Landing pages: what they are, examples, tips, & best practices


Learn the true definition of a landing page, và what most marketers get wrong about that kills their conversion rates.

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Find out how a landingpage can boost the conversion rate of nearly every chiến dịch you run.


Uncover the secrets khổng lồ a high converting landing page by seeing how the world’s leading brands create their pages.


Educate yourself on each element that goes inlớn creating a persuasive sầu landing page.


Discover the numerous types of landing pages you can use lớn guarantee success of different campaigns.


Sort through real-life case studies that showcase the strategies industry’s leading testers and designers use.

What is a Landing Page?

Many marketers would have you believe a post-cliông chồng landing page is simply any page a visitor lands on after clicking through an advertisement or promotional links. That’s incorrect.

While countless campaigns use a variety of trang web resources (like homepages, “About” pages, or “Contact Us” pages) as post-clichồng landing pages, that does not make them post-cliông chồng landing pages.

Think of it this way: You could use a baseball glove sầu to retrieve a hot dish from the oven, but that doesn’t make your baseball glove sầu an oven mitt.

Similarly, directing visitors lớn your homepage or “Liên hệ Us” page doesn’t make those pages post-clichồng landing pages. A post-cliông xã landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of convincing a visitor to act (lớn sign up, buy, download, etc.). This is generally powered by a robust trang đích cần seo optimization platform:

As businesses become more data-driven, post-clichồng landing pages become more popular for their ability lớn deliver high ROI. Research has shown that companies using 40 or more post-clichồng landing pages generate 120% more leads than those using less than 5.


The interpretation of that data is simple: If you want more conversions, you need more post-cliông chồng landing pages. And there are two major reasons why…

Why post-clichồng landing pages convert better than other web pages

post-cliông xã landing pages are different from most other web pages in two major ways. Proceed to lớn chapter 2 khổng lồ learn why post-clichồng landing pages were made khổng lồ convert, & why you’re wasting your marketing budget by directing visitors khổng lồ a homepage (or any other web page).

Why Every Promotion Needs Its Own Landing Page

There are two major reasons every promotion needs its own post-cliông xã trang đích. Both highlight why it’s a bad idea to lớn direct visitors lớn your homepage, or a generic page on your trang web like “About” or “Contact us.” They also highlight how post-cliông chồng landing pages can generate more conversions for any business. Here are those reasons:

User expectations need lớn be met with message match

When a prospect clicks through your advertisement or promotional liên kết, they’ll have certain expectations for the post-clichồng trang đích cần seo. It’s your job to meet those expectations with something called “message match.”

The following are a few examples lớn illustrate. First, a look at bad message match: This link advertises a 40% discount on “Deep Dive” courses…


But when you click the “Upgrade Now” button, the post-clichồng landingpage features only a vague mention of discounts; there’s no “40% off” offer in sight:


Instead, this Men’s Health campaign is what you should ayên for. First, the paid search ad:


Then, the post-click trang đích cần seo, which features great message match:

The headline matches the exact headline of the ad.The copy reading “15 training guides” matches the copy of the ad.The image of Men’s Health Magazine identifies the magazine with a visual representation of the offer.


When visitors arrive here, their expectations are met. There’s no question about whether this post-clichồng landing page is where they’re supposed lớn be, or whether they’ll be able to clayên ổn the offer that was presented in the ad.

On the other h&, without the mention of a 40% discount on the first post-cliông xã landingpage, visitors may question whether they’re able khổng lồ clayên ổn the offer advertised in the links. Prsự kiện similar confusion on your post-cliông chồng trang đích cần seo by making sure:

Your brand hình ảnh sản phẩm is on the post-clichồng trang đích cần seo.You use the same images on the post-click landingpage as you bởi in the ad.Your post-cliông xã landingpage headline & copy matches the corresponding ad headline.

Without strong message match, your post-click landing page visitors won’t trust you. And if they don’t trust you, they’ll bounce before they convert.

Prospects are easily distracted with an imbalanced conversion ratio

The term “conversion ratio” refers lớn the amount of outbound links on a page compared lớn conversion goals. On your post-clichồng trang đích, that ratio should be 1:1 — meaning, there should be only one outbound liên kết and one conversion goal.

Your conversion goal

This is the singular act you want visitors to take. If you’ve created a report post-click trang đích, your conversion goal is downloads. If you’ve built a miễn phí trial post-cliông chồng landingpage, your conversion goal is signups.

