How to Improve Landing Page Performance? With Checklist

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Let’s dive into the steps of improving your landing page performance to increase conversions and user experience.

Priority: High
Impacts on: Conversion, Messaging Clarity, User Trust
Effort to Implement: Medium

Your value proposition is the answer to these questions:

• What do you sell?
• Who do you sell to?
• Why should your users buy from you instead of your competitors? 
  
   

The answers to these questions should be clear i.e. easy to understand for the users.

These answers aka value proposition should be instantly visible to the user as they land on the landing page ie. the value proposition should be high in the visual hierarchy of the page.

It’s crucial that your value proposition is clear and prominently visible.

It’s basis the value proposition the users decide if they wish to engage ahead with your website or press the back button.

If your value proposition is not clear to users, they lose interest in your page, and don’t waste a second in pressing the back button.

On the other hand, if it’s clear to them and they are able to see the ‘unique’ benefits you have to offer, they would eagerly want to engage with your website to grab what you have to offer.

Landing pages with a clear value proposition have a 34% higher conversion rate.

In addition, if your value proposition is not prominently visible, users would be confused about what you have to offer, and a confused user is a ‘lost’ user.

Humans attention spans have become lower than that of a goldfish i.e. less than 9 seconds, so the value proposition must be instantly visible to the users, as they land on the page.

Example :

Basecamp is a well-known project management tool.

You can see on their landing page that they have clearly answered the questions mentioned above, in their value proposition.

• They sell a project management tool.
• They sell to small, hungry, fast-moving companies.

The tool offers features relevant to these small high-paced companies.

In addition, they have kept the value proposition right at the top of the landing page, in big, bold text. This makes the landing page instantly visible to their users.

How to implement

This is how you write a clear, prominently visible value proposition?

1. Understand Your Target Audience

Understand your ideal customer persona by analyzing their demographics, pain points, needs, and desires. A value proposition resonates only when it addresses the audience's specific problems.

2. Identify the Unique Benefits You Can Offer

List out the unique benefits of your product or service that your competitors don’t offer and your audience would find valuable. 

Highlighting what makes you unique ensures your offering stands out.

3. Craft a Clear and Concise Message

Now with all the insights you have, craft a clear message, answering the above-mentioned 3 questions, preferably within 1-3 short sentences.

This will be your value proposition statement.

The statement should be clear and simple so that it is instantly understandable.

Use words that are routinely used by your target audience.

 

4. Prioritize Visibility and Design

Put the value proposition at the top of your landing page, above the fold. It should be given the highest position in the visual hierarchy of the elements. Keep it big, bold and prominently visible.

5. Test and Optimize

Use A/B testing to compare variations of your value proposition, analyzing performance metrics like bounce rate, engagement, and conversions.

For A/B testing you can use tools such as Google Optimize or VWO to compare the variants.

Priority: High
Impacts on: User Engagement, Conversions, Time on Page
Effort to Implement: Medium

Your landing page design is the first thing that your users lay their eyes on.

It includes everything from the colours, typography, images, buttons, forms, text content to the header and footer menu of your website.

You need to make sure that all these elements come together, on the landing page, in a visually appealing way.

According to studies, 46% of people say a website’s design is the number one factor in determining a business's credibility.

Also, In a study by Google, researchers found that customers form a first impression of your website (or brand) within the first 50 milliseconds. There’s no thinking with this first impression—the visual aesthetics of the website form it.

So to leave a solid first impression on your users and convey that your users can trust you, have a visually appealing design in place.

A clean, organized, visually appealing design reflects professionalism and attention to detail. This attention to detail gives confidence to your users in your ability to provide high-quality of products and services.

In the screenshot below, you can see how Wayfair have kept their design visually appealing:

• No clutter, overall neat look
• High-Quality Graphics
• Visually attractive colour scheme (Purple and white)
• Visually attractive typography

Here is how to craft a visually appealing landing page:

1. Define Your Purpose and Goals

• Identify the primary purpose of the landing page (e.g., inform, sell, generate leads).
• A clear purpose is required so that you can align your design elements to power that purpose

Example: If the goal is lead generation, the design should emphasize a prominent call-to-action (CTA) and lead capture forms.

