9 Landing Page Design Tips to Improve Conversion

Here are easy tips to help you design beautiful landing pages that inspire people to buy your products or subscribe to your list.

Landing pages are valuable marketing channels that can benefit any type of business. Whether you want to grow your list (through a giveaway or product pre-sale, perhaps) or sell more stuff (by highlighting special offers or showcasing your newest items), landing pages are a great way to nurture new customers, educate people about your products, and drive conversions.

Unlike a website’s homepage—which is typically designed to provide a general overview of a business—landing pages help you build customer loyalty and increase profits by focusing on a specific short-term goal. When you create landing pages for unique campaigns, targeted audiences, events, or promotions, you can provide people with a clear, direct call to action and make it easy for them to buy your products or sign up for your list.

Effective landing pages help you build customer loyalty and increase conversion rates by focusing on a specific short-term goal.

With Mailchimp, you can plan, design, and track as many landing pages as you need to reach your customers—in the same place you manage all of your other digital marketing. Our intuitive drag-and-drop editor makes building your pages a breeze, and each page you create is mobile friendly, so they’ll look great from any mobile device. Plus, they’re absolutely free.

Determine your goal

Before you get started, you’ll need to determine the goal of your landing page. Mailchimp makes that part easy by giving you two landing page templates to choose from: signup page and product page. A signup page is designed to help you grow your listwhere users have to fill out a form, while a product page is for advertising your business and selling a product or service from your store.

Consider your audience

Increase the relevance of your landing pages—and improve your conversion rates—by being mindful of who your audience is and the message you’re trying to convey. No 2 customers are the same, so instead of using generic landing page messaging and giving everyone the exact same experience, try creating several different landing pages, each for a specific target audience, this will help you with conversion rate optimization as well.

If you operate a clothing business, for example, you could build several different landing pages with content tailored to customers who live in a specific part of the country, and add a sense of urgency where it is applicable. Design a landing page that might promote swimwear to folks in warmer areas, while another page might be used to showcase your winter collection to people who live in colder climates. Or, you might create a specific landing page to share on social media to drive new list signups, and another that you only link to from an email campaign to your VIP customers that highlights certain products and helps you generate sales.

Try creating several different landing pages, each targeting a specific portion of your audience.

Write compelling copy

Landing pages, much like email and ad marketing campaigns, are more effective when they include thoughtful copy that’s concise, on-brand, and relevant to your audience.

  • Headline: Write a headline that grabs the attention of your visitors from the moment they reach the page.
  • Body: Your message should be simple, informative, and to the point. Use bullet points if necessary to make it easier to read. If you’re promoting a sale, make sure you instill a sense of urgency in your copy. Or, if you’re collecting email addresses from your customers, be straightforward about why you’re asking for their information and what future communication they can expect to receive from you.
  • Call To Action (CTA): Keep your CTA clear and actionable. Think about which stage of buying your customers are in, and then tailor your CTA buttons accordingly. Need some inspiration? Check out these real-life examples.
  • Footer: Include your contact information so customers won’t have any trouble getting in touch with you if they have a question or concern.

Use beautiful images

You can access a searchable Giphy library though our flexible Content Manager, and if you connect your store, we’ll even pull in your product images automatically. In just a few clicks, you can include pictures that show off your latest products or add an eye-catching background image or engaging visuals to grab the attention of your customers. And if you need a little help finding the perfect image for your landing page that goes in line with your color scheme, check out resources like Unsplash and Pexels.

Check out these landing page design examplesfor more design inspiration.

Include detailed product information

Landing pages, especially those designed to help you sell more stuff, give you a great opportunity to highlight a specific item and tell your customers why they’ve gotta have it. Include descriptive product information, and don’t forget to expand on important product specs, like sizing or dimensions. Tell your customers what makes your products—and your business—unique, include social proof. Remember: storytelling often leads to conversion.

Write a compelling product description

One of the most important elements of any product page is a well-written product description that clearly states what you’re selling and why a shopper’s just gotta have it. As with all of your marketing, the copy on your product page should be on-brand and relevant to your audience to be able to convert visitors into customers, but there are a few other things to keep in mind as you write a description of your product.

Be direct

Research has shown that 79% of people tend to scan a webpage instead of fully reading it, so the first description that customers see on your product page should be clear and to the point.

Answer questions that shoppers might have about your product

Before making a purchase, shoppers will want to be sure they know exactly what it is they’re buying. While you probably won’t be able to anticipate every possible question that could arise, you will want to make sure that customers have enough information to buy with confidence.