Each post-cliông chồng landing page should only have sầu one goal. If your post-click landingpage is built for the purpose of getting prospects lớn sign up for a không tính tiền trial of your service, it shouldn’t also attempt lớn convince them to lớn tải về a report. Two CTAs of “Download” and “Sign up” will steal conversions from each other. Instead, it’s better lớn build a separate page for each.

This practice is based on retìm kiếm that shows what happens when people are presented with too many choices.

In one experiment specifically, Sheemãng cầu Iyengar & her colleague Mark Lepper mix up a display table at a local grocery store, offering jars of jam at $1 off. On the first day, they presented shoppers with 24 types of jam to choose from, và on the second day, they put out only 6.

At the end of the study, the bigger display drew more attention, but it also generated 10x less sales.

Additional research from Iyengar shows that, when offered more options, people…

Delay choosing (a phenomenon known as Hick’s Law), even when it goes against their self-interest.They choose things that are worse for them.They are less satisfied with their choice, even if they persize objectively better with it.

Every additional option presented on your post-clichồng landingpage, whether that be a second offer or several outbound liên kết to lớn other website pages (which you’ll learn about below), can potentially decrease prospect satisfaction và detract from your conversion rate.

Outbound links

These are any liên kết that drive sầu users off your post-cliông xã landingpage. There should be no outbound link in your logo sản phẩm, in the body toàn thân of your page, or any liên kết in a navigation thực đơn (because your navigation thực đơn should be non-existent… more on that later).

The only links that should drive sầu visitors off the page is the one in your call-to-action button. When they clichồng it, your visitors should be directed to lớn the next step in the conversion process — whether that’s another post-cliông chồng trang đích or a “thank you” page. Any other outbound links detracts from your conversions.

Here’s a page from ActiveCampaign designed to eliminate distractions with a conversion ratio of 1:1:


On it you’ll see two CTA buttons, but both accomplish the same goal by guiding visitors toward signing up for a không tính phí trial.

This post-cliông xã trang đích, however, has a conversion ratio of more than 10 to 1 because of social icons and link in the footer:


Here’s another page with a conversion ratio of more than 5 to 1:


Remember: Each outbound liên kết that’s not in your call-to-action directs visitors off the page, which makes it less likely they return to lớn convert. When that happens, your overall campaign suffers.

Campaigns That Benefit From Targeted Landing Pages

Any kinh doanh campaign can benefit from the help of a targeted post-click trang đích cần seo, but it’s paid promotions that absolutely should not be run without one. When you’re spending valuable chunks of your budget to lớn generate traffic, outbound link & lack of message match can translate khổng lồ lost dollars. The following are chiến dịch types that should not, under any circumstances, be run without a post-click landing page…

Paid search campaigns

If you use Google Ads or Bing Ads khổng lồ drive sầu traffic, your chiến dịch won’t reach its potential without a post-cliông xã landing page. Google has made it clear in its advertising guidelines that post-cliông chồng landing page experience has a giant impact on Quality Score.

Without a dedicated post-cliông chồng landingpage relevant lớn your visitors’ tìm kiếm, your chiến dịch will be penalized, which will result in lower ad visibility và ultimately less traffic lớn your website. According to lớn Google:

post-click landing page experience is Google Ads’ measure of how well your website gives people who cliông xã your ads exactly what they’re looking for—quickly và effortlessly. Your post-clichồng landing page is the URL people arrive sầu at after they clichồng your ad, và the experience you offer affects your Ad Rank and therefore your CPC và position in the ad auction. Your ads may show less often (or not at all) if they point lớn websites that offer a poor user experience.

Those aren’t empty words, và here’s proof: When Jacob Baadsgaard of Disruptive Advertising began driving a client’s paid tìm kiếm traffic khổng lồ dedicated post-clichồng landing pages, he saw their cost per lead drop by more than half:


Paid social truyền thông advertising campaigns

Paid social media advertising has gotten much more powerful in the last several years with the fine-tuning of pinpoint targeting (và retargeting) capabilities. But those targeting capabilities are wasted if you skết thúc traffic to a web page with general & scattered information (lượt thích a homepage or an “our services” or “products” page, for example).

Highly targeted ads need highly targeted post-click landing pages with message match khổng lồ generate maximum ROI. If you know enough about your users to reach them with laser-targeted advertising parameters, you know enough about them to deliver a highly relevant post-cliông chồng landing page experience.

Those who cliông chồng your ad vày so because they’ve caught the scent of information that could help them solve a problem. That’s why it’s important you deliver exactly what you promised in your ad.

