WEBSITE LANDING PAGE Optimization: GUIDELINES, Tips, Tools (2018)

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
10 min read

Landing page optimization doesn’t happen overnight. That’s why marketers get frustrated — and frequently quit.

If you need better landing pages, concentrate on collecting data. You need to design your landing pages predicated on what you know about your audience, but you’ll collect a lot more information as more folks go to the page.

Converting that data into informed decisions about your marketing funnel can produce more leads and sales. Today, I’m likely to educate you on my best website landing page optimization guidelines so that you can attract more prospects and convert more customers.

If you’d prefer to skip around, here’s what I’m covering today:

Why Is My SQUEEZE PAGE Not Converting?

Landing pages neglect to convert for myriad reasons, however the culprit often is based on a misunderstanding of what the chance wants. In the event that you can’t anticipate your site visitors’ desires, needs, or expectations, conversions are affected.

Other mistakes I’ve seen whenever using other businesses are the following:

  • Unintuitive design
  • Poor headlines
  • Disconnections between ad copy and squeeze page copy
  • Unrecognizable calls to action (CTAs)
  • Distractions from the landing page’s primary purpose

I’ll explore each one of these — and much more — comprehensive down the road, but recognize that you won’t know why your website landing page doesn’t convert and soon you start collecting data. I’ll demonstrate how ina moment.

Use our tools to learn why your conversions are low

What Is an excellent Conversion Rate for Landing Pages?

The best landing pages convert at rates as high as 27.4 percent. However, the median ranges fall lower, with most industries experiencing between 2 and 6 percent conversions.

When it involves landing pages, the real way of measuring success is improvement. If your conversions stay exactly the same month after month, you’re not collecting data and deploying it to boost your landing pages.

You should visit a strong correlation between website traffic and conversions. If your online traffic grows, you need to convert more visitors.

It doesn’t always happen this way. Have a look at this video to understand why the standard of your traffic matters.


But imagine if you’re getting high-quality traffic from Google search, but you’re still not seeing conversions?

A negative correlation between traffic and conversions means something’s wrong together with your squeeze page, your offer, or your product.

  • Landing page: The look, framework, imagery, or other qualities of one’s website landing page turns off readers for reasons uknown.
  • Offer: The “hook” you’re using to obtain readers to convert doesn’t resonate together with your audience.
  • Product: The merchandise you’re selling isn’t sufficiently desirable to convince visitors to buy.

Figuring out the issue can help with squeeze page optimization.

What Exactly Is WEBSITE LANDING PAGE Optimization?

Landing page optimization requires one to enhance or improve each element on your own landing page to improve conversions. Rather than redesigning the complete page predicated on a whim, you utilize data and anecdotal evidence to raised know how users connect to the page.

You can collect information before your website landing page ever goes live. Surveying your audience, for example, can help you better know very well what they expect and like.

However, you won’t create an ideal squeeze page from day one. Instead, you push the page live, then make tweaks as you collect data and observe your conversion rate.

How Do I Optimize Landing Pages by Identifying Potential Problems?

Marketers I’ve caused during the past have followed unhelpful website landing page optimization strategies. They know something isn’t working, so that they change everything.

It’s like this old saying about throwing noodles against a wall to see those stick and which fall to the ground.

That’s not the way you approach squeeze page optimization. First, you identify specific issues that donate to low conversions so that you can change them.

A heat map can demonstrate where folks are clicking on your own website landing page. Do they ignore your proactive approach? Are they centered on a comparatively unimportant element, like a stock photo?



In the aforementioned image, you can view that the best activity occurs on the farthest right CTA. If this is your squeeze page, you’d put your most significant element there to observe how it performs.

Use snapshots to see what isn’t working

Heat maps aren’t the only real snapshots that may prove effective for website landing page optimization. Consider scroll maps, confetti maps, overlay reports, and list reports all provide valuable information.

A scroll map shows where scrolling activity occurs on the page. In the event that you see plenty of white or blue on the map, folks have either left the page or scrolled quickly past that section. Red, orange, and yellow areas indicate that folks have stopped to learn or look.



