The Ultimate Guide To Landing Page Optimisation & Increasing Conversion Rates in 2022

Sherin Sebastian
Sherin Sebastian / January 16, 2021

“You never get a second chance to make the first impression”.

Whether you are meeting customers, attending an interview or even on a date, that favourite first impression can contribute much more to your purpose. That holds just as true for businesses online. Bear in mind that you’ve got only a few seconds to keep someone from closing the tab or bouncing right off your site and onto your competitors.

The ultimate purpose of any digital marketing campaign is to generate conversions, yeah? A conversion can be the generation of a lead, the sale of a product or service; the click on an ad or a simple email registration.

If you are looking for organic traffic and lead generation, landing pages are where you should pay attention because well-designed landing pages help you to build confidence and trust among your visitors.

In this article, I would like to give you a comprehensive understanding of landing page optimisation for business websites.

Are you ready to get started?

Table Of Contents

  1. What Is Landing Page Optimisation?
  2. Improving Landing Page Optimisation For Business Success
  3. Essential Elements Of A Great Landing Page
  4. 10 Best Landing Page Optimisation Practices
  5. Landing Page Optimisation Tools
  6. Average Conversion Rate For Landing Pages

Chapter 1 : What Exactly Is Landing Page Optimisation?

A landing page is the first page you “land on” after clicking a link. In other words, a landing page can technically be any page on your website, such as your homepage, product page, a lead capture page or a blog post… you get the idea.

Landing page optimisation refers to the process of enhancing each element on your landing page to increase conversions.

Optimising your landing page means you ensure the highest possible conversion rate while lowering customer acquisitions cost, acquire more prospects and maximise the value of your ad spend.

A well-optimised landing page makes it easy for visitors to understand the page content and click the call to action. Optimising landing pages includes, but is not limited to, crafting compelling copy, inserting better images, speeding up page load time, updating the lead capture form, etc.

Chapter 2 : How Can Landing Page Optimisation Help Your Business Grow?

Regardless of where the traffic comes from, a landing page is often where potential customers make their first interaction with a brand or business. Landing pages are a vital part of your advertising and marketing campaigns as they can convert a visitor into a customer or lead.

Let’s take a look at why you should be optimising your landing pages:
Generate Leads And Increase Conversions

As the landing page drives visitors to take a more specific action, it can be considered as an effective lead generating and conversion tool. It can encourage prospects to take action such as provide contact details, sign up for your email list, request a consultation, subscribe to a newsletter or make a purchase. It’s all about awareness, intent and direction.

Landing page wireframe

Key takeaway: A clutter-free landing page with a clear and direct offer, aided by simple and concise copy and a compelling call-to-action (CTA) is all that’s needed to get those leads rolling in.

Enhance The Customer Experience

Just because a person enters your site, doesn’t necessarily mean they will use your site. So a better user experience (UX) is great for customer conversions and retention.

An optimised landing page provides a positive user experience that makes achieving website business goals a no brainer.

Think of your landing page as the digital face of your business. Learn more about the target audience, user behaviour, website design trends to enhance customer’s user experience.

The site navigation should let users know where they are and how they can get to what they’re looking for.

Let’s say somebody landed on our tools page. When the cursor hovers over each tool, visitors can see an animated circular text box as highlighted below.

Enhance The Customer Experience

Here, the text indicates the very purpose of the SEO checklist tool and the arrow beneath it makes it easy to access the tool.

Build Trust

If your landing page doesn’t look trustworthy to visitors, they will most likely exit the tab right away. Trust is a vital element to have on your website which can be easily gained through landing page optimisation. Displaying certification logos goes a long way to build trust. If you have partnerships or associations with relevant and well-known companies in your niche, then display them.

Landing page optimisation Build Trust

There are many elements to increase the level of trust on your landing page. You need to think of content, design, contact information, testimonials, banner ads, co-branding, etc. I cover that in-depth in Chapter 3.