Retargeting campaignsThe average Google Ads conversion rate on the search network is 2.7%. On the display network, it’s just 0.89%. That means it’s likely anywhere between 97% and 99% of your traffic is going to need khổng lồ be drawn baông xã khổng lồ your post-clichồng landing page.


With personalized retargeting campaigns that deliver ads based on prospects’ behavior, you can vị that. Tools lượt thích the Facebook Pixel and companies like AdRoll allow you to send ads to visitors based on their behavior on your trang web.

And according to lớn Markekhổng lồ, the technique can boost conversion rate by 2-3x on your post-click landing page:


Thư điện tử sale campaigns

E-Mail is still marketers’ most valuable channel, delivering $44 in ROI for every $1 spent. When combined with targeted post-clichồng landing pages, that revenue potential gets even higher.

In their State of Email Marketing Report, GetResponse names post-cliông chồng landing pages as one of the 8 “critical factors” of gmail kinh doanh success. That’s no surprise, considering studies show that personalized emails generate six times more transactions, và every personalized gmail requires a personalized post-cliông xã landing page khổng lồ match. In an article on the Campaign Monitor blog titled, “How email sale + post-clichồng landing pages work together lớn get awesome results,” Sal Partovi explains why:

When a subscriber clicks on an offer in an email và is taken khổng lồ a post-clichồng landingpage, he or she is focused on one task and one task alone. That increases the likelihood of a subscriber following through with the action.

What happens if there isn’t a specific post-clichồng trang đích cần seo for an email offer? Most likely the subscriber is taken to the homepage, or a sản phẩm page và has khổng lồ figure out how lớn take action.

Of course, your homepage is also full of a dozen other link, tab, và images. All of these things can be distracting to lớn this particular subscriber who just wants lớn follow through with the action outlined in the email. That’s why post-cliông chồng landing pages are so effective sầu. They cut through the clutter. A subscriber is less likely to lớn get sidetracked, or confused because he or she arrives on a page that focuses on the offer from the tin nhắn and allows hlặng or her lớn take action.

Customizing your post-cliông xã landing page lớn your campaign

By far, the two biggest benefits that post-cliông chồng landing pages provide to your visitors are personalization and focus. But what kind of kiến thiết does it take to provide them? Learn more in the next chapter…

The Anatomy of a Landing Page That Converts

Converting a visitor takes the cooperation of many design elements. Together, they not only need to form a persuasive sầu argument, but a usable post-cliông chồng landingpage as well. At the bare minimum, here’s what you’ll need to lớn include on your post-clichồng landingpage lớn compel prospects lớn act:

Non-existent navigation

In most cases, navigation links are helpful to lớn trang web visitors who want to learn more about your business via different pages lượt thích “About” or “Services.” On your post-clichồng trang đích, though, they shouldn’t be needed. Here’s why…

Your post-click landingpage is a virtual elevator pitch. It’s a one-page summary of your offer that provides visitors all they need khổng lồ know to lớn decide whether or not khổng lồ convert. If it’s not relevant lớn the offer, it shouldn’t be included in your thiết kế.

That means most of the information on your “About” page — lượt thích the story of how your company started — probably isn’t necessary. Your blog content isn’t either.

Every time you offer visitors a links lớn another page on your website, you offer them an escape ronesoute. And by doing that, you’re killing your conversion rate. Here are two case studies that prove it…

HubSpot tested two versions of a post-clichồng trang đích — one with navigation liên kết, and one without:


Here were the results:


Every statistically significant demo showed that post-cliông xã landing pages without navigation converted more visitors than ones with navigation. In one case, removing navigation boosted conversion rates by nearly 30%.

Another case study from Yuppiechef và VWO showed something similar, but even more impressive. Here’s the original:


And here’s the variation, without navigation:


This one boosted the conversion rate by 100%!

And while these tests focus on navigation liên kết in the header of your post-clichồng landing page, there should be no navigation liên kết anywhere in your kiến thiết. They shouldn’t be in your subheads, body copy, or even your footer. It’s been mentioned multiple times but it’s worth repeating: Navigation links kill conversion rates.

An alluring headline

Without a call-to-action, no one will be able khổng lồ convert on your page; without benefit-oriented copy, they won’t know why they should. But without an alluring headline, your visitors won’t stick around long enough to see any of the other elements on your post-clichồng trang đích.

