10 Landing Page Tactics That Will Turn Casual Visitors into Converting Customers

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When was the last time you took a long hard look at your landing pages?

On paper, landing page optimization seems easy enough. In fact, you’re probably following some sort of formula to design your landing pages.

Follow a few basic principles, capture the attention of your visitors, put to rest any doubts they may have, urge them to purchase, and let the money pour in.

Right?

In reality, it’s not this easy.

My experience with landing pages has taught me that it’s hard work to design the perfect landing page.

There are principles to follow, sure. But there’s also a lot of information you need to gain before you can design that killer landing page.

  • What are your customers thinking?
  • How did they find your landing page?
  • What headline is going to grab their attention?
  • What device are they using?
  • What pain are they experiencing?
  • What’s going to make them convert?

That final question—what’s going to make them convert?—is the most important one.

You want to know what I really care about when it comes to landing pages?

Conversions.

I just want more conversions.

You probably do too. According to the studies, “only about 22 percent of businesses are satisfied with their conversion rates.”

Let me get to the point. Here are 10 landing page tactics I’ve had immense success with and that can help convert even casual visitors into customers. 

Apply these 10 landing page tactics to convert casual visitors into customers.

1. Keep it minimal

The “less is more” idea rings true throughout many aspects of marketing.

Science and research have shown that this minimalist mindset and strategy lead to breakthroughs in life and business.

What Minimalism is really about is reassessment of your priorities so that you can strip away the excess stuff—the possessions and ideas and relationships and activities—that don’t bring value to your life.

What’s true in life is true in digital marketing too.

Tommy Walker’s expert article, “Why ‘Simple’ Websites Are Scientifically Better” tells exactly why and how the mind responds to a simple, minimalist website.

Your landing page is no exception.

The simpler, the better.

Saturate your landing page with a lot of unnecessary extras, and you’ll be sure to distract and confuse your visitors.

One area where marketers often go wrong is having multiple offers. In fact, 48% of landing pages contain multiple offers.

However, multiple offers can decrease conversions by 266%!

That means you need to keep things relatively sparse and avoid giving your visitors a cognitive overload.

Take a look at this example from Vimeo:

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Bold and beautiful, right?

This landing page for Vimeo Business wants you to do one thing and one thing only: Get Vimeo Business.

There is no doubt in your mind what your next action should be.

  • If you are the wallet-out-ready-to-buy customer, you’ll click the green CTA.
  • If you’re the I-need-to-do-a-little-more-research kind of customer, you’ll watch the video or scroll down.

Either way, Vimeo’s got you hooked.

Why? Because this is a minimalist landing page with zero clutter, zero friction, and zero hurdles to conversion.

By avoiding complication and excessive choice, you will help your visitors to maintain better focus, which is a surefire way to boost conversions.

2. Use the five-second rule

The pop-it-in-the-microwave culture we live in means one thing for landing pages.

Stuff happens fast.

Instant engagement is essential, and you need to get straight to the point.

That’s why I like to treat it as if I’ve got only five seconds to capture the attention of my visitors.

How do you achieve this?

This goes back to my first point about taking a minimalist approach. Often a snazzy headline, an image, and a CTA are all it takes.

Also, keep key benefits above the fold so that visitors can be persuaded to buy without having to scroll down.

Craig Tomlin, a usability expert, explains why five seconds matter:

The reason five seconds is so important is because of research studies which demonstrate that visitors to websites take a very short amount of time (in some cases a  fraction of a second, as little as 50 milliseconds) to judge the quality of a website.

What about those “research studies?”

Take a look:

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Let me reiterate:

It takes five seconds or less for a user to decide whether or not they like your website.

Whether or not you realize it, you’ve proven the power of the five-second rule when you look at landing pages.

For example, let’s say you saw this ad in your SERP.

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What happens next?

You see this page:

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It took me 1.86 seconds to read the headline, subheadline, and CTA. (I timed it.)

Do I like it or not?

Keep in mind, I’m being subtly influenced by the color of the website, the image behind the text, and the negative space surrounding the information.

In less than five seconds, I’ve decided whether or not I like this page and whether or not I’m going to click on the CTA “get started now.”

That’s the power of the five-second rule.

3. Make load time lightning fast

As I mentioned in one of my posts on Quick Sprout, for every second delay in page response, there is a 7% decrease in conversion rate.

