate with your new leads as soon as they sign up. One tool you can use to achieve this is landingleads by Leadsbridge.

landing page conversion

It is a tool that can integrate your landing page builders such as Leadpages, Unbounce or Instapage with your CRM and email software. It will help you to quickly store your leads so you can quickly contact them before they get cold. Thus, increasing your landing page conversions.


Above are the eight elements you can add to the best landing page design you have to help increase the conversion.  Landing page conversion is very important and you need to strategically position your landing page by incorporating all the elements outlined above.

It’s your turn.

Do you have all the elements mentioned above in your landing page? What is the result so far? Share with us in the comment section below.

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Mark Cirillo

Eager digital marketer, nurtured by news and strategies of this world, helping people and businesses to build and reinvent their online presence.

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