2. Understand Your Target Audience

• Research your audience’s digital behaviours.
• Consider factors like age, profession and familiarity with technology.
  
  Find out what is intuitive for your audience and what is not, in terms of design.
• Find out what colours, images, typography etc. your audience finds visually appealing.

3. Plan the Layout

• Sketch or wireframe the structure of your page using tools like Figma, Adobe XD, or Sketch.
• Decide on the placement of headers, images, text, forms, navigation, and CTAs.
• Make sure the page is not cluttered, by thoughtfully leaving the white spaces wherever required.
• Follow design patterns like the Z-pattern or F-pattern for readability.

• Ensure important elements like the value proposition and CTA are above the fold.

4. Choose a Color Scheme

• Select a primary color that aligns with your brand.
• Choose complementary or analogous colors for accents.
• Use contrast for readability (e.g., dark text on a light background).
• Colors set the tone and evoke emotions while maintaining readability.

5. Select Appropriate Typography

• Choose 1-2 font families (e.g., one for headings, one for body text).
• Maintain hierarchy with font sizes (e.g., larger fonts for headings, smaller for body text).
• Ensure legibility on all devices.
• Typography affects readability and contributes to the overall aesthetics of your website.

6. Incorporate Visual Elements

• Add high-quality images, illustrations, icons, or videos relevant to the content (at least of full HD quality).
• Use visuals to break up text and make the page engaging.
• Visuals capture attention and enhance understanding.
• Use consistent styles (e.g., flat icons or realistic images).

7. Mobile Responsive Design

• Make sure that the design adapts seamlessly to various screen sizes (desktop, tablet, mobile).
• Use CSS frameworks like Bootstrap or Flexbox for flexible layouts.
• With 60% of internet usage happening on mobile devices, your homepage (rather than the entire website) should be mobile-responsive.

8. Add Interaction and Animation

• Use hover effects, transitions, or micro-animations for buttons and links.
• Add scroll-triggered animations to guide users through content.
• Interactive elements make the design dynamic and engaging.
• Use resources such as CSS, JavaScript, or libraries like GSAP to add interactions.

9: Do A/B testing

• Implement the 2 variants of the design element you wish to test, and record the results for each.
• You can use the tools such as Google Optimize and VWO for A/B testing
• Post running the experiment, implement the winner among the different variants.

Priority: High
Impacts on: Conversions
Effort to Implement: Low

Once you have established trust through your visually appealing design and communicated your value proposition, you want to avoid any kind of friction in the user’s next step.

For that, your CTAs should be prominently visible to the user.

In 2000, the average human attention span was 12 seconds. By 2013, that number had fallen to 8 seconds, a second shorter than a goldfish. (You know, the fish is notorious for being unfocused.)

So if the user is not able to find the CTA in a few seconds, there is a high chance of drop off.

As a result, it's more important than ever to design the CTAs that capture attention quickly and effectively.

Example: Wayfair
Check out below what a great CTA Wayfair has crafted:
 

• It’s visually prominent - above the fold, right at the centre, and is a button.
• It tells what benefits users will get if they click on it.
• Its colours are contrasting with its background
• It’s short and easy to understand

Here is how to craft an attention grabbing CTA:

1. Name the CTA

• For naming the CTA, use action-oriented language.Start with a strong verb to encourage immediate action. Action verbs create urgency and motivate users. Examples: "Download," "Get," "Claim," "Start," "Discover."
• Also, highlight what the user will gain by clicking the CTA. People are more likely to act when they see value in it. Example: Instead of "Sign Up," use "Start Saving Time Today" or “Download my free guide.”
• If relevant you can create higher degrees of urgency, with some ‘time-sensitive’ words. Examples: "Limited Offer – Claim Now!" or "Start Your Free Trial Today."
• Keep the CTA name short Limit the text to a few words that are easy to understand. Concise CTAs are easier to process and act upon. Example: "Join for Free" is better than "Sign Up for a Free Membership Today."

2. Use Eye-Catching Design

 

• Your CTAs should preferably be buttons. Buttons grab more attention than links due to their design and clear call to action.
• Use contrasting colors for the button to make it stand out. 
• Choose a readable font and ensure the text size is large enough. 