A confetti snapshot teaches you where individual clicks have occurred on the page, while overlay and list reports offer you click percentages on various elements on the page and individual numerical data respectively.

The 17 SQUEEZE PAGE Optimization GUIDELINES to boost Your Conversions (2018)

If you wish to enhance your conversion, approach squeeze page optimization using guidelines and strong data. The procedure starts when you begin designing the page, nonetheless it lasts long following the page goes live.

Think of it as creating a product. You don’t design an ideal prototype on day one. Instead, you may create 100 prototypes before you’ve perfected the merchandise.

Landing pages work exactly the same way. Exactly like products, landing pages must interest your market, compel them to do something, and meet their expectations.

Plan the optimization technique to make your offer clear

Marketing expert Joe Chernov once said, “Good marketing makes the business look smart, [but] great marketing makes the client feel smart.” Emphasis mine.

Apply this wisdom to your website landing page if you need to increase your conversion rate.

When you begin planning your optimization strategy, consider ways to make the client feel positive emotions. You need them to feel smart, appreciated, inspired, and excited.

Start by considering your customer’s specific goal. Turn that goal right into a headline which makes your customer feel smart. Elegant Themes does this well.



The word “empower” in this context makes the client want to have the ditto.

Simplify your landing page

A very easy landing page may seem counterintuitive, nonetheless it eliminates the visual clutter. You need your website people to concentrate on the prize: your proactive approach.

Dropbox is consistently among the best examples. The business creates awesome landing pages that communicate volumes without many words.



On this site, you can find just five main elements above the fold, and three of these are small enough to squeeze in a navigation bar space. The fourth offers a pleasing but subtle visual, and the final targets the CTA.

Try contrasting colors

The best landing pages I’ve ever seen have made great usage of contrast, however in color and clarity. In this example from Starbucks, you can’t disregard the CTA.



Even although “Join Now” button reflects the star’s color in the left-side logo, it’s a lot more pronounced and clear. The textured black background makes the headline and CTA pop. Plus, there’s plenty of negative space between your logo and all of those other elements.

Keep the important part above the fold

The term “above the fold” traces back again to the newspaper. Probably the most enticing stories when on the initial page above the original newspaper fold so customers would start to see the headlines and need it the paper.

You can perform a similar thing by maintaining your squeeze page elements above the digital fold — the point where an individual must scroll to obtain additional information.

This is more challenging than ever given that more people are employing smartphones and tablets. However, it is possible to still keep your headline, a short sentence or two of body copy, and a CTA above the scroll.

Use scarcity techniques

There’s grounds why “limited time” and “limited quantities” are being among the most common marketing phrases. Creating scarcity compels your website landing page people to act now since they know they could miss out should they wait.

Even big box stores utilize it. When investing in a product from Target last week, I knew I needed to choose it up within my local store. Upon checking availability, I saw this:



The words “only 2 left” made me desire to order an Uber immediately and move on to the store before other people could snag my desired product.

Do exactly the same by yourself website by activating a limited-time discount or supplying a lead magnet, like a live webinar, that won’t ever occur again.

A countdown timer can truly add a visual element to scarcity. It tells these potential customers how long they need to act on an offer.

Keep your call-to-action buttons simple and clear

A call-to-action button shouldn’t stress out or confuse the reader. Make your offer clear, concise, and obvious.

You’ll observe that, in the screenshots above, companies avoid fancy language or complex offers. Phrases include:

  • Join to Download
  • Try Dropbox Business Free
  • Join Now
  • Pick Up Here

Simple, right? And incredibly effective.

Add contact information

Contact information will come in a large amount different ways. It is possible to put your contact number or email on your squeeze page, or you should use a contact page.

Other companies, such as for example Shopify, include links with their help centers. Users know right now they can find contact information, answers to faqs, and tutorials in help centers.



Try different headlines and copy

Text still matters within an image- and video-focused world. People will read everything you write, so make certain it resonates together with your market.

Try A/B testing different headlines on your own landing page. You can even change up your body copy and run A/B tests to observe how those elements perform.

