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Forms could be a great way to increase leads, increase your marketing demographics and promote products.
Pro Tip: If possible use only one opt in form on a landing page (and make sure to limit the text on your landing page to only provide important information). Whether you are allowing a free download of an ebook or a report, always make sure that it is done via an opt-in form. There is no fixed rule for landing page optimization that works for all types of businesses.
Asking your customers too many questions or requesting them to perform multiple tasks at the same time always creates confusion.
Pro Tip: Avoid adding too much advertisements on landing page because visitors need content not ads.
In several cases, the landing page is the only opportunity to create a positive impression and generating leads. About Jignesh GohelJignesh Gohel is Founder & CEO of online business consulting agency OLBUZ specializing in eCommerce, products and small business marketing. Usability Geek is a Usability & User Experience (UX) blog that provides practical and useful information.
Our readership comes from various fields including those of Usability, User Experience, Human Computer Interaction (HCI) and Information Architecture (IA). The process of Landing Page optimization requires more than just adding good copy, a flashy design, or simply scattering a few calls to action throughout the page. Santa Barbara Marketing spends as much time developing landing pages, as we spend generating traffic to the site. We’ll collaborate with your web team on how to best optimize your landing pages, or we can execute the changes with our team.
There are hundreds of landing page optimization resources out there – don’t fall down the rabbit hole.
Whether for lead gen or customer acquisition, landing pages allow you to create delightful experiences for your prospects that are laser-focused on the action you want them to take. This may seem pretty straightforward, but there’s a lot of conflicting advice out there about landing page optimization “best practices.” And weeding through all the LPO literature can be daunting and painfully time-intensive. That’s why I spent hours searching the web to bring you a hand-curated list of the best easy-to-digest resources: five SlideShares and six infographics to help you master landing page optimization. That way, instead of falling down rabbit holes, you can focus on what counts: increasing your conversions and maximizing ROI. This SlideShare by Three Deep Marketing includes seven actionable tips for creating more effective landing pages.
For example, did you know that up to 70% of all advertising-generated conversions occur over the phone? This SlideShare by Ion Interactive is a comprehensive toolkit for creating landing pages that convert.
This HubSpot ebook-turned-SlideShare takes you from a basic overview of landing pages to the specifics of their anatomy. Also, this resource is packed with interesting stats – did you know that the brain processes visuals 60,000 times faster than text? Because our brain processes visuals faster than text, it’s imperative that you select a landing page image that communicates what your offer is – and what benefits it brings. Given how many resources about optimizing landing pages you can find online, it’s surprising that so many companies continue to, well, suck at it. In this SlideShare, Unbounce’s Oli Gardner shows how to not suck at it by using conversion-centered design: a set of design and usability principles proven to increase conversions.
According to Oli, there are seven design principles that increase conversions: attention, coupling, context, congruence, clarity, credibility and continuance. The first aspect of conversion-centered design, attention, is a simple but powerful principle that 98% of people get wrong on their landing page. Minding your attention ratio – the ratio of links on a page to the number of campaign conversion goals – can help you rise above the majority (as you’ll see on page 43, even companies like Google get it wrong!). As Oli explains, your landing page’s attention ratio should always be 1:1 or you’re disrespecting your prospect’s click. This SlideShare by conversion copywriter and Copy Hackers co-founder Joanna Wiebe includes four actionable tips for writing copy that converts – plus a guide for writing a killer value proposition. Applying the psychological principle that gain is more powerful than loss aversion (“Generate more leads” vs.
Implementing Joanna’s quick tips for creating better-performing copy is important, but as she points out, if you don’t start by creating messaging that is based on deep customer research, your copy will inevitably fail. The key to writing landing page copy that converts is to start with deep customer research.
According to this infographic by Marketing Mojo, you only have about four seconds to impress visitors – so you better make sure that your landing page is in top shape.
If you’re reading this, you already know about the importance of LPO – but what exactly should you be testing? Always remember that the landing page is the stage within a sales funnel that is most vulnerable to abandonment.

