Let’s be real, having a beautiful landing page is great, but if it doesn’t convert visitors into customers, what’s the point? Whether you’re trying to collect leads, sell a product, or get people to sign up for a free trial, your landing page needs to do more than just look good, it has to guide users toward taking action.
In this post, I’ll walk you through the key elements of a high-converting landing page, blending UX (User Experience) and CRO (Conversion Rate Optimization) best practices.
The Hero Section: The First Impression Matters
Your hero section is the first thing visitors see, so it needs to be clear, engaging, and persuasive.
What to include:
– A compelling headline that instantly tells visitors what your product does and who it’s for (What is the business offering?).
– A short subheadline reinforcing the value proposition.
– A clear, action-oriented CTA (Call to Action).
– Social proof (trust badges, user count, or a client logo strip) to establish trust (Who is behind this business?).
UX & CRO Best Practices:
✔ Clarity over cleverness: Your headline should be instantly understandable.
✔ Minimize cognitive load: Keep text concise and scannable.
✔ Make CTA buttons stand out with high-contrast colors and action-driven text (e.g., “Start Free Trial”).
✔ Ensure mobile responsiveness: No one likes a hero section that’s unreadable on mobile.
✔ Engaging Visual Content: Use animated GIFs & videos to showcase your product/service in action.
The Problem: Highlight Their Pain Points
People don’t buy products; they buy solutions. If you can clearly articulate their pain points, they’ll feel like you “get” them and be more likely to trust your solution.
What to include:
– A section that clearly lists the biggest challenges your target audience faces.
– Address their frustrations in their own language (use customer research, surveys, or reviews for insights).
UX & CRO Best Practices:
✔ Empathy sells: Show that you understand their struggles.
✔ Use visuals: Illustrate problems with simple graphics or icons.
✔ Keep it skimmable: Bullet points work better than long paragraphs.
✔ Problem-Solving Messaging: Frame the problem in a way that directly speaks to the visitor’s pain points before introducing the solution.
“Understanding the user’s context is key to designing solutions that meet their needs and alleviate their pain points.”
– Sarah Gibbons, NN/g
The Solution: Show How You Fix Their Problem
Once you’ve outlined the problem, it’s time to position your product or service as the perfect solution.
What to include:
– A section detailing how your product or service solves the problem (How is the business solving the customer’s issues?).
– Unique value propositions (Why is your solution better than competitors?).
– Key benefits listed in a scannable format.
– Optional: A product demo, GIF, or explainer video.
UX & CRO Best Practices:
✔ Avoid feature-dumping: Focus on benefits, not just features.
✔ Use side-by-side comparisons to highlight improvements over alternatives.
✔ Visual hierarchy matters: Use headings, icons, and white space to guide attention.
✔ Interactive Elements & Live Demos: Let visitors experience your product before purchasing.
✔ ROI or Value Proposition Calculator: Show users the tangible benefits of your service.
Testimonials: Social Proof Builds Trust
People trust other people more than they trust marketing. Real testimonials help reduce skepticism and boost conversions.
What to include:
– Real customer testimonials with names, images, and roles to establish credibility (Who is behind this business?).
– Short, specific success stories showing measurable improvements.
– Logos of well-known clients or partners.
UX & CRO Best Practices:
✔ Authenticity matters: Avoid generic or fake-looking testimonials.
✔ Video testimonials work best: A real customer talking about your product builds credibility.
✔ Place testimonials near CTAs to reinforce trust at the decision-making moment.
✔ Customer Success Stories & Testimonials: Highlight case studies showing the transformation your product or service provides.
“Nowadays, conversion rate optimization (CRO) professionals and marketers alike use social proof, such as testimonials, user reviews, and logos for a simple reason: it builds trust and credibility.”
– Deborah O’Malley, Convert Experts
FAQs: Address Objections Before They Arise
Potential customers will have questions before they buy. A well-structured FAQ section can address their concerns and eliminate hesitation.
What to include:
– Common questions and concerns potential customers might have (When will this be delivered to the customer / is this the right time for the purchase?).
– Answers that eliminate doubts about pricing, refunds, features, or compatibility.
– A collapsible FAQ format to keep the page clean and scannable.
UX & CRO Best Practices:
✔ Position FAQs strategically: Place them before the final CTA.
✔ Use real customer concerns: Pull from support queries or sales calls.
✔ Keep answers short and clear: Avoid unnecessary jargon.
✔ Transparent Pricing & Offers: Clearly display pricing information and any available discounts.
Final CTA: Guide Them to Take Action
Your call-to-action is where conversions happen. It should be impossible to miss and easy to follow.
What to include:
– A strong, action-driven CTA (e.g., “Start Your Free Trial” instead of just “Sign Up”).
– A time-sensitive offer to create urgency (When is this the right time for the purchase?).
– A frictionless conversion process (reduce form fields, enable social logins, etc.).
UX & CRO Best Practices:
✔ Keep the CTA button visible: No one should scroll endlessly to find it.
✔ Reduce friction: Minimize distractions and unnecessary steps.
✔ Test different CTA texts: A/B test “Get Started” vs. “Try for Free” to see what converts better.
✔ Use exit-intent popups: Capture leads who are about to leave.
✔ Dedicated Landing Pages for Campaigns: Optimize landing pages for specific user journeys rather than sending everyone to a generic homepage.
Bonus: Pro Features to Boost Conversions Even Further
Want to take your landing page to the next level? Here are extra elements that can supercharge your conversions:
– Interactive Elements & Live Demos: Let users try your product before committing.
– ROI or Value Proposition Calculator: Show how much they’ll save or gain.
– Comparison or Alternative Pages: Help customers see why you’re the best choice.
– Transparent Pricing & Offers: If possible, make pricing clear upfront.
– Dedicated Landing Pages for Ads & Campaigns: A tailored experience boosts conversions.