All the above will put your CTA up there in the visual hierarchy of your website.

3. Place of CTAs

Position CTAs where they are most likely to be noticed: ‘Above the fold’, ‘After a piece of persuasive content’, and ‘At the bottom of the page’. Strategic placement maximizes visibility and interaction.

4. A/B Test and Optimize

Run A/B tests to compare different CTA designs, placements, and copy. Use tools like Google Optimize, VWO, or Optimizely. Testing reveals what works best for your audience.

Priority: High
Impacts on: Conversions, User Engagement, SEO Rankings
Effort to Implement: Medium/High

Page loading speed refers to the amount of time it takes for a webpage to fully display its content to a user after they click/enter a webpage URL.

It is typically measured in seconds and is a critical factor in user experience.

So, you need to optimize the loading speed to enhance the user experience.

A slow-loading homepage creates a bad first impression for users and can lead to a loss of trust and a high bounce rate. 47% of consumers expect a webpage to load in 2 seconds or less, and 71% of people will abandon a site if it takes more than 3 seconds.

Hence it’s crucial to optimize your landing page speed.

Here is how to implement loading page speed:

1. Analyze current performance

Use tools like Google PageSpeed Insights and GTMetrix to evaluate your current loading speeds and identify the bottlenecks.
 

This pinpoints the exact elements slowing down your page, such as large images, unoptimized scripts, or server delays.

2. Optimize Images

• Compress images using tools such as TinyPNG, ImageOptim, or ShortPixel.
• Convert images to modern formats like WebP or AVIF.
• Use responsive image sizes (srcset) for different devices.
• Enable lazy loading for off-screen images (loading="lazy" in HTML).

Images are often the largest assets on a webpage and significantly impact load time, so it’s important we optimize their loading. 

3. Minify and Combine Files

• Remove unnecessary characters, spaces, and comments from CSS, JavaScript, and HTML.
• Combine small CSS and JavaScript files into fewer files. Use tools such as MinifyCSS, Webpack or Gulp to do this

This reduces file size and the number of HTTP requests, and hence reduces the time to load

4. Enable Caching

• Configure browser caching to store static assets (images, scripts, CSS) locally on users' devices.
• Set appropriate expiration headers for assets. Tools you can use to do the above:
  • WordPress Plugins: W3 Total Cache, WP Super Cache.
  • Server Configurations: .htaccess for Apache, or cache settings in Nginx.

5. Use a Content Delivery Network (CDN)

• Distribute your content globally via a CDN like Cloudflare, AWS CloudFront, or Akamai.
• Store static assets (e.g., images, JavaScript, CSS) on CDN servers closer to users.

This reduces latency by serving content from servers geographically closer to users.

6. Implement Lazy Loading

Delay loading of images, videos, or other assets until they are visible in the user’s viewport.

This reduces the initial page load time by deferring non-critical content.

7. Optimize Fonts

• Use web-friendly fonts like Google Fonts and limit the number of font families/weights.
• Include only necessary character subsets (e.g., Latin, Cyrillic).
• Show fallback text while fonts load.

Fonts can significantly delay rendering if not optimized.

8. Optimize Server Performance

• Upgrade to a faster hosting service or server plan.
• Use dedicated or cloud hosting solutions instead of shared hosting.
• Optimize server-side code and reduce database query times.

9. Preload Critical Resources

Preload fonts, images, or CSS that are critical for rendering the above-the-fold content.

This speeds up the rendering of important content.

10. Reduce Redirects

• Eliminate unnecessary 301/302 redirects.
• Ensure all links point directly to the final destination.

Each redirect adds extra time to load the page, so eliminating redirects would reduce the loading time.

11. Monitor and Test Regularly

• Regularly analyze performance using tools such as Google PageSpeed Insights.
• Test across multiple devices and browsers.
• Keep optimizing as your website evolves.

Need help in optimizing your landing page for increased conversions and product sales? Check out our services:

• UI/UX design services
• CRO services 

Priority: High
Impacts on: Conversions, Credibility, User Confidence
Effort to Implement: Medium

On a landing page, social proofs demonstrate to users that other people trust and value the product or service offered. 

Examples of social proof can be: customer testimonials, case studies, customer reviews and ratings, celebrity endorsements, media mentions, social-media following etc.

