50 Landing Page Best Practices

50 Landing Page
Best Practices

1. Not part of your website
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Website Landing page
• Browsing
• Discovery
• Topic-focused
• Designed for
conversion
Dedicated landing pages are designed
speciﬁcally to drive conversions & ROI.

2. Campaign Specific

The best landing pages are targeted, speciﬁc &
contextually relevant.
• Seductive design
• Highly relevant &
valuable
• Deeply engaging
• Generic content
• Poor targeting
• No value prop

3. Traffic Source Specific

Tailor experience to the needs of the visitor,
based on their "trafﬁc source" origination.

4. Experience, not pages

Think beyond the page to deliver amazing
digital experiences to visitors.
• Progressive conversion
• Propels through funnel
• Personalized experience
• No imagery/no design
• No call-to-action
• Painful form

5. Have a clear goal and strategy

A solid methodology ensures your
strategy is aligned with your goals.
• Discover: Conduct research &
information exchange
• Plan: Develop program plan & test
strategy
• Execute: Design & launch
conversion-focused experiences
• Analyze: Perform analysis, share
knowledge, plan next steps

6. Grade and score visitors

Grade
A
Grade
B
Grade
C
All clicks are not created equal. User segmentation
can help you identify your most proﬁtable leads.

7. Use real-time analytics

Real-time analytics mean agile,
test-and-learn capability.
• Traffic
• Bounce rate
• Conversion rate
• Segmentation
• Behavioral "tags" (what
people are clicking on)
• Confidence intervals
• Day parting
• Geolocation

"As soon as we get statistical significance on a test, we drive
immediately to a champion in real time. On Mother’s Day
alone, the real-time change in traffic splits resulted in over
$45,000 in incremental revenue. "
Real-time analytics mean agile,
test-and-learn capability.

8. Constantly test everything

Radical redesigns & bold testing result in BIG lifts.
Radical
innovation
test waves
results in
264% lift for
Marian
University!

A dedicated landing page lifts lead
conversions 320% over website
320%
Radical redesigns & bold testing result in BIG lifts.

Iterative testing drives incremental lifts.
8%
Step indicators on form increase
Dell's lead conversions 8%

9. Integrated

Great post-click experiences help you generate more
value from your other marketing investments.

10. Message Match

Better message match is probably the single
greatest tactical improvements you can make!
• Are you delivering on your
promise?
• Are you maintaining visual
continuity in your banner
advertising?
• Do your words and phrases
match pre- to post-click?

11. Conversion focused

A sharpened focus on your conversion goal
can lend to higher conversion rates.
Testing a conversion-focused microsite against the
Long Term Care product page increased leads 700%
700%

12. Streamline the experience

Don’t make your visitors jump
through hoops! Eliminate any
unnecessary hurdles.
• Device-optimized
• Clear message
• Intuitive design
• Finger-friendly

13. Be user-centered

A lot of thought goes into designing great
user-centric interfaces for your visitors.
What do your visitors want to see?
ObserveBuild Challenge
Put your visitors in the
driver’s seat with real
time testing.
Promote winning
page elements and
eliminate potential
obstacles.
Focus on what your
target audience
wants to accomplish.
How can your page
help to make that
possible?

14. A strong, clear call-to-action

A strong call-to-action draws the attention of
the visitor and clearly tells them how they can
convert.
Glance at your page and
blur your eyes.
Can you distinguish your
call-to-action from the
rest of your content?
If not, strengthen it!

15. Relevant, streamlined forms

Internally-focused forms feel like work.
Questions are
obviously
designed for the
company to
obtain additional
information
LOTS of required fields
is high barrier to form
completion

Content customized based on
responses
Multi-step form guides user through quote process,
providing relevant content along the way
User-focused forms feel easy to complete.
Step 1
Step 2
Step 3

16. Clear value position

Your value proposition answers the question
"why should I buy from you instead of them?"
• Clear
• Differentiated
• Genuine
• Supported

17. Strong headlines matter

Your headline may be the single most
important element on your landing page.
Test to ﬁnd the type that works the best.
Testimonial
Direct
Attention-grabbing Question
Offer-specific
Benefit-driven

18. Differentiation

• Hyper-targeted
• Highly focused
• Contextually relevant
Lead gen landing pages don't need to be "one size ﬁts all"!