According to this infographic by Pardot, a typical landing page loses over half of its visitors immediately. It provides a cheat sheet for ensuring that you’re providing delightful design, friction-free forms and irresistible value. This infographic by KISSmetrics isn’t specifically about landing pages, but the information it provides about how color affects conversion is valuable to anyone who wants to improve their conversion rate. Case in point: Performable changed the color of a CTA button and saw a 21% increase in conversions. Red and green are the colors most frequently imperceptible to people with color blindness, but most people can see the color blue. Blue buttons are color blind-friendly, but make sure they contrast with the rest of your page. This stat might make you want to bang your head on your desk: 70% of small B2B companies don’t have a clear call to action on their landing page.
Hanapin Marketing created this infographic in order to help companies avoid such silly mistakes and give marketers a cheat sheet for creating high-converting landing pages. You’ll learn what type of imagery is most effective for landing pages, how to format your text to make it more reader-friendly and where to put your CTAs in order to facilitate conversions. No matter how compelling your copy is, if you’re showing visitors a wall of text, you’re going to make their eyes glaze over. Sometimes it’s nice to have someone remind us of the simple things that we can lose sight of when we’re in the thick of it, like what it actually means to have an “optimized” landing page. Even the behind-the-scenes elements of your landing page should be optimized for performance. Optimize your landing page for things prospects can’t see, like title tags and meta descriptions. Understanding how psychology affects conversions is essential to creating high-converting landing pages. The human brain has a tendency to compare different options, scenarios and outcomes in an attempt to make the right decision. Anchoring is a #LPO technique that leverages the human brain’s tendency to compare options.
One word of warning before you get to work: Don’t fall down the LPO resource rabbit hole, consuming information but never taking action.
Chloe Mason Gray specializes in digital marketing and growth strategy for small businesses and intrepid solopreneurs. However, I would probably like to integrate a copy of one of these landing pages for some variation. Depending on the objective of your site, this conversion ranges from a visitor filling out a subscription form to buying a product.
You cannot expect a visitor to fill up an opt-in form, like your social media link, and go through free downloads at the same time. Try to engage your visitor such that they would be curious to know more about your service or business.
Your landing page succeeds when all of its elements work together to persuade visitors to take an action.
Each dollar spent can be measured and assessed through the various online analytics and assessment tools available, so take advantage and track everything.
When people click on an ad, a link, or an email newsletter, they’re being transported from one medium into another. Some customers click on the first link they see, while others read everything before taking action.
Visitors who have already taken action on your landing page are more likely to take more action, but you need to ask for it.
Repeating something can provide clarity and is usually appreciated by those who are confused, and ignored by those who already know what you’re talking about. Before we can recommend a new page design, we evaluate your existing performance data, digging deep to understand what worked and what did not. The choice is yours. So call us today to discuss how we can generate more traffic, while converting more customers.
I’ve even pulled an awesome takeaway from each so you can leave with a checklist of LPO tactics you can try today. If you’re designing for mobile, they suggest testing a click-to-call button rather than an email opt-in form. Make sure your ads have a scent trail – in other words, make sure there is a clear link between each step of the user’s journey, from the moment they search for a particular keyword to their arrival on your landing page.
Motivation match is about ensuring that you’re matching your offer to the intent of your prospects.
What I love about this ebook is that it’s easy to implement; it’s got checklists and pop quizzes that can help you perform quick, high-level optimization. This infographic explains the various tests most likely to impact your conversion rate, including headline copy, form layout, page length, visual media and calls to action. It takes things a step further by providing a framework for analyzing and revising your landing page optimization efforts by making sure you’re paying attention to key metrics and continuously adapting.

Your landing page’s tone and offer need to match the prospect’s stage in the buying cycle and move them closer to making a purchase.
If a shade of blue contrasts well with the rest of your page, it may be a safe bet for getting your CTA button noticed by the majority of your users – even those with color deficiencies. Always avoid large block paragraphs in favor of skimmable bullet points, bolded benefits and clear (not clever) language. Quick Sprout kicks off this infographic by defining “optimized” as the “max number of conversions at minimal cost”.
Quick Sprout lays out a three-step process for optimizing your landing page, including the infrequently discussed LPO practice of editing to maximize SEO and usability. This infographic by Pardot explains important psychological principles that you can apply to your campaigns – both before and after the click – in order to increase the chance of conversion. The best bite-sized SlideShares and infographics I vetted from across the web to help guide your landing page optimization.
Just like we gave a list of guidelines for creating a great landing page, here are some common mistakes to avoid.
There are many websites that use pop up boxes, side bars, footers to place forms without discretion.
Why lose the opportunity to build a list of potential customers who are genuinely interested in what you have to offer?
Placing offers on the Thank You page is more likely to make a customer return than just a mere statement of appreciation.
Put yourself in the boots of the visitor and think what you are going to expect from a website like yours.
Though landing page optimization might seem complicated, it’s just a matter of understanding your users.
In fact, Landing Pages are critical to just about every Internet marketing campaign because they persuade a visitor to order a product, sign up for your services, register for a newsletter, or just fill out a form; which after all, the entire purpose of the marketing campaign is to get the highest percentage of visitors to take the desired action. If a person contradicts himself, and does not seem to be consistent, that person typically does not earn your trust.
Putting language at the top of the landing page telling them they’ve landed in the right spot, takes away their first question.
Visitors just regain control by closing their browsers or clicking their home button – and never return to your site. If you’re selling a physical product, show that product in context: show a happy customer using it. A good example of this is listing your original price alongside a discounted price so prospects have a tangible idea of what they’ll save. This widespread usage will only get your visitors frustrated and you will probably witness an increase in the bounce rate.
Customer engagements are vital to every business and remember that it is an existing customer that will bring your more (and easy) business than a new one.
Persuading your visitor to make a purchase through a single page requires a deep analysis of whom you are targeting, what they are looking for, and the art of delivering a message that will appeal to the masses, yet feels personal enough for a specific visitor. If you have a multi-stage process, like a survey, shopping cart, or registration form, see where you lose people and improve that section. You want visitors converting into customers, not clicking somewhere else or getting side tracked. Start by getting a name & email address so you can generate as many new relationships as possible, then ask for more info down the road.
But how many of you really go thru the trouble of creating 5-10 landing pages to test different headers, pictures, colors, text, bullet points, calls to action, etc?
Visitors to a landing page care more about the content than subscribing to it before they have a clue of its quality.
Everything from the textual content, images, links, forms, products, etc must be consistent and in sync with each other. Also some customers prefer to purchase online, some customer have questions and prefer email, some prefer live chat, some prefer phone calls….so let customer communicate with you however they feel most comfortable.
Conversely, clever and moderate usage of opt in forms can help you obtain quality subscribers to your mailing list.
Your landing pages should look similar to your website, but ultimately a landing Page is a stand-alone page where all click paths lead to the desired call to action. The more specific the offer, the higher the response rate and the more qualified the prospect. This is good news for the savvy Internet marketer because it allows us to generate higher qualified leads resulting in a higher return on investment.

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