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22 July
4 min read

Designing Landing Pages that Convert

10 Conversion Rate Optimisation Strategies for Landing Pages
by Sam DuckerDirector at Lucky Duck at Lucky Duck

First you built your website, then you crafted the perfect marketing strategy, after that you spent a whole load on pay per click ads.

If you've found out conversion rates are low (or they could be better), and you aren't getting as many sales as you'd like. This article will discuss 10 go-to UX design strategies we use with our clients. So you can design engaging landing pages that convert every time.

But before we go any further let's take stock and benchmark some industry averages so you know how you're doing compared to your competition.

Industry Averages
Lead Generation Conversion Rates

In 2019 lead generation conversion rates average at 4.02%. But it is important to benchmark yourself against your own industry. The more product consideration from the user. The harder it is to achieve a high conversion rate.

Good examples of this are in real estate or higher education. Moving home or picking a school for your child is one of the biggest decisions you will make in your lives. Other industries like finance and lending can have an element of urgency from the purchaser which then bumps up conversion rates.

Statistics by Unbounce

Landing Page Conversion Rate Optimisation Strategies

1. Define a clear user journey

When building a high conversion landing page, we want to think of the whole user experience like a compelling short pitch. You’ve got a limited amount of time to convince the user of why you are the best choice to solve their problem.

Here’s a good framework for your landing page content

  • Hook Write a compelling headline, which grabs the users attention and then clearly explains what you are offering in the subtitle.
  • Problem Speak directly to your target user and address the problem they are facing.
  • Solution Tell them how you can solve the problem they are facing.
  • Benefits of working with you and unique selling points What makes you different from your competitors.
  • Add social proof or trust signals Provide a case study, customer testimonial, or evidence of others using your products and services.
  • Create a clear next step and call to action At this stage your potential customers are going to be ready to progress to the next stage whether that's making an enquiry or a direct sale. Although we advocate using call to actions throughout, this is the time to really hit home with it and give your user one last push to getting in touch.

2. Reduce Distraction

One of the simplest strategies to try when creating your landing pages is removing the navigation, footer and internal links.

This is effective as it forces the user to get through all of your pitch (or landing page) without bouncing somewhere else. With the same idea in mind try focus your content and design on one offering or product.

3. Add animation and interactivity

Utilising effective UI animations, video, or motion graphics can increase conversion rates massively. It can also help you get across your value proposition in a concise and impressive manner.

See Case Study

In an era of YouTube and Netflix your customers expect an interactive experience on every website. Here is an example from Apple’s latest MacBook pro landing page showcasing features of its touch bar with a video carousel.

4. Optimise for mobile devices

This should be obvious in 2019 but having a mobile friendly website is absolutely imperative to the success of your business.

However it isn’t easy to test every your landing pages on every mobile device out there without having access to a carphone warehouse stockroom.

Which is why we created Phonetestinator a tool which quickly allows you to test multiple mobile devices and mobile page performance quickly and accurately using Google Lighthouse API.

5. Increase page performance

Page performance has a huge impact on conversion rates. Market data consistently shows that across industries a faster web page will result in a better conversion rate.

So what do your customers expect? Well research shows 47% of customers in 2019 expect a webpage to load in 2 seconds or less,

“If an e-commerce site is making £100,000 per day, a 1 second page delay could potentially cost you £2.5 million in lost sales every year.“

  • Neil Patel

6. Use contrast

Often when we think about conversion rate optimisation, we picture big red buttons and poorly designed oversized text. You don’t have to use poor design to increase your conversions, you just need to use contrast.

Important buttons, headlines, and features of your landing page should stand out from less important features of the page. Using visual hierarchy is about making the most important elements of your content stand out.

Try to use at least 5 different styles per section of your landing page: this could be variations of colour, typography, and whitespace per section. Prioritise the most important elements to have the most contrast from the other elements.

7. Limit your form fields

By reducing the amount of investment you ask from the user you can seriously increase conversion rates. This is a fine balance, as you also want quality leads.

One of the best tactics is asking only for the information you really need, and when asking for more than three pieces of data break it up step by step or separating it into a multi step form over multiple pages.

8. Test, analyse, iterate

To conclude this article with the most important strategy, there simply is no magic formula for a high conversion landing page these strategies will just help point you in the right direct.

You need to utilise testing, analysis and iteration as an on-going process in all of your landing page campaigns. Utilise best practices and then make small iterative changes and monitor the effects.

Some of the methodologies and tools you can use to carry out using testing and analysis include.

User interviews: simply carry out a remote video or in person interview with someone who fits your persona

Tools: Google Hangouts / Appear.in (for video interviews)

Interactive surveys: ask your users questions about their experience on your landing page

Tools: Typeform / Google Forms / Survey Monkey

Feedback polls, heatmaps, and page recordings: get insight into how users are

Tools: Hotjar

A/B Testing: A/B testing allows you to put multiple versions of a page against one another and see which performs best.

Tools: Optimizely / VMO / Google Analytics

Analytics: Google Analytics is our go to always make sure to setup relevant goals and events for your page.

Tools: Google Analytics

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