Increase Return-on-Investment (ROI)

Let’s say you search for a keyword and find an interesting ad that you can’t stop yourself from clicking through. Clicking on it, you will be redirected to a landing page where you experience a great interface with relevant information that ideally matches search intent. A well-built landing page will intrigue the page visitor to take a desired action such as “Buy Now” or “Sign up to our email newsletter”. Remember, the return doesn’t have to be monetary, it’s all about getting your customers to the next exposure in the customer buying journey. But ultimately, optimising your landing page allows you to make the best possible revenue with the same traffic.

Landing page optimisation - Improve ROI

Improve Brand Awareness

One of the top concerns among our business owners is a lack of brand awareness. They have so many great things to offer, but no one seems to know they exist. Landing pages can immensely help to increase brand awareness of your business.

Landing pages that have consistent branding complement your brand awareness campaigns. Make sure the design, style, look, feel and copy is consistent with the content that links to it. Consistent brand awareness will help visitors recognise your brand and engage with it.

If you are a marketer or a graphic designer, you might have long known that colour palette plays a significant part in the successful completion of any brand. If you want to know how some colours can contribute to brand awareness, check out our Use These Seven Colors To Improve Your Conversion Rate

Having a unique colour scheme will positively influence customers. Of course, we had to mention Mr Digital colour scheme of Red and Black here. As a marketing agency, we wanted to bring a distinctly vivid colour palette to the table to strengthen the brand identity and build awareness. The iconic combination of Red and Black logo colour scheme is perfect for a firm which is into branding and marketing.

Executing a great visual font size enhances the aesthetics and readability of your website. We have chosen a font size of 16 px to offer a consistent user experience for readers.

Large images slow down your web pages which generates a less than optimal user experience. For our landing page, we keep image size below 1mb while maintaining highest quality. Also, we make sure the font size of H1, H2, H3…is consistent throughout the website.

Landing page optimisation Improve Brand Awareness

Increase Site Useability

Site usability is all about how easy it is for someone to use and navigate a website. Landing page optimisation mainly focuses on the simplicity, consistency, familiarity, relevancy and accessibility of a site – Amazon is a perfect example when looking for a site with good website usability.

Improve website navigation - Landing page optimisation

Amazon won the consumer heart by designing the user experience for multiple generations. The eCommerce giant succeeds by offering a minimal, search-oriented user interface (UI) that accommodates both tech-savvy users and internet newcomers.

The desktop version of the site is optimized for both tablets and desktop screens. The flexible layout allows the website to adjust automatically according to the screen size. In addition to this, has almost zero downtime which every user would like to have.

Chapter 3 : Essential Elements Of A Great Landing Page

Here are a few key tips for optimising your landing page effectively:

Keep It Clean And Easy To Navigate

The look, feel, and overall structure of your page’s design will have a huge impact on the effectiveness of your landing page. Too much information can confuse visitors; a good landing page provides all the necessary information that encourages visitors to convert.

Use headlines and section headings to structure the information on the page as it helps in summarising the information and identify if the information they are looking for is on the page or not.

If users don’t see anything interesting, they can just skip to the next section or proceed to download.

Pictures are so crucial in today’s digital world as they can grab the attention of your target audience. Whether it’s a screenshot, an infographic or a photo of someone using your product or service, an image will surely be more engaging than text.

How to make your landing page simple and easy to use?

Give each landing page one core job, with a single CTA – and make navigation easy!

And don’t forget to think about the mobile experience, which is likely to be the majority of your traffic.

Point to ponder: Don’t overload the landing page with too much information, images, and buttons that it becomes confusing.

Landing page optimisation - Website navigation

Airbnb’s landing page is proof that clean, simple and more personalised information converts well.

Include Call To Actions (CTAs) And Bullet Points

CTAs on landing pages move people further into your site by getting them to subscribe to your newsletter, download your ebook or follow you on social media. The text for your CTA should be specific and irresistible. Use commonly understood, short and action-oriented words in CTAs. You can place your CTAs in appropriate positions that will make them easy to see.

If you need to mention certain features or benefits, bullet points are the way to go. Bullet points are great for segregating information into easy to digest segments.

