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The Components that Make Up a Successful Landing Page
Posted by: Kimberly on Monday, 29 October 2012

Landing pages play an increasingly important part in many modern web-based campaigns. And while sophisticated analytics and complicated lead-generation techniques can make the concept seem complicated, in reality, the philosophy behind a successful landing page is deceptively simple.

Fact 1: Landing pages are important to your website.

Fact 2: Great landing pages increase conversion rates (i.e. “converting” a casual view or visit into a desired action, such as making a purchase, filling out a form, joining a mailing list, or trying out a product, among other things).

Fact 3: Everybody knows and accepts Facts 1 and 2, but not everybody knows how to successfully achieve landing page optimization.

Don’t know how optimize your page? Here are some landing page best practices:

Best practice 1.  Keep your customers in mind.

Before you even begin thinking about what to place on your landing page, ask yourself first what your customers’ needs and wants are. If you want them to do the “desired action,” you must successfully present this action as the answer to their problem or need — you must make it apparent to them that they need you.

For example, if you want them to buy your product, you must highlight the features and benefits of what you are selling. If you want them to join a mailing list or fill out a form for your database, you must promise something in return — information on future product launches or sales, or tips and tricks.

Best practice 2. Keep the elements clean and simple

When it comes to designing your landing page, this is not the time to be novel and flamboyant to the point of gaudiness. Simplicity is best. Your target customers need information, not flashy images that will distract them from doing what you want them to do.

Add great copy. Make sure that it has impeccable grammar. Nothing turns internet shoppers off more than spelling errors and sloppy syntax. Remember, the landing page talks about you and your product. How can customers trust you with their business if they can’t even trust you to edit your page?

Best practice 3. Keep testing

An optimized landing page is one that is continually tested. Always do an A/B or split test (i.e. compare the success of at least two versions of a landing page) to ensure that you get high conversion rates.


There aren’t many hard and fast rules to achieving a highly optimized landing page, but this is certainly one: keep your target customers and their needs in mind.

If you still need help with your landing page, there are landing page optimization software that will not only help you create one, but also provide tools for testing.