8 UX-Powered Tips To Boost Your Landing Page Conversion Rate

A lot of what UX designers deal with is user flow, as we’ve seen.  

But to even capture your user’s attention you probably know that you need a thoughtful landing page.  

Think about it: people are not likely to enter a restaurant if the signs to the entrance are peeling off, or if they don’t match the brand those customers are looking for.  

The same is true for your landing page.  

It’s your opportunity for a first impression, and especially if it’s a landing page meant to redirect your users from an advertising space like LinkedIn or Facebook marketing channels, you’ve got to nail that first impression. 

The UX principles your landing page needs to embody can’t just be about style and color–though those are certainly important–you’ve got to have concise and strong content, too.  

If you’re experiencing low conversion rates and feeling like your landing page game could use some pointers, try these strategies out:

a user clicking on a computer mouse
Optimize your click through rate with some of these landing page strategies.

1. Make sure you actually need a landing page

This one might sound too mundane or obvious, but it isn’t always when you’re in the trenches of digital strategy and marketing.  A separate landing page isn’t always what you need to direct users to after you set up a click-through ad, or other type of marketing link.  

Sometimes, you can just direct users to a section of your website you’ve already made.  But if you feel like the users you’re targeting really do need a separate web funnel, then go for it.  

Make sure to use those additional landing pages to really create specific and segmented captures–companies see a 55% increase in conversion rates when increasing their landing pages from 10 to 15.
graph showing landing page and lead generation numbers

2. Line up the style with your website’s and your ad’s

Even if you don’t love your website’s UX or visual design yet, try to base the major elements of your landing pages on your website’s style.  And make sure it matches the ad that the user clicked on in the first place!  

Back to that restaurant metaphor: if you see a place that looks like an old school diner from the outside you’re not going to understand why it’s a modern french restaurant on the inside.  

Align the fonts, color schemes, and flow of your website and landing page wherever it makes sense.  Give the user a taste of what your website has to offer, and make them excited about it so you get that click-through.

google ad matching the landing page associated with it

3. Avoid sounding like a daytime infomercial

Phrases like ‘but wait there’s more’ or ‘BUY NOW WHY WAIT’ are likely the way many of us were exposed to marketing.  But they will rarely work for your landing page, which is really an opportunity to build trust with your consumer and lead them to an action.  Keep your content concise, punchy, and informative wherever possible.  You’re more likely to get a conversion rate boost by offering something that makes them go ‘huh, that’s interesting’ than something annoying.  Not every landing page needs to lead with or even include a sell–you just need to pique your particular user’s interests.

a bad landing page with large numbers
‍‍This type of page is something you want to avoid.

4. Make your key content pop

You don’t want to sound like an infomercial, but you do want it to be clear to your user why they’re on that landing page in the first place, and what you want them to do.  Use bright, contrasting colors for Call-To-Action buttons and key information.  Don’t be afraid of bold fonts, headers, and divider lines.  You only get a few seconds here to make that first impression, so think of what you want that user to remember and make sure they walk away with that message.

a landing page with an orange call to action button
‍‍A good CTA button pops from your page and has a clear message.

5. Tell them something interesting

If your landing page looks like it has nothing new or interesting to offer, chances are your users aren’t going to click through. Identify something you really want to highlight on your page, for your specific user persona, and build your content and design around it.  You don’t have to describe your whole product or service on every page–often you just need to give a representative sample that speaks to that specific users’ needs.  It’s not that complicated: great content drives great conversion rates!

3 different user persons, techie, socialite, and cost conscious
‍‍Make landing page content that matches your user persona-inspired needs.

6. Don’t strain their wifi

40% of users will leave a website if it takes more than 3 seconds to load.  Your landing page is not the time to try out high-powered videos or heavy images.  It’s where you deliver simple, consistent, and to-the-point content that won’t have your users fleeing for shorter loading times.  

They can’t click through if they don’t stay.

ecommerce website with over 15 images
A landing page is not the time to load this many images.

7. Test and test again

Your landing page in particular is not the time to get attached to your old ideas and layouts.  Try producing your message in multiple, and truly different formats and A/B test them.  

Varying your Call-To-Action button styles and colors, key taglines and messages, overall format, and photography is usually a good place to start, to produce diverse prototypes of your landing pages.  

Don’t get attached to which one you liked the best.  

Let the data speak, and go with the one that’s getting you the higher conversion rates, so you have more flexibility in your website content.

8. Usability is key

Again, this is a first impression–don’t make your user guess how to navigate it.  

Build their trust immediately.  Make sure your layout and navigation match the intent of the page and again, clearly show your user the benefit and pathway to take whatever action you need them to.  

Conversion rates don’t come from pages that leave your users guessing.  Make it clear!

Whatever layout you use, make sure there’s a reason for each element.

Landing pages are your opportunity to capture your users’ attention and make a great first impression.  Need some advice or insights on your own landing page efforts?  Get in touch with us to set up a chat with one of our usability experts.

About the author:

Janani B.

Janani has a Master's in Design Thinking and writes frequently about UX, design, psychology, and other topics.