Trust signals are elements designed to reassure users about the legitimacy, and reliability of your business. They address concerns like safety, privacy, and quality. 

Some examples of trust signals are: 

• Certification and Awards
• Money back guarantees
• Secure Payment Badges
• Privacy Policies
• Contact information, etc.

People give a lot of weight to other people’s feedback on a product/service before they decide to buy it for themselves.

91% of consumers trust online reviews as much as personal recommendations/feedback. 

So, if you add social proofs on your landing page, it will serve as the ‘personal feedback’ users look for before they decide to purchase a product/service.

In addition, adding trust signals builds your credibility as a business. When users see trust signals, they feel safe to give their money to you, because the trust signals assure them that you will ‘deliver’ what you have promised.

Hence, adding social proofs and trust signals can significantly increase the conversion rate of landing page. 

Example: Buffer

Checkout in the screenshots below, how Buffer, a company that facilitates social media growth, uses social proof and trust signals to drive conversion:

• Trust signals such as ‘Cancel Anytime’ and ‘No Credit Card Required’ are placed above the fold and near the CTA.”
• With each testimonial, they have displayed the name and image of each customer
• They not just display the social media accounts they have grown, but have also provided the links to the ‘influencer’ accounts, which build onto their authenticity

Here is how to implement social Proofs and trust signals effectively:

1. Identify the right Social Proofs and Trust Signals

• Select the right social proofs that depict how other people who opted for your product/service feel about your product/service. The social proofs can be:
  
  -Customer testimonials.
  -Reviews and ratings.
  -Case studies.
  -Influencer endorsements.
  -User statistics (e.g., "10,000+ satisfied customers")
  
   
• Also provide the trust signals relavant to your product/service. For eg: If you sell products online, which involves people making money transactions, you can display secure payment badges as trust signals.

These things can act as trust signals:

• Security badges (SSL, Norton, McAfee)
• Money-back guarantees
• Privacy policies
• Media mentions
• Certifications or awards

2. Your social proof should look authentic

• Make sure that the testimonials and reviews you gather are not generic. Ask customers to give detailed-out reviews, preferably in video format. If not videos, at least display the image and name of the customers with the respective testimonials/reviews.
• Use trusted platforms such as Trustpilot, Yelp or G4 to collect ratings.
• For trust signals such as media mentions, make sure you provide a link to the respective mention.

With the surge in the ‘fake’ content, people have now grown overly skeptical of the content on the internet. So you need to put in an extra effort to establish the authenticity of your social proofs and trust signals.

3. Design the Layout for Visibility

• Plan where to place social proofs and trust signals for maximum impact.
• Place testimonials, reviews and trust badges near CTAs to reinforce decision-making.
• Add client logos or media mentions above the fold, to ‘hook’ the user

Strategic placement ensures users to see these elements at the right time.

4. Test and Optimize Placement

• Run A/B tests to find the best placement and format for social proofs and trust signals.
• Test variations of testimonials, star ratings, or badges.

Related resources 💡

• UX research AI tools
• SaaS UX design best practices
• Ecommerce CRO audit guide

Priority: Medium
Impacts on: Conversions, Messaging Consistency, User Trust
Effort to Implement: Low

What is it about?

You need to align your landing page headline with your Ad copy.

It means that whatever offer you have promised in your ad, your landing page should talk about the same offer.

If it’s not the same, customers feel cheated. They feel that they have been manipulated by a ‘fake’ offer, to make them land on the website.

This increases the bounce rate.

People are already sick of the tempting hooks that catch. It’s not seen in a good light.

So if as a brand, you run add for one offer and then talk about a different offer on your landing page. The first thing that will come to people’s mind is that they have been unethically hooked.

And this will reduce the credibility of your brand in their eyes.

Hence it’s crucial to 

Example: Air Canada

Below is an ad of an airline, Air Canada. 

And this page below is the landing page on which the user lands, when they click on ‘Book Now’. 

You can see that the messaging on the ad and landing page are consistent. Not just the messaging, but the design theme as well.

This is how to align the ad and the landing page:

1. Use the Same Value Proposition

Ensure the key benefit or offer in the ad copy is echoed in the landing page headline.