Be consistent

Brand messaging matters now as part of your. Visual consistency may also make a massive difference in conversions.

Let’s say you place a Facebook Ad that takes users to your website landing page. You want the written text, imagery, along with other components of your ad to be reflected in the squeeze page.

They should look similar visually and present exactly the same offer. Otherwise, your possible client will undoubtedly be confused or irritated.

Add testimonials to greatly help convert undecided users

I’m a large fan of social proof. I’d like people to understand that other businesses purchased my services and products. Not just that, but I would like to communicate that I’ve helped them achieve fantastic results.

Testimonials will be the one of the better ways to do that. When you can convince your visitors to produce a video testimonial, you’ll have an advantage on your competition. Audio and text recordings work very well, too, so long as you utilize the customer’s name. For text and audio, consider asking your customer to submit an image.

Try different form lengths

Some marketers think that only incredibly short forms work very well. They state, “Only require the e-mail address. Any other thing more is an excessive amount of.”

But that’s not necessarily true.

If you would like to qualify leads for a pricey service or product, an extended form can prove far better. You can find fewer leads, but those leads could be more qualified.

For instance, asking concerning the potential customer’s cover a web site design business can help you save a great deal of time. A person searching for a $500 design probably won’t utilize your service if your minimum package starts at $20,000.

Optimize your website landing page for SEO

People find landing pages via organic search constantly. Maybe among your landing pages can be your home page, for example, meaning that it will — at the minimum — appear for a brandname search.

You may also rank in serach engines for industry-related keywords. In the event that you search Google for “heat map tool,” for example, Crazy Egg may be the first organic result:



Use tools like Ubersuggest for the best keywords for the squeeze page. Incorporate those keywords into headlines, body text, image alt text, and much more.

Try an exit popup

An exit popup appears on your own website landing page screen in case a user attempts to leave the page. It’s another possibility to develop a conversion.

They’re less intrusive than popups that appear the moment a visitor arrives or just while they’re looking around. An individual either pays attention or doesn’t.

Use compelling visual imagery and headline and CTA text to obtain users to click. Try incentivizing the exit popup with a particular discount or other offer.

Using an instrument like Hello Bar, not only can you create exit popups for individual pages on your own site, but additionally A/B test variants. You’ll get plenty of useful data in addition to a solution to snag visitors who opt to hang around due to your last-ditch offer.

Keep A/B testing everything

The more A/B tests you run, the more accurate your computer data becomes. Each A/B test will include an individual change to 1 variant, such as for example your CTA.

If you change multiple elements, you won’t know which impacted the difference in conversions between your two variants.

Crazy Egg enables you to A/B test thoroughly your landing pages after you’ve collected data and reached know your audience. It is possible to apply everything you learned from heat maps, for example, to rearrange your layout and A/B test the changes.

Start A/B testing your landing pages!


Crazy Egg offers extensive squeeze page optimization tools to assist you better understand user behavior. A recording, for example, let’s you go over your user’s shoulder as she or he navigates the page.

Watch mouse movements, clicks, and much more to check out your users’ journey during your page. You’ll see what captures their interest, what turns them off, and where they have the urge to click. You can also see them entering information in form fields.




If you’re just getting started off with website landing page optimization, you’ll enhance your likelihood of converting more visitors by third , guide. To recap, let’s consider the 17 steps to check out in order to increase your conversion rate.

  1. Plan your optimization strategy in advance
  2. Simplify your landing page design
  3. Use contrasting colors
  4. Keep the important elements above the fold
  5. Use scarcity techniques
  6. Make your call-to-action buttons clear and simple
  7. Add contact information
  8. Test different headlines and copy
  9. Be consistent
  10. Add testimonials
  11. Try different form lengths
  12. Optimize landing pages for SEO
  13. Try an exit popup
  14. Keep A/B testing everything

That blueprint can help you figure out what realy works for the prospects and leads so that you can convert them on your own offers.

Don’t forget that real data could make conversions soar. Use appropriate snapshots and recordings to get more info about your site visitors.

With those strategies set up, you’re well positioned to conquer your rivals.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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