Landing Page Conversion Rate: 9 Elements Of A High Converting Landing Page

That’s basically the question on the mind of every business owner. The secret is to take immense care when crafting each and every part of your landing page. Your goal is to present your visitors with a seamless, persuasive, and personalized experience that makes them want to take action. This means understanding their needs, addressing their pain points, and showcasing the value you offer in a clear and compelling way. 

Below, we decode some factors and real life landing page examples to help you boost your landing page conversion rates:

1.Understand your audience

• Identify their pain points

There is no secret or genius ingredient when building a landing page or a website. It’s just simply understanding the pain point of your target audience. As a business or brand, you need to understand your audience’s needs and challenges. 

Tailor your messaging to address their specific pain points to drive up landing page conversion rate

But, how to do this? Conduct surveys, primary and secondary research, scan social media, analyze and gather customer feedback, or use tools like Google Analytics to gather insights. 

Let’s understand this with an example. Take a look at Express VPN’s landing page below:

Note the messaging. It’s super simple with the headline and other elements directly targeting the pain point about VPN usage. 

• Speak their language

It’s paramount that you use words and phrases that actually resonate with your target audience. Avoid jargon or overly complex language. Everything—your headline, subheading, and body copy should clearly communicate how your product or service solves customer problem. 

Take the same example of VPN Express. The messaging is simple, clear, and clear to the point. This helps visitors connect immediately with the brand and boost conversions. 

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2. Craft a compelling CTA
   
   

• Use action-oriented language

Your CTA is arguably the most important factor when concerning landing page conversion rate. Instead of designing ‘Know More’ and such generic CTA, try using action words to entice your visitor

Take a look at Hootsuite’s CTA for example: 

Did you notice ‘Start Your Free 30-Day Trial’ and ‘Buy Now, Get 20% Off.’  You’d agree that these CTAs have been crafted tactfully to make users take action and boost conversions. 

• Keep it short and impactful

In the above example, did you notice how the CTAs are short and crisp? There is no point in having lengthy meaningless CTAs that bore out visitors. Ensure it’s on the shorter side and grabs attention immediately–whether through design or content. 

3. Leverage social proof
   
   

• Showcase testimonials and reviews

Authentic testimonials and reviews build credibility. Landing pages are an excellent option to build that ‘credibility’ and promote, advertise, and broadcast all the positive reviews about your business. 

Let’s take Shopify as an example here:

Take notice of ‘Trust by 600,000 business worldwide’ and the testimonial placed below (short and by a trusted brand).

Such elements can have a major impact on your landing page conversion rate. 

• Display trust badges and client association

If your business has been featured in big publications or is associated with big industry names, you can leverage them to further cement your brand’s authenticity and credibility. 

Again, taking the example of Shopify, notice in the above image how they have strategically placed their association with ‘The Wall Street Journal’ and ‘The New York Times’ and more. 

This can bolster the brand’s image and establish it as a trusted name–an important factor for conversion. 

4.Use high-quality visuals

• Include relevant images or videos

Visual content can present your message faster than text. Using relevant images and videos can enhance the quality of communication you have with your visitors and help push the conversion needle. 

Airbnb is a good example here:

You’d agree that images help the case of Airbnb immensely and enhance the visual appeal of the page. 

🙂 Pro-tip: Avoid using generic stock images as they may feel impersonal and not resonate with your audience. Go for images and videos that match the style of your messaging and brand.

5. Make message match a must

1. Reinforce the Message

The core message conveyed in your ad should be instantly reinforced on your landing page.  If your ad promises a "free trial," your landing page headline shouldn't be about a "limited-time discount." The narrative needs to flow smoothly from the ad to the landing page, reiterating the same core value proposition.  Visitors should feel like they've landed exactly where they expected to be based on the ad they clicked.

2. Expand on the Promise

The content on your landing page should expand on the promise made in your ad.  It should provide more details, address potential objections, and build a stronger case for your offer.  If your ad highlights a specific product feature, your landing page content should delve deeper into that feature, explaining its benefits and how it solves a problem for the visitor.  

3. Maintain Visual Consistency

If your ad features a particular image or video, that same visual (or a very similar one) should be prominently displayed on your landing page.  This creates a visual connection between the ad and the landing page, reinforcing the message and building trust. Avoid using completely different visuals, as this can create confusion and make visitors question whether they're in the right place.

4. Align Functionality

The functionality of your landing page should also align with the ad's message.  For example, if your ad copy emphasizes the ease of use of your software, your landing page should have a clean and intuitive design that demonstrates that ease of use.  If your ad promotes a special offer, the landing page should make it easy for visitors to redeem that offer.  Any disconnect in functionality can create friction and prevent conversions.

Message match is the first step in showing visitors that you are trustworthy, that you understand their needs, and that you're delivering on the promise made in your ad.  

6. Improve page speed

• Compress images and videos

Large files, images, and videos can severely impact the speed of your landing page. Ensure to compress your marketing assets to optimize for speed. 

• Minimize redirects and scripts

If there are too many redirects (say from the homepage to the landing page), it can increase the load time of your page. This can translate to slower loading time, high bounce rates, and bad user experience. 

Audit your page regularly to remove unnecessary elements and minimize redirects. 

7. Test and iterate

• Run A/B tests

The smallest of changes can have the biggest impact when it comes to landing pages and conversions. Regularly experiment with different elements of your landing page–headline, CTA, image, and more to understand what the users resonate with and how it can be best optimized. 

Nobody comes close to Fibr AI when it comes to A/B testing. Run 100s and 1000s of experiments with ease, quickly edit with the WYSIWYG  editor, and optimize landing pages for headlines, CTAs, and more! Target audience across devices and locations minus manual processes! 

• Analyze user behavior

User behavior cannot be static. Make use of heat maps, session recordings, and more to understand user interaction. Identify areas where they drop off and make adjustments accordingly. 

8. Mobile optimization

• Ensure responsive design

The UI and UX of your landing page are a super important conversion rate factor. And if a majority of your traffic comes from mobile phones, it becomes paramount to optimize for the same. 

Ensure your landing page loads and works equally well on all devices–whether phone, desktop, or iPad. DropBox’ landing page can be a good example here, take a look:

• Use larger buttons and fonts

Having a cluttered headline or CTA hidden somewhere for instance can negatively impact conversions. Always make sure you are using larger tappable buttons in readable fonts. Avoid using text sizes that would require readers or visitors to squeeze in harder or make navigation painful. 

Again, you can take the example of Dropbox’s landing page and see how its headline is formatted (different color, made bold) when compared to other elements on the page. 

9. Create a sense of urgency

• Use time-sensitive offers

Phrases like ‘Limited Offer’ or Only ‘5 seats left’ can help create a sense of urgency and invoke action at the visitor’s end. But be honest and do not create fake urgency as it can hamper visitor’s trust. 

10. Personalize the experience

• Use dynamic content

Your landing page’s content should add value to the visitor and ensure that your brand’s message is being communicated properly.  Take a look a Slack’s landing page of instance below:

Slack’s content and messaging– ‘Made for people’ and ‘Build for productivity’ alongside the subtext ‘Connect the right people, find anything you need and automate the rest…’ reinforce Slack as the most competent productivity tool. 

• Address visitors by name

If you have access to visitor data, you may look to address the visitor by their name. This can add an extra touch of personalization and warm your leads. 

Build smarter and convert faster. 
Try’s Fibr AI’s landing page builder today!