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8 CRO Landing Page Best Practices to Boost Your Conversion Rate


Ready to transform your landing pages from meh to magnificent? Let’s face it: grabbing your visitors’ attention and getting them to take action is no easy feat. Optimised CRO landing pages are not just placeholders but powerful tools designed to capture leads, drive conversions, and propel your business forward.

Sure, you might have a killer product or service, but if your landing page looks like it was thrown together in five minutes by your cousin’s neighbour’s nephew, you’re leaving money on the table.

 That’s where CRO comes in. The secret sauce turns your ho-hum landing pages into conversion-conquering machines. In this guide, we’ll spill the beans on the top 8 CRO landing page best practices that’ll have your visitors clicking that “Buy Now” button faster than you can say “cha-ching!”

1. Focus on a Clear, Compelling Headline

The headline is the gateway to your landing page’s success. It’s the first thing visitors see, setting the tone for their experience on the page. A compelling headline can make all the difference between a visitor bouncing off your page and a visitor converting into a lead or customer.

But what makes a headline compelling? It’s all about striking the right balance between grabbing attention and conveying value. Your headline should succinctly communicate what your offer is and why it matters to your audience. It should evoke curiosity, stir emotions, or promise a solution to a problem your visitors are facing.

Take the time to craft a headline that resonates with your audience and compels them to keep reading.

Techniques for Writing Headlines That Convert:

  • Value Proposition: Clearly communicate the value your offer provides to your audience.
  • Emotional Appeal: Tap into your audience’s emotions to create a connection and drive action.
  • Clarity: Ensure your headline is easily understood and conveys your message effectively.
  • Curiosity: Spark curiosity to pique interest and encourage visitors to explore further.
  • Testing: Experiment with different headline variations to see which resonates best with your audience.


2. Optimise Your Call-to-Action

Your call-to-action (CTA) is the linchpin of your landing page. It’s the final nudge that encourages visitors to take the desired action, whether it’s making a purchase, signing up for a newsletter, or downloading a guide. However, creating a compelling CTA goes beyond simply slapping a button on your page. It requires careful consideration of design, placement, and wording to maximise its conversion potential. 

Design Principles for Creating Visually Striking CTAs:

  • Contrast: Make your CTA stand out from the rest of your page by using bold, contrasting colours.
  • Shape: Use a distinctive shape like a rectangle or pill to ensure your CTA button is easily recognisable as a clickable element.
  • Size: Strike the right balance between visibility and intrusiveness by choosing an appropriate size for your CTA button.

 Insights on CTA Placement and Wording:

  • Above the Fold: Place your primary CTA above the fold to ensure it’s visible without scrolling. This makes it easy for visitors to take action without navigating through your entire page.
  • Consistency: Use consistent directional cues throughout your page to guide visitors towards your CTA. This includes using arrows, images, or text that direct attention towards the button.
  • Simplicity: Avoid overwhelming visitors with too many CTAs or options. Stick to a clear CTA that aligns with your primary conversion goal.

3. Use High-Quality, Relevant Images

They say a picture is worth a thousand words, and this couldn’t be truer for landing pages. High-quality, relevant images are crucial in engaging visitors and effectively conveying your message. But it’s not just about adding any image to your page; it’s about selecting visuals that complement and enhance the overall message you’re trying to convey.

Best Practices:

  • Relevance: Choose images that dir for authentic, relatable visuals that resonate with your target audience.
  • Quality: Invest in high-quality images that are clear, crisp, and visually appealing. Poor-quality images can detract from the professionalism of your brand and diminish trust with your audience.
  • Alt Text: Ensure all images on your landing page have descriptive alt text to improve accessibility and SEO. Alt text provides context for visually impaired users and helps search engines understand the content of your images.
  • Optimisation: Avoid slowing down your landing page with large, unoptimised images. Opt for compressed file formats that perfectly relate to your product, service, or message. Avoid generic stock photos and follow Google’s speed recommendations to ensure fast loading times and a seamless user experience.

4. Simplify the Form Fields

When it comes to form fields on your landing page, less is often more. Lengthy, cumbersome forms can deter visitors from completing them, resulting in missed conversion opportunities. Simplifying your form fields allows you to streamline the conversion process and increase the likelihood of capturing valuable leads.

Data-Driven Insights:

  • Conversion Rates: Research shows that the number of form fields directly impacts conversion rates. Visitors are more likely to abandon lengthy forms, so it’s crucial to balance gathering the necessary information and minimising friction in the conversion process.
  • Visitor Behaviour: Analyse user behaviour to identify potential pain points in your form. If visitors start filling out the form but abandon it before completion, it may indicate that the form length is a deterrent. Use this insight to optimise your form fields and improve conversion rates.

Best Practices:

  • Field Optimisation: Review your form fields and remove any unnecessary fields or make them optional. Focus on gathering only the essential lead information needed to follow up effectively.
  • User-Friendly Design: Ensure your form is visually appealing and easy to navigate. Use directional cues like arrows or contrasting colours to draw attention to the form and guide users through the conversion process.
  • Gratitude: After submission, thank users for completing the form and provide reassurance that their information has been received. This confirms their action and offers an opportunity to re-engage them with additional values

5. Test and Optimise Landing Page Elements

One powerful tool in your arsenal? A/B testing, or split testing, allows you to fine-tune your landing pages for maximum impact. A/B testing involves comparing two or more variants of a single element on your landing page to determine which version performs better. Whether it’s headlines, CTAs, or entire landing pages, A/B testing provides invaluable insights into what resonates with your audience.

