DEV Community

Cover image for How to Optimize Your Landing Page for Maximum Conversions
Syed Balkhi
Syed Balkhi

Posted on

How to Optimize Your Landing Page for Maximum Conversions

Do you want to learn how to create conversion-worthy landing pages but don't know where to start? If so, stick around because today, I'm going to go over the definition and common uses for website landing pages. 

Then, I'll share several actionable strategies that I've learned over the last 10+ years. If you're patient and persistent, I'm confident these tips will help you skyrocket sales and engagement. 

Let's get started! 

What Exactly Is a Landing Page?

Before we go any further, let's make sure we're on the same page about what a landing page actually is. Unlike regular website pages, landing pages are self-contained, single-purpose destinations designed to persuade visitors to take one specific action.

That desired action could be anything - making a purchase, signing up for your email list, registering for a webinar, you name it. The key distinction is that landing pages eliminate distractions and relentlessly guide visitors toward completing your defined conversion goal.

Now for the shocking news -- across all industries, the average conversion rate is only 2.35%. While this might sound bad at first, you shouldn't be worried. If your pages are optimized for your audience, there's a good chance you can surpass this number each month.

Now that you know a little more about landing pages and how they can help, let's take a look at how you can maximize conversions. 

Determine Your Goals

Before you can build your landing page content, you must figure out what you want visitors to do once they find it. 

Understanding this information is crucial because your focus will shape the structure, messaging, and call-to-action. If you don't have a goal in mind, your landing page will probably have mixed or confusing messaging, which could actually drive people away from your site. 

Let's look at a few common landing pages and accompanying goals so you can start thinking about what kind of landing page you should build: 

  • Lead Generation Pages: Entice visitors to exchange contact info for a valuable lead magnet. Lead magnets include infographics, content upgrades, discounts, webinar invitations, and more. 
  • Product/Service Pages: Showcase an offer's benefits, features, pricing, and testimonials to drive sales. This is great for building social proof and helping users understand your product. 
  • Promotional "Splash" Pages: Build awareness for new products, events, or marketing campaigns. Use these pages to spark excitement and let users know what's coming.
  • Educational "Long-Form" Pages: Go in-depth to nurture leads via product demos, FAQ sections, and more. These pages further build trust and help people feel comfortable shopping with your company. 
  • About Us Pages: Introduce your brand's origin story, mission, and values to cultivate trust.

There are endless variations you can choose from based on your industry. But once you've determined the goal, it's time to start thinking about your value proposition.

Highlight a Value Proposition They Can't Resist

Here's the truth: if visitors don't instantly understand how your offer will make their lives better, they'll simply bounce from your landing page. That's why a clear, compelling value proposition is so important for driving conversions.

Your value prop should showcase how your product, service, or offer solves your audience's biggest pain points and satisfies their deepest desires. 

Here are a couple of examples to consider:

  • An email marketing tool offers value by helping businesses capture more leads and revenue.
  • A pet food subscription service provides convenience by automatically shipping supplies on a schedule.
  • An online clothing store offers value by making it fast and easy for people to refresh their wardrobe. 

On your landing page, you'll want to creatively infuse this value-based messaging into your headline, subheaders, body copy, visuals, and call to action. By explicitly spelling out the benefits, you make it instantly more likely that visitors will take the next step. 

Use Video for Maximum Engagement and Conversions

You know that age-old saying: "A picture is worth a thousand words." Well, video content is worth thousands more when it comes to engaging landing page visitors.  

Compiled research shows that landing pages with video can earn a staggering 80% more conversions than static text and images alone!

Most people simply prefer watching an entertaining, information-packed video over reading lengthy blocks of text. This statement is especially true on mobile devices, which over half of people use to shop and browse the internet.

However, not every landing page requires video content. Ask yourself: Will embedding a video truly enhance the user experience for your page's specific purpose? If so, feature it prominently!

For faster page load times, I recommend hosting videos externally on YouTube. That way, you can embed videos directly while benefiting from increased YouTube visibility and an active content channel. If you're curious about how many people you can reach, consider this: over 1.9 billion people use YouTube every month. 

Add Trust-Building Social Proof They Can't Ignore

We all know that consumers are heavily influenced by the opinions and behaviors of others. It's called social proof, and leveraging it can make or break your landing page's conversions.

You've likely seen examples like Coca-Cola's personalized "Share a Coke" campaign that sparked major FOMO. By printing popular names on bottles and cans, Coke created a frenzy of people posting selfies with personalized bottles on social media. Seeing friends and influencers sharing these created an irresistible desire for others to track down and purchase their own names.

So, how can you add the psychological power of social proof to your landing pages? One of the most powerful tactics is displaying authentic customer reviews and testimonials.

An impressive 90% of consumers admit reviews from fellow customers directly impact their buying decisions. That's because people can look at what other people have to say and determine if a product is right for them. In this sense, reviews provide the social proof and credibility skeptical prospects need to overcome their hesitations.

Displaying trust badges and accreditations from respected brands like McAfee, PayPal, and the Better Business Bureau is another way to boost credibility on landing pages. These recognized icons validate your business as safe, legitimate, and consumer-friendly. Studies show adding trust seals can increase conversions by over 42%!

So, start gathering social proof and display it on your landing page. I think you'll be very happy with the results! 

Make It Easy for Visitors to Contact You

You might assume your landing page visitors will easily find their way to a Contact Us form if they have questions, right? Not quite! 

Believe it or not, that unnecessary hurdle adds friction and uncertainty to the buyer's journey, which can stop people in their tracks. 

Instead, give your visitors multiple easy paths to reach out to your business directly from each landing page experience. This access and transparency means trust, comfort, and confidence.

At the very minimum, provide:

  • An email sign-up form. This feature is perfect for growing your list and connecting with people who are not in a hurry. 
  • Live chat for instant support from a human or chatbot. Making sure customers get the best support experience can impact their decision to take action. 
  • Provide prominent links to your business's social media channels. This simple addition could help you reach the 4.55 billion people who use social media every month. 

The more contact opportunities you provide, the better. By making your business accessible on their terms, you remove potential obstacles and reassure visitors that you'll be there to support them.

Final Tips and Thoughts

Now that you're armed with these landing page optimization strategies, here are some final tips for polishing your page to perfection:

  • Use clear formatting like brief paragraphs, bulleted lists, and plenty of space.
  • Write conversationally with relatable words, not corporate jargon.
  • Guide visitors with direct "you/your" language that fosters personal engagement
  • Don't be afraid to test different layouts, messaging, colors, etc., for incremental improvements.
  • Track your progress on each page to see what's working and where you can improve. Google Analytics can provide you with a wealth of information. 

By implementing these best practices while continuously iterating through data-driven A/B tests, you can systematically improve your landing page conversion rate. The only thing left to do is get started!

Top comments (0)