19. Above the fold

Keep your call-to-action above the fold.
Don’t assume that visitors will scroll dow
explore everything that your page has to
The ‘Fold’: The point on your landing
page where visitors must scroll down to
see more
80% of time is spent 'above the fold'
20% of time is spent 'below the fold'
If using a long page format, repeat your
call-to-action (at least once) at the very
bottom of the page.

20. Visual, directional cues

Good design can help lead
visitors toward your
conversion action.
Implicit directional cues are implied.
Ex. direction of gaze, color, visual weighting,
repetition of color, shape and size.
See how the gecko’s body is angled to the
conversion point and his eyes look at the call
to action?
Explicit directional cues are obvious.
Ex. lines, arrows, curves, etc.
See how the arrows tells the user where to
start?

21. Remember to say thank you

Thank you pages can create
valuable post-conversion
experiences.
Personally
thank your
visitors
Create next
steps
Provide additional
resources/value to
continue
engagement with
your brand

22. Benefit-driven copy

Beneﬁts almost always outperform
product-focused copy!
28% • Make a list of your
product features
• Then, determine
how those features
make your visitor's
life or job easier!
• Transform your
features into
tangible benefits

23. Keep your promises

• Doesn’t fulfill on
promise
• Too much content, too
little focus
• No repetition of words/
language from ad
Mismatch increases the odds that the user
will land and then quickly leave.

• Delivers on promise
• Visual continuity
• Highly specific
When the ad and the landing experience match,
promises are kept.

24. Trust is a must

Use trust assurances to clearly communicate
trustworthiness.
Great use of social
proof to communicate
trust: customer logos,
“global leader,” third-
party trust assurances.

25. Give good brand

A brand is most important an emotional
connection between a user and a product or
service.
• First impressions matter
• Relevant and compelling
content
• User-friendly across all
devices

26. Timely

Ensure your landing pages (and offers)
are timely and relevant.
• Consider
seasonality of
offers and
promotions,
especially for retail
• Remove, change
or update offers as
they expire
• Agility in your
marketing +
disposable landing
pages = timely
campaigns

27. Value button copy

Test gain-focused or “value” buttons
agains effort-focused buttons.
Gained-Focused or
“Value” Button Copy
Effort-Focused
Button Copy
Get
View
Enjoy
Discover
See
Play
Submit
Start
Activate
Learn
Pay
Go

28. Meaningful segmentation

Use segmentation to get to know your landing page visitors.
Directional
copy
Easy choice
Mutually
exclusive

29. Frictionless choices

Avoid choice paralysis. Give intuitive, limited choices.
A B 13%
Reducing choices from three to two options
increased leads 13% for TimeTrade

30. Don’t link away

Remove distraction. Reduce the opportunity
for visitors to leave without converting.
Many calls-to-action, distracting navigation, lots of friction.

Lots of great content to share?
Break it into digestible chunks across multiple pages

31. Device optimized

Whether you choose responsive or native, make
sure your experiences are device-optimized.
Responsive design automatically optimizes for device
Native mobile landing pages are designed
specifically for mobile devices

32. Show your product

Don’t be afraid to show
your product!
• For services, this may mean
demonstrating results, offering
case studies or testimonials
• Testimonials demonstrate real-
world results & can
communicate the relative
value of an intangible
• Show in various formats:
image galleries, video,
interactive tours, etc.

33. Context of use

Context of use put the visitor in the driver's seat.
"Works the way you do"…
video demonstrates
product features
Shows product in the
hands of the users

34. Social proof

Social proof is the inﬂuence of others in a social situation.
Testimonials
provide user
proof
Press coverage
provides "expert"
social proof
"Over 8 million
singles…" = wisdom
of the crowds

35. Avoid information overload

Adding content to a landing page can become a slippery slope.
What starts as a simple page…

...then all of the sudden includes 4 paragraphs of copy, bullets, a long
form, social links, a product shot...and the list goes on.