That makes your headline, in a way, your most important kiến thiết element. Here’s how to make the most of it:

How khổng lồ create an effective sầu headline

You may not realize it now, but the subheading above sầu this text contains a powerfully persuasive phrase. It’s likely been used in more headlines than any other string of words since the dawn of modern advertising — and for a reason: It works.

That phrase is “How to.”

And the reason it works is because it plays to lớn visitors’ self-interest. When they see a headline beginning with the words “How lớn,” they know they’ll learn, or improve by claiming & using the content. Here are a few examples from current campaigns:

SEMrush Team: How to lớn Get Customers to lớn Your Local Business with Facebook AdsSocial Media Examiner: How To Use Facebook Stories For MarketingContent Marketing Institute: (New Webinar) How to lớn Build Your Thư điện tử ListEric Sui: How to lớn Analyze Your Competition in Less Than 10 Minutes

Of all strategies, this is the safest to use. You can’t go wrong with a headline that starts with “How to lớn.”

On top of the need lớn improve, there are other innate needs we all possess that skilled copywriters can take advantage of…

The need to satisfy curiosity

When we read headlines like “The One Skill That Will Take Your Writing From Good To Great,” we can’t help but cliông xã through them. The reason is something called the “curiosity gap.”

According to lớn Joanna Wiebe of Copyhackers, who used the curiosity gap lớn boost clicks on a pricing page by 927%, the curiosity gap is defined as:

“The space between what we know và what we want or even need khổng lồ know.”

Here’s an example, from the A/B test she conducted…

First, variation one of the pricing page:


Second, variation 2 of the pricing page:


The results of the demo were as follows:


Clicks khổng lồ the gold plan in variation one were boosted by 927%. A closer look reveals why:

You’ll notice that, on the first variation, the gold plan isn’t listed in the pricing infographic. Instead, it’s just below it. The text reads:

“Got a big list? Choose the gold plan for up to lớn 350,000 contacts, 3.5 million emails per month, and 4x the tốc độ.”

The one thing it was missing: price. Because users wanted khổng lồ know how much the gold plan cost, và because it wasn’t listed on the page like the other plans were, they had lớn cliông xã through khổng lồ find out. Hence the boost in clicks.

Some curiosity headline examples:

eMarketerFYI: (New Report) Uncover Email’s Hidden MetricsNextDraft: This Is What Drives UsEric Siu: Swipe this khổng lồ grow your company

Be careful when creating this kind of headline, though. Relying on curiosity alone to get your nội dung read is dangerous. If the curiosity gap is too large, visitors may not be tempted khổng lồ read the rest of your post-cliông chồng landingpage at all.

For instance, in the examples above sầu, “This Is What Drives Us” is a headline that creates too large of a gap. Readers will likely wonder, “What does that even mean, và why should I care?”

The best curiosity headlines include an element of self-interest. Visitors should never have lớn ask themselves “Why should I care?”

A better example is the “Swipe this to lớn grow your company.” The element of curiosity is there, & claiming whatever “this” is will help readers grow their business.

The need to solve sầu our problems quickly

A universal truth about humans is that we’re all inherently lazy & greedy. Some say it’s evolutionarily embedded within us: We only exert effort when we have lớn as a way to conserve our energy for survival-related tasks.

That means we want the most return for the least amount of work — always — which is why “quiông chồng & easy” headlines work so well. They position your offer as an effortless solution lớn prospects’ problems.

Here’s an example from AWAI:


The words “fastest” và “easiest” draw the reader in, as does the phrase “just 10 exhilarating và highly-productive hours.” Most people would jump at the chance to lớn learn skills they can turn into a six-figure career in such a short amount of time.

This can work for nearly any sản phẩm or service. Ask yourself: What does my offer turn people into?

Software can create agile marketers; courses can create master storytellers. Determine how your product or service transforms your visitors, và let them know in your headline.

The need lớn stay up-to-date with knowledge

As the world advances at a frantic pace, we all have sầu a need to lớn keep up with the newest tools and knowledge to lớn solve sầu our problems.

If your offer is a new arrival that can improve sầu your prospects’ lives in a way they’re not familiar with yet, it’s important lớn let them know like these headlines do:

Introducing LinkedIn Lead Gen FormsAttention sophisticated marketers and early adopters: Be aao ước the first khổng lồ try self-service Sponsored InMailnăm 2016 E-Mail Marketing Metrics Benchmark StudyNEW DATA: Does Social Sharing Impact Organic Ranking và Cost Per Click?

