When built well, landing pages are a goldmine for conversions. Here are the deets:
⏫ Properly optimized landing pages can increase conversions by 85%
🤔 Addressing buyer concerns on landing pages increases conversions by up to 80%
💅 Personalized CTAs increase conversion rates by over 200%
We’ve cherry-picked a selection of the best landing page best practices from DTC brands. Keep readin’! 👇
1️⃣ Write short, snappy copy
The average person spends 10-20 seconds on a landing page, so you’ve gotta hook ‘em in ASAP 🎣
Communicate your value prop instantly.
Be clear and concise with your messaging. Billboards don’t read like a novel and the same logic applies to landing pages.
Shopify does it in 10 words.
2️⃣ Include a single CTA
Did you know that LPs with only one clear CTA convert higher? According to Unbounce’s deep-dive:
- The average conversion rate for a page with just 1 CTA is 13.50%
- When landing pages included 2-4 CTAs or links, conversion rates drop to 11.90%
- Pages with more than 5 links had an average conversion rate of 10.50%
The very best landing pages capture information from potential customers to make it easier for brands to continue the conversation.
The info’ you ask for depends on your goal, but here’s a few examples:
📧 An email address
📱 A phone number
💰 A loyalty sign up
✨ An account demo
😃 A free trial
Whatever you’re asking your audience to do—make sure you’re only making one, clear ask.
Thistle has it down:
And so does Fresh Clean Tees:
3️⃣ Build with a mobile-first mindset
79% of smartphone users shop with their phones.
Yet, some DTC brands still are asking website visitors to pinch and scroll to see a landing page in its entirety. 🤦♀️
Responsive landing pages are an absolute must for every brand that’s looking to boost landing page conversions.
Make sure to optimize your images, scale, navigation, and menus to create a positive user experience.
Check out this offer from Nectar. With a tap of a button on your phone, you can see the offer, enter your email, and unlock a $499 discount.
4️⃣ Watch your speed
Slow and steady does not win the race when it comes to landing pages. 🐢
In today’s high-tech climate, winning is about delivering content as quickly as possible. 🏃
Google recently found that a small 0.1-second increase could significantly boost mobile conversions.
If your landing page conversions are dwindling, check the load time of your landing page. Try GTMetrix, Pingdom, or Google PageSpeed Insights.
5️⃣ Think about content and images
A landing page needs to draw readers in immediately and promote action ASAP.
Venngage found that 80% of users are more likely to read content when it’s combined with images.
Our brains break down and glean meaning from pictures in 13 milliseconds, sodding complementary imagery to your readers is a great way to boost conversions. 🚀
Here’s a great (and festive) example from Mizzen + Main.
You see the product, the offer, and how to take action in a flash.
Bonus points to Mizzen + Main for crafting creative copy too!
6️⃣ Sprinkle in some video magic
Video on landing pages can increase conversions by over 80% 📹
And ya’ll know that short-form video is having its heyday (we’re looking at you TikTok) so consider adding snappy videos to your landing pages.
This example from Ruggable uses a video instead of an image demonstrating exactly how to use a Ruggable rug.
Pro tip: if you plan on giving this strategy a go, keep eyes on your metrics to track performance You could even split-test a video vs. no video to see which one increases your conversions more 👀.
7. Use more landing pages
So many Google ads for DTC brands get directed to a highly cluttered shopping page, instead of a crisp landing page. Don’t be that person.
While you want audiences to engage with all of your content at some point, showing all your products at once could overwhelm users.
Create several unique landing pages and sync up the right landing page with appropriate keywords.
It’s extra work from the get-go but will pay off in the end. Hubspot found that increasing your landing pages from 10 to 15 increases leads by 55%.
If you’re looking to refresh your landing pages and boost your conversions, try out the tips above, and don’t forget to let us know how it goes! 😊