But crafting converting landing pages isn’t just about clever copy or aesthetics—it’s about making customers trust you. That’s why creating the perfect landing page can get intimidating. It could be that your landing page design is too complicated or that your CTA or copy isn’t optimized.

Whatever the case, you ‘re not alone. This guide serves as your roadmap to crafting landing pages that transform casual browsers to loyal advocates. So, join us as we share the landing page best practices that have proved to compel action.

1. Save Time with  Landing Page Templates

Building a landing page that ticks all the boxes is challenging, especially if you’re just starting out or don’t have dedicated developers and designers. Pre-made landing page templates are a great starting point to create beautiful landing pages in no time. First,  select the template that matches your specific objective and customize it to fit your branding.

Where can you find professionally designed landing page templates? There are standalone landing page builders that allow you to use ready-made templates and tweak them to your needs. However, having a dedicated tool just to build landing pages might not be the best option. Not when you can hit two birds with one stone at least. How? By using affordable email marketing software to create not only targeted emails but also conversion-focused landing pages.

For instance, you might have an online course coming up and want to promote it through a dedicated email or email series. You should use your  And you get to design both with one tool.

All you need to do is browse built-in landing page templates that span industries and pick the one that aligns with your objectives and style. These templates help  you maintain a consistent brand identity since you can add branding elements like logos, colors, and fonts, and tweak them to match your landing page design.

Plus, you avoid writer’s block by providing pre-written copy and prompts for customization, ensuring effective landing page content. Additionally, the templates provided by popular email marketing services are mobile-optimized—and you can always preview how your design looks on all devices. That way, you ensure a seamless experience for all users.

2. Keep Essential Content Above the Fold

When it comes to webpages , the term “above the fold” refers to the upper part of the product. In other words, what users see first on their screens before starting to scroll down. Here’s how above and below the fold content looks like in different devices:

Online visitors’ attention spans are decreasing due to information overload. But if you keep essential content above the fold, it’s highly likely they’ll read every component they’ll find there.

That’s why you need to prioritize the most important information or actions and keep them at the top of your page.

By placing key landing page elements first, you help visitors understand what you do and why they should care without scrolling through the entire page. These elements include your key message, headline, value proposition, and your CTA.

Also, people using small screens are less likely to scroll through your whole page. So, ensuring key content is visible from the get-go is crucial for improving your users’ mobile experience.

3. Don’t Just Build, But Also Optimize Your Pages

The purpose of your landing pages is to drive conversions. So, when building a CRO plan, you need to analyze and optimize your pages. Start by scrutinizing user behavior.

Tools like Google Analytics or HotJar could be your trusted ally to dive into metrics like bounce rate, time spent on page, and website traffic sources.

You can visualize where users are clicking on your landing page through heatmaps. Also, consider leveraging session recordings to check how visitors navigate through your pages and pinpoint potential issues, such as slow loading times.

Once you’ve identified specific pain points in the user’s journey, it’s time to streamline your landing page design and messaging. Start by simplifying your layout and eliminating any unnecessary distractions that keep visitors from converting. Craft compelling and benefit-driven headlines that clearly communicate your value proposition.

One of the most important elements for boosting conversions is your landing page CTA. So, make it stand out by using contrasting colors and placing it prominently. Also, write actionable and precise CTA copy to encourage users to take the next step.

A/B testing is an integral part of optimizing your landing pages for conversions. Marketers should experiment with variations in headlines, CTAs, layouts, visual components, and forms. It’s key to test one element at a time to identify which change made a significant difference. Analyze your test results and implement the winning elements into your landing page creation.

And don’t leave out mobile optimization. With the increasing number of users accessing websites through mobile devices, you should optimize your landing pages for seamless interaction across different screen types. Test them on various devices to ensure they load quickly, and every component is properly displayed.

4. Include Credibility Elements

Most of your visitors have visited so many websites that they’ve become weary of typical marketing promotions. For this reason, they tend to distrust messages from the business itself. So, you’ll have to find a way to make a difference and get them to trust you. The best way to do so is by spicing things up with some social proof elements. Here’s why:

Adding the stories of satisfied customers offers authenticity to your claims. Credibility elements build trust while minimizing concerns for visitors that aren’t familiar with your brand. People trust online reviews almost as much as recommendations from friends and family.

So, including trust factors throughout your landing page paves the way for customer loyalty. Here are some credibility elements to include in your landing page:

• Customer testimonials: Testimonials are effective when they highlight the pain points your customers faced and how your offering addressed them. Even more so if the customer involved is someone they can identify with, and their story evokes emotions.
• Case studies: This type of social proof shows how your products or services helped consumers navigate through challenges and achieve business results. Case studies work great for B2B companies, especially if the real-world success story is backed up with data that prove the outcome.
• Trust badges: Trust badges, such as security seals or compliance certifications, signal your brand’s commitment to offering a reliable value proposition. To maximize their impact, ensure they are relevant to your users’ concerns. Also, it’s a good idea to place them strategically near your CTAs.
• Customer logos: Adding customer logos to your landing page is a bulletproof way to win trust. It shows visitors that reputable companies have put their trust in your products or services. Again, this is a great tactic for B2B marketers, as long as the logos you include are recognizable by your audience.