As is the case with quick & easy headlines and curiosity headlines, news headlines work best when combined with self-interest. Without a reason lớn cliông xã through, visitors won’t.

Xem thêm: (200+) Mã Giảm Giá Tiki Tháng 5/2021, Coupon Khuyến Mãi Mới Nhất

A compelling call-to-action button

Designing an effective sầu call-to-action button is more complicated than you’d think. It takes more than simply throwing words on a shape that’s hyperlinked khổng lồ your “thank you” page. Carefully, you need khổng lồ piông chồng the right copy, kích thước, shape, location, & color.

1. Copy

The traditional call-to-action makes little sense. Up until now, marketers have sầu focused on emphasizing what readers have to lớn vì chưng to lớn clayên an offer, using words like “Download” and “Request.” But usability expert D Bnonn Tennant thinks CTAs should be written a different way:

After spending hours on funnels & objectives, sequences & timings, it’s only natural we start thinking in terms of what our prospects must vày to lớn trigger the events we have planned.That’s why we talk about the điện thoại tư vấn to lớn action — we are asking our prospects khổng lồ bởi something.

The trouble is, that’s backward. Prospects want khổng lồ know what they get, not what they have sầu khổng lồ do. Rather than calling our prospects to lớn action, we should be giving them the payoff we’ve sầu promised. We should be emphasizing what you will bởi for them, not what they must do to lớn get it.

For example, Impact Branding & Design used the idea to lớn optimize a CTA button on an ebook post-clichồng trang đích cần seo. The original button read “Free Download:”


The variation, though, emphasized the benefit of claiming the download with the copy “Show Me How To Attract More Customers”:


The new button improved conversions by nearly 80%:


Take another example, this time from Empire Flippers, who changed their CTA from “Join Us” to “Make Money Flipping Websites.” The result was a 33.1% boost in conversions:


Here’s one last example lớn drive sầu the point home page, this time from Roader Studquả táo. First, the CTA before:


Then, the adjustment, which brought an 8.39% increase in conversion rate:


The next time you create a post-cliông chồng trang đích cần seo offer, don’t make your visitors work khổng lồ claim it. Instead, get them excited khổng lồ clayên it by emphasizing the benefit of doing so on your button (exception: if you’re creating a sales page. In this case, it’s best khổng lồ be clear with a CTA like “Buy” or “Purchase” or “Donate,” so prospects know their card will be charged when they cliông xã the button.)

Beyond copy, there are three things you need khổng lồ keep in mind when designing your CTA button:

2. Size

If your button is too small, it won’t just be harder khổng lồ notice; it’ll be harder to cliông chồng too. Most people access the mạng internet via thiết bị di động devices now, which means your button has to be a big enough target for your prospects’ fingerpad.

An MIT study shows that the average touchpad is between 10 và 14mm, which makes 10x10milimet a good minimum button size:


Any smaller than that, retìm kiếm indicates, and your button will be too little of a target. Visitors will frustrate themselves trying lớn push it:


3. Shape

If you make your button in the shape of a star, chances are visitors won’t know it’s a button. That’s because they have a preconceived idea of what a button looks like based on encounters in real life & online.

The keys on their keyboards are buttons they’re used khổng lồ pressing, so are ones online that look like this:


Here’s an example of a button they won’t recognize:


The amorphous blob in the lower-right corner doesn’t resemble a button at all. When designers altered it to lớn look more like a traditional button, conversions predictably increased:


With a traditional rectangular shape, and textual clues like “Add To Cart” in bloông xã lettering, the new button indicated its clickability.

Other effects, lượt thích shadowing, can make a button more easily identifiable by creating a 3 chiều appearance.

The technique falls under a concept known as “skeuomorphic kiến thiết,” which revolves around creating identical digital versions of real-life objects. Here’s an example of a calculator created with skeuomorphic methods:


Buttons created with effects lượt thích these are best used on audiences who aren’t as internet-savvy. For seasoned users though, flat thiết kế techniques may work just as well. Here’s the calculator again, this time created using flat design:


Notice that there are no 3D effects used, lượt thích drop shadows or excessive shading. If buyer persomãng cầu retìm kiếm indicates that your target audience is made up of veteran web users, this style button can work well too.

