Landing page
Pritam Roy
Quick summary:
A landing page strategy is a framework that helps you create conversion-focused web pages.
This strategy is responsible for matching your organization's goals with user needs, traffic sources, and measurable outcomes.
A landing page strategy also maps out how visitors will convert and prevents you from wasting time and resources on failed experiments.
Understanding your audience is the first step to creating a powerful landing page strategy. Only after you know who will visit your page can you shape your landing page to their tastes.
Any successful landing page must offer a focused and smooth user experience and be optimized to run delightfully on all platforms.
You cannot just optimize your landing pages once and call it a day. It’s a continuous process—regular A/B tests and other tweaks keep them performing at their best.
Did you ever launch a landing page that looked perfect but performed…perfectly awful? Believe it or not, it happens often.
Even after you have poured hours into your irresistible offer, your snazzy copy, and a design that would make even Apple take notes, why do your visitors bounce like a ping-pong ball off your landing page? A landing page built without a strategy might look great, but it won’t stand the test of time.
Most landing pages fail not because they look bad but because they were built without a strategy.
Read on as we outline a 10-step landing page strategy that is guaranteed to make your next landing page a hot seller.
Landing Pages and Landing Page Strategy
Landing pages are made for potential customers to "land" after clicking a link from an email, advertisement, or another digital source. Its purpose is to collect information from visitors in exchange for something valuable, such as a discount code for retail customers or B2B insights like a whitepaper.
That’s all fine, but would the visitor behave like we expect them to?
You never know. That is why a landing page strategy is important. Technically, you could build a landing page out of thin air with all the tools available today. However, for it to actually convert visitors, a good amount of planning and preparation is involved.
Landing page strategy is the process, or should we say the steps you take one after the other, to make sure your page is functional and attractive enough to convert visitors.
Example of a landing page for a VPN Via ExpressVPN
Unlike standard web pages, landing pages are often not part of a website’s permanent navigation. Instead, they are created for a specific purpose and audience, often tied to a particular moment in an advertising campaign.
Your landing page strategy ensures that your page reaches the right audience and meets the end goal after the audience ‘lands’ on it.
The homepage of the same VPN service Via ExpressVPN
Your landing page strategy is ultimately what decides the buyer’s journey. It dictates the decisions you make to arrive at the final deployment version of your landing page. Naturally, there’s a lot of trial and error involved.
That’s why even though you can publish a landing page without any planning, you really shouldn’t.
What Do You Need A Landing Page Strategy?
Landing page strategy, as you know, is the systematic way to plan, create, and optimize landing pages. Beyond individual page performance, a strategy is necessary for your landing pages to work together cohesively. Here’s what it does:
Builds a conversion framework: A landing page strategy helps formulate guidelines for how different landing pages should be structured based on their position in the sales funnel and target audience.
Personalizes pages for different types of audiences: It dictates how to create custom landing page experiences for different audience segments with varying content, messaging, and offers.
Allocates and prioritizes resources: A landing page strategy determines which pages need the most attention and resources. It provides a framework for deciding when to create new pages, update existing ones, or retire underperforming pages.
Helps with goal setting: With a landing page strategy, you know what KPIs and metrics to keep an eye on for different types of landing pages.
Allows cross-channel integration: Landing page strategy coordinates how pages integrate with marketing channels and campaigns.
How To Create Stellar Landing Pages With An Effective Landing Page Strategy
1.Understand your goals and your potential visitors
The foundation of any effective landing page begins long before a designer clicks “publish.”
The rigorous planning phase is important. It defines the primary objectives and helps you understand precisely who you’re targeting.
The first step is to decide whether your goal is lead generation, webinar signups, product trials, or something else. Industry benchmarks are a good guide. While the average landing page conversion rate hovers around 5.89%, top performers can even cross the 10% mark with clear objectives.
Next, map out your ideal customer profiles with quantitative data (demographics, past purchase behavior, etc.) and qualitative insights (customer interviews, pain points).