This reassures users they’re in the right place and builds trust.

Example:

Ad Copy: "Save 30% on Eco-Friendly Home Goods."

Landing Page Headline: "Enjoy 30% Off Eco-Friendly Home Essentials Today!"

2. Match the Tone and Style

Use the same tone, language, and style in your landing page headline as in your ad copy. Consistency maintains the flow and enhances user experience.

Example:

Ad Copy: Casual tone: "Looking for the Perfect Vacation?"

Landing Page Headline: "Find Your Dream Getaway Today!"

3. Incorporate the Same Keywords

Include primary keywords from the ad copy in the landing page headline. This maintains consistency, and as explained above, this enhances user experience.

Example:

Ad Copy: "Affordable Web Hosting Starting at $2.99/Month."

Landing Page Headline: "Get Affordable Web Hosting for Just $2.99/Month!"

4. Include Visual Cues That Match the Ad

Use visuals (e.g., colors, logos, or images) consistent with your ad design.

It reinforces brand identity and provides a cohesive experience, which builds trust

Priority: High
Impacts on: Conversions, Messaging Clarity, User Motivation
Effort to Implement: Medium

Through your landing page copy, you should be able to make your potential buyer ‘feel’ how their life is going to get better if they buy your product/service.

To do this, instead of talking about the features of your product/service, appeal to customer’s personal interests by emphasizing what ‘end- benefits’ they will get such as - ‘time saved, ‘increase in revenue’, ‘increased happiness’, ‘peace of mind’, ‘increased respect in social circles’ etc., 

If people ‘feel’ the benefits through your words on the landing page, they are more likely to click on the CTA.

All the elements on your landing page have one common goal of making the user take the action you want them to take.

The copy on your landing page is one such element. The copy is the text, the words on your page.

Words are powerful. If used effectively, they can persuade the users to take the action that you want.

A persuasive copy is crafted by appealing to the burning desires of people.

To appeal to the desires of the people, talk about the benefits of your product/service that fulfils a burning desire for people.

Example: Curology

In the landing page below, instead of highlighting the feature of the products, it’s benefits have been talked about.

The copy states the benefit of using the product. It states that ‘your skin will get clearer’, if you use the product

This benefit fulfils the desire of people to have a clear face and look good.

This is how to craft a persuasive, benefit-focused copy:

1. Understand Your Target Audience

• UX research your audience to understand their needs, pain points, desires, and objections.
• Use surveys, interviews, or analytics tools to gather these insights.

Writing benefit-focused copy starts with knowing what benefits matter most to your audience.

Example: If targeting busy professionals, emphasize time-saving benefits.

👉 Hire Tenet perform UX research for you brand. Get a free consultation.

2. Start with a Strong Headline

• Identify one key benefit that your audience craves.
• Write a headline that grabs attention and clearly communicates the main benefit.
• Use action-oriented language.
• Use the same words as used by your target audience when they talk about their pain points. 

Headlines are the first thing users see and determine whether they stay. So make sure to keep them compelling.

Example: "Double Your Productivity in Just 7 Days—Guaranteed."

3. Use Engaging Subheadlines

• Add subheadlines that expand on the main benefit and ‘show’ how their life will change for good if they buy the product/service
• Also, talk about the secondary benefits and address objections of potential customers.
• Use simple (no complicated, multi-syllable words) and short sentences.

Subheadlines keep readers engaged and encourage them to explore further.

4. Highlight Urgency or Scarcity Where Relevant

• If you are running limited time offers, highlight the deadlines.
• If you have limited stock, highlight the stock count.

Highlighting urgency (limited-time promotions) or scarcity (limited stock or capacity) leverages psychological principles that encourage faster decision-making in humans.

5. Use Visuals to Complement Your Copy

• Pair your copy with relevant visuals, such as images, infographics, or videos.
• Highlight benefits visually (e.g., before-and-after images).
• Use graphics to break up text and maintain interest.

Visuals reinforce key messages and make the page more engaging.

6. A/B Test and Optimize

• A/B test headlines, CTAs, and key sections of your copy.
• Track metrics like bounce rate, time on page, and conversion rate.