This ties into the five-second rule: visitors should be able to get the gist of what you’re offering and understand the inherent benefits of it within five seconds.

If your landing page is cumbersome and slow to load, scale back your content, and do whatever it takes to speed it up.

To test your website’s speed, use Google PageSpeed insights. All you need to do is plug in your website URL, and get a quick score.

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4. Ditch carousels and sliders

You could make the argument that these look cool from an aesthetic standpoint.

Maybe that’s why so many marketers think that it’s a good move to use carousels/sliders above the fold on a landing page.

But in reality, this can be a deathblow to your conversion rates.

To prove this point, the University of Notre Dame tested a slider on its homepage and found that approximately 1% of visitors clicked on a feature:

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Not exactly ideal, is it?

When users see something, they will click on it. If that “something” keeps changing, the likelihood that they will click on it drops.

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The bottom line here is that such elements only add to the “busyness” of a landing page and detract from its value.

Decide what your landing page should display—instead of a slider or carousel—and stick with that.

5. Use plenty of white space

Today’s average visitor is a skimmer and scanner.

They don’t want to get bogged down with lengthy paragraphs and bulky blocks of text.

In fact, “a study found that good use of white space between paragraphs and in the left and right margins increases comprehension by almost 20 percent. Readers find it easier to focus on and process generously spaced content.”

You can make it easier for visitors to navigate their way through your landing page by following this principle.

Notice how Buffer uses white space on its landing page:

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If I were to cram all that content together, it would take up a tiny corner of the page.

There’s not a lot of stuff. The white space on the page makes it easy for my brain to analyze the information and decide what to do next. The result? I’m more likely to make the right decision—the decision to convert.

Apple is famous for its use of white space. Its branding, product design, and even its store layout is founded on the importance of negative space/white space.

Its MacBook landing page shows the use of white space:

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Take a page from Apple’s playbook, and use more white space.

6. Use social proof for leverage

It’s pretty undeniable that humans are social creatures by nature, and we’re all influenced by others, at least to some extent.

Often, all it takes to convert someone who’s on the fence is a bit of social proof.

For instance, you might include a list of some top companies who have used your product/service, along with their logos.

I’ve dubbed this term “logo porn.”

On Crazy Egg, I display some of the recognizable companies who have used the product.

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This doesn’t take up a lot of space, and visitors can quickly scan your landing page without a lot of effort.

Leadpages uses the same approach on its landing page (which, ironically, is about landing pages):

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This can really boost your trustworthiness and reputability in your customers’ eyes.

7. Make contact info readily available

Putting yourself in the shoes of prospects is critical for increasing conversions.

For all they know, you’re some charlatan, snake oil salesman who’s just going to take their money and run.

To alleviate their fears, it’s helpful to include your contact info so they can view it without having to click on anything.

I Done This, a team productivity tool, displays its contact information at the top of the landing page. If you’re so inclined, you can pick up your phone and give them a call.

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This piece of information lets your page visitors know you’re a legitimate business with an actual physical location, which should put their mind at ease.

8. Pepper in testimonials

Although this tactic might not seem exactly cutting-edge or game-changing, it can still help conversions.

Testimonials (especially with pictures) can really hammer home the value your product/service provides.

Quip’s landing page provides a great example of how this works:

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As HubSpot shows, testimonials that display a name, picture, position, and company logo are particularly powerful.

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Sometimes, the testimonials can come from well-known people. Other times, they could come from ordinary people, more aligned with your target customer.

I Done This displays some testimonials from both groups of people. (Dan Pink is a well-known author.)

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Testimonials like these can help a casual visitor start thinking about becoming an actual customer.

9. Add video

Did you know that using videos on landing pages can increase conversions by 86%?

That’s not a number to scoff at.

I realize that this seems to be at odds with me recommending a minimalist layout, but it’s possible to keep it simple while incorporating video.

Take a look at ClickFunnels. Its landing page displays a video that starts playing automatically when I hit the page:

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It’s quirky. It has real people. It has dialogue.

I’m hooked.

After spending a few minutes of my life watching the video, I’m more likely to convert. Why?

Because I spent time watching the video. And because while watching that video, I realized the importance and usefulness of the product.

Just keep it relatively brief (five minutes max), and use it as an opportunity to educate and entertain your visitors and create a personal connection.