Key Considerations:

  • Continuous Optimisation: Regularly testing and optimising key landing page elements is essential for maintaining peak performance. Fine-tuning your headlines, CTAs, and other components allows you to ensure that you’re maximising your conversion potential and capitalising on every opportunity.
  • Uncover Hidden Insights: A/B testing is like having a cheat code for marketers. It provides concrete data on what elements resonate with your audience and what falls flat. Don’t be surprised if the results challenge your assumptions—embracing data-driven decision-making is the key to unlocking your landing page’s full potential.

6. Ensure Mobile Responsiveness

From smartphones to tablets, consumers increasingly turn to their mobile devices to browse the web and make purchasing decisions. As such, ensuring that your landing pages are optimised for mobile is no longer a luxury—it’s a necessity. Ignoring mobile users means missing out on a significant portion of your potential audience. Designing landing pages with mobile responsiveness in mind is crucial for reaching and engaging users on the go.

Things to consider:

  • Design Best Practices: Simplicity is key for mobile optimisation. Streamline your landing page design to ensure a seamless experience on smaller screens. From concise copy to streamlined forms, every element should be optimised for easy viewing and interaction.
  • Eliminating Conversion Obstacles: Slow load times, clunky navigation, and poorly optimised forms can all hinder the mobile user experience. Prioritising mobile responsiveness creates a frictionless journey for users and maximises your conversion potential.
  • Speed Matters: If your landing pages take over three seconds to load on a mobile device, you risk losing potential customers. Speed is of the essence, so prioritise performance optimisation to ensure a seamless user experience.
  • Smooth Scrolling and Input: Users should be able to navigate your page effortlessly and complete forms without frustration.

7. Leverage Social Proof

Trust is everything. Consumers are more discerning than ever, with countless options, and rely on social proof to guide their purchasing decisions. Incorporating testimonials, reviews, and case studies into your landing pages bolsters your credibility and instil confidence in potential customers. When visitors see positive feedback from satisfied customers or compelling case studies showcasing real-world results, they’re more likely to trust your brand and take the desired action.

What to include and how:

  • Boosting Credibility: Including trust signals such as customer testimonials, industry awards, and certifications adds instant credibility to your landing page. Showcasing the accolades and achievements of your business reassures visitors that they’re making the right choice by engaging with your brand.
  • Strategic Placement: Incorporate social proof elements strategically throughout your landing page, ensuring they’re prominently displayed and easily accessible to visitors. Whether it’s a glowing testimonial above the fold or a carousel of customer reviews at the bottom of the page, ensure these trust signals are front and centre.
  • Visual Appeal: Get creative with how you present social proof on your landing pages. From eye-catching graphics to compelling video testimonials, explore different formats to capture your audience’s attention and reinforce your brand’s credibility.
  • Diverse Sources: Variety is key when it comes to social proof. Include testimonials from a range of customers, showcase reviews from reputable third-party sites like G2 and Capterra, and highlight industry awards and certifications to appeal to different segments of your audience.

8. Maintain Consistency with Ad Copy and Design

 To ensure a seamless transition from ad to landing page and maximise conversion potential, it’s crucial to maintain consistency in both your ad copy and design elements. When users click on your ad and land on your page, they should feel like they’ve arrived at the right place. Consistency in messaging, imagery, and design elements helps create a seamless transition, reinforcing the connection between your ad and landing page.

Tips for Maintaining Consistency:

  • Unified Voice: From ad copy to landing page content, maintain a consistent tone of voice that reflects your brand’s personality and values.
  • Visual Continuity: Align your design elements, colour schemes, and typography across your ads and landing pages. Consistent visual branding reinforces your brand identity and helps users recognise and remember it more easily.
  • Message Alignment: Ensure that the message conveyed in your ad aligns seamlessly with the content and offers presented on your landing page. Whether promoting a specific product, highlighting a limited-time offer, or showcasing a unique value proposition, maintain clarity and consistency in your messaging.

CRO Landing Page Tips

Congratulations! You’ve now armed yourself with the top practices for optimising landing pages and boosting conversions. Let’s recap the key points: 

  • Clear Headlines: Grab attention and communicate value with compelling headlines.
  • Optimised CTAs: Design visually striking CTAs and strategically place them for maximum impact.
  • High-Quality Images: Use relevant images to enhance storytelling and engage visitors.
  • Simplified Forms: Minimise form fields to reduce friction and improve conversion rates.
  • Testing and Optimisation: Continuously test and optimise landing page elements to maximise performance.
  • Mobile Responsiveness: Ensure your landing pages look and perform flawlessly on mobile devices.
  • Leverage Social Proof: Boost credibility and trust with testimonials, reviews, and case studies.
  • Consistency with Ad Copy and Design: Maintain cohesion between your ad campaigns and landing pages for a seamless user experience.

Remember, landing page optimisation is not a one-and-done task. It’s an ongoing journey of testing, learning, and refining to ensure you deliver your audience the best possible experience.

Ready to take your landing pages to the next level and supercharge your conversion rates? Let’s chat!

Reach out to Credo today to discover how our expert team can help you unlock the full potential of your landing pages and drive meaningful results for your business.