Priority: Medium
Impacts on: Conversions, User Engagement, Relevance
Effort to Implement: Medium/High

Personalized landing page content to different audience segments based on factors such as referral source, campaign parameters, or user behavior can significantly improve relevance. 

This tailoring might come in the form of dynamic headlines, customized product recommendations, or localized (based on geography) offers. 

This approach ensures that each user sees content that resonates with their specific needs and context.

This leads to an increase in landing page conversion rates.

 

Personalized and segmented content on landing pages helps delivered tailored experiences that resonate with individual users

This enhances user’s experience and makes users feel understood, which increases the trust of users in you.

This leads to higher chance of conversion.

Personalization has shown to increase the conversion rate by 10-15% across various industries.

Example: Nebula

Nebula uses dynamic landing pages in its affiliate links. The layout and copy of the landing pages is specific to each partner content creator.

Due to this, visitors who clicked the link will better relate to the page, leading to more signups. Below are the pages for two content creators: TLDR News and Real Life Lore.

The landing page for Real Life Lore:

Here is how to personalize the landing page for users:

1. Understand Your Audience Segments

Identify key audience groups based on demographics, behaviors, interests, or purchase stages. Use tools like Google Analytics, HubSpot, Hotjar or customer data platforms (CDPs) to collect customer insights.

Understanding who your audience is helps you craft tailored messages for each group.

Example: A B2B software company can create separate segments for small businesses, enterprise clients, and startups.

2. Create Unique Value Propositions for Each Segment

Define how your product or service fulfils the desires of each segment. Use language and benefits that resonate with their needs.

Customized value propositions make your offering relevant to the user and would increase conversion.

Example:

Small Business Segment: "Affordable tools to grow your business."

Enterprise Segment: "Scalable solutions for complex operations."

3. Personalized Copy

Personalize each heading subheading, body, social proofs and CTA catering to the specific pain points and desires of each segment. 

Use tools like Unbounce, Optimizely, or HubSpot to create dynamic content blocks that change based on user data.

Example:

Display different testimonials or case studies based on the user’s industry.

4. Test and Optimize Continuously

Use A/B testing and heatmaps to measure the performance of personalized and segmented content, for different elements of the webpage.

Then deploy the ‘winners.’

 

Priority: Medium
Impacts on: Conversions, User Engagement
Effort to Implement: Medium

Hero product is the best-selling product of the brand. 

Showcasing hero products on the home page is a great strategy to drive conversions.

It increases the chance of them being interested in taking the next step, since it is the brand's best-selling product.

Hero product is the product that is generally preferred by your target audience.

So if you put the hero product on the home page, people would discover it easily and more people would want to move to the next step, since more people would get interested to buy the ‘hero product’.

Real life example: Winky Lux

Winky Lux prominently displays its hero product (Tri-Colored Temptations Lipstick) on the home page.

Here is how to display a hero product on the landing page?

1. Include High-Quality Visuals

Use professional, high-resolution images (full HD) of the product.

Include multiple views (e.g., 360-degree, close-ups, or lifestyle images).

2. Add videos for product demonstrations.

Visuals create emotional connections and help users visualize the product’s use.

3. Use a Clean and Engaging Design

Feature the hero product prominently at the top of the page ("above the fold").

Use a clean design to minimize distractions.

Keep the design responsive for all screen sizes, especially for desktop (or Laptop) and mobile.

4. Craft a Compelling Headline

Write a benefit-driven headline that communicates the product’s value.

A strong headline grabs attention and sets the tone.

Example:

Check out the headline on this Mailchimp landing page:

5. Highlight Key Features and Benefits

Use short bullet points or icons to showcase the product’s standout features and how they benefit the user.

Example:

Benefit: Keeps you warm in sub-zero temperatures.

6. Add Social Proof and Trust Signals

• Display testimonials, star ratings, and user reviews related to the hero product.
• Highlight statistics like the number of units sold or awards won.
• Display trust signals such as ‘30-day money back guarantee’, ‘free cancellation until 15 days’ etc.

Social proof and trust signals build credibility.

7. A/B testing

Run A/B tests on headlines, images, CTAs, and layouts. Use tools like Google Optimize, Optimizely, or VWO to analyze performance.

