Growth & Marketing

Landing Page Optimisation: Tips to increase conversion rates

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A great landing page can turn a curious visitor into a valuable lead.
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Landing pages are one of the first interactions visitors will have with your business. And first impressions count.


According to Forbes, you have only 7 seconds to make a strong impression. This means that you’ve got to use every trick in the book to make sure your visitors stay long enough to complete whatever action you want them to take. 


Communicate your value proposition clearly within the first few seconds on the landing page, or risk your visitors bouncing off to the next website.


To give you the best head start, we’ve listed out some of our favourite tips and tricks to level up your landing pages and increase your conversion rates. Check them out:


Write copy that’s straight to the point


Does your page relate to what your visitor thought they were going to see? Visitors to your landing page are looking for something very specific. And it has to deliver.


  • Keep your landing page content focused on your target audience
  • Provide valuable and compelling content
  • Make sure the landing page matches any ads leading to it
  • Avoid using links to other pages that take visitors away from your CTA


The copy in the landing page below empathises with Hubspot’s target audience. Showing that they understand the visitor’s problems and offering the solution (in this case, a free toolkit) is a perfect example of focusing on your target audience and providing them with valuable content.

Hubspot landing page.

When it comes to forms, size matters...


Using a form on your landing page? Visitors often avoid filling out forms that are too long. If you don’t want to scare potential conversions away, make sure you’re only asking for the most necessary information.


  • Decide what data you really need to collect
  • Use the minimal number of data fields necessary
  • Avoid pushing your form to the bottom of your landing page


For example, the Shopify landing page below uses the space above the fold to place only one form field. This makes it very easy for visitors to complete the desired action.

Shopify landing page.

Have a clear CTA


In most cases, simple is better. This also applies to your landing page’s call-to-action.

Make it easy for your leads to do what you want them to do. Whether it’s filling out an application, downloading a resource or signing up for a newsletter. 


  • Make your CTA easily identifiable 
  • Use clear, short and actionable CTA text 
  • Repeat CTAs if you expect visitors to scroll


Webflow, a popular content management system, uses a vibrant blue CTA button on their landing page that quickly grabs your attention. The CTA text, shown below, is inviting and enticing as they remind visitors that it costs them nothing to take the desired action.

Webflow landing page.

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Mobile-first


According to Google, mobile traffic accounts for over 50% of website traffic across the globe.


And if you thought that you could get away with having a slow-loading page, think again. Having a mobile page load time of more than 5 seconds will almost double the chances of visitors bouncing off your landing page


So if your landing page isn’t optimised for mobile browsing, you’ll be missing out on a lot of potential conversions.


  • Make sure your landing page loads quickly (you can use this tool to measure your page speed)
  • Make your landing page easy to navigate on mobile
  • Place your CTA within the first 75 words of your mobile landing page


The examples below from Airbnb show a great example of responsive design. Depending on the device you’re using, the design of the page changes to fit the screen. This maintains a good user experience for your visitors, no matter what device they use.

Airbnb landing page on desktop (left) and mobile (right).

Testing, testing, 123


At Growth Tribe, we thrive on challenges and see failure as a springboard for growth. An example of this is testing different variations of our landing pages to see which ones convert more.


Let’s say you’ve designed a landing page with a straightforward CTA button that reads ‘Sign up now’. You could create a variation of the landing page with a more personalised CTA that reads something like ‘Start my journey’ and test which one gets more conversions.


Testing landing page variations will allow you to fine-tune your content and figure out what copy, buttons, images, etc. work best for your target audience.


  • A/B split test different elements of your landing page
  • Experiment with your content
  • Regularly tweak your landing page


Follow through


So, you’ve used all of our tips and your landing page is generating more conversions (hooray!). 


But the work doesn’t stop there. 


Once a visitor has taken action, you need to retain their interest. Making your leads feel valued is the first step in building a trusting relationship. Manners maketh man, after all (any Kingsman fans here?!)


  • Send a follow-up email to confirm that the visitor has taken action
  • Let them know that you’ll be in touch
  • Create added value by offering resources such as an e-book or an infographic



If you’re not achieving the results you want, our growth hacking course can help you level up by teaching you the most up-to-date marketing skills. 


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Do's and Don'ts for Landing Page Optimisation

Before you leave, here's a handy infographic for you to keep!