After that, determine which segment you’re addressing so that your messaging and design speak directly to their needs. A B2B software provider will have to design their landing page differently than a consumer e-commerce brand because the expectations and decision-making processes are no match.
Messaging and design have a big impact on your landing page performance Via Mailchimp
All this sounds great, but how do you execute it? It’s not too difficult.
Find out what your competitors are doing—review their landing pages, messaging, and any A/B test case studies available. You’ll not only get a better idea of industry trends but also get ideas to differentiate yourself.
You also need to consider the conversion path. Draw out the customer journey from ad click to final conversion. A well-documented journey will help you with friction points and mold your testing plan (later steps) around actual customer behavior.
2.Build a compelling value proposition (and messaging to go along)
Once you know what you are up to, you shift to building persuasive, message-driven content for your target audience. And no, you can’t just look up some keywords and stuff it everywhere. You have to match what you offer with the expectations of your visitors. Here’s how:
The language in your ads (or email campaigns) should be reflected on your landing page. When visitors land, they should immediately see the promise or value that got them there. Check out other high-converting landing page examples and learn from their strategy.
Your headline must have clear benefits. Start with a headline that addresses a pain point and offers a solution. Use subheadings to open up on benefits and credibility.
Add social proof early on; testimonials, case studies, or trust badges all work.
Instead of off-the-shelf promises, include measurable benefits. For example, if your landing page is for a SaaS product, mention “Enhance your team’s productivity by up to 40%” rather than “Improve productivity.”
A/B tests are beneficial in this stage. It compares two (or more) variations of your page or its elements.
Test different variations of your headlines, even subheadlines and landing page copy to see which brings the best results.
Fibr lets you run lifetime-free A/B tests on any webpage Via Fibr
Use an A/B testing platform like Fibr for effortless and insightful tests. Fibr lets you create, run, and analyze tests on any web page, not just landing pages, while being forever free. Its WYSIWYG editor lets you instantly adjust headlines, CTAs, and more. Plus, you benefit from AI-powered copy suggestions that save a ton of time.
Pro-tip: Consider dynamic text replacement in your headlines and copy as it adjusts them to match what the visitor is looking for better chances of conversions.
3.Design for a focused, smooth user experience (and conversions will follow)
Goals? Check. The right messaging? Done. Now your landing page must house an environment that keeps distractions at bay and pushes visitors toward the desired action.
The most important thing is to keep the layout conversion-centric. While designing the page, this should be priority #1. We have seen plenty of amazing-looking landing pages, but they don’t convert much. Don’t chase aesthetics at the expense of user satisfaction.
The F-pattern landing page in use Via Dynamic Yield
Most visitors scan web pages in an “F” pattern. Place your important messages, value proposition, and CTA above the fold and along the left side, where eye-tracking studies have confirmed maximum attention.
Along with this, discard all unnecessary navigation links and clutter. A focused design keeps the visitor on track. Many high-converting landing pages omit standard site navigation to reduce exit opportunities.
But there’s something equally essential: visual hierarchy and CTA placement.
A good CTA makes itself instantly seen Via Rover
For CTAs, use contrasting colors and action-oriented text. The placement of CTA buttons should be intuitive—typically at the top right and/or bottom center of the page.
High-quality images or even interactive elements (like product demos) reinforce your message without overwhelming the visitor. Keep the overall design clean and avoid information overload.
4.Test, learn, and iterate
Your landing page is a living entity, it evolves based on real-world feedback. In this step, you’ll set up a loop of testing and refinement. Rather than assuming your first draft is perfect, lean into experimentation.
A/B and multivariate testing are two of the most tried and tested testing methods.
You can try testing different CTA button colors or placements. Even small tweaks have a big impact on conversion rates.
Multivariate testing experiments with multiple elements simultaneously (headline, image, form length) to see which combination performs best.
Heatmaps let you see where the most and the least visitor activity happens Via CXL
In addition to these, use heatmaps and session recordings to understand where visitors click, scroll, or drop off. Keep track of metrics like bounce rate, time on page, and form completion rates as well.