10. Add social share buttons

While the debate over just how much of an impact social shares have on SEO continues to rage on, you can’t deny that having plenty of social shares on a landing page can have a positive impact on conversions.

This is yet another way to use social proof to your advantage.

Conclusion

Even those visitors who don’t have any intention of buying when they reach your landing page can be persuaded to take action if you use the techniques I showed you above.

Landing page optimization can be complicated. It can be confusing. And it can take a lot of time to get in the mind of your customers and determine how to satisfy their needs.

I would never recommend that you shortcut the research, the persona development, and all the hard work that goes into creating a compelling landing page.

However, I realize that sometimes you just need a brief guide or a list of tactics like this one.

These ten methods will allow you to jump into any marketing situation, create effective landing pages, and convert those casual visitors into customers.

Are there any other specific landing page optimization techniques you’ve had success with?

Comments

  1. Luke Glowacki :

    “Less is more” that’s what I need to keep in mind.

  2. It’s not easy to do it

  3. Saurabh Shukla :

    Nice post. The uses of white space is converting well for me.

  4. Sourav Saha :

    Great post, Neil!

    One question…how do you think one should approach to get testimonials. There are generally many ways one can get a testimonial/appreciation.

    Either one can ask for it or the client liked their work and showed their appreciation by saying something like “Great job! loved your product/services”

    So how do switch testimonials from “Great job” to “Product X helped me to grow my business Y%”. which actually converts better.

    • I would do both, Appreciate them for being engaged with you and then ask for that testimonial

    • David Oudiette :

      If you want to be a little less direct, you can try asking for feedback and guiding them. “Hey, I’d love to have some feedback on our product, what did you think about it?” and THEN ask if you can use their answer as a testimonial.

      You can even guide them a little more if you want longer testimonials, by asking more questions, or by asking more *precise* questions so you get testimonials that are more relevant to what you’re saying on your landing page (for example, get a testimonial about a particular feature of the product instead of a general endorsement).

      • Usually people have a hard time doing testimonials because they don’t know what you’re looking for. But like David suggested, by adding questions that guide them, you’ll produce something much more valuable for audience

        • I am thinking about testimonials. And since it is easier for a customer to send you an email and then you put that testimonial on your website. It would probably be much better to have them go to Google Business and write a review there. I guess Google would see that as much more valuable and earn you much more points with Google. It is just sending them to that page so they can write something is a bit harder. Do you agree? And thanks for this blog.

          • Yeah that could work too. If you can get them to leave a review like that, that’ll be extremely helpful for your business

  5. Elvis Plaku :

    Great refresher Neil, always enjoy reading your insights supported by facts 😉

  6. thanks for emailing it, it’s help to capture more leads, ll use it for my landing pages.

  7. Nora McDougall-Collins :

    Love #4! For the last few years, I have been telling my clients that putting a slideshow under the small row of links on the home page is a barrier to your viewers getting to the pertinent information. It’s like the old drug stores where you had to go through a turnstile to get in. A pain for most people; a total barrier for a stroller or someone with 4 bags from other shopping.

  8. Himmat Chahal :

    Good stuff 🙂

    Many could afford to be a bit less afraid of white space, in my opinion.

  9. Manish yadav :

    I m literally frustrated neil I just don’t know what to do nothing is happening i get 450 visitors per day although my niche is quite scattered still no one signs up can you just take look at my site and give me some tips to improve on niche, website design, look , feel whatever its http://lovefindsitsway.com please help

    • Keep writing longer content pages for 3 months & you’ll see a difference.

      • 🙂

      • Manish yadav :

        I am writing contents more than 2000 words and few are more than 3000 words and couple with more than 5000 words but nothings ranks only 5 posts are ranking that are giving me around 300 organic search everyday. and I am trying to collect leads from them

    • How are you promoting the blog Manish?

      • Manish yadav :

        I promote my blog on facebook groups, googleplus groups and I have more than 1000 followers on pinterest and I get around 280 to 300 organic search everyday and it all boils down to more than 550 visitors per day. I wrote 450 above but actually I am getting more than 550 and even cross 600 sometimes.