Landing pages are tailored web pages designed to achieve specific goals, such as lead generation, product promotion, or event registration. Here are the main types of landing pages based on their goals:

Lead generation pages focus on capturing user information—such as email addresses, job titles, or phone numbers—by offering something valuable in return (e.g., eBook, a whitepaper, webinar registration, or product demo). 

These pages typically feature concise forms, strong incentives to fill the forms, social proofs, trust signals and compelling copy.

Example: Hubspot

In this hubspot landing page below, hubspot asks for user contact information (as the user clicks on the ‘Download the full report’ button’), in ‘exchange’ of sharing their 2023 state of Marketing Report.

Instead of hitting your customers with a “Buy Now” or “Sign-up”  button too soon, provide value to your user first.

A click-through landing page provides that value without asking users to give their time, information or money.

These pages share the benefits and features of your product/service with a CTA button that will take the user to another page, where they will be asked to ‘buy’ or ‘provide their information’’ 

Once they click on that button, they’re taken to another landing page which provides pricing details and requires payment information to begin the trial.

And by the time the user lands on this page, they're primed and educated on why they should move forward with the ‘action’ on the page. 

Example: Dropbox

In the examples below, it’s the click-through landing page of Dropbox. Post reading all the information, if user wishes to opt for the free-trial, they can click on‘Try free for 30 days’ button. 

Then on the next page, they are asked for all the payment information.

The goal of this page is to close the business deal. So you should be able to answer all customer objections, without them having to leave the page . 

Answer every question your potential customers might have, address all the barriers to purchase they might face, andtalk about every benefit they’ll enfjoy with the purchase when they scroll to the bottom of the page.

Example: altMBA

 

The ‘Sales’ landing page for the altMBA below starts with an informative video that talks about why opting for this course now would be a great decision. 

Then as you scroll down, you see testimonials, links to join the mailing list, ‘learn more about the training program’ section.

 

Finally, at the bottom of the page is a CTA button for the application, and program dates that add a sense of urgency.



 

This is the page on which the user lands as they click on the CTA of your paid ad campaign.

As discussed above, these pages should feel like a continuation to the ad, talking about the same offer, maintaining same design theme and same tone of messaging.

The goal of this page is either to get leads or sale products/services

Example: Hubspot

This is the insta ad for a Hubspot event called ‘Inbound’. 



When you click on the CTA, you land on the page below, where you can register for the event.

The ad doesn’t take ou to a page full of detail overload, it lands you strategically strategically on a page that presented tickets.

It has visuals and clear copy that instantly grab attention.

5. Event Landing Pages

The goal of the event landing pages is to promote offline or virtual conferences, workshops, or training sessions, and get people to sign up for these events. 

These pages detail the event’s purpose, agenda, location, and speaker lineup, encouraging users to reserve tickets or secure their spot.


Example: Check out this event landing page for Inbound: https://www.inbound.com/

This page talks about event’s purpose, agenda, location, and speaker lineup, encouraging users to reserve tickets or secure their spot.

Landing page conversion rates range from 3% to 12% across industries. Events and entertainment achieves the highest rate at 12%. 

Education follows at 9%, and Financial services reaches 8%. Legal and Commercial services convert at 6%. Travel and Health sectors convert at 5%. Ecommerce hits 4%, while SaaS reaches 3%.

For simple, low-risk actions like signing up for a free trial or downloading an eBook, a short landing page (150-300 words or 1-3 scrolls) works best. Since for such actions users do not typically need a lot of information to make their decision. Also, a short landing page minimizes distractions and drives users to act quickly. 

However, for complex, high-ticket offers or audiences unfamiliar with your brand, a longer page (800-2,000+ words or 7-10 scrolls) is more effective. Long landing page provides space to explain benefits, build trust, and address objections. 

The right length ensures all visitor questions are answered for them to make a decision.

Tenet has served 44+ brands across 7+ countries with CRO services, increasing conversion rates for landing pages of these brands, without any additional marketing spend. We have a client satisfaction rate of 98% and a repeat client rate of over 45%.

In our circles, we are notorious for one thing - we do not compromise with quality, it doesn't matter how many iterations it takes

Check out what DoorDash, a listed multi-billion dollar company, has to say about our services:



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