Landing Page Must-Haves – The Essentials of Landing Page Optimisation

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Landing pages are considered vital to online business success and therefore familiarising yourself with landing page must-haves is also essential. The magic happens when your visitor interacts with your site and landing pages facilitate this better than any other page. The better your page the better and more successful your online marketing campaigns will be. So what are the landing page must haves that are essential for a successful online marketing campaign?


Keep Objectives/Offers Simple

The first point on our landing page must-haves list is around page objectives. The best landing pages have one simple objective. Here are some examples:

  • Download a document / app
  • Start a free trial
  • Make an appointment
  • Make a purchase
  • Sign up

Through keeping the objective simple it is clear what you want the visitor to do. Your aim is to make it an easy process and to make your offer appealing through good use of your unique selling points.
One way to build email lists and generate leads is to give something away for free in exchange for an email address. Holiday companies often giveaway brochures and then remarket via e-shots using this method.


Context is King

Next up on landing page must-haves is context. To make your campaigns cost effective ensure you have context between the traffic driver (PPC,social, organic etc.) and your landing page. In practice this means that the copy that appears on your ad, social media blast, etc, must also feature on your landing page. Preferably, this should be in large and distinct fonts.
For example if your ad reads:

Car drivers!
MOTs while you wait – no retest fee
Book today and keep on the road

Then this copy should also appear on your landing page. Crucially this will link the ad to the landing page, hold the attention of the visitor and allow other information to sink in and prompt your visitor to interact.


Optimise Your Forms

Forms often feature prominently on landing pages and therefore certainly need a mention on our landing page must-haves list! In our ad above the landing page may contain a form to book an MOT. The guiding principles of forms are:

  • Only ask for necessary information as this keeps them as short as possible. Long forms are off putting
  • Make sure the form is the first page element your visitors see. Place it above the fold. On a mobile make sure that it appears after the first USP. This implants the idea in your visitors that they should complete the form
  • Make the form stand out from the rest of the page. Consider putting it in a different colour to the other page elements
  • Make sure the submit button contains your call to action and is a different colour to the form itself so that it stands out. In our ad example above “Keep on the road” could make for good button text
  • Give the form a title and make this clear. So in our example above you could title the form Book my MOT. Make it clear that the form is to be completed in the copy of the landing page and refer to it by the title. “Complete the Book my MOT form to get a great value for money deal.”


Unique Selling Points

To sell anything to anyone you should always feature your USPs. Start with the ad, social media blast, etc. and then construct the landing page around this. This not only ensures you will feature your USPs it also ensures context. Test different ways of communicating your USPs. Iterating on previous test results ensures you’re always working to improve conversion rates.

AIDA (Attention, Interest, Desire, Action) still applies in making your landing page as effective as possible. Always feature testimonials where possible as this often helps seal the deal.


Link Ratios

Always keep link ratios to a minimum on landing pages. The ideal link ratio is 1:1. That is to say one landing page to one link, say a submit button. This is impossible if you are using Google’s ad network for example as they will penalise you. That said, you can still keep the links taking your visitor away from the page to a minimum. You don’t want to distract them from converting.


  • Removing the site menu
  • Making your logo a link to the homepage to keep Google happy
  • Using smaller font size on links that can potentially distract a visitor from conversion
  • Always show Terms and conditions, Privacy policy, About, and Blog page links, but keep them small.


Landing Page Must-Haves – Summary

As you can see, landing page design really isn’t rocket science – it really is as simple as, er…. keeping it simple (the KISS principle certainly applies here). Remove distractions, highlight your USPs and only ask for essential information when using forms. Now all that’s left to do is for you to work through your landing pages and put together a testing roadmap to incorporate these landing page must-haves into your own.


Published on May 2nd, 2017

Author: Phil Williams

Phil is the founder of CRO Converts. He has had the opportuntity of creating successful testing and personalisation strategies for many of the UK and Europe’s leading brands.

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