12 Ways to Optimize Your Ad Landing Pages (with High-Converting Examples)
Are you running Facebook or Google Ads, but not getting the sales you want?
Besides ad creatives, it’s likely your landing page could be improved. By improving your on-page experience, you will start to see higher click through rates (CTR), time spent on site, and conversions.
Optimizing your landing pages isn’t the easiest task. As with any digital marketing tactic, landing page optimization makes sense when you’re focused on the long-term. Quick overnight optimization hacks are unlikely to product lasting results.
If you’re looking to not only increase your website traffic, but also convert more clicks to sales, then this post is for you!
Here are 12 landing page best practices to optimize your landing page for conversions and grow your business. Keep reading to see examples of these tactics being implemented by leading brands.
1. Have a clear strategy
One of the challenges businesses encounter with landing page optimization is not having a defined strategy.
You need a clear vision of what you consider success. Is your goal to build more trust, increase time spent on the site, or drive upsells and conversions?
One of the best ways to start developing this strategy is thinking about users’ intentions when learning about your product or service. Then, make sure your website provides a positive experience for them
2. Keep it simple and consistent
Consistency is underrated. When you’re thinking about design, it’s best to keep it simple.
You’ll want to consider the following design elements:
- color scheme
- font type and font size
- images, videos and other creatives
- call to action (CTA) buttons
Pro tip: If running social media ads, your landing page shouldn’t diverge too far from your ad itself. This helps improve consumer confidence that they are visiting the right place.
3. Provide value above the fold
You’ve likely heard that the most important information should exist where your visitors can easily find it.
This information should exist above the fold (the area at the top of your landing page, before users scroll down).
Customers may still scroll through your landing page, but only after you entice them. No matter the layout of your landing page, be mindful to make your best content easily accessible.
4. Find your optimal length
Landing pages are not a one-size-fits-all business. Individuals who click on ads have shown intent. They’re going out of their way to visit your website.
You should seek to understand what works for them because they are your potential customers.
Do your visitors respond best to long-form or short-form landing pages?
Test both to see which one offers a higher conversion rate. After you find what works, begin to tailor your ads to mimic your landing page.
5. Get visual
Ever wonder why Instagram and YouTube are today’s top social media platforms?
It’s simple. Visual and engaging content is growing at an increasing rate.
As a result, ad landing pages that include compelling visuals (high-res images and videos) convert more traffic.
Better yet, the visual content that you create can be used across a variety of social media platforms. Share your video on YouTube or write a blog post about it.
The possibilities are endless, and it helps to achieve more sales through landing page optimization.
Pro Tip: Even small changes like updating your hero image from a male to female can increase conversion rates. Marketing Land saw their conversion rate increase by over 200% by implementing this one small test.
6. Include a great call to action (CTA)
Your page should, without a doubt, include a call to action.
Call to actions are crucial because they tells your visitors what to do next and help to generate more conversions.
A good call to action is:
- easy to read
- has contrasting colors, and
- invokes an immediate reaction
Call to Actions often use text like Shop Now, Get Yours Today, Save 20%, or Book Now. Here are some call to action examples that help present your offer to a visitor.
If you have a particularly long page, don’t only include one CTA, you may need more than one!
Avoid irritating your clients, but also know that you want your CTA to be clear and accessible. If you don’t think that one CTA button is cutting it, it’s okay to show several on a longer site.
7. Focus on reviews
We live the age of reviews.
84% of people will consider an online review like advice from a friend or family member.
What are other people saying about you? How can you prove that you can do the job through other people’s testimonials? That’s what customers want to know!
Prioritizing reviews is one of the best ways to help your company grow. Make reviews a central part of your landing page and watch your conversion rate improve.
8. Keep up your SEO
SEO is all about driving traffic to your landing page.
Do you need to drive more traffic if you’re already using ads? Definitely!
Driving more visitors is never a bad thing. Consider people who didn’t see your ads. They’re part of your audience too.
There are a couple of simple ways that you can improve your SEO on your landing page.
The first is keyword research. Using Google Keyword Planner you can find the most common keywords people are searching to find your product. Include these keywords in your page title, body text, headings! The more places you can place the keywords the better.
Include social media buttons on your pages so customers can share your content. Search engines place a high emphasis on pages that are often shared. This is a landing page best practice.
9. Don’t forget to add contact information
Business is a give and a take relationship.
Sharing information like your business address and phone number up front can be a great way to appear more accessible. Without any contact information on your page, customers may lose trust. They may not know if you are a real company or how to reach you if issues arise.
Provide your name, phone number, address, and a map of where you’re located. Then build trust as you sell yourself as a business, instead of a random website.
10. Retain customers by avoiding the oversell
Undersell and over deliver – these are words to swear by in business.
When it comes to retaining customers, you want to ensure that you aren’t overselling your products or services on your ad landing page. Stick to the real claims and that you are comfortable with defending.
By exceeding customer expectations, they are more likely to come back in the future (repeat visitors) and even refer their friends.
11. Use statistics to engage
Did you know that 80% of internet users own a smartphone?
Who doesn’t love an interesting statistic?
Stats are great resources because they point to facts and figures you may not already be aware of. If you want to convince your reader of a claim, use some statistics on your landing page.
It’ll be one of the quickest ways to give a potential buyer something concrete about your product or service.
12. Make it skimmable
Let’s face it. You likely skimmed this article.
This might include reading the titles, glancing at individual paragraphs, or looking only for relevant information.
Skimming is inevitable on the Internet as our brain seeks to consume as much content as possible. To reach more users, you want even the skimmers to understand your page.
Make your pages skimmable so they are easy to understand. Include headings, bold text, and easy-to-read body text. These are all ways that you can improve your visitors’ ability to skim.
High-Converting Landing Page Examples
Now that you are ready to create and optimize your pages, let’s look at three examples of high-performing landing pages.
Promo.com’ landing page uses high-quality video to increase visitor engagement and ultimately conversions.
Promo includes a ton of video content on their landing page to promote their video creation platform. What better way to showcase their video services?
They also use a simple call to action (“Try for Free”) in many locations across their landing page. Compelling visuals throughout their landing page help them achieve more signups.
- Harry’s Razors
Harry’s offers a great example of providing value above the fold.
Visitors view their landing page after seeing a Facebook ad for a razor blade trial offer.
The branding of the Facebook ad carries through to the landing page. This helps customers know they ended up in the right place.
Harry’s landing page is very simple and concise. Visitors see all the important information about the fold, along with a clear CTA. They can continue scrolling down to learn more and engage with other relevant content.
Hootsuite offers a relevant message and uses visuals to explain their offering within a few seconds. Their social media icons clearly show which platforms Hootsuite connects with.
Hootsuite also provides an introductory offer (60 days free trial) with several CTAs spread across their page.
Further down the page, Hootsuite goes on to show statistics and reviews. A client testimonial from Hershel shows a 60% increase in brand positivity and a 20% increase in customer support satisfaction.
Using a range of titles and subtitles, Hootsuite makes their content easily skimmable.
These landing page best practices can help you achieve the optimizations that you are looking for.
Remember, the most important first step is developing a clear strategy. Keep your pages simple, skimmable, visual, and include statistics.
Add your contact information, reviews from previous clients, and use compelling CTAs to finish it off.
Reference the high-converting landing pages shown here as examples. Take some of their ideas and use them to craft your own pages.
Follow these steps, and you’ll be bringing in more sales before you know it!