If you’re selling a piece of clothing, for example, tell shoppers what type of fabric it is and how they can expect the item to fit.

Bring your product to life with images

Customers aren’t able to physically interact with products while they’re shopping online, which means they rely on your product photos to help convince them to buy. In fact, 92% of consumers say that visuals are the top influential factor affecting a purchase decision, so make sure that the imagery on your page conveys texture, size, scent, or any other aspects of your product that might be of interest to your customers.

Multiple images are better than just one

In their 2018 consumer research report, Salsify found that 73% of people want to see 3 or more images when considering a purchase. Fortunately, most mobile devices come equipped with great cameras (and built-in editing tools, too), so even if you’re not a photography pro, it’s easy to take as many beautiful, high-quality and engaging visuals for your online store as you need.

Show different angles

Help your customers visualize what the item looks like in person by using images from different perspectives or proximities.

As you plan your photos, be sure to include at least one “in scale” image, too; 42% of people will try to determine the size and scale from the images on a product page.

But make sure to not compromise your business website’s loading time.

Use lifestyle images

Lifestyle images are a great way to tell the story of your product—and to help your customers imagine how they might use it in their everyday lives. Incorporate locations, props, and people that will give your audience more context about the thing you’re selling.

Need a few more tips and design inspiration ideas about lifestyle photography? Check out these helpful resources from Shopify, Jungle Scout, and Threadless.

Build trust with reviews

Do you ever read reviews about a business or a product before making your final decision? If so, you already know that online reviews can directly impact a business—shoppers care what other shoppers think. In fact, according to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.

85% of consumers trust online reviews as much as personal recommendations.

Take advantage of the positive feedback you’ve received from your customers by including their testimonials directly on your landing page. Not only can their comments help you advertise your business or products, they might also be the final nudge a potential customer needs before making their final decision to buy.

Incorporate promo codes or discounts

Coupons and promo codes are some of the most effective tools for driving sales. In fact, according to a recent survey, 57% of consumers say that businesses that offer special deals for returning customers stand out from the competition. So as you’re building landing pages for your business, consider including unique coupon codes or other offers as an extra incentive for your customers. Each landing page can be targeted to a specific audience—and be independent of your site, store, or other marketing—so it’s easy to advertise an incentive to a small portion of your audience without affecting any of your other promotions or marketing strategies.

And since there’s no limit to the number of landing pages you can create in Mailchimp, you have the freedom to experiment with your designs, do some AB tests for different layouts, and then use our powerful reporting and management tools that tells you exactly which version gets the most visitors, clicks, conversions and overall better user experience.

Advertise an incentive to a small portion of your audience without affecting any of your other promotions or marketing strategies.

Share your page

Once you’ve designed and published your landing page, it’s time to start promoting it to your audience. You can share your customizable landing page URL as frequently (or infrequently) as you’d like, so consider the purpose of the page and then determine which of your other marketing channels can help you reach your goals. And since every landing page you create in Mailchimp is mobile friendly right out of the box, it’ll look great for everyone, no matter how they’re accessing your page.

For example, if you want to grow your list, maybe you’ll decide to drive traffic to your landing page from your Facebook page or through Facebook Advertising. Or, if your goal is to sell a new product, you might choose to include a link on your website or in your upcoming email marketing campaign. Be strategic, and use your other marketing channels to your advantage.

Have a plan for new customers and subscribers

Whether you’re using your landing page to help grow your list or sell more stuff, it’s important to have a plan in place for everyone that clicks your CTA. Mailchimp’s segmentation and marketing automation tools will help you stay in touch with new subscribers and returning customers alike, so you can provide personalized, relevant content and make everyone feel like a VIP.

You can keep the conversation going—and introduce folks to your business—with an automated welcome series that goes out to everyone who signs up through a specific landing page. Design and send personalized order confirmations, invoices, and other customer notification emails to people that make a purchase. Or, automatically follow up with buyers to thank them for their purchase, provide helpful product information, or ask for feedback about their experience.

Keep the conversation going—and introduce folks to your business—with an automated welcome series that goes out to everyone who signs up through a specific landing page.

Landing pages are a great way to connect with your audience and drive conversions, and with these tips—and our helpful tutorial article—you’ll have everything you need to create great landing pages that get more clicks, more signups, generate leads, get visitors to convert and increase sales for your business.