6 Ways to Improve Your Landing Page Performance

You’ve got your emails queued up, your copy is laser-focused, and you’ve done so much tweaking your eyes are starting to go blurry.

You’ve done everything you possibly can to get the highest conversion rate possible.

In fact, it’s going to be the highest conversion rate of all time.

You’re on top of the world.

You’re a true marketing genius, ready to just sit back and watch those rates go up.

But then they don’t.

That’s when you realize your landing pages may not be as great as you think.

Your potential leads are floating away and your sales are getting smaller and smaller.

Your competitors are taking your customers and building relationships you should have had.


Because their first impression made more of a lasting impact on new leads than yours did.

But, don’t worry.

You can still increase your conversion rates and get those customers to love your brand.

In this post, you’ll see how you can use proven strategies to improve your landing page performance.

Let’s get started!

1. Include as few fields as possible

Nobody wants to sit there, filling out box after box after box of their information. So, don’t make them!

In truth, the lead generation/capture form is actually the easiest area for you to improve your landing page conversion rates. When asking for information on your email opt-in form, you want to make sure you’re asking as little as possible of your leads.

There have been tons of studies done on landing page forms as marketers try to figure out the best way to increase their conversions, but keep their cost per acquisition down.

The key here?

The less information you require, the higher your conversion rate is going to be.

Think about it: How many times have you thought about signing up for something, but then saw how many boxes you had to fill out and decided it was just too long?

You’ve got more interesting things to do with your time than fill out tiny boxes.

And so do your leads.

Landing Page Performance - Sendlane Landing Page


On another note, you also want to take into consideration that you can choose between single opt-in and double opt-in when it comes to your list settings.

The single opt-in is quicker and simpler, while the double-opt in minimizes the chance of error or false addresses coming through.

Do some testing to see what works best for your audience, but remember: less is usually more.

2. Add a guarantee

Show landing page visitors you have the answers they’ve been looking for.

They need to know you will be there for them, that you care about them and not just their wallets, and that joining your list is the solutions to their problems.

Promise them greatness, but don’t over-deliver.

False claims are the fastest way to build a negative reputation and lose subscribers.

Instead, include things like a no-spam disclaimer.

Not only does this make a prospective subscriber feel safe in their decision to hand over their email, but it also increases your overall credibility.

Landing Page Performance - Sendlane Landing Page


3. Pay special attention to the headline

We all know the headline is the very first thing someone sees, but did you know that, on average, only 2 out of every 10 people keep reading after the headline?

That’s why you need to pay it some extra special attention!

The main objective should be to make your visitor feel compelled enough to keep reading and, eventually, take some sort of action. (We’ll get into that later in this post.)

Follow these tips for strong landing page headlines:

  • Keep it simple and to the point – think something like “Improved Conversion Rates, Guaranteed.”
  • Solve a problem, provide a solution.
  • Make sure it matches. Consistency is important in all aspects of branding, from your colors to your headlines.
  • The largest size text should be reserved for headlines, with smaller sizes being used for all other content (i.e. subheadings or body text).
  • Choose a typeface that is easy to read, and colors that stand out.
  • Ask your reader a question like “Want More Customers at Less Cost?” 
  • Use powerful sales words that elicit emotion – Discover, Results, Secret, Quick, Simple, NOW, Find Out etc.
  • Make sure the tone fits your audience. Use humor if appropriate.
Landing Page Performance - Upwork.com


These are just a few tips to get you started on tweaking your headline to increase landing page performance.

But, be sure to get creative with them and do split testing to find the right headlines for your target audience.

Have fun with it and, above all, remember to be honest and compelling.

Potential subscribers will be excited to learn more and happily share their email!


4. Use tangible action verbs

As marketers and business owners, one of the most important things you do is get people to take some sort of action.

It’s also one of the hardest things you do.

Writing a call-to-action isn’t just about “Hey, you! Do this.”

That wouldn’t get you anywhere.

No, you have to attract, engage, and compel your reader to carry out an action you want them to take.

You can do that by:

  • Using the word ‘you’. This feels personal, draws the reader in much more and reduces the risk of pronoun issues.
  • Having strategic placement. Marketers have been saying for years and years to put the call-to-action at the top of the page, above the fold. But, they’ve come to realize something else. The reader isn’t always engaged at the top of the page. They just started! By putting a CTA lower as well, leads will have read the full offer, invested emotion and time in it, and want to take action.
  • Incentivize it. Include a value-driven offer, such as a free eBook, so they know you’re serious about making it worth their while.
  • Add urgency phrases: People respond to urgency so give them a verbal nudge with phrases like “Only x days left”, Offer ends on x/y/z”, and “Sign up now while supplies last.”
  • Use action verbs: “Grab your copy today” and “Save your spot” are great examples.

The trick is to make them feel like it was their idea to sign up, rather than a result of them being told what to do.

Landing Page Performance - Square.com


5. Clearly state benefits

Why should they join your list?

What’s in it for them if they hand over your email?

These are the types of questions your landing page should be able to answer at a glance.

That’s why it’s important to share information in a way that tells your prospect exactly how you will solve their problem or help them.

Landing Page Performance - Shopify.com


6. Content variety

It’s great to have strong copywriting and graphics, but multiple types of content means readers don’t get bored. It keeps their attention, and appeals to a wide audience.

You can include a video or GIF featuring things like:

  • Quick demonstrations or tutorials
  • Introductions to your team
  • Behind-the-scenes look at your company

Video, GIFs and images can help capture your reader’s attention and keep them interested.

It also makes your page more interactive by appealing to a wide variety of potential subscribers.

Landing Page Performance - Slack.comSource

Final Thoughts on Landing Page Improvements

You could have the best autoresponder series in the world, with perfect copy and a strong call-to-action.

You could have great affiliate offers or products that would perfectly fit all the needs of your target customers.

But, none of that matters if the first impression you make on new leads is a landing page that falls flat.

If potential subscribers aren’t engaged, compelled to take action, and interested in what you have to say, they aren’t going to hand over their email address in the first place.

But, with these helpful tips, you’ll have more effective landing pages with increased conversion rates in no time!

Alex Everhart

Alex Everhart

Customer Happiness Manager at Sendlane
Alex is our Customer Happiness Manager here at Sendlane! Born and raised in Charlotte, North Carolina he moved to San Diego after attending University of North Carolina at Charlotte with a focus in Electrical Engineering. Combining his technical background and his love for helping people, Alex is dedicated to providing a great customer experience. When he isn’t working he spends time playing guitar, skateboarding, and reading.
Alex Everhart