        But I am not gettng time to engage with readers in communities and groups to build trust my day job is 9 to 8 11 hrs and than I have to write content publish share and its lot of work from last 7 months but I have been doing it consistently and i have reached from zero visitors to almost 600 visitors in last 7 months

        But no conversion I actually promote some affiliate products of clickbank on my content pages and I wish someone would buy but nothing happens I know that is why email list is must to hold the traffic but its kind of frustrating lots of thing and one single men alone

        Give me some tips Neil

        Regards

        Manish yadav

        • It’s important to have a day job, that way you can work on your business and still be making some money on the side. At the same time, your in a position where you just need to figure out creative solutions to the problems you feel stuck with.

          Are you collecting emails? If so, how many emails do you get per month?

          • Manish yadav :

            I am not able to collect emails I was using hello bar initially but it didn’t worked out well and I had to pay 15 dollars per month and than I switched to thrive leads due to one time payment of 67 dollars and no monthly subscriptions but no one subscribes I want to ask you something should I concentrate only on one niche or sub niche in my relationship and love blog because I think my niche is scattered maybe the people who visit my site they don’t know what is the basic theme of my website,

            ofcourse its related to love and relationship but I think I should narrow down and blog on one particluar topic but for that will this domain work should I make a new blog

            Kindly advice – Neil can u visit my blog once and see if there’s something I can change or improve to monetize it in a better war

            Eagerly waiting to hear from you

            Manish Yadav

            • What is the purpose of your site, love and relationships is a bit vague, I feel like you need to think your goals through a bit more. Why don’t you become the guru of that site?

              • Manish Yadav :

                Can you please elaborate more

                • Manish Yadav :

                  Neil I have one more question all my emails goes into promotion s and not in inbox of the subscribers I use get response y is it so m I doing something technically wrong I m afraid

                  • It’s a challenge for all marketers. The only thing you can really do is provide instructions on how to take it out after someone subscribes

                • What is the goal of your site? What are you trying to market exactly?

                  • Manish yadav :

                    Actually I was confused earlier but now I know what I am marketing I want to motivate people for chasing their dreams just like I am doing and i want to promote the program on clickbank called manifestation miracle by heather mathews and I have also observed that I love writing posts on confidence, self esteem and life problems I can feel that

                    But now the only problem I am facing is earlier I was promoting dating products and my domain name is lovefindsitsway.com I am worried whether this domain name is good and whether people visiting my blog will understand and trust this domain name.

                    If I have to change my domain I will have to start everything from scratch again and all my traffic will be gone

                    • The domain sounds good, I wouldn’t change it. How much traffic do you get every month? How are you getting visitors?

                    • Manish yadav :

                      I get around 300 organic search daily and 580 to 600 daily visitors on my blog but nothing converts and hardly one sign up in a week i get for my email list campaign

  10. Brad Frost has a great line about carousels I think you’ll agree with.. “Carousels exist to keep people from beating the $h!t out of each other in meetings.” It’s like the great unifier for different departments. Too bad people don’t realize how ineffective they really are.

    The worst carousels are the ones that are giant heroes that don’t go anywhere. “Buy our product! [wait 5 seconds] No, buy this product instead!” If they’re there to grab attention, why aren’t they clickable? Drives me nuts.

    Wonder how video backgrounds fare in terms of usability…. they certainly hurt load time since you’re loading much more. But they seem be replacing the carousel which is probably a good thing. I found that ClickFunnels video quirky and annoying but I can’t help but want to try their product.

    • When you can give your site 1 singular focus, you’ll experience much better results than having a multitude of items

  11. Brilliantly simple and simply brilliant. I never realized it before but our landing page is WAY too cluttered. Thanks very much for the wake-up call.

  12. Neil, how do write F***** one compelling as well as ‘full of real info’ articles back to back? Hats off. I usually don’t read newletters or articles that pop up in my email, but I read 90% of your articles and I never regret it. They always contain so much passion and love for your craft. Love.

  13. Jeff Bernheisel :

    Crazy this came into my inbox today, as I sit here messing with creating a landing page for my upcoming product launch.

    Do you have any opinion (or stats) on having a full size “hero” video vs a smaller video with supporting CTA next to it?

    Oli Gardner has a presentation (and stats) where he says a smaller video is better for a landing page, but most of what I see in the real world, and most of what I actually click and watch are full size hero vidz.

    Thoughts?

    • I don’t have any stats about that Jeff, but I’m sure if you do a little bit of digging on designer blogs, you’ll find some info on that.