For a happy medium, consider “Flat 2.0.” The kiến thiết style strikes a balance between the overly formatted skeuomorphic button và the minimalistic flat button. It uses shadows và shading to lớn indicate pressability, but it does so subtly. Here’s a Flat 2.0 button:


Ultimately, the effects you add to the shape of your button will depkết thúc on who you expect lớn click it. The shape itself, however, should remain rectangular. Take a look at these 100 post-cliông xã trang đích examples. You’ll find no round, square, or octagonal buttons.

The reason comes baông xã khổng lồ Jakob Nielsen’s Law of the Web User Experience, which states something obvious but valuable to your page design: Internet users spover most of their time on other websites — not yours. That means they develop their expectations of how the web works on those other websites.

So, if every other post-clichồng trang đích features a rectangular button, yours should too. Sacrificing usability for uniqueness (like in the RIPT Apparel example above) can get your page abandoned.

In copywriting, it’s important to lớn separate yourself from your competition. But when it comes to lớn thiết kế và usability, deviating from the norm can confuse & frustrate visitors inkhổng lồ leaving your post-clichồng trang đích cần seo.

4. Location

You’ve probably heard it a million times: “The call-to-action always goes above the fold.”

Usually, those recommending this “best practice” vày so because they’ve read that people don’t lượt thích khổng lồ scroll. But that’s not necessarily true.

Marketing Experiments proved that CTAs could work below the fold when they moved one from here (above sầu the fold):


…lớn here (below the fold):


The result was an increase in conversion rate by 20%. The cause, researchers say, has to lớn vì with the nội dung presented before the call-to-action:

If you just rotely put the call-to-action above sầu the fold, you may be making “the ask” before your potential customer sees the value in why they should act. Or, sometimes, before they even know what you’re asking. A long, ugly page with a call-to-action “buried” below the fold can outpersize this so-called “best practice.

That’s why, many times, you’ll see the call-to-action “buried” much further below the fold on sales pages. Before they can be convinced to hit the “buy” button, visitors to lớn these pages need to be presented with far more persuasive information than they would on a page offering a miễn phí ebook.

When deciding where to lớn position yours, consider your offer: If it’s complicated or expensive sầu, it may require more elements — lượt thích copy, testimonials, and media — to lớn convert the visitor. And that will inherently push the CTA button lower.

For instance, on longer post-cliông chồng landing pages like this one, a CTA button doesn’t appear until the visitor scrolls through thousands of words of copy and countless testimonials.

If your offer is simple or straightforward, though, a short page with the call-to-action placed above sầu the fold can be all it takes to convert a prospect. Such is the case on most post-cliông xã landing pages that offer không lấy phí resources lượt thích ebooks or reports. Here’s an example from Superior Visual:


But above or below the fold isn’t the only consideration you’ll need khổng lồ make when positioning your call-to-action button…

Consider this example, from Nature Air, in which the call-to-action button is placed to the far right of the page:


In that location, it was mostly missed by visitors, who upon arriving lớn the page likely followed this pattern of page consumption:

First, they noticed the photo of the surfers.Next, they were drawn khổng lồ the headline “Tamarinvì chưng Flights.”Finally, they continued down the remainder of the page to lớn consume text and subheaders until they reached the bottom.

In that entire progression, readers missed the call-to-action because it didn’t fit into their natural flow of consumption. Since the right sidebar tends lớn contain less relevant information lớn the visitor, lượt thích ads và navigation liên kết, it usually gets noticed less than the left side of the page. Research reinforces this:


When the button was moved to lớn accommodate visitors’ reading style, conversions boosted by 591%:


To accommodate the natural progression of the visitor, you need khổng lồ underst& how they read. That will be covered in the next chapter.

5. Color

If you’re new lớn post-click landing page design, you probably stay away from green buttons. In their place, you prefer red ones because they generate more conversions. Aao ước other case studies,this one from HubSpot proves it:


But a closer look at this study reveals that the takeaway isn’t “red beats green in all cases.” Instead, it’s that the button which stands out more earns more attention.

In this instance, red beats green because it better contrasts other page elements. Green, the color of the original CTA button, is already included on the page in several places: the logo, the image, and an icon at the bottom of the page.

What it comes down to lớn is this: People need khổng lồ know where to lớn cliông xã to convert.

High-performing CTA buttons don’t attempt khổng lồ subliminally convert prospects with color psychology. Green’s relation to “go” or “environment” and red’s “danger” connotation have little to lớn vì with their ability to lớn convince people to lớn click.

Instead, it’s contrast & clarity that makes them so appealing to lớn visitors. A red button screams “here I am” to lớn the visitor upon arrival. In this case, a green button doesn’t.

