9 Landing Page Design Tips to Improve Conversion

How to build landing pages that inspire people to buy your products or join your audience.

Landing pages can be a powerful tool to nurture new customers, educate people about your products, and drive conversions.

While a website’s homepage is typically designed to provide a general overview of a business, landing pages help you build customer loyalty and increase sales or signups 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 (CTA) and make it easy for them to join your audience or buy what you sell.

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

With Mailchimp, you can build and publish as many landing pages as you need 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 device. Plus, they’re absolutely free.

Determine your goal

Before you get started, it’s important to determine the goal of your landing page. Mailchimp makes that part easy by giving you 2 landing page templates to choose from: a signup page or a product page. A signup page is designed to help you grow your audience by giving visitors a form to join it, while a product page is for selling your offerings.

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 want to convey to them. Instead of giving everyone the exact same experience, try creating several different landing pages, each targeting a specific segment of your audience.

If you operate a clothing business, for example, you could build several different landing pages with content tailored to customers who live in specific parts of the country and add a sense of urgency where it’s applicable. You could design a landing page that promotes swimwear to folks in warmer areas and another that showcases your winter collection to people in colder climates. You might create a landing page to share on social media that drives audience signups. Then, you could build another that you link to in an email campaign to VIP customers, highlighting best-selling products to generate sales.

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

Write compelling copy

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

  • Headlines should grab the attention of your visitors from the moment they reach the page.
  • The body of your message should be simple, informative, and to the point. Use bullet points if necessary to make it easier to read.
  • Keep your CTAs clear and actionable. Think about which stage of buying your customers are in, and then tailor your CTA accordingly.

In your footer, include your contact information so customers can get in touch with you if they have a question or concern.

Use beautiful images

You can access a searchable Giphy library through Mailchimp's flexible Content Studio, 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, 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 examples for more design inspiration.

Include detailed product information

Landing pages, especially those designed to help you sell your products, give you an opportunity to highlight a specific item and entice customers to buy it. Include descriptive product information, and don’t forget to expand on important product specs, like sizing or dimensions.

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 what makes it a worthwhile purchase. As with all of your marketing, the copy on your product page should be on-brand and relevant to your audience. Good copy will help you convert visitors into customers.

  • 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.
  • Anticipate questions. Shoppers will want to be sure they know exactly what they’re buying. While you probably won’t be able to anticipate every possible question that could arise, you’ll 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 product photos to choose what they 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, color, or any other aspects of your product that might be of interest to your customers.

  • Multiple images are better than just one. When considering a purchase, a series of photos is often more convincing than a standalone image. Fortunately, most mobile devices come equipped with capable cameras (and built-in editing tools, too), so even if you’re not a photography pro, it’s easy to take as many high-quality, 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, try to include at least one that indicates scale.
  • Use lifestyle images. Lifestyle images tell the story of your products and help your customers imagine how they might use them in their everyday lives. Incorporate locations, props, and people that will give your audience more context about the thing you’re selling.

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 signups and sales. As you’re building landing pages for your business, consider including unique coupon codes or other offers as an extra incentive for your customers to both join your audience and make a purchase. Each landing page can be targeted to a specific segment of your audience and be independent of your site, store, and other marketing. That way, you can 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, conduct A/B tests for different layouts, and then use our insightful reporting and analytics tools to see which version gets the most visitors, clicks, conversions, and an 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.

For example, if you want to grow your audience, you might drive traffic to your landing page using digital ads. Or, if your goal is to sell a new product, you could choose to include a link in an upcoming email marketing campaign. Be strategic and use your other marketing channels to your advantage.

Have a plan for new customers and subscribers

As you add new contacts to your audience and get sales through your landing pages, it’s important to have a plan in place for people who convert. Mailchimp’s segmentation and marketing automation tools will help you stay in touch with personalized, relevant content that makes your customers feel appreciated.

You can keep the conversation going—and introduce new people to your business—with an automated welcome series that goes out to everyone who signs up through a specific landing page. You can also design and send personalized order notifications, invoices, and other customer notification emails to people who 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 new people 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 powerful way to drive conversions, and with these tips you’ll have everything you need to create landing pages that get more clicks and signups, generate leads, and increase sales for your business.

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