17 Quick Wins to Improve Your DTC Landing Page
Landing page conversion rate down the drain? Or maybe it’s good but could be better?
We interviewed The Team (Taylor Davies and team) at Oddit and landing page expert Ryan Doney of Ad Lunam to share these easy tactics you can take today to improve how customers convert on your landing pages (in no specific order).
Keep reading, and if you’re interested in Oddit or AdLunam landing page offerings, check them out and let them know Foxwell sent you for a deal.
1. Align your landing page goal with your ad goal
When you’re crafting your landing page, it is important that the copy on each of these pages matches what people expect from an ad or search result. Make sure that you signal that visitors have made a “good click” by matching your landing page copy (and design) to the ads you’re running in search or social.
This idea from Oddit
2. Social proof in your hero section
Try to show social proof above the fold in your hero section whenever possible. Lead with your most compelling one-liner below the main headline - could be a press quote, expert testimonial, or a short & sweet review. This has consistently increases CTR in our tests.
This idea from Ryan Doney of Ad Lunam
3. Comparison
Chances are someone else is selling what you are selling and customers are also considering buying from them. Whether it’s a cheap knock-off brand or a substitute product it’s important to highlight how your product is different.
This idea from Oddit
4. Remove the nav and any other distractions
The best landing pages have a single goal, so don't include any unnecessary links or distracters on this landing page. Your customer should be able to find what they're looking for without being distracted by other things that may not be related at all!
Note that this should only be for ad-specific landing pages, not product collection landing pages or the home page.
This idea from Oddit
5. A sticky announcement bar w/ CTA button
Content-heavy landing pages, like listicles and advertorials, can get pretty long no matter how great your copy is. This gives users easy access to an action no matter where they are on the page. This has also been huge for improving CTR, and is nearly always the 2nd-most clicked element on pages where we include it (after the main CTA).
This idea from Ryan Doney of Ad Lunam
6. Multiple CTAs
CTAs should be scattered throughout your landing page typically under every section and below final customer reviews.
This idea from Oddit
7. Display a compelling offer above the fold
The section above the fold (a.k.a. the space on the screen before you have to scroll) gets all the hype (deservedly), so if you can’t pull together a compelling offer at first glance, your visitors aren’t going to keep scrolling.
This idea from Oddit
8. Choose an image that illustrates the offer
The images displayed on your landing page should represent your target audience. The purpose of your image is to convey a feeling — it should illustrate how your visitor will feel once they receive your offer
This idea from Oddit
9. Use a photo gallery of different product photos
Avoid using the same type of images through your landing page instead use GIFs, infographics, and UGC.
This idea from Oddit
10. Have an easy-to-skim layout
Using a popular layout such as F-pattern and Z-pattern layouts as they follow the most common scanning patterns of website visitors. For pages with a lot of copy, opt for an F-shaped structure and keep important information along the F lines below. For pages with little copy, a Z-shaped structure might work best.
This idea from Oddit
11. Utilize heat mapping tools like Lucky Orange, HotJar, or Clarity
These are powerful tools that reveal the online behaviour and voice of your users. By combining both Analysis and Feedback tools. Gives you a clear and visual data point about what’s happening on your site. Helps you get some context about why people behave the way they do.
This idea from Oddit
12. Speed optimization
The longer you put off optimising your site for speed, the more customers you’ll lose to a faster competitor’s site. Google’s mobile page speed study shows that a site’s bounce rate gets worse for every second it takes a page to load. A few ways to optimise speed on your landing page:
Minify HTML, CSS and JS
Remove any unnecessary scripts and plugins
Enable browser caching
Optimize your images
Reduce your page content as much as you can
Remove render blocking JS and CSS
This idea from Oddit
13. Keep the landing page mobile friendly
Make sure your landing pages are always compatible with any device and are viewable on any screen size.
This idea from Oddit
14. Split test landing pages
Landing page optimization is one of the most important aspects in making sure you’re getting as much conversion from potential customers. A/B testing can help with this and make for a more successful campaign, so don't overlook it!
This idea from Oddit
15. Bundles to increase AOV
Content-heavy landing pages, like listicles and advertorials, can get pretty long no matter how great your copy is. This gives users easy access to an action no matter where they are on the page. This has also been huge for imSproving CTR, and is nearly always the 2nd-most clicked element on pages where we include it (after the main CTA).
This idea from Oddit
16. Include a live chat option
Makes sense, considering 69% of shoppers demand live chat, and 73% of customers find live chat the most satisfactory form of communication with a company.
According to “99 firms” 69% of visitors demand live chat and 73% of customers find live chat the most satisfactory form of communication with a brand.
This idea from Oddit
17. Shopify’s cart permalink attributes to help track LP conversions
This article from Shopify is a must-read before creating your first landing page. Familiarize yourself with the conversion tracking section, and how to use referral codes and cart attributes to auto-tag orders that come from your LP. This gives you another point of reference when attributing purchases to the landing page. This lets you pull total LP orders using a tool like supermetrics, or even just by exporting a CSV of your orders.
Note that referral codes only apply for customers who haven’t visited your site before, so make sure to reference this number against GA transactions.
This idea from Ryan Doney of Ad Lunam
If any of this information has been helpful to you and you want to partner with a team that can give you even more ideas and even help you implement them, check out our friends at Oddit and at Ad Lunam.
Don’t forget that if you work with Oddit or AdLunam on their landing page offerings, let them know Foxwell sent you for a deal.
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