A landing page can be a custom page you have created to direct specific target segments (eg paid traffic) or a page that is part of your main website.
Either way, your landing page has a specific goal: to convert incoming traffic into leads and sales!

If your landing pages are underperforming and you can’t pinpoint the reason no matter how hard you look into your Analytics report, we‘ve got you covered.

Here’s a 12-point checklist for you to identify possible areas you have neglected in detriment of your conversion rates.

(to make things simpler we have focused on the first type of “stand-alone” Landing Page that is not a part of the main website)

1. Your headline copy matches the copy from your referring source

Your visitor reaches your landing page from different sources. Maybe they clicked on an ad or maybe the found a CTA someplace else on your website.

Make sure the copy used at your referral point matches up with what the user sees once he clicks-through, aka your headline. Otherwise you risk losing valuable traffic and getting higher than normal bounce rates.

2. You have a subheader that complements your main headline

Apart from your headline, you need a secondary stand-out piece of text that will give your visitors a clear idea of what your landing page is all about.

Your subheader should provide the value your user will get once he does what you’re asking for (eg to fill a form) and convince him to continue through the rest of the landing page.

→ You can also read our guide on how to write a perfect headline

3. Your content and message are crystal clear

Your visitors should be able to scan through your landing page and get the gist of it all.

Make sure you use enough spacing and take advantage of different types of formatting (eg bullets, numbers, subheadings etc). This makes it super-easy for even the visitors with the smallest of attention spans to understand your main message with a quick scroll down the page.

Also, apart from being scannable, your landing page content should be informative and helpful.

Provide enough information in a clear and explanatory manner in order to convey what you do, how you do it and how your user will benefit.

→ More tips on how to keep your visitors engaged and reduce bounce rates here.

4. You clearly list the benefits

A common mistake that many companies make, is boring their landing page visitors with too-many product features and technical jibber-jabber. Focus on what your user wants to hear: what you can do for him.

The average user doesn’t care about the incomprehensible details of how a product works and how many advanced features it offers. He needs to know how it will solve his problems and what the perceived benefits from it are.

5. Your design is minimal and uncluttered

A landing page doesn’t need to be and shouldn’t be a statement of edgy and fancy design (at least in most cases). So don’t let your designer get carried away – stick to the goal!

Converting landing pages are simple and minimalistic, putting the focus on the message they carry in order to lead visitors to the desired action. “Busy” landing pages with too many distracting elements generally don’t convert well.

6. You have minimized “exit points”

Your landing page has one distinct goal. To keep your users focused till the end and convert them.

Therefore anything that enables them to stray away from the page is unwanted:

  • Navigation
  • Social Media Icons/Links
  • Other External Links

7. You make use of visual elements

Apart from the clever copy and clear messaging, you need some sort of imagery and/or video to support your cause and give your landing page the “edge” it needs.

A single hero-image or explanatory video can make a huge difference in your conversions, so make sure you choose them carefully.

→ Check out these 7 types of visual content for inspiration

8. You provide adequate trust signals

Trust signals reflect how your brand is genuine and trustworthy. And this boosts conversions.

Your landing page needs to convey an image of trust and credibility for your brand. So make sure you use some form of trust signal:

  • Testimonials
  • User Reviews
  • Logos
  • Security badges & signs

9. Your CTA stands out

A good CTA is one that is distinct from the rest of the page and shouldn ’t use a color that blends in with the rest of the design.

Your CTA copy needs to be clear, concise and should motivate an action. Avoid using obsolete, unimaginative copy (eg Submit, Sign up…) and opt for a smarter version of the obviously stated (eg Sign up for your free 14-day trial!)

10. Your forms are the right length

A form is often the most definitive element (along with the CTA) that can make or break a landing page.
It is also the point on a landing page where the most drop-offs occur. So it requires extra TLC on your part!

Unless you have actually tested different forms (refer to #12), you don’t actually know what the ideal length is for your landing page.

Most marketing experts agree that less is more where forms are concerned, but that may not always be the case. Eg if you want to stave off bad leads you may want that extra field in your form.

As a general rule of thumb ask your visitors just for the information you actually need – never create extra form fields just to fill up space.

11. Your landing page is mobile friendly

This may seem like an obvious one, but a lot of landing pages out there are not fit for mobile devices.

Seeing as you have already put a lot of time and effort into creating the perfect landing page, it is worth also making it mobile friendly.

Just check your analytics – a large portion of your visitors are bound to be coming from mobile devices.

Creating a mobile-friendly landing page is necessary nowadays and it ensures your user experience is seamless everywhere – from desktop to mobile.

And last but definitely not least…

12. You have tested it

This one goes without saying! Or else how on earth would you know which image, copy or button works best?

When every visit counts, you can’t base your landing page design and copy on assumptions or “gut feelings”.

→ For more on A/B testing refer to 6 A/B Testing Ideas For Your Website

Start testing all of the above listed elements and in the end you will get an optimized version of your landing page that converts much better!

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Victoria Stamati

Digital Marketer at Exit Bee. Loves helping websites create great campaigns to get more conversions and re-engage abandoning visitors. Keen film buff and cheese appreciator.

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