Landing Page Best Practices
New limits for mobile tracking have led publishers like Meta and Google to shift from AB testing to dynamic. In today’s digital landscape, landing pages have become an increasingly important focal point for marketers and product managers alike. For the app marketer in 2022, mobile landing pages offer the opportunity for increased signal sharing given privacy centric iOS tracking limitations.
Understanding their use, impact, and how to optimize them, however, can pose a challenge for those dipping their toes in for the first time (or the second.. or third… we don’t judge.) To master landing page optimization, we should first define what a landing page is, and why marketers today prioritize investing in them.
What is a landing page?
In the digital marketing space, a landing page is a standalone web page developed for a marketing or advertising campaign with a specific conversion in mind. It’s where users land after they click on a link in an email, or ads from various social platforms like Meta, TikTok, Google, Youtube, and so on.
Guidelines of a Successful Landing Page
Not all landing pages are made equal, however the following elements are consistently found amongst successful activations:
Brand Recognition: Users should never second guess if they’re in the right place – ensure your brand identity is immediately recognizable to establish credibility and trust.
Emphasis on Hierarchy: Lead users through a visual journey, conveying the most important information up front that ultimately sets the scene for the remainder of information. Assume most users won’t scroll much beyond the fold.
Responsive Design: Ensure your landing pages are designed for both mobile and desktop to be mindful of users visiting your page from different devices. A great way to accomplish this simultaneously is to use software like Instapage or Webflow that allow designers to keep responsive formats top of mind.
Minimal Load Time: According to Google, the recommended page load time for websites on both mobile & desktop devices is less than 3 seconds; anything longer increases bounce rate. This is especially important since greater abandonment can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. In short, the faster your page loads, the better.
Above the Fold
This area is considered the most crucial piece of real estate on a landing page – above the fold relates to anything that a visitor can see when they initially land on a web page without scrolling. Studies have shown that 80% of time spent on a site is spent above the fold. As visitors scroll further down the page, their attention span shortens, resulting in higher bounce rates. That being said, you can consider “above the fold” your elevator pitch:
Simplicity: The less distractions, the better. Limiting the number of actions on the page works best for high click through and conversion rates. Content-wise, stick to a hero visual, an attention-grabbing headline paired with an informative description, and a strong CTA button.
Remove the Navigation Bar: Tests have proven that excluding a navigation bar increases landing page conversion rates; it hinders visitors from clicking away to explore other areas of your website.
Compelling CTAs: Customize your CTAs to be visually eye-catching and specific to the action you’re asking, ie. instead of “Learn More,” try a more geared approach descriptive to your business. Additionally, consider fixing these buttons to the screen as users scroll to allow conversion at any moment of the user journey, not just above the fold.
Prioritize Value Propositions: Don’t underestimate the value that a good headline or product image can have on your bottom line; put your best foot forward and advocate for your product or service being the very best.
Landing Page Optimizations and Testing
Landing page optimization pinpoints possible design or functionality issues of your landing pages, and uses controlled experiments, or A/B tests, to identify improvements to the page and measures that adjustment’s effect on the page’s conversion rate. Below are helpful tips and 3rd party builders and testing platforms that will help maximize your testing budget and performance potential:
Continue the Story: Test using Search keywords from ads in your landing page copy. Understand where your target market lives online and align your messaging with your landing page experience, ensuring a seamless transition using context from their initial touchpoint to end conversion.
Gated Testing: Keeping any tests “gated” to only traffic sent by a single publisher makes the test results easier to interpret. Several Twigeo clients set up Google experiments to split non-brand search traffic directly to a key conversion page.
Highly Variable Layouts: If the pages are significantly different (eg. layout), results are easier to pinpoint in less time than if you change single items (eg. CTAs).
Prioritizing Conversion Rates: If conversion is what you are mainly measuring, it can be a smooth ride. If you add anything else as variables (time on page, clicks, etc) you might need more analysis to identify the “winning” version and hit statistical significance.
3rd Party Optimizers: Instapage, Optimizely, and Unbounce are common platforms utilized by Twigeo & our clients to build landing pages, optimize testing structure, identify scroll depth and heat maps of what buttons visitors are clicking on most, and generally maximize digital ad spend.
Aspirational Landing Pages
We would be remiss if we didn’t share a couple standouts we’ve seen across the internet. Pull inspiration from these designs and strategies to kickstart your LPO journey:
– Concise call to action: Try Hosting
– Aspirational Headline speaking to the emotions of a host, “Share your world”
– A description that expands on the headline and clearly speaks to a specific audience
– A bright pink CTA button that stands out
– Enough text under the main image to know that there is more to discover below the fold
– High-resolution imagery and branded art style that is recognizable as Mailchimp
– 3 value propositions max above the fold – keeping messaging clear and concise
– Bite-sized text blurbs paired with illustrative icons that ease into each value prop below the fold
– Subtle promise below CTA that you can get started, no strings attached
– Concise call to action: Create your website
– Clear value proposition: Create your own website with a beautiful design
– Carousel on the right featuring different types of designs and formats available
– They deliver what they promise – the simplicity of this page is what they offer when creating a website
Determining which combinations are driving volume can be difficult. Twigeo is a seasoned partner in Landing Page Optimization and A/B testing practices, granting your business clarity in winning combinations that drive conversions.
Interested in chatting to learn more? Reach out here.
🤓 Team Twigeo
📅 September 7, 2022