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Conversion Hot Tips

Landing Page lessons related to the strengthening the page for conversions. When you are further with your optimization, kick off the Landing Page Pre-Launch Checklist.

#01 - Conversion Tips, Decluttering Tips

Utilize customer testimonials

Hot Tip #01 is to utilize your customer testimonials by highlighting features and answering doubts.

So often I see Landing Pages packed with testimonials providing very little value to the visitor. Let’s compare two testimonials. The first is by a customer, Gavin Jenkins:

"I’m a huge fan of the brand, so I’m glad I could finally sample their product."– Gavin Jenkins

Note how Gavin’s testimonial is generic, offering superficial information to the potential customer reading it. This second testimonial is also by a customer, Kim Davis — but note the difference:

"So glad I could finally experience their superb quality myself and I was quite impressed by the thoughtful packaging of such a delicate item."– Kim Davis

See how Kim’s testimonial highlighted a product feature while also answering a potential doubt? The feature being the build quality and the potential doubt being if postage would damage the item.

Round up all of your customer testimonials and select only the choice few adding value for your Landing Page visitor.

How to request testimonials – A three-step method to help generate great Landing Page testimonials from your customers.
Testimonial examples – A more specific collection I’ve put together of well-designed or interesting Testimonial examples in Landing Pages

#02 - Conversion Tips, Decluttering Tips

Showcase testimonials from a similar demographic

Hot Tip #02 is to showcase testimonials from similar demographics to your potential customers.

If you are selling enterprise-level support software, it’s wise to curate testimonials from customers who work for enterprise-sized businesses.

Put yourself in your Landing Page visitor’s shoes and imagine the concerns of an enterprise customer. They’ll be wary of moving a huge amount of staff over to new support software due to the high stakes involved.

They’ll also want to know other enterprise businesses took this risk and made this transition successfully.

Using Hot Tip #01 as a guide, I’ve hand-picked this excellent testimonial by enterprise customer, Dave Lewis:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."– Dave Lewis

Glowing feedback, right? Now, let’s take it a step further by highlighting who he works for alongside his name. In this case, Dave is the VP of Customer Relations at Starbucks, which adds significant weight to the testimonial as its backed by an enterprise-sized business:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."Dave Lewis – Starbucks VP Customer Relations

Avataaars – Online avatar generator for when customer imagery isn’t available or poor quality. Try not mix animated with real customer images. So choose a style for consistency.

#09 - Conversion Tips, Decluttering Tips

Set a single objective

Hot Tip #09 is to set a single objective.

An effective Landing Page should only have one objective, not many.

🚫 Sell our eBook + promote our job board

✅ Sell our eBook

The beauty of a Landing Page is the single canvas to persuade the visitor to do one thing.

#12 - Conversion Tips

Use footer for pre-sale

Hot Tip #12 is to use your footer area for pre-sale support.

If your visitor has not committed by the end of the scroll, they still have doubts. Insert your FAQs, along with your support details:

This area could be the difference between a visitor and a customer.

FAQ Inspiration – A collection of 70+ Landing Pages I’ve curated featuring helpful FAQs near the bottom.
FAQ Examples – A more specific collection I’ve put together of well-designed or interesting FAQ sections in Landing Pages

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