5. Match Your Message to Your Ads

It’s not uncommon to use multiple ads on different social media platforms. And it’s only natural to target different audiences with each ad campaign. But if you neglect to match your landing page message and design with your ad, it could turn users off, harming the effectiveness of your ad.

Let’s say a travel website creates an ad to promote a memorable vacation experience featuring images of luxurious villas. But when users click on the ad, they are directed to a generic homepage that offers a wide range of vacation options, including hostels or camping sites. This mismatch could lead to user frustration since they were expecting options matching the luxurious getaway they were promised.

Therefore, it’s crucial to create a consistent user experience by aligning your landing page message with the ads that drive traffic to it. Consider customizing your landing page value proposition, copy, and design for each ad. There should be a smooth transition from the core message conveyed in your ads to your landing page content. Whether it’s introducing a new feature or promoting a limited-time offer, your message should be prominent and consistent throughout the user journey.

It’s essential to include the keywords used in your ads in your landing page content, too. That way, you reinforce the connection between the user’s search intent and your offering.

For a cohesive user experience, your landing page visual components, such as images, videos, colors, and overall design should reflect the branding of your ad campaign. Also, your ad call-to-action must correspond to the action you want users to take on your landing page.

Last but not least, tailor your landing page content to match the audience segment you target with your ads. It’s important to incorporate language and benefits that resonate with their preferences and pain points to show them you know what they need and boost engagement.

Optimize Your Landing Pages for Conversions

Landing pages drive traffic, generate leads, and convert them into customers. So, it’s only natural that they deserve your utmost attention. A well-built landing page can skyrocket your conversion rates and find your way to your users’ hearts.

You should keep in mind that your work doesn’t end there, though. Keep researching your audience and A/B testing different components of your landing page to monitor what drives better results. By following the landing page best practices shared and keep optimizing, you’ll drive your audience to take the desired action–and watch your conversions skyrocket.

About the Author

Maria Fintanidou works as a copywriter for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. She loves exploring new cultures and ways of thinking through traveling, reading, and language learning.

But if you want to run a profitable business and increase conversions, there’s one you want to make sure you never miss: CRO (conversion rate optimization).

CRO is the epitome of the old adage “small changes make a big difference.”

In this article, we’ll be taking a look at:

• What CRO is, and why it’s necessary
• Easy ways to increase conversions that you can begin implementing immediately
• A quick case study on how one company optimized their pop-ups for higher sales

What Is Conversion Rate Optimization (CRO)?

Good question. Let’s start by breaking down CRO’s definition, and more importantly… why it matters.

Conversion Rate Optimization basically means removing all roadblocks from the customer journey that would keep them from a desired action—namely, finishing a sale, signing up for a list, or opting in to a promotion.

In addition to removing friction, we also focus on increasing motivation towards that action. For example, not just removing an annoying pop-up, but also adding testimonials to the home page to increase trust.

As for eCommerce Conversion Rate Optimization, that specifically happens in the digital space. It involves creating an engaging user experience, whether it’s with a pop-up, a landing page, or an entire sales funnel. When done right, it creates an environment that increases revenue—without the need to increase traffic.

Whether you’re looking for a conversion rate optimization consultant, or you’re keen to take on the task yourself, optimizing your conversions means thinking like your customer, and thinking small to think big.

If the social proof isn’t visible, the buttons don’t stand out, objections aren’t handled or benefits shown aren’t relevant to your ICP, it can result in a lost sale. By focusing on these small points, we can “plug the leak in the boat,” and ultimately spend less time and effort on customer acquisition.

In the long term, CRO stretches your marketing dollars further by increasing motivation and showcasing value while reducing friction and anxiety.

And if you’re here for the TL;DR… eCommerce Conversion rate optimization translates to increased sales, better cost-effectiveness, and a smoother user experience. Which means no matter where you’re at in the digital marketing space, it should be top of the to-do list.

How to Increase Conversion Rates With CRO

Just like using a few good keywords doesn’t necessarily land you on the front page of Google, conversion rate optimization is also easier said than done.

That’s why for this article, I called in the help of our resident CRO expert, Carlos Valdivia. After wading through countless A/B Tests, Revamps, Audits, and Focus Groups, he’s come away with tons of invaluable knowledge for exactly what makes a website user experience run smoothly.

Here’s his take on how to score bigger conversions more quickly without having to pay for more traffic.

