Written by Roger Erra, Marketing Manager, eZ Systems

With every new campaign digital marketers must create new landing pages to capture new leads or convert customers. Here are 7 easy ways I have learned along the way that may make a difference in your next marketing campaign.


1. Move the Form Above the Fold

Do not place your form below the fold. Make it easy for your visitors by keeping forms on the top half of the page. Highlight the form where you want visitors to fill by keeping it separate from the rest of the copy. 

2. Keep Your Copy Short

No one wants to read an essay on a landing page. Keep it short and simple. Most visitors only scan landing pages so keep it to 100 words or under, anything more and you may discourage your potential lead.

Adding bullet points is a great technique which helps spacing and allows the reader to easily scan and understand the main points of the offer.

3. Add a Visual or Video to Your Landing Page

Including visuals on your landing page helps the copy and call to action form stand out. The image should be captivating, keeping with the theme of the description copy and should entice your visitor. Want your landing page to be more enticing? Include an informative video describing the offer or product.

According to Eye View Digital landing pages with a short video can increase conversions by up to 80%. It can also increase the duration time of the page visit, allowing potential leads to fully understand what they are signing up for. 

4. Button Color and Copy Matter

It might seem unimportant, but button color and copy actually matter. Changing just one word in the button copy can increase Click Through Rates (CTR) as much as 90%. According to Unbounce even changing the tense can increase CTRs. Instead of "Start Your Free Trial" try "Start My Free Trial" possessive tense has been known to increases clicks by up to 30%. 

Button color also makes a difference. Whether one color works better than another is still up for debate. However, it is essential that the button color stands out from the background and surrounding images. Notice how Hootsuite's 'Sign-up' and 'Plans and Pricing' buttons draw your attention due to the contrast in color on the page. 

5. Make Your Landing Page Ad Specific 

In the case of landing pages, more is better. According to HubSpot companies that increase the number of landing pages from 10 to 15 can see up to a 55% increase in leads. As you cans see in the chart below the New Leads Index grows as the number of different landing pages are created. This does not mean everyone should make 1000 landing pages, but shows how adjusting keywords, copy and visuals to cater to each campaign increases conversions. 

6. Include Privacy Policy and Terms and Conditions Links

These days everyone is afraid to give out their personal information. Include a privacy policy and the terms and conditions for the offer on the bottom of your landing page to reassure visitors on your intentions with their personal information. Google may also increase your SEO ranking and AdScore by including such links. 

7. Always Be Testing

A/B Testing and Multivariate Testing is absolutely necessary to keep testing your landing pages. Each website is different; what works for one site might not work with another. Test often and test frequently. 

Here are some elements you should consider testing:

  • Landing Page Layouts
  • Images and Videos
  • Copy & Text
  • Call to Actions
  • Testimonials

Bonus Tip

For years, landing pages were built into the CMS and were showing standard navigation (i.e. top menus, sub menus etc.) It has become recent practice to minimize the options available to the visitor while maximizing the space dedicated for your call to action. Try hiding your websites navigation menus and widgets to boost your call to action's impact. 

At eZ, with our recently redesigned website, we try to keep our landing pages streamlined and has delivered the best results so far. Of course we will continue to test and make adjustments.


Need some more inspiration creating your next landing page? Check out these phenomenal landing pages

If you have any questions about landing pages please feel free to ask in the comment section below.

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