• equation digital

how to create landing pages that convert

Updated: Oct 15

An effective landing page takes some know-how to get right. Your offer may be good and your PPC ads may be well optimised but without a decent landing page, your conversions are destined to suffer.

The key is understanding what it is your customers want to see rather than simply designing a page that looks good. How can you create a landing page that sells? We’ve pulled together our seven top pointers to help you get it right.

1) keep it simple

Possibly the most important piece of advice for a landing page is to keep it simple and clear. When a visitor clicks on your landing page, you don’t want them to be distracted by an overwhelming design, difficult to navigate features and an unclear pathway to conversion. Ideally you need to aim for one call-to-action (CTA) that the customer recognises as the conversion point.

Take a look at Spotify’s homepage for example. This landing page design features effective headlines, a clean layout, social proof, mobile optimisation, links for further information and, most importantly, a clear CTA that allows the user to sign up with the click of a button.

2) above the fold is best

Your most important features should be displayed above the fold for maximum impact. This could include your CTA, any forms and social proof which all encourage the visitor to convert with you.

By placing the more important elements higher up, it prevents the user from having to scroll through the page to find out what they want to find out. It also makes it clear how to convert if the user chooses to do so.

3) make your offer compelling

Whether it’s a newsletter sign up, a guide download or a product purchase, it helps to give the user a compelling reason why they should convert. Consider your USPs and why you think a visitor should convert with you over your competitors. Reasons could include:

  • Free delivery

  • Content featuring exclusive research

  • Competitive pricing such as a discount

4) optimise for each device

More than 50 percent of Google searches are carried out on mobile. Your landing page conversions are likely to suffer if they’re not optimised for mobile or even when they’re only optimised for one operating system such as iOS or Android.

While it’s advisable to optimise your landing page for the most popular device, it’s not possible to do it for every single one. You can analyse your landing page in Google Analytics by looking in Audiences > Mobile > Screen Resolution and/or Operating Systems, to check the top ten devices for your website. This insight can affect the way your landing page is designed allowing you to optimise for conversions by keeping the most valuable devices and operating systems in mind.

Take a look at the example from Netflix’s homepage. Both the desktop and mobile versions have been optimised for the appropriate devices featuring clear CTAs, uncomplicated layouts, information and USPs above the fold.

5) build bespoke forms

We advise our clients to avoid using iframes where possible. Although not every business can do so due to CMS integrations and restrictions, iframes can bring security risks to your site and aren’t as beneficial to conversion rates.

Instead, we recommend working with your agency to build bespoke forms whenever possible which essentially means your landing page form will best reflect your business and objectives instead of a generic form.

It’s also important to reduce the amount of form fields required on your landing page. Do you need a telephone number and an email address, or will one be enough? Visitors will be much more likely to fill in a form if it takes them just 30 seconds rather than two minutes.

6) create a personalised experience

Consider the keywords within your on-page content, this is an important part of improving the landing page experience. For example, Warrantywise have tailored their landing pages for the individual keyword such as ‘audi car warranty’ or ‘bmw car warranty’ generating unique pricing, imagery and headlines for the user. Creating a tailored experience based on exactly what a user wants to see helps to increase conversions.

page speed matters

There’s no point in a landing page being geared up for conversions if it doesn’t load fast enough for to keep users satisfied. Loading time is paramount to success, particularly for mobile which takes on average 87 percent longer to load than desktop. Here are just a few stats to get you thinking about the effect page speed can have on your conversions:

  • 1s – 3s: the probability of bouncing increases by 32 percent

  • 1s – 5s: the probability of bouncing increases by 90 percent

  • 1s – 6s: the probability of bouncing increases by 106 percent

  • 1s – 10s: the probability of bouncing increases by 123 percent

That’s an awful lot of missed users, especially if you’re paying for each click. We encourage our clients to check their landing page speed on both mobile and desktop. If you’re suffering from a slow load time, it could be as simple as reducing the image file sizes to speed things up.

Your landing page experience is proven to have a real impact on your Quality Score and conversion rate - take a read of our recent blog to find out more. As a result, it’s important to spot opportunities where your landing page experience can be improved to drive more conversions. Through our exclusive, in-house developed Landing Page Opportunity tool, we’re able to identify opportunities where CRO could uplift performance. Using CRO techniques to analyse the quality of your landing pages can help drive conversions while getting more from your budget and existing traffic.

If you want to know more about how your landing pages are performing and how we could help them work harder for your business, get in touch.


equation digital, Part of the IDHL Group



Company Reg Number 03984604
Registered Address: Central House, Otley Road, Harrogate, North Yorkshire, England, HG3 1UF

VAT Number: GB 108 3000 68)

Registered in England and Wales