3 Best Practices From a Conversion Rate Optimization Consultant

1. Increase AOV with Cart Cross-Sells

Cart cross-sells can seem like a small thing, but they can be extremely valuable when trying to increase AOV. Increasing a customer’s AOV doesn’t just save time and effort, it’s essential for building a sustainable, profitable brand. 

This is because a higher AOV means you need fewer customers to make the same amount of money, leading to lower acquisition costs. A classic win-win.

What’s a Cart Cross-Sell (And How to Implement It)

Cart cross-sells are a simple—but highly effective—way to snag impulse buys as a customer moves toward checkout. It involves recommending additional products to customers based on their taste, often in a row of thumbnails under their current selection.

If you’ve ever been reeled in by a “You may also like…” row of suggestions under your Amazon order, then you already know how effective this strategy can be for getting more items into the cart.

According to Carlos, a well-executed cross-sell can significantly increase the total amount customers spend during their shopping journey, as long as you follow these rules:

• Make sure the recommended products add value to what’s already in the cart.
  In jewelry, this could be a complementary item from the same collection. In apparel, a pair of sweatpants to go with a sweatshirt. Or in supplements, it could be a vitamin that improves the effectiveness of the first product.

It’s particularly helpful when you can showcase higher-priced or premium products that customers might not have considered otherwise. By highlighting these items as part of the checkout process, you can introduce customers to options they weren’t even aware of—helping both them and you in the process.

• Secondly, leverage user data and customer insights. If you can analyze their past purchase behavior and understand their preferences, you can personalize your customer’s cross-sell recommendations. This naturally results in a better, more streamlined user experience and a more primed buyer.
  

2. Implement a Post-Purchase Funnel

While attracting visitors to your website is crucial, the journey doesn’t end once a purchase is made. In fact, Carlos recommends including a post-purchase funnel after checkout, since it can significantly impact Conversion Rate Optimization (CRO).

At first, this might go against logic. Your customer just bought, so should you really push them to buy again? The reality is, though, that customers are actually more likely to buy in the post-purchase phase, because at this point you’ve already answered all their objections and removed the necessary roadblocks.

Which means this presents another opportunity to master the art of the cross-sell.

Cross-Selling in the Post Purchase Funnel

Once your buyer has made it through checkout, that doesn’t have to be the end of the customer journey. In fact, you still have their full attention for a short time, making it a great moment to make them an exclusive offer.

Before your Thank You page, you can include one or two upsells (a complimentary offer that pairs well with what your customer purchased). You can also add a downsell as well (this is a generally cheaper item that’s offered if the first upsell is declined.)

Apps like Reconvert and Aftersell can help you do exactly that.

In terms of copy, make sure to use action words that promote FOMO and motivate them not to miss out.

By strategically recommending complementary items or offering exclusive deals to existing customers, you can capitalize on their recent purchase and encourage them to make additional purchases, thus boosting overall conversion rates and those coveted average order values.

3. Optimize Your Pop-Up Strategy

Pop-ups can be a powerful tool in your eCommerce conversion rate optimization arsenal—nudging visitors into your email list, tempting them to opt into a sale, or urging them take advantage of special offers.

But it’s important to remember that a little can go a long way. When overused or poorly implemented, pop-ups can also disrupt the customer experience and actually hinder conversion rates. 

That’s why it’s crucial to become a pop-up professional. Effective pop-ups strike that delicate balance between capturing a person’s attention and not overwhelming them. While one or two strategically placed pop-ups can engage your visitor and encourage a desired action, bombarding them with a barrage of pop-ups can quickly backfire.

To Pop-Up or Not to Pop-Up: A Quick Case Study

Nobody likes being pelted with pop-ups (that’s why those old pop-up blockers used to be so popular, right?) But that doesn’t mean your customer will mind a few here and there. Especially when they offer a discount or something they’re personally interested in.

Case in point: Carlos recently did a CRO audit for one of our Hustler Marketing clients. In it, they discovered an issue with a certain pop-up that kept, well, popping up.

For some customers, it would appear 3 times throughout their customer journey. This meant that:

1. It was disrupting the customer experience, which increased bounce rates.
2. It was creating confusion and frustration since the discount would only work once.

This point of annoyance wasn’t just upsetting buyers, it was actively chasing some of them away.

When he replaced the pop-up with a clickable icon in the corner of the screen, it removed that friction for the user while keeping the offer available for those that wanted it.

With this simple fix, they saw a 16% increase in revenue from new visitors by the end of the month. That’s proof that small changes go a long way.

You Don’t Have to DIY Your CRO

Optimizing your site or sales funnel for conversions can be a daunting task. If you aren’t sure you want to do it yourself (or if you want to know you’re getting the best advice possible), consider calling in the pros.

Our Conversion Rate Optimization Consultants can help you navigate the rocky road of CRO—and turn it into a smooth path towards higher revenue.

(After all, CRO is all about removing those customer roadblocks.)

To get a headstart on maximizing your profit potential, get in touch with a Conversion Rate Optimization Consultant today.