Which Attributes Describe a Good Landing Page Experience?

May 22, 2023 Sumeet Sinha 0

A landing page is a single page where visitors/customers land after viewing an advertisement/marketing campaign/content asset. It’s quite dissimilar to a web page that encourages visitors to explore more. SEO experts often try to achieve that with internal links, breadcrumbs, and whatnot. That just isn’t the case with a landing page. It’s designed to ensure that visitors take the desired action by clicking on a CTA.

Ultimately, whether the customer will convert or not depends on the landing page. So it needs to be good, but which attributes make a landing page good for a visitor? That’s precisely what this blog post aims to capture. Let’s begin!

Table of Contents

Attributes That Showcase a Good Landing Page Experience

Relevant and targeted content

You’re not writing a regular web page. It’s pertinent to think like a conversion copywriter. The idea is to deliver relevant and targeted content to their specific needs and interests. You shouldn’t just focus on bombarding visitors with a barrage of information. Make it compelling by showcasing the benefits of choosing you, addressing the pain points, appealing to their interests, etc.

There are a lot of copywriting tips available, but execute ones that actually deliver results. Try using negative call-to-actions, such as “don’t forget to add to cart” or “don’t miss out on this deal”. Furthermore, keep your writing straightforward. You must be creative while ensuring that the visitor may bounce if they’re not kept engaged. It’s a tricky battle, but with the right content, you can win it.

Mobile interface factors

Majority of traffic comes from mobile devices, so it’s evident that the design of the landing page on mobile devices should be top-notch. You can do that by creating a responsive page that fits the layout of the screen and functions properly.

Still, you mustn’t forget to make your landing page intuitive. Try using touch-based interactions, like swiping, tapping, and pinching. Also, everything on the page should be legible.

Social proof (Testimonials and customer reviews)

You need to add some social proof to your landing pages. Why are we advocating it? Because social proof can potentially increase the conversion rate. For instance, adding testimonials can increase the conversion rate on sales pages by 34% (Source: TrustPulse).

Basically, testimonials, reviews, and ratings build trust with the visitors. It’s about ensuring the customer perception of the business is trustworthy. A landing page with such factors helps achieve that, making it credible.

A strong CTA (call-to-action)

If you’ve created a compelling headline or copy to draw customers in, and now they want to take action. Where do they go to do that? CTA. The call-to-action is a critical attribute of a good landing page. Make it clear, prominent, and, more importantly, as it is rightfully referred to as call-to-action, it should call to customers to click on it.

Moreover, figure out the different types of CTAs –

Buttons
Forms
Banners
Links in the content
Pop-Ups
Slide-Ins

Choose what works and make it so that it aligns with what the visitors find interesting and compelling.

Design and layout

The design and layout of a landing page should –

Be visually appealing
Build a story
Align with what it aims to achieve

You must refer to prominent landing page examples and do competitor research to figure out what’s working. However, you must also focus on showcasing what sets you apart from the crowd. So even though the design should follow best practices, you shouldn’t refrain from experimenting, and that’s what A/B testing is there for.

Optimized the page speed

Page speed is a critical attribute for a good landing page experience. If the page doesn’t load quickly, it can negatively impact the user experience and frustrate them into leaving the page altogether. You must ensure that it doesn’t take more than 3 seconds for the landing page to load.

So ensure page load time is minimized by optimizing factors, like JavaScript issues, un-optimized images, or large media pages, that may be hindering the page speed. You can also implement lazy loading to load parts of the page only when they’re required.

Good vs Poor Landing page – What is the impact on Performance

Element	Good Landing Page	Poor Landing Page	Impact on Performance
Relevance	Content is relevant and targeted to the user	Content is generic or irrelevant	Engagement and conversions
Design/Layout	Professional and visually appealing design	Poorly designed or cluttered layout	Customer perception Engagement Bounce rate
Navigation	Clear and intuitive navigation	Confusing or convoluted navigation	User experience Time spent on the page
Load Time	Fast load time	Slow load time	Bounce rates User experience
Mobile Responsiveness	Optimized for mobile devices	Not optimized for mobile devices	Device targeting Conversions Traffic sources User experience
Call-to-Action	Strong, clear, and compelling call-to-action	Weak or unclear call-to-action	Conversions
Testimonials/Reviews	Positive testimonials or customer reviews	No testimonials or negative reviews	Credibility & trust Conversions

Which Attributes Don’t Describe a Good Landing Page?

Here are the attributes that don’t define a good landing page –

Unnecessary elements

Don’t clutter your landing page with unnecessary elements that don’t contribute to the overall goal of the page and can potentially distract from your main message or the call-to-action.

Navigation to other pages

Unlike a website, a landing page should not provide multiple options for navigation to other pages. You want to keep users focused on the main message and call-to-action, and avoid giving them an opportunity to leave the page before they take action.

If you’re using a landing page to promote a product or service, avoid displaying advertisements for other products or services on the same page. This can confuse and distract visitors.

Complicated forms

While a form can be useful for capturing user information, ensure they aren’t overly complicated or require too much information from the user. This can deter users from completing the form and just abandon it.

That’s all you need to do to make an effective and successful landing page. You must create a good landing page to ensure the visitors convert and your marketing budget is being spent thoughtfully.

If you want to create compelling landing pages and increase the potential of your marketing campaigns, connect with Techmagnate for expert PPC services.

Sumeet Sinha

VP - Digital

Sumeet Sinha is the VP of Digital Marketing at Techmagnate and excels at executing Paid Marketing campaigns for clients across healthcare, housing, BFSI, education, e-commerce, and other industry verticals. With over 15+ years of experience in digital, Sumeet's innovative strategies, deep industry knowledge, and leadership abilities have driven exceptional results.