Skimmable, benefit-centric copy

Writing for someone who doesn’t want khổng lồ read isn’t easy. On your post-cliông xã landingpage, that’s what you’ll need to lớn bởi, since visitors are there strictly to lớn evaluate your offer. They don’t want khổng lồ pleasure read.

What they want to know is if your ebook is worth downloading, your sản phẩm is worth purchasing, or your webinar is worth attending — and they want to know quickly. Even early research indicates prospects decide in an instant whether they should read your copy.

Decades ago, Munich’s Direct Marketing Association ran one of the first studies that aimed to discover how people read. With cameras, they watched subjects’ eyes intently as they encountered a freshly printed page for the first time. They found that…

People “entered” the page through the “biggest splash of ink” — the dominant headline or image.Next, readers scanned down the page, looking khổng lồ captions, bolded words, bulleted text, and short paragraphs.Lastly, they read regular, unformatted body copy.

To accommodate that style of reading, you’ll need to lớn emphakích cỡ your offer’s benefits concisely. Here’s how…

Legibility, readability, và comprehension

According khổng lồ famed usability expert Jakob Nielsen, lớn write copy people read, you need khổng lồ optimize for three things:


Here’ an example of an illegible typeface:


And here’s another:


To be legible, your post-cliông chồng landingpage copy:

Should contrast the page it’s written on (dark fonts on a light page).

Here’s an example from Royal Discount và VWO that shows making a fonts more legible can result in a conversion increase. First, the control page with the small “Sale Price” type:


Then the variation, which drew more attention with a larger và more legible “Sale Price” type:


The result was an increase in “Add khổng lồ cart” conversions by over 36%!


Readability has to lớn vị with how easily lines và blocks of text can be read by a visitor. To make copy readable, you have sầu to pay attention to:




Stoông chồng phrases & unnecessary adverbs: “Fact of the matter is,” “that being said” — they’re just two examples of phrases that contribute to your word count without adding value. Cut them, along with unnecessary adverbs that could be substituted for something clearer và less verbose. For example, “Move quickly” becomes “dart.” “Absolutely perfect” becomes “perfect.” On your post-cliông xã trang đích cần seo, where attention is low & time is valuable, it’s important khổng lồ make one word bởi vì the work of two.


The third & final necessity for skimmable copy is comprehension, which centers on the issue of whether your visitors can actually understand your offer. To maximize comprehension:

Cut ambiguous nội dung. Your hàng hóa isn’t “premium” or “great.” It’s fast, or it’s durable. It doesn’t “improve sầu sale performance.” It “turns you into a master copywriter, capable of selling anything with the written word,” or even better: It teaches you all the skills you need to know lớn become an in-dem&, six-figure copywriter.

Being clear about what your offer can provide is crucial for comprehension. A study by Sheemãng cầu Iyengar showed that when employees were told khổng lồ imagine all the benefits of saving money, they were 20% more likely to lớn open a retirement fund. They also committed khổng lồ contributing 4% more to lớn it regularly than those who were not instructed khổng lồ consider the benefits of saving money.

Engaging Media

Where words fail to lớn convey the value of an offer, visuals can excel. Studies have sầu shown that it’s far easier for people khổng lồ process images than text, which makes sense when you consider humans largely interpret the world around them without the help of words.

On your post-click landingpage, visuals like explainer videos can detail how your offer works, và images can help your visitor imagine how your hàng hóa or service changes their world for the better.

At the same time, visuals aren’t a one-size-fits-all solution. The type you choose khổng lồ persuade your visitors depends on what you’re offering.

Here are a few types you might consider using on your post-clichồng landing page:

post-cliông chồng trang đích images

Picking the perfect image to represent your offer is tough. You might wonder what you should choose: a shot of your product or a Model using it? Should you include a photo lớn of your ebook cover, or a page within the book itself?

Whatever you decide, it’s important to rethành viên one crucial guideline for adding images khổng lồ a post-click landing page:

Always be informational. If an image doesn’t help visitors evaluate your offer, it doesn’t belong on your post-click landingpage. Here’s an example of a no-value-added image:


Retìm kiếm from Nielsen Norman Group shows that generic images lượt thích these get ignored. Below is a map that tracked a group of mạng internet users’ eyes as they scanned a website page. Notice how the stoông xã image goes completely unseen:


To get the most out of your post-clichồng trang đích image, it’s key to lớn ensure you piông xã one that actually contributes to lớn the goal of the page. Here are a few to consider:

Hero shots

These images (và sometimes videos) tout your hàng hóa in a different way. Instead of spelling it out in words, a hero shot shows a visitor what the benefits of claiming your offer are:


Here’s an example from Angie Schottmuller:


Both photos show the sản phẩm, but the one on the right helps visitors visualize its benefits. Here’s another one for the same offer:


This type of image can work for nearly any product or service — from lawn care lớn watches, & even software. Learn more about creating epic hero shots here.