Use short paragraphs instead of long blocks of content. Split your copy into easily digestible paragraphs and space it out nicely to make it eye-catching.

What do users want to see from your CTA?

Readers should feel more connected to your product or service and feel a personal benefit from converting on your page.

Landing page optimisation - CTA

Neil Patel has a very exciting CTA offering two options – a question asks simply: “want more traffic?” with two options available: “Yes, I want more traffic”, or “No, I have enough traffic”.

Obviously, no one will ever ignore the opportunity for more traffic. Seeing this popup causes the viewer to stop and think about the opportunity to drive more traffic.

It’s human nature to feel you should choose an option when presented with options, so make the option you want them to take, the only option worth taking.

Don’t Use Too Many Links In Your Copy

If you’re using too many links on your landing page, you need to stop. While internal linking should be part of your SEO strategy, it has no place on a landing page. Any link leading users off-page can serve as a distraction, which is why you shouldn’t include too many links in the landing page.

For marketers, the purpose of using a landing page is generally to generate leads.

If you have links to other interesting articles, sites or pages, you are encouraging users to navigate away instead of convert as desired. Your dedicated landing page should be designed for one purpose only: to convert.

Landing page - Internal links

Feature Customer Testimonials

Seeing is believing. Your visitors want to see if someone has used your product or service and had a great experience. Customer testimonials show the value that your customer base sees in your products or service. Your testimonials should highlight your perfect customers. Also, you need to make sure they are real and relevant.

The testimonials from previous customers on your website really make a difference when it comes to converting new visitors into loyal customers because users will always look for other consumers’ comments in advance of making a purchase.

Having said that… don’t use testimonials that are too generic and weak.

Some stuff like:

“Great work!” – Mike X

“Wow!” – John H

“Thanks.” – Vicky B

Not only are these testimonials too short, but they seem fake.

Testimonials should describe how your client has benefited from your business. See this example:

Landing page optimisation - Customer testimonials

Top tip: You can even use a quote from the review as a headline and include the positive rating the customer gave your product.

Focus On The Offer That You’re Promoting

A landing page usually has a single goal whether that’s to request a whitepaper or to get a lead to sign up for a free trial. You should keep this in your mind when writing the content along with any questions the lead might have about your offer.

For a landing page to convert more traffic there is a need for clear, relevant and compelling offers. Users should clearly understand what you are offering and what action you want them to take next.

Mention a few features about your offer that compel users to take an immediate decision and yield results quickly. Make sure your content matches the offer and your features are written as benefits.

Now let’s see how uber uses a benefit-rich headline to highly focus on the offer they’re promoting. Instead of saying “We need a taxi driver” or “Get a job with Uber”, the company focuses on how people benefit from that – earn money!

Display Offer - Landing page

Image source : Instapage

Mailchimp has a feature focused headline that directly describes the true purpose of the software.

Landing page - Optimised heading

Stay Above The Fold

Back in time, this idea was used by news publishers as they put important headlines and images in the area above the fold to attract readers.

When somebody visits your landing page, they are there for a reason: to get the offer or asset they’re looking for and maybe grab some additional data along the way. So, keep your landing page elements above the digital fold. This will allow users to scroll further and catch more information.

Most of your visitors just scroll the page and then proceed to the form. If you really need to drive a lead, make sure everything that’s of value is visible upon accessing the page. Make it engaging by adding a compelling headline and a CTA that stands out.

Take a look at Ahref’s above the fold approach:

Landing page optimisation - content arrangement

The headline and subheadline indicate what the service does while the CTA communicates their offer clearly. Also, they have listed satisfied customers at the bottom, right before the fold to provide that credibility and, much-needed, customer confidence boost.

Be Consistent

Make sure there isn’t any mismatch between what the ad promises and the landing page delivers. Visual consistency can make a huge difference in conversion rates.

The font, text, imagery, colours, spacing and other elements of your ads should look similar visually and present the same offer or your potential customer will be confused or irritated.

Therefore, being consistent even with the smallest details will not only contribute to great design but also providing a positive experience for your users.

