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A landing page is a page that encourages site visitors to perform one specific action, such as making a purchase, registering, subscribing to a newsletter, etc.

You spent a lot of time creating your landing page, invested in advertising, and are getting high-quality traffic. However, the landing page is not effective enough, and the conversion rate leaves much to be desired.

So, it’s time to think about landing page optimization. In this article, we are going to tell you what you should pay attention to to get a high converting landing page. 


The headline is the first thing people notice when they visit your landing page. Depending on what you have written in the headline, they may decide to stay on the page and perform the desired action or leave your website. The headline should be simple, precise, and able to grab site visitors’ attention.


The next thing website visitors notice on your landing page is the subhead. Use it to expand your proposition or tell more about the benefits of your offer to the potential customers.


Matching the ad

The content of the landing page should match your promotional offer and complement it. If there’s no matching, you won’t be able to increase conversion even having a high-quality landing page, simply because the visitors are not interested in the offer.

Above the fold

Remember that many people see only a part of your landing page as they don’t scroll to the end of it. To make sure they won’t miss any crucial details regarding your offer, place the most important information above the fold.

Call to action

The landing page was created to persuade visitors to perform the desired action. That’s why the call to action (CTA) is one of the most important elements on the page. The effectiveness of the call to action depends on many factors:

  • Placement. Put the CTA-button above the fold and at the end of the page. If your landing page is a long one, place the button after each information block. Add some space around the CTA-button so that nothing distracts visitors from it.
  • Copy. The CTA copy should be simple and straightforward. To encourage action use active verbs such as call, buy, find out, register, get, etc.
  • Strengthening the CTA. To strengthen the effect of the call to action, you can use trigger words such as “here”, “now”, “today”, etc. You can also limit the duration of your offer or discount, or indicate that there is a limit on the quantity of goods in stock.
  • Shape. Rectangular shaped CTA-buttons with rounded corners are popular now. They contribute to a better visual experience and tend to increase conversion.
  • Color. Here you should create contrast. The CTA-button should stand out against the background of the page, so it is recommended to use complementary colors. To choose the right color, you can use the tool called Paletton.

Lead generation form

Lead generation forms with multiple fields scare away potential customers. It’s even worse if all the fields are required. Therefore, when creating an online form for your landing page, add a minimum of fields that are really necessary to continue working with a client.


Live chat

Adding a live chat to your landing page is one of the fastest and easiest ways to increase the conversion rate. Website visitors don’t perform the desired action and leave the landing page because of doubts or inability to find the information they are interested in. The chat widget with the auto-invitations feature can automatically send messages to site visitors, encouraging them to start a chat. While talking with a prospect, you’ll be able to answer all their questions and prompt them to perform the desired action. Besides, live chat is a great tool for collecting contact information.

After installing the live chat on your landing page, you can look through the live chat tips to improve customer service. High-quality customer service will help you increase the conversion rate even more.


Contact information

Providing additional ways to reach you can help you build customers’ trust and increase your landing page conversion. In addition to live chat, you can place on the landing page your contact information: an email address and a phone number, or a link that visitors can click to find it. Generally, people expect to see this link in the footer.


You can improve your landing page conversion rate by using the right images. The images should be directly connected to your offer. For example, if you sell a product, on your landing page, you can put a photo of this product or a person using it. If you offer a service, in the picture, you should show how prospects can benefit from this service.



Including video on your landing page will also help you increase conversion. Using video, you can demonstrate how your product works and what benefits your customers will get after buying it. Besides, video is a good way to influence site visitors on the emotional level.


Visual perception of the text

Another simple way to increase your landing page conversion is to improve the visual perception of the text. If a landing page visitor has difficulties reading your offer, they likely to leave the page.

Here are some ways to avoid this situation:

  • Use an easily readable font. It should be the same throughout the landing page and not too small. For example, Learn UI Design advise to use a font of at least 16px.
  • Divide the text into paragraphs according to the principle: one paragraph — one idea.
  • Add more space between the paragraphs so that the text blocks don’t overlap each other.

Bullet points

Key information on the landing pages is generally presented using bullet points. Internet users are used to this and will intuitively search for bullet points on the page. Besides, it’s easier to perceive the information if it is presented in a list. Thus, the use of bullet points will help you draw your site visitors’ attention to the benefits of your offer and increase the conversion of your landing page.



The abundance of links to other pages of your website or external resources can lead potential customers away from your landing page and distract them from performing the desired action, for example, filling in a lead form. To make the landing page visitors focus on your offer and call to action, remove the links from the page. If in your case links are required, reduce their number to a minimum.

Understanding the audience

Before writing or editing your landing page copy, learn as much about your target audience as you can. What do your potential customers want? What are their concerns? What terminology do they use? Explain your prospects how your product or service will solve their pain points. Writing the copy, remember that the content should interest your landing page visitors.


Use heatmaps to increase the landing page conversion and better understand your audience. Heatmaps will help you see where your landing page visitors click and if they scroll to the end of the page. With the received data, you’ll be able to find the best way to position all the elements on your page.

Crazyegg is one of the popular services you can use to create heatmaps. 


Showing that your company is trustworthy is also a good way to increase your landing page conversion. To gain trust, you can do the following:

  • indicate the number of your current customers on the landing page;
  • place your partners’ logos;
  • show reviews, testimonials, and case studies;
  • add a link to the refund / return policy;
  • publish the ratings your company has;
  • tell your customers about mentions in the media;
  • display trust badges, certificates, awards, etc.

The main thing is to be honest with your customers and use only reliable information. If you have lots of social proof, try not to use everything at once. Otherwise, the visitor may simply miss what you are offering.



While trying to keep a visitor on the landing page, don’t be too intrusive. Constantly appearing pop-ups and endless chat invitations only irritate people, distract them from your proposition, and adversely affect conversion.

A/B testing

To optimize your landing page to increase conversion, test all the changes you make. Change one thing at a time and run an A/B test to find out how exactly the change affected the landing page conversion rate. Don’t forget that each case is different, and what works for one page may not work for another. Regular testing will help you find the combination of texts, buttons, images, and other elements that will work well for a specific landing page. There are plenty of tools you can use for A/B testing. For example, you can check out Google Optimize and AB Tasty or, if you have a WordPress website, you can use landing page plugins with built-in A/B testing tools.

Here is an example of Netflix performing an A/B test of buttons on their website:

Version A

Version B


If you receive high-quality traffic, but the conversion rate is still low, check your landing page for bugs. Perhaps, the CTA-button stopped working on the mobile version. Maybe there are cases when the content is overlapped by something, or the filled-in fields in the lead generation form are not being saved.

Page load time

Modern Internet users value their time and are used to instant page loading. The longer the load time, the less likely it is that visitors wait for your landing page to load and read your offer. Even if a visitor is a patient one, they’ll begin to accumulate negative emotions, and that will adversely affect the conversion rate. To prevent it and increase conversion always work on reducing the landing page load time. Remember that reducing the load time, even for a fraction of a second, can give a significant result.

You can measure the load speed of your landing page using various services, for example, PageSpeed ​​Insights by Google or GTmetrix.

Mobile version

Because of the development of modern technologies, many users browse websites on tablets and smartphones. That’s why you should optimize your landing page for mobile devices to increase conversion. 

  • Improve the load time of your mobile landing page.
  • Use responsive design to ensure that the landing page displays properly on mobile devices.
  • Make sure that it’s convenient for your page visitors to click on the CTA-buttons and fill in the lead generation form.
  • If you use widgets, check if they work well on mobile devices and make sure that they do not overlap the content.

Do you know any other ways to improve landing page conversion? Share your tips in the comments.

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