Spoiler alert: the creative and copy for your ad are not the most important part of the conversion process. The post-click landing page is.
This seems antithetical to what we’ve been told about building lead-generating campaigns. It’s one of the reasons you spend hours, if not days and weeks, creating the best copy, but if other parts of your conversion process aren’t optimized, the click is practically useless.
According to Wordstream, while the average click-through rate (CTR) is 6.42%, the average conversion rate on the page is 6.96%. That means ~93% of clicks don’t result in a conversion.
When you consider the budget and resource investment required to get people to your page, improving your conversion rates across the board is critical.
In this article, we’ll explore the concept of post-click landing pages and offer nine tips for improving conversion rates.
What’s a post-click landing page?
Post-click landing pages are designed to receive traffic from specific marketing or advertising campaigns. The goal is to convert the traffic based on the action you want them to take.
Tailor Brands’ approach to LLC formation in Texas is a prime example of this strategy. They’ve created a dedicated landing page addressing the specific needs and concerns of entrepreneurs seeking to form an LLC in Texas. This page includes:
- Concise information about forming an LLC in Texas
- Benefits of choosing their service for this process
- Testimonials from satisfied Texas business owners
- Straightforward call to action (free consultation or to start the LLC formation process)
Here are the key purposes post-click landing pages serve:
- They’re designed to get users to perform a particular action, like signing up for a newsletter or booking a demo.
- They also focus on matching the user’s intention to the ad or link they clicked.
- The information you provide has to be tailored to improve your chances of conversion.
- These pages are minimal in nature. They’re not overloaded or long like typical web pages to minimize distractions.
- These landing pages, as direct response ads, give marketing and advertising teams the opportunity to truly measure their campaign’s effectiveness.
9 tips to optimize your landing pages for more conversions
There are several elements that contribute to a high-converting landing page. Here are nine tips to make sure you incorporate these well:
1. Offer a consistent user experience
When users click on your ad, two landing page components—the message (copy) and the design—could hook or turn them off.
For example, if you advertise a stationery e-commerce store—specifically custom notebooks—but take customers to a product page that sells standard notebooks, the campaign won’t work. The ad copy doesn’t match the actual copy on the landing page, making it ineffective. That’s why message matching is key.
The same goes for any other niche, including clothing—if you advertise a clothing line featuring luxury brands but direct customers to a page that doesn’t offer the same brands, the campaign will fall flat.
Ideally, you’re targeting a specific segment with a clear need—or pain point. So, the landing page should encourage the user to take the next step by moving them along the customer journey.
Make sure the headline on your landing page echoes the main message of your ad and includes the specific promises you’ve made (free trial, discount, etc.)
Another critical aspect is the visual design. Make sure it follows your brand colors and fonts and highlights the CTAs. This way, you’ll build brand trust and solidify the brand’s identity.
Here’s an example from Asana for the keyword “to-do list app.” Notice how the message matches the initial ad copy and the headline for the landing page?
2. Personalize the post-click landing page
You need to personalize your landing page because:
- It tells users they’re on the right page
- It gives them a clear idea of why your offer is a good fit
- It encourages them to take the next step in your funnel
This is where you need to use data from past campaigns and internal customer research. The goal is to hone in on the key characteristics of your customer segment like:
- Demographics
- Pain points
- Buying behavior
- Buying triggers
- Potential objections
Using this data, you can write highly personalized copy and address the right objections for the right segment. Plus, you can meet the customer based on where they’re in the customer journey.
Calm’s Facebook ad encourages users who are unable to sleep well to try out their app. The difference is that instead of taking them directly to a signup page or the homepage, it takes them to a post-click landing page that explains how their app works and how it can help them sleep.
It’s personalized and highly targeted to the customer journey. If a prospective customer finds the ad for the first time, they won’t sign up immediately, so Calm makes an effort to explain it to them. And if they’re not convinced, they can try a Sleep Quiz first to test the waters.
3. Follow a tried-and-tested design format
It’s okay to try new things, but if hundreds of businesses have benefitted from a specific framework, you’ll be better off trying that first.
With landing pages, there are key elements you need to include:
- Headline that clearly communicates your value proposition
- Subheadlines that provide additional context or benefits
- High-quality, relevant visuals (such as product images or hero shots)
- Concise bullet points highlighting key features or benefits
- Social proof elements like testimonials, reviews, or trust badges
- Clear call-to-action (CTA) that stands out
- Minimal navigation to keep visitors focused on the conversion goal
If you tie these to your offer, customer’s pain points, and needs, you’re more than halfway there. Here’s an example from Funnel Supply on how you should structure the page:
Your main focus should be “above the fold,” the first section the user sees on your landing page. Since it’s the first thing they see when they land, if the pain point and value proposition are mapped well, you’ll get them to scroll further—and eventually take the desired action.