Landing pages are the key to keeping potential customers engaged and closing them in under a minute. If you are looking to boost your conversion rates, improving your landing pages will help you do exactly that. Keeping it simple and always focusing on the customer is the secret to success.

Landing page - content optimisation

Top tip: When you run a Google Ads (previously Google AdWords) campaign, make sure your promotion remains the same throughout your entire advertising process.

Chapter 4 : 10 Best Landing Page Optimisation Practices

Optimising your landing page can improve marketing campaigns and increase the number of leads. More leads for your business means more ROI for your bottom line. To accomplish this, you need to follow landing page best practices to make sure you’re developing a high converting page.

1. Craft Catchy Headlines

Want to see a 10% lift in conversions? Try modifying your landing page headline. Your headline is the first thing your visitors sees when he or she lands on the page, so it needs to grab their attention and encourage them to take action. Attractive benefit-rich headlines capture your audience’ attention faster and entice them to stay on the page. The best headlines are short, simple and focus on the outcome of what you’re offering, not the features or the services.

Here’s an example from a landing page on our website:

Landing page - Heading optimisation

The headline shown here actually offers visitors clear cut solutions to solve their problems. It highlights the benefits of our services and clearly tells them we can help them achieve the outcomes they are looking for… like first page Google rankings, more leads and ultimately more sales from their marketing activity.

Take action: So ask yourself, what are your benefits? And how can you present those within your headlines?

2. Make Your Offer Clear And Compelling

There is one thing no brand can exist or thrive or successfully without – a compelling offer. It’s the vital part of any business success and driving force that keeps the entire business moving seamlessly ahead. All you have to do is understand and implement the offer clearly. No matter who you are or what you’re selling, when people come across your offer, they’ll need to be convinced. Develop and deliver a very clear and easily understood offer if you want people to purchase.

This is why we have included the best offer on our SEO page i.e GUARANTEED PAGE 1 GOOGLE RANKINGS IN 90 DAYS OR WE WORK FOR FREE. We have proven expertise and experience in SEO services so we guarantee the best results. Our talented team will get your business on page 1 of Google’s SERP in 90 days or we will deliver our service for FREE!

Landing page - Headline optimisation

3. Responsiveness

Responsive design has gone from being a ‘nice to have’ to a ‘must-have’ component in the landing page design strategy. That’s because the number of smartphone users is increasing at a fast rate. And that isn’t going to change any time soon.

With a responsive design, users can access your website from any device smoothly and it will look and function perfectly based on screen size, platform and orientation.

You should deliver users the same experience while browsing the web on their smartphones or computer without sacrificing any of the quality or ease of navigation. The idea is simple – great responsive design leads to more visits, resulting in more conversion and sales.

Landing page optimisation - Website navigation

Point to ponder: are your landing pages compatible with any device and viewable on any screen size?

4. Improve Your Call To Action Button

You may be confused by what a Call-To-Action can do for a landing page. But the secret is that people actually expect relevant CTAs from the page they visit.

Improving CTAs in the landing page can prompt your leads, potential prospects and customers to take a specific desired action.

If you are running an e-commerce company, you will definitely want people to purchase your product. So, you will often go with the CTA of ‘Buy Now!’ or ‘Add to Cart’.

Likewise, there are other CTAs that you can consider using such as:

  • Register Now!
  • Call Today!
  • Request a Free Quote
  • Find Out More!
  • Download the Book

Landing page - call to action

I love how MOZ used clear, concise, and obvious CTA to drive visitors to try the free version of the tool.

5. Keep The Contact Form Simple

The contact form is a vital component of every landing page. If the form is too long asking unnecessary questions or containing too much information, the chances of conversion are less.

You want to gather as much information as possible about your lead, but only ask what you need!

A name and an email are more than enough to drive a new lead.

Landing page - contact form

Top tip : Let’s say you don’t want to call the prospect after they fill out the form. Then you don’t have to ask for a phone number.

Are you planning on qualifying them with the career? if no, you don’t need their employee details

6. Make Sure Your Page Loads Quickly

This is an important part of optimising your landing page. Every millisecond does count when it comes to loading a page! Google is all about good user experience nowadays. A slow-loading website can cause potential prospects to lose interest in your website and switch to your competitor’s site.