A focused page...
...tells the user what we want them to do and why.

36. Spice it up

Lead gen landing pages don't have to be boring!
• Highly relevant
• Highly valuable
• Deeply engaging

37. High image quality

Quality matters to your visitors. Use of high-quality
imagery and fonts conveys a strong message about
your brand and product.
high quality
+ accurately showcases products
+ lends to credibility and confidence
- increases page load time
- not always optimal for mobile
reduced quality
- can appear dated
- negatively impacts first impressions
+ loads fast (fewer bounces)

38. Interactive content

Find interesting ways to display important information.
Test microsites, tabbed content and other types of
interactive content.
Tabbed interface allows visitors to
read content in a digestible format

39. Incorporate keywords on
PPC landing pages

Incorporate the search terms that your visitors
use to increase relevancy on landing pages.
• Improve message match
• Increase relevancy
• Improve quality score
• Take it to the next level with
targeted imagery and content

40. Design matters

Radically re-imagine the user experience, focusing on
intuitive, user-centered design that communicates value.

41. Be strategic

Planning is the single greatest inﬂuencer in testing success.
• Start tests by aligning your landing page
testing objectives with your overall
marketing strategy
• Determine your desired outcome
• Use testing to maximize revenue from
marketing expenses

42. Methodically plan

A well-designed roadmap will help you ensure
you are on the path to success.
Q1 Q2 Q3 Q4
PPC Campaign
Mobile PPC Campaign
SEO

43. Wait for statistical confidence

80%-99% statistical conﬁdence is a best practice
for A/B & multivariate testing.
Monitor your landing pages for immediate campaign
performance insights.
Wait until your tests achieve statistical significance. A
test result is typically statistically significant if the results
are unlikely to have occurred by chance.
Allocate your traffic to winning pages and reap the
benefits of higher conversion rates.

44. Be cyclical

Testing is cyclical: it’s done in a
wave pattern consisting of
innovations and iterations.
• Innovate by A/B testing
contrasting landing pages:
• Different templates, layouts
or styles
• Interactive content
• Image or text-heavy pages
• Iterate your champion by
testing different combinations
of page elements
• Button styles, text, or
colors
• Messaging
• Form fields

45. Use both A/B and MVT

A/B to find big winners. Multivariate
test to refine those winners.
A/B MVT
Just getting started Ready to refine
Low volume of traffic High volume of traffic
Multi-page experiences Single landing page
Conversion lift, limited
learning
Want to determine
influence of page element

46. Test BIG

Experiment with BIG ideas to get big results.

47. Avoid unproductive, -------------
-----unending tests

Beware of the never-ending test!
• Decide on a test duration (2-4 weeks, depending on traffic volume)
• Stick to two or three alternatives in a test wave
• Consider the traffic volume
• Higher volume, the faster you can reach significance
• A/B best for low volume pages
• MVT good for high volume pages

48. Timing matters

Say NO! to sequential testing.
• Isolate your tests to remove the possibility of confounding
variables skewing your results and giving you bad data
• Only run real-time, parallel tests
• Sequential testing is a no-no!

49. Don’t stop

Scale your program
methodically and effectively.
opportunity
conversion
optimization
• Determine areas of opportunity
for testing
• Decide where to test
• Decide what to test
• Create your test plan
• Run your test
• Analyze your test
• Gather insight, learning &
formulate the next hypothesis
• Repeat!

50. Landing pages should be -----
-----flexible and disposable

Your website vs. Your landing pages
Expensive
Time Intensive
High Investment
Inflexible
Inexpensive
Disposable
Easy to Trash
Agile

We help brands create, test and optimize
amazing landing pages.
90% of customers report positive ROI.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

50 Landing Page Best Practices

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50 Landing Page Best Practices

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