4. Include social proof
Sixty-six percent of consumers say they’re often influenced by customer reviews during the customer journey. This shows the power of social proofing and how it can impact conversion rates.
The underlying psychology is simple: if potential customers see people similar to them have benefitted from the offer, they feel confident in their decision. It shapes the way they perceive your brand and offer. Here are a few ways you can use social proof:
- User reviews (third-party websites)
- Case studies
- Customer stories
- Testimonials
- Public feedback (social apps or features)
- Logo set (similar customer segment)
Ideally, it should show the customer’s name, designation, and company name. Include a real photo to add a layer of authenticity. Make sure the social proof section includes tangible benefits like reduced cost/time spent or outcomes customers have experienced.
Semrush redirects Facebook users from a Facebook ad in the post-click landing page below. The goal is to get small business owners to use their marketing platform while showcasing how similar users have found success in the past.
5. Introduce enough urgency
Creating urgency is a foundational principle of direct response copywriting—and for good reason. Many people who click on your ads may not feel the need to try out your offer because they’re “shopping around.”
But with every conversion you lose, you’re further away from getting buyers into your world (or funnel, as we call it). Instead, offer a discount or limited-time offer to encourage them to take the desired action.
In the example below, Thrivecart added a countdown timer that tells users they have less than four days before prices go up. Plus, they offer a one-time payment model to attract more users for their relatively new product.
Anyone who’s serious about checkout software could be pushed into signing up immediately.
That said, don’t create a false sense of urgency where the offer remains in perpetuity. It damages your credibility in the long run.
6. Make sure you A/B test and optimize
Also known as split testing, A/B testing lets you test the performance of specific variables and optimize the landing page accordingly. For example, if you want to try out two sets of copies for your CTAs, split your traffic into two different page versions—each with a different CTA to see which performs better.
Only test one variable at a time to ensure you can rely on the data. So, test different versions of each element—from the headline to the footer page—to see what works and doesn’t.
It’s a continuous process, so follow the “always be testing” mantra to stay on track. You can also conduct qualitative tests using heat maps or session recordings to see where users feel engaged and rage-clicking.
7. Take advantage of post-click optimization tools
You can’t publish post-click landing pages using a “set it and forget it” rule. You need to take a conversion-focused approach, regularly researching competitors in your space to find ways to outdo them.
New companies emerge every day, or existing competitors launch similar products. Therefore, you need to stay on top of competing offers and adjust your landing page accordingly.
You can do that by using tools like Unkover. For instance, you can monitor specific competitor pages or see which keywords they’re bidding on. Use that data to adjust your conversion funnel and landing page copy/design. This way, you’ll stand out from your competitors and in the minds of your buyers.
8. Implement robust ad mapping processes
If you’re running multiple ads, managing them can quickly become overwhelming. This is where ad mapping can help.
Start by creating an inventory of all your ads across different platforms (e.g., Google Ads, Facebook Ads, email campaigns). For each ad, document its key elements—such as the headline, main message, offer, and target audience. Then, match each landing page with the right ad.
Track these maps using a spreadsheet. We recommend including the ad details, corresponding landing page URL, and notes on how the landing page mirrors the ad’s message and offer. Create a timeline for your ad mapping processes to keep track of when and where each ad is scheduled to run, and ensure that your landing pages are updated and aligned accordingly.
You can also automate the data analysis process by pulling the campaign data from different tools into one spreadsheet. This sheet gives a holistic view of your campaign and lets you identify leaky buckets to optimize.
9. Aim for scalable landing page creation
As your marketing efforts grow, so do your campaign efforts. Develop systems to build high-quality and personalized landing pages at scale. You could use a modular design approach, creating standardized content blocks (headers, customer testimonials, etc.) and mixing and matching them.
You can create landing pages based on the following:
- Multiple ICPs
- Multiple product types
- Multiple features
- Multiple buying triggers
Depending on what you’re selling, it could lead to hundreds of pages over time. But the goal is to meet the right buyer at the right time with the right offer.
Tip: Use Breadcrumb Reveal to find which content or pages resonate the most with specific ICPs. Use that data to create landing pages with similar messaging or value propositions.
Optimizing your post-click landing page for better conversions
Post-click landing pages are a ripe opportunity to convert high-intent buyers. If you simply follow a templated structure and don’t continuously optimize it, you’ll lose out on hundreds of buyers over time.
Always keep your specific audience and conversion goals in mind. If you have enough data to act on, use that to inform the creation process and aim for higher conversion rates right from the start. If you don’t, leverage tools like Unkover and Breadcrumbs to get started.
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If you want to start analyzing customer data and scoring existing leads to discover what resonates with your customers, book a demo with Breadcrumbs today.