The anatomy and messaging of a landing page is critical to make or break the success of your campaign goals. There are some basic elements that will help you share your message effectively. Always remember, message match and test, test, test!

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Make different landing pages for each source.
Landing pages are cheap, so don’t skimp. Ideally, you should
have a different one for every ad, promotion, or outlet
you’re using to promote them. This allows for better
tracking of conversion rates. 1
The LP headline should always match the ad.
If the ad or Call-to-Action says “25% discount!” then the
words “25% discount” should be at the top of your LP. 2
Show the offer in use.
Add pictures or videos of your product or offer in use. It
invites the visitor to imagine themselves as the user. 3
Use nonverbal cues to control the flow.
4
Use positioning, layout, arrows, whitespace, and color
contrast to guide a visitor’s eyes around your landing page
offer. Give it a layout more like a one-sheet for an energetic
approach.
And keep experimenting.
6
A/B test your landing pages constantly. Remember to only
test 1 variable at a time so you can see which gains the
most interest.
Less is more.
7
Be ruthless. If ANY element is not directly contributing to
lead-conversion, it should be cut regardless of whether it’s
text, a graphic, a video, or anything else. If it doesn’t
contribute, it doesn’t stay on-page.
Follow up!
10
Finally, don’t forget your post-conversion messaging. Every
conversion should immediately warrant a “thank you”
email. These follow ups greatly increase the chances of
future sales conversions.
Add social media buttons after.
9
Be sure your “Thank You!” confirmation screen includes the
usual range of social media sharing buttons. This is your
best chance to grab shares, during the feel-good afterglow
of a quick transaction.
Be a blind ally.
8
A landing page should have few, if any, buttons or links on it
besides the ones that complete the transaction. Remove
your standard header bar and social media icons so the user
literally has no choice besides proceeding, or manually
navigating away.
Refine your flow of leads.
5
How much data are you requesting from visitors? More isn't
always better. Adding or subtracting questions can have a
big impact on success. Experiment!
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