  14. Great content. I’m relatively new with my site. But already implemented some of your recomendations. Hope to see improvement soon.
    By the way, I’m in Brazil joining all your posts. Hugs

  15. Hello Neil,

    Just a very minimalist thank you for your elegant but fact-based advice for landing pages.

    I do appreciate the way you dispose of the clutter and get to the salient point. Thank you.

  16. Neil, You always make it right… although to get all the 10 steps will require a lot of hard work and expertise but it will surely pay off!! thanks a lot for sharing again

  17. Some of these have really helped us out, especially keeping distractions to a minimum and only having a single powerful offer or deal. Interested in experimenting with days to integrate social proof.

  18. Tony Daniel :

    Good approach to convert visitors to customers. White space and testimonials with photos certainly essential in today’s online business.

  19. 100% helpful!!

  20. These are some really nice tips, though I’ve already known about the maximum of the tactics that you have shared but the one with “White Space” I’ll going to try that for sure

    • Everyone wants to fill up the entire space, but you’d be surprised at how powerful white space can be

  21. Neil, Is it good to have video of product specs on landing page.?

  22. Hi neil.

    You always helpful. my landing pages always full with graphics, i will use white space trick to test and increase leads.

  23. One suggestion I read on another thread that I agree with, I think it’s better to concentrate on a couple of social media sites rather than spread the same amount of time over a larger number of sites.

  24. Moses Obuya :

    Well this is something I have always tried to explain to clients I build for websites but some keep on disagreeing especially the part of slide show and carousels.

  25. Rakesh Ojha :

    With your post, does it imply that every service/product page in the website is a landing page and that we need to follow these 5 seconds principle?

    How can we make About us page a better landing page? What is the most important ingredient we should include on the About page that helps conversion?

  26. Thank you Neil for sharing this goodness about landing page tactics. What agency creates landing pages at an affordable cost for affiliate marketers?

  27. Austen Allred :

    Hey Neil,

    Long-time fan.

    I’ve been working on a growth hacking book called “Secret Sauce” – we’ve presold $80,000+ worth (see https://www.indiegogo.com/projects/secret-sauce-a-step-by-step-growth-hacking-guide–2), and I would love to have you take a glance at it and tell me what you think (free, of course). It’s about 130 pages right now, and the goal is to have it read like a programming tutorial. Your thoughts? Feel free to email me

  28. Thank you Neil for timely article. We are about to start Adwords campaign for the company. Surely you article will help me in brainstorming session. Thanks for the ideas.

  29. Thank you, Neil!

  30. These tips can do magic for a Amazon Niche blog.

  31. Nice post. What do you think about having a pricing on a page on a lead generation site? I’ve heard an argument to never put prices on your site, as it entices people to enquire/convert more. I would argue that it’s something to test, based on the business but what are your thoughts?

  32. Thanks… A very nice post. I learned a lot from this article and I want to learn complete drop shipping business. Neil, can you help me and any other person who can teach me?

  33. This is awesome and very helpful post indeed here.

  34. Not a day goes by that I don’t refer to something Neil has written at this blog. You really set the gold standard for what quality content should be, and you’ve raised my game. Leading by example really is the most effect way. Thanks for the great example.

    Oh, and by the way, for all the helpful information!!

    • It’s my pleasure Mike, I’m happy I could help. If you have questions or need clarification on anything, please don’t hesitate to ask

  35. Amazing post Neil Patel. Thanks for sharing it. I know that to build a landing page that make boost sales is too difficult. You have shared many useful information and tips that I can reference. Thanks very much

  36. adam deloach :

    Good Strategy you shared but it seems difficult to achieve ..

  37. Thomas McCallum :

    The thing about landing pages that never seems to change is simplicity

  38. Very cool Neil! Simpler is better. Complex website mostly create confusion in visitor’s mind hence as result they end-up with no interest and switch towards competitors website. Even i too prefer to choose the simplest one, whether it is blog or website. Great neil ! you should try in psycology also… Jokes apart. great information . You always come up with a mind blowing blog and research.

  39. So many subpar landing pages out there … taking any one of these to heart could vastly improve people’s results!

  40. Commute Hyderabad :

    can you suggest any landing page tools? tried instapage but found it not so appealing.

  41. Merry Williams :

    the article quite helpful for me. thanks for this…

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