5 Landing Page Conversion Rate Pointers

February 7, 2017

Rick Knutsen


Don’t be so focused on driving traffic to your website without paying attention to your conversion rate.  By improving landing page conversion rates you will have more acquisitions without increasing ad spend.

5 Ways to Improve Landing Pages.

1. Define Objectives

Know what you want to achieve from the start, i.e., more sales, data capture, viral marketing or simple branding exercise. This will provide a focal point for your campaign.

2. Know Your Audience

  • Know your ideal customer so you can prepare an attractive offer
  • Create your message accordingly
  • Try not to appeal to everyone, otherwise, it will appeal to no one

3. Get The Design Right

Your landing page should be specific to your message. Take away any content or navigation which distracts from your conversion process.

A good landing page includes:

  • Easily scanned content
  • Primary message is high upon the page
  • Rich media, e.g., images, video
  • Guarantee
  • Trust icons or testimonials
  • Social media integration
  • Professional Look & Feel

4. Clear Call To Action

Make known to your visitors what it is you want them to do next, such as:

  • Sign Up Here
  • Download Now
  • Like Us On Facebook
  • Buy Now
  • Call Us Today

Place the Call To Action above the fold.

Use bright colors so that it doesn’t get overlooked.

5. Test, Measure, Tweak

Monitor your activity regularly.  Increment changes to test and then measure its effect. 

Grow your conversion rate to add sales without additional Ad Spend.

If you would like help improving the effectiveness of your website landing pages, get in touch


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WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.


About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


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