Designed to convert potential customers into leads or customers, landing pages play an important role in the sales funnel. According to research by Unbounce, the average conversion rate for landing pages across 10 different industries is 4.02%. The lower your conversion rate, the more work you need to put into developing your landing pages.
Ways to improve your landing page conversion rates focus on the design, messaging (benefits before features!) and user experience of the page. For example, including a clear and compelling headline, using a strong call to action (CTA), using high quality visuals to support your message, ensuring your page / site is mobile-friendly, and keeping any submission forms simple – will all help to increase the effectiveness of your landing pages.
Read more: 8 Ways to Improve Your Website’s User Experience