Welcome back! In Part 1, we covered the essentials of creating a converting landing page. Now, let's unpack the advanced strategies that will take your landing pages from meh to extraordinary.
Advanced metrics that matter
Did you know? These are the key numbers you should be tracking:
Average conversion rate by industry:
- B2B: 2.23%
- eCommerce: 1.84%
- SaaS: 3.02%
- Bounce rate target: Under 70%
- Average time on page: 2+ minutes
- Mobile conversion rate: Should be within 20% of desktop
- A/B Testing: The Scientific Approach
What to test first:
-
Headlines
• Control: "Start Your Free Trial"
• Variant: "Get 30 Days Free - No Card Required"
-
CTAs
• Control: "Learn More"
• Variant: "Show Me How [Product] Works
- Form Fields
• Control: 5 fields
• Variant: 3 essential fields only
Pro Tip: Test one element at a time for clear results. Run tests for at least two weeks or 1,000 visitors, whichever comes first.
Advanced optimisation techniques
- The Psychology of Colour
• Blue: Trust and security
• Green: Growth and success
• Orange: Energy and enthusiasm
• Red: Urgency and importance
Use these strategically in your:
• CTA buttons
• Highlight boxes
• Progress bars
• Trust badges
- Form field psychology
• Multi-step forms convert 86% better than single-page forms
• Progressive disclosure reduces form abandonment
• Smart defaults save time and increase completion rates
- Advanced social proof
• Video testimonials
• Live conversion counters
• Real-time social proof notifications
• Industry-specific trust badges
The perfect landing page template
Above the fold:
□ Compelling headline (benefit-focused)
□ Supporting subheadline
□ Primary CTA
□ Hero image/video
□ Trust indicators
Middle section:
□ Problem statement
□ Solution overview
□ Key benefits (3-5 maximum)
□ Social proof
□ Secondary CTA
Bottom section:
□ Detailed features
□ FAQ section
□ Final CTA
□ Trust badges
□ Contact information
Real-world case study: Fish4Dogs
Before optimisation:
- Conversion rate: 2.1%
- Bounce rate: 75%
- Average time on page: 1:30
After implementing these tactics:
- Conversion rate: 4.8%
- Bounce rate: 58%
- Average time on page: 2:45
Key changes made:
- Simplified the hero section
- Added video testimonials
- Implemented multi-step forms
- Enhanced mobile optimisation
Advanced mobile optimisation
Mobile-first checklist:
□ Touch targets minimum 44x44 pixels
□ Font size minimum 16px
□ No horizontal scrolling
□ Compressed images
□ Lazy loading for content below the fold
□ Thumb-friendly CTA placement
Common landing page mistakes to avoid
- Too many options
• Stick to one primary CTA
• Remove navigation menu
• Focus on one core message
- Slow loading speed
• Compress images
• Minimise code
• Use a content delivery network (CDN)
- Mismatched message
• Ensure ad copy matches landing page
• Maintain consistent vocabulary
• Deliver on the promise
Your advanced landing page audit
Technical audit:
□ Page loads under 3 seconds
□ All images have alt text
□ Forms work on all devices
□ Thank you page is set up
□ Analytics tracking is working
Content audit:
□ Message matches traffic source
□ Benefits are quantified
□ Social proof is recent and relevant
□ CTAs are action-oriented
□ No grammar or spelling errors
The Method approach
At Method, we combine these advanced techniques with our proven design process to create landing pages that consistently convert above industry standards. Our approach has helped businesses like Wild Grace achieve a 150% increase in lead generation.
Ready to transform your landing pages?
Book a free strategy call to discuss how we can help you create landing pages that convert.
Ready to see these strategies in action? Ring us on 01905 814038 or book your free strategy session today.