You won’t have the best version of your landing page at one go.
Keep changing things based on testing outcomes. If one variant shows a big conversion lift, like over 10-15%, consider integrating that change permanently.
5.Optimize your page for performance, speed, and accessibility
Once your landing page design and copy hit the bull’s eye, you need to shift your attention to the technical side of things.
After all, what good is all that testing and planning if the performance stands in the way of conversions? A beautiful page is only effective if it loads quickly and is accessible to everyone. In fact, a site that loads in 1 second sees up to three times more conversions than one that takes 5 seconds or more.
For page speed improvements,
Use modern formats (like WebP) to keep your visuals crisp yet light.
Remove any unnecessary plugins or third-party scripts that could slow down load times.
Use browser caching to load the page faster for returning visitors.
Never neglect mobile-specific optimization. Test your landing page on multiple devices, platforms, and screen sizes and optimize its responsiveness across everything.
The WCAG outlines the accessibility standards for modern web pages Via W3
As for accessibility, the bare minimum is
Make your content accessible to visually impaired users.
Choose legible typefaces and a color contrast that adheres to accessibility standards.
Avoid overcomplicating the page with extraneous links or menus.
Pro-tip: Google PageSpeed Insights and Lighthouse Audits are great tools to monitor the performance of your page and get recommendations to work upon.
6.Capture targeted traffic and measure your return on investment (ROI)
With your landing page all tuned, get started with your promotional efforts. This is where you make the right visitors arrive at your page and then track how it performs.
Not sure how to bring traffic to your page? Try multi-channel marketing.
Utilize PPC, display ads, and retargeting campaigns. Both Google Ads and LinkedIn Ads are effective for B2B landing pages. Moreover, since email-driven landing pages can achieve conversion rates as high as 19.3%, your subscriber list will also bring in quality traffic.
Organic search and social media remain as fertile as ever. Optimize your content for SEO and share landing page links through your social profiles.
Your ad copy, email headlines, and social media posts must mirror the messaging on your landing page. Consistency builds trust and lowers bounce rates.
Once traffic starts flowing in, start measuring how effective everything you did till now was. Use analytics tools (Google Analytics, Databox, etc.) to track KPIs. Use insights from your analytics to adjust your ad spend, tweak targeting parameters, and refine your messaging.
Keep your campaign performance under review. For example, if one channel outperforms another by a noticeable margin, it's a sign of reallocating resources.
These are the metrics you must watch
Conversion rate: Tells you how many visitors are taking the desired action.
Bounce rate: Tells you whether visitors are engaging with your content or leaving too quickly.
Average session duration: Indicates how compelling your page is.
Cost per conversion: Measures the ROI of your marketing efforts.
Pro-tip: Landing pages are great for digital ad campaigns, but you can also pair them with print marketing materials by linking them to a QR code.
7.Personalize your experience and the content on your page
To be successful, your landing pages must speak directly to each visitor. They must echo the pain points, interests, and past behaviors of the visitors. This means using data to segment your audience and personalizing content so that each user sees a version of your page most relevant to them.
The best place to start is with dynamic text replacement and context-aware CTAs that change based on the visitor’s referral source or demographic profile.
For instance, if your visitor comes from a paid ad that mentions “exclusive enterprise solutions,” your headline and copy must follow that promise. On top of that, you might add content modules that adjust based on user behavior like showing different testimonials or case studies to first-time visitors versus returning customers.
Fibr lets you personalize landing pages to match your audience Via Fibr
The aim is to build a connection right from the moment they arrive. And Fibr is the best tool for this out there. Fibr personalizes your landing pages for multiple audience sets based on visitor attributes like location, behaviors, and devices.
Simultaneously create multiple variants of a page Via Fibr
The best part is that Fibr simultaneously lets you create multiple variants of a page, with each one automatically synced to its corresponding audience set. It saves you tons of time you’d otherwise spend in manual adjustment.