Product images

A good hàng hóa shot enables a visitor lớn see the ins and outs of your offer. If that offer is technical, this is an effective way to lớn showcase its features:


This backpachồng has lots of pockets and angles và straps. Several hàng hóa photos help people better underst& it. If your offer similarly has many features that need khổng lồ be highlighted in order khổng lồ help visitors make better buying decisions, this type of media may be appropriate.

If you vì take sản phẩm photos, put yourself in the mind of the visitor. What will they need to lớn see to lớn evaluate your offer fully?

For example, most ebook post-cliông chồng landing pages feature a picture of the resource’s cover. But, that doesn’t help visitors evaluate what’s on the inside of the ebook. Instead, a pđánh giá of the inner content would, as shown on this this Relevance post-cliông xã landing page:


Remember: Developing great images for your product isn’t just about using the right camera or finding the right lighting. It’s about creating something informational that your visitors can actually use.


Conceptualizing data can be hard for the average consumer. On your post-click landing page, infographics lượt thích charts và graphs can make statistics more accessible. Here’s a basic example from Five9, a Gọi center software provider:


The small bar graph helps people conceptualize exactly how much Five9 can improve sầu gọi center effectiveness.

Here’s another example from Malwarebytes — an infographic that helps visitors compare the company’s various plans:


And here’s one more from Wrike, which draws attention lớn the benefits of using the software according lớn customers:


If persuading your prospect to convert involves comparisons or the presentation of numbers, an infographic can be a powerful way khổng lồ illustrate the data mix.


On post-click landing pages, icons are especially useful for the reasons presented before. First, people are able to lớn process images more quickly & easily than text. A well-designed inhỏ can make an idea or action more recognizable.

Second, people don’t lượt thích khổng lồ read. Like bullets, icons can break up unnecessarily long blocks of text. Take a look at how QuickBooks uses them on this post-click landing page:


Each complements the accompanying text well in a recognizable way that enhances comprehension. The “Effortless Invoicing” icon, for example, uses lines behind a slanted image of a document to lớn communicate movement & indicate a speedy invoicing process.

The “Get payment instantly” ibé helps people underst& that customers can quickly và easily pay with trương mục information stored in the cloud. If you choose to incorporate icons into lớn your post-click landing page kiến thiết, make sure they’re…

big enough khổng lồ grab attention and see the details ofclear enough to understandthat they’re placed closely khổng lồ some type of accompanying text that helps clarify their meaning

Here’s a page that could benefit from some icons lớn break up the text:


Trust badges

These images make prospects more comfortable with converting on your post-click landingpage. They’re indicators that your website is safe to lớn complete transactions on, or that you operate a legitimate business.

Because visitors know little about what makes a site secure, & they won’t always have sầu time lớn retìm kiếm your company intensely, they look for seals or badges like the ones below as shortcuts to lớn determining your trustworthiness:


The Baymard Institute found that, among mỏi these, the most recognizable and trustworthy were as follows (for buyers specifically):


However, which you choose khổng lồ display will depover on the message you’re trying khổng lồ communicate. More on how to piông xã the right trust indicators later in this chapter.

post-clichồng landingpage videos

The website is becoming increasingly video-centric as people express their preference for watching online nội dung. One shocking statistic: American adults, on average, spover more time watching online video clip than they bởi working.

And so, marketers are now investing heavily in video. A majority of 93% report using the medium for sales, communication, & some khung of digital kinh doanh.

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On your post-cliông xã landingpage specifically, retìm kiếm has shown that incorporating video clip can boost conversion rate by 80%. Here are a few types that could potentially vì chưng it for your post-cliông xã landing page:

Explainer videos

When your sản phẩm is new or especially complicated, explainer videos can detail exactly how it improves your customers’ lives. These short, routinely animated clips often take visitors through a PAS scenario that introduces a problem, agitates it, then presents your offer as the solution.

Dropbox famously jump-started its company with a short & clear video clip mô tả tìm kiếm of its service:

Chuyên mục: SEO