From its implementation to the development of its content, including design, here are the 20 “best practices” to boost the performance of your landing page.
Implementation (technical and structural)
1. Test, test, test (and learn)
Testing different configurations is your best friend to improve the results of your landing page. Run A/B tests and experiment with different versions to find which one performs best. Make sure to change only one variable at a time for the most efficiency, whether it’s the header image, the headline, or the call-to-action (CTA). If you test too many variables at once, it will be difficult to identify what can be improved.
2. Measure the appropriate KPIs
If you identify the most relevant KPIs for your business from the beginning, you can then design your landing page accordingly. Take the time to think about and choose the objectives that your landing page can meet. The fewer different objectives per landing page, the better. Track your KPIs regularly and use A/B testing to refine and improve performance.
3. Optimize for mobile first
Mobile usage has officially surpassed desktop. Make sure your cash app database landing page is mobile-friendly and provides a seamless user experience across all devices. Be sure to test on both iOS and Android.
4. Improve your site loading speed
In its search results (SERP), Google ranks websites based on several factors, including loading speed. Nobody likes to wait for a page to load for long minutes. So make sure that your landing page is not too loaded with graphic elements, and that these are not too “heavy”. Your potential visitors are looking for information that they are looking for available almost instantly. It would be a shame to lose engaged traffic because of a site that is too slow.
Design
5. Adopt a design that promotes conversions
In these times, many Marketers want to maximize their ROAS (Return On Ad Spend) and therefore focus on conversions. If this is the case, make sure to focus the design of your landing page on this performance objective. A simple and neat presentation, combined with a clear CTA, will allow you to maximize conversions.
6. Deliver a coherent and unified message
Consider how your landing page reflects and reinforces your overall marketing strategy. A consistent landing page will increase brand awareness and engagement with other campaigns. Pick up on the color palette and creative used elsewhere. Consider adapting your copy to align with your other touchpoints. This will amplify the impact of your landing page as an integral part of the consumer journey.
7. Align your ad creatives to your landing page
Make sure your landing page design matches your ads – use the same or at least similar creative. This will create a more consistent user experience and increase the chances of conversion. Landing pages that don’t match the design of an ad can appear misleading and inauthentic, leading to lost conversion opportunities.
8. Premium or not, choose according to your brand
A more premium look and feel is sometimes necessary, but not necessarily for all campaigns and brands. What you need is a functional and simple design, focused on the core characteristics of your brand.
9. Create landing pages for each segment of your target audience
Determine your customer profiles, what motivates them to buy, and their needs. Try to create different landing pages for each target group so that you can personalize the content. Personalization has become an essential, almost mandatory, element to increase your conversion rate.