To evaluate your page speed, open up the Google’s PageSpeed Insights and enter your website URL into the bar:

Landing page optimisation - page speed

This is great. You don’t have to worry about achieving 100%, but you want to aim for the green (90+).

Websites can get cluttered by a lot of unnecessary features and purposeless functionalities. Site size especially, image size makes a huge impact on your site speed. The larger your content/image, the slower the site. So, optimise the size of your images before uploading them to your site.

7. Optimise Your Landing Page For SEO

Having a web page that doesn’t work well in the SERPs is worthless as a landing page is meant to drive conversion. If you want to get targeted traffic to your landing page, then you definitely need to optimise for search engines.

Determining target keywords is super important. Having access to reliable, accurate, easy to use SEO tools will make your keyword research strategy better and stronger.

The next step is to incorporate your keyword throughout your landing page.

This includes:

  • Headings (H1, H2 and so on)
  • Body text
  • Image alt text
  • Page title, description, URL

Here is what we did for optimising our website landing page:

Landing page optimisation - SEO

8. Include Contact Information

Most of the viewers will leave a landing page if there is no name, address or contact number. If someone couldn’t find contact details, they will hesitate to go ahead with the purchasing process. Therefore, having your phone number on display could greatly increase your conversion rate.

Everyone has his/her preferred way to contact a company, some will like to make a phone call while others like sending an email or leaving a Facebook message. That’s why, it is important to give as many options as possible to contact you – You can put your phone number or email address on your landing page, or you can use a contact form.

Landing page optimisation - contact info

9. Use an effective Exit Popup

An exit popup is exactly what it sounds like. It’s the final effort to keep your users on the page when he or she attempts to leave the site. The visitor must land on your page, then scroll down to check out the content. Then, finding nothing of interest, they move the mouse pointer towards the X button in the corner of the browser. At that point, the exit popup appears.

It might look something like this:

Landing page - Exit Popup

Wordstream uses its exit popup window as a way to increase the number of downloads of their e-guide “Beginner’s Guide to PPC”.

If you pay attention, you’ll see plenty of similar exit popups all over the Internet, from retail and SaaS businesses to blogs and local service business sites.

10. Testing. Testing. Testing

A lot of businesses set landing pages and forget about them. Landing page A/B testing is a must if you want conversions. It’s the only way to know whether your current landing page is the best you can do and you can determine which version of a landing page results in more clicks, conversions and reduced bounce rate.

So, how can you conduct successful A/B testing?

  • Set your goal – When you are conducting A/B testing your site, you want to make sure you have a goal in mind. It can be a higher clickthrough rate, more traffic, or more conversions.
  • Focus on testing one thing at a time – This is crucial to make changes on your site. If you test too many elements at a time, the results will be cluttered. If you are testing a CTA button while you’re checking the colour change in your design, you won’t clearly know which element is drawing your audience in.
  • Use a control page – A control page (this can be your current landing page)can easily monitor how changes affect your page.
  • Test different elements on your page – By testing both big and small elements, you create a more effective landing page.

That’s not all! You can test the offer, page layout, header, CTA button and more…

By continuous testing, you can refine your landing page over the course of time.
The more AB tests you run, the more precise your data becomes resulting in more audience engagement.

Landing page optimisation - testing

You can use Google Analytics to track how well your page is doing. Integrate your landing page with Google Analytics to test landing page performance metrics and fine-tune any element if needed.

To get started, set up specific conversion goals or ecommerce tracking on your landing page.

Remember what counts as a conversion differs from company to company. If you are running a blog website, then conversions could mean users subscribing to an email newsletter, downloading an eBook, or filling out a form. And, if you have an eCommerce store, conversions would be the number of products bought by visitors.

