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  • CRO

Landing Page – Best practices for CRO

26 Sep 2022

1. Introduction

A landing page is a website page with a specific function, such as converting visitors into leads. At the same time, there are many different sorts of landing pages. While there are many different kinds of landing pages, the goal is the same: to convert that initial curiosity into a lead, sale, or new client.

Landing pages include lead forms that request visitors’ contact information in exchange for something of value, sometimes known as an offer.

A landing page’s construction might seem simple at first. Having stated that, it is not advised to enter a situation blindly. Here are some best practices that have been repeatedly shown to increase conversion rates and lower cost-per-acquisition to give you a head start.

2. A compelling and descriptive headline with a supporting headline -

Your headline is the first thing your visitors will read, so it is important that it is easy to read, punchy, but at the same time, clearly descriptive of what your page is about. You know your traffic source, or which ad your visitor clicked to reach your page. Make sure that the header is connected to the content that was found in the ad they clicked on.  Make it short and specific and provide more information about the offers provided in your ad.
Since headlines are short and sweet, add a subheading for additional info or to finish off the point you’re trying to make in your headline.

3. Choose an image that best represents the deal -

Yes, you must have an image, and it must reflect your intended audience. Your image should show how your visitor will feel after receiving your offer, because its function is to trigger a response in the viewer. You should always split-test your selections because some photos could perform better than others.

4. Create compelling copy and use directional cues to direct the eye -

The body copy is where you can provide more details about the offer. So that it is easier for the reader to digest the information, break down the discussion into sub-topics or make bold the font of the words would encourage them to convert. While it can be tempting to make the body copy long, remember, being direct to the point is better than adding long-flowery words. Visual cues help increase conversion rate by helping the page be easier to view and the information faster to digest, with the end goal of having your visitors gaze at the CTA.

5. Keep your landing page optimised for SEO, quick to load, and mobile-friendly

In addition to using email campaigns, social media postings, and other marketing techniques to direct traffic to your landing page, you should also optimise it with targeted keywords for both paid advertising and organic search results. Your landing page should appear when someone searches for your key term. Similar to this, your landing page should contain the keywords you use to target customers with sponsored advertisements.
Now that visitors are planning to read relevant content, all efforts are rendered useless if the page does not load quickly. People, including us, have the attention span of a goldfish. So, having a site that provides the information quickly is beyond essential.
Similarly, we cannot put our finger on one type of layout, design, spacing, etc. as we do not know which device the visitor will be using. So, having the landing page optimized and tested for mobile devices is necessary.

6. Before the fold, a form with a distinct CTA should be present -

If your prospect wants to convert straight away, your lead form should be easily accessible as you don’t want them hunting and scanning your landing page for your offer. This simply implies that visitors don’t have to scroll to see the form – it’s visible as soon as they land on the page. This might be a form or a link to a form.

7. One-of-a-kind selling proposition (USP)

With a mention of your USPs, the reader will comprehend the “why us” component. Your unique selling proposition (USP) is what distinguishes you from the competition.  It is, after all, a marketing tool. Use it to explain to the online visitor why they have arrived at the right page in a straightforward and crisp manner.
You have what people desire – Your page’s title, subheadings, primary picture, and body content should all help the visitor understand what makes your product or service unique and how it may help them solve their problem.

8. Remove navigations and distractions -

Remove the irrelevant items and show him what you promised in your ad, which is what he is actually interested in. It may be tempting to go above and beyond, but remember that a happy Tom becomes a recurring client. Products that are distracting, links to other pages, or confusing website navigation will not lead to your main goal, which is conversion.

9. Include authentic Social proof and testimonials -

Allow the reader to hear what others are saying about you. This is your chance to communicate, through your landing page, “don’t just take our word for it.”
Consumers change their behaviour based on what other people are doing, which is known as social proof, whereas testimonials serve as references or recommendations from individuals who have used and appreciated your product or service.
Use actual names and, if possible, images to include direct quotations from customers and clients. Video interviews or testimonials are quite effective. You may also incorporate case studies or logos of firms with delighted consumers, as well as review scores from sites like Yelp or Amazon.

10. Build a compelling CTA -

The call to action is the centrepiece of your landing page.
It might be a button or a form that has to be filled out. Again, select your words with care. Make it clear what your website visitor will receive. Instead of terms like ‘click here,’ use active phrases like “get a free sample”, “download your free copy”, “start my free trial”, and “shop now”. Forms should be brief and concise, seeking only the information needed to fulfil the conversion objective. Consider incorporating a data privacy assurance to lessen the reader’s sense of danger and assist create confidence.

11. A/B Testing -

Best practises are crucial, but A/B testing your landing pages is the most effective approach to guarantee that you’re converting as many visitors as possible. Show two different variations to your visitors and make 50% of your traffic go to variation A and 50% go to variation B so that you have an approximately equal number of visitors. This will help you which variation is most effective.


Because landing pages will generate the majority of your new leads, they require your attention. Good luck in creating your ideal landing page! Please let us know if reliable advice of your own or if you’d like to connect with us for further discussions.