10 Key Landing Page Features That Draw In Users
Headlines, Copy, and Trust Indicators
1. Page Headlines and Ad Copy
2. Clear and Concise Headlines
3. Impeccable Grammar
This page has one small grammar error, but that one error can make a difference in conversions. You’re asking visitors to trust you. Grammatical errors are not a good introduction.
4. Taking Advantage of Trust Indicators
This landing page from Mayflower uses the company’s average rating to display trust in their service.
Call-to-Actions and Buttons
5. Use a Strong Call-to-Action
After a visitor reads the landing page headline, is is crucial that they know what to do next. In the case of Mozilla Firefox, when they changed their call-to-action from
Try Firefox 3 to
Download Now – Free, it outperformed the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test.
Blue Apron has a strong call-to-action on this page. It’s clear what the user should do and even highlights a per person price.
6. Buttons & Call-to-Actions Should Stand Out
Identify the keywords people interested in your service might be searching for and use words such as
download now. A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it.
Placement and Content
7. Keep It Above the Fold
8. Always Be Testing
Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.)
9. Use Images and Videos That Relate to Copy
Bellroy uses great imagery and videos on many of their pages. Every product page has a great video and multiple images of that wallet. This makes selecting the right wallet extremely easy for buyers.
10. Go Easy on the Links
This landing page is designed well, but look at all those header links getting in the way of the message! Reduce the distraction level on your landing page by removing excess links.
What Colors Are Good for Different Sites?
Colors that entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare others away. They set the mood of a landing pages and influence a viewer’s actions.