8.Integrate marketing automation and lead nurturing into your landing page
Once you’ve captured a visitor’s interest with an optimized landing page, the next logical step is to nurture that lead.
This is the step where you bridge the gap between capturing a potential customer and making an eventual sale (or whatever your aim is). Here, you set up automated workflows that follow up with leads through targeted emails, retargeting ads, or even personalized landing page experiences on subsequent visits.
This is all part of the process of guiding a potential customer along the buyer’s journey. After they’ve filled out a form or signed up for a free trial, automated email sequences reinforce the value of your offer.
Automation platforms let you send timely reminders, share additional resources, or even invite leads to webinars—all of which nurtures the relationship and moves prospects closer to a final decision.
Some well-known best practices include
Creating segmented drip email campaigns.
Setting up behavioral triggers based on user actions.
Using retargeting strategies to re-engage users who don’t immediately convert.
9.Sprinkle in social proof and build authenticity
Even after personalizing your content and automating follow-up communications, you still won’t magically gain enough trust for guaranteed conversion every single time.
To overcome this skepticism and strengthen your value proposition, your best bet is to place social proof throughout your landing page. Social proof takes many forms, from customer testimonials and case studies to trust badges and expert endorsements.
Video testimonials add a human touch to your social proof Via Klaviyo
Include quotes from satisfied customers or reputable industry leaders that highlight tangible results. Video testimonials or short case study summaries work well in building credibility. When possible, quantify your success (like “improved conversions by 40%” or “trusted by 500+ industry leaders”) to add measurable authenticity.
10.Evaluate, scale, and keep optimizing continuously
Never let your landing page strategy rest on its laurels. Review your performance data, identify both strengths and weaknesses and then scale what works while refining or discarding what doesn’t.
Apart from relying on KPIs we have already talked about, add qualitative feedback from user surveys or session recordings to understand user experience even better.
From here, develop a roadmap for ongoing optimization that includes periodic A/B testing, multivariate testing, and even total experience testing if your platform supports it.
Your landing page is ultimately a dynamic asset. Commit to ongoing evaluation and refinement and your landing pages will remain at peak performance at all times. And what better way to do that than using a CRO platform? And we got the best one for you.
AI agents for CRO help you boost your conversions and ROI Via Fibr
Fibr relies on three different AI CRO agents—Liv, Max, and Aya—for three different use cases. Genius, isn’t it? Liv is just for personalization, Max is for experimentation, and Aya is for web performance. Together, these agents not only help you build your landing page but also optimize it for the best possible performance.
Building Landing Pages is A Chess Game, Not Checkers
Phew! That was a lot to digest. The bottom line is that you cannot take shortcuts to a successful landing page. Without a proper strategy, your landing page, no matter how good, will collect dust waiting for visitors.
Figure out the fundamentals and start with your own landing page strategy today. And wait! We get that even after your best efforts, sometimes the results still may disappoint. Luckily Fibr is there for you.
Fibr is a modern AI-powered conversion rate optimization platform. With the power of dynamic personalization, continuous optimization, and proactive monitoring, Fibr promises to turn every visitor into a customer.
FAQs
1.How do I optimize my landing page?
The basics of optimization include matching your headlines to your ad copy, keeping your value proposition very clear, and making sure your page loads super-fast. Every element should drive visitors toward your CTA.
Tools like Fibr AI analyze user behavior and suggest smart improvements, taking the guesswork out of CRO.
2.How do I structure my landing page?
Your landing page should be like a story that tells itself naturally.
Start with a compelling hero section featuring your headline and value proposition. Follow that with benefits and features that address your visitors' pain points. Weave in social proof throughout, and wrap it up with a clear CTA. Maintain a logical flow that guides visitors toward taking action.
3.What are the best strategies to make a landing page?
Start by understanding your audience—what problems are they trying to solve? Once you know that, focus on a single clear goal rather than trying to accomplish everything at once.
Write in a conversational, human tone and use visuals that actually show your product or service in action. Keep your forms short, optimize for mobile users, and always test different elements to see what resonates best with your audience.