Once it’s done, head to Behavior > Site Content > Landing Pages

Find following information:

  • Conversions: In the Conversions column choose either Ecommerce or your desired goal from the drop-down menu.
  • Sessions: Sessions shows how many visitors are actually landing on your landing pages – it’s a strong indicator as to whether your marketing and advertising efforts are working.
  • Source: Within Analytics, you can see which sources bring the most visitors and conversions.
  • Bounce rate: see the percentage of visitors who left your site after viewing a particular page on your site.

Landing page conversion tracking

Chapter 5 : Landing Page Optimisation Tools To Use

Here are three of my favourite landing-page optimisation tools that can save you hours and skyrocket your conversion rates.

Crazy egg

It uses heat mapping reports for clicks, pauses, and scrolls to show you what users are getting up to on your landing pages. Users will be able to identify correctly the part of the page that attracts audience attention. It’s the most effective way to get a look at how users actually interact with your site and what you might be able to improve for better conversions.

Landing page optimisation tools

It is amazingly easy to use. Once you sign up, you can start running user behaviour reports instantly.

Crazy Egg let’s many customers discover that website visitors are clicking on elements of the webpage that aren’t even links! Solving these design mistakes will improve your landing page’s engagement and conversion rates.


Optimizely is one of the most powerful landing page optimisation platforms available for the digital marketing landscape. What makes Optimizely interesting among users is that the tool doesn’t require coding. Yes, Optimizely offers a codeless visual editor where users can easily design landing page variations and measure their impact on conversion rates.

Landing page optisation - Optimizely

Image source : Optimizely

Landing Page Analyzer

Landing Page Analyzer tool tests the effectiveness of your landing page based on 21 questions. All you need to do is submit answers about your landing page, with questions inquiring about the number of offers on your landing page, the availability of product screenshots, landing page length, and more. In the end, you will get a personalised report with actionable recommendations to uplift your conversion rate.

With VWO Landing Page Analyzer, you will get a comprehensive analysis of your page on the following key parameters:

  • Relevance
  • Propensity to take action
  • Persuasiveness
  • Motivation
  • Focus on the goal

VWO Landing Page Analyzer

Chapter 6 : What Is A Good Conversion Rate For Landing Pages?

The ultimate goal of any landing page optimisation is to convert prospects into customers. To put it simply, the landing page conversion rate shows the number of people who completed your call to action out of everyone who landed on your page. A “conversion” could be almost anything like:

  • Submitting a form (contact us form, lead gen form, etc)
  • Making a purchase
  • Calling your business
  • Registering on the site
  • Signing up for a subscription (either paid or free—like a newsletter)
  • Upgrading their service
  • Engaging with your site in some way (time on site, repeat visits, number of pages visited)
  • Downloading something (software trial, eBook, mobile app, etc)
  • Engaging with your online chat

Landing page conversion rate

Average conversion rates can vary wildly depending on what industry you’re in. For instance, if you’re into construction service, a conversion can look very different from a company in the Health industry.

Although best landing pages convert at rates of up to 27.4 percent, the average conversion rate falls around 2.35%. The top 25% sites are converting at 5.31% and above, while the top 10% are looking at 11.45% and above.

But, as I mentioned before, your conversion rate will still vary due to the type of industry you’re in, the offers you put out, and your audience’s behavior.

Some industries, niches, and sectors convert leads easier than others. That’s common. Instead of comparing yourself with other benchmarks, consider how other sites in your niche are performing to discover whether you’re ahead of the competition or not.

If you are not satisfied with your current landing page conversion rate, there is always a room for improvement.

Why settle for average if amazing is attainable?

Over To You…

So, there we have it. Everything you need to know about a successful landing page!

I hope this guide showed you how to optimise your landing page!

Now it’s your turn.

What’s your key takeaway from this post?

Are you ready to optimise your landing page?

If so, which tip would you like to try first?

Comment below.

If you are unsure of how to achieve a high converting landing page, Mr Digital would love to help you out with it. We have created a 41 point actionable checklist to optimise your landing page. If you and your team can fill this landing page checklist right away, you can increase your landing page conversions and get that much closer to your ROI goals.

Sherin Sebastian

Sherin Sebastian

Our team is certified on all major tools and platforms