A landing page is not just a pretty page with a button, but a targeted page with one clear purpose: to get the user to take a specific action. The article explains how a clear message, relevant content, good UX, and ongoing conversion optimization, for example through A/B testing and focusing on users' questions, make your landing pages more effective and measurable.
Landing page that converts
There is a widespread misconception: A landing page is just a pretty page with a button. That's not true. A landing page is a targeted landing page designed to get a visitor to do one specific thing, such as signing up, booking a demo, or purchasing a selected product. The more precise you are with the message, the easier it will be for the user to say yes, and for you to measure whether the page actually works.
What is a landing page?
A landing page is typically where your visitors arrive after clicking on an ad, an email, or a post. It differs from regular pages on a website in that it is designed for a specific campaign or purpose, and it removes distractions that could interfere with decision-making.
One side, one job
A good landing page has a clear connection between the traffic source and the page's content. If you promise something in the ad, the user should see the same thing again on the landing page. Otherwise, they'll leave because you made them do extra work, not because they're impatient.
Conversion-optimized landing page
If your landing page isn't converting, it's rarely because you're missing a clever color on the button. It's usually about the page not making three things clear enough: What are you offering, why is it relevant, and what is the next step.
Conversion optimization is about continuous improvements and not a one-time project. You build, measure, learn, and adjust so that the landing page gets better over time. In practice, this often means that you work systematically with the following strategies:
- A clear headline and a subheadline that matches the intention behind the click.
- Fewer choices and a clear call to action
- Credibility close to the decision, for example short statements, data points, or concrete facts.
If you want to work more systematically with the discipline, you can read about our approach to conversion optimization, where the focus is on making improvements measurable and rooted in data.
Shopify landing page for e-commerce
In e-commerce, a landing page often serves as a product landing page, a collection page for a campaign, or a dedicated page for a drop. The advantage of building on Shopify is that you can connect the landing page directly to your inventory, your content blocks, and your operations, without making it unnecessarily complicated.
As ambitions grow, it also concerns the platform's setup, so you can work efficiently across markets, segments, or campaigns. You can read more about the possibilities in our work with platform activation.
UX design for landing pages
We've all experienced it: the landing page looks great, but you can't quite figure out what to do. Or you have to scroll for a long time to find the answer to what you actually came for.
UX design for landing pages is about removing friction. Not by making the page simple for simplicity's sake, but by making it logical. Start with the user's questions, not the company's wish list. If you want to delve into the discipline behind it, you can read more about our approach to UX design.
A/B testing and ongoing landing page optimization
A/B tests are not a magic formula. They are a method for making better decisions when you're unsure about what works best. You test one change at a time, measure the effect, and learn something you can apply across your campaigns.
If you want to see a concrete example of what targeted optimization can mean, you can read the case of Planet Nusa, where a new product page resulted in an increase in add to cart.
Rule of thumb
If you don't know what you're measuring, you're optimizing blindly. Therefore, define KPIs before you start adjusting layout, structure, and text, so you can assess whether the changes are actually producing better results.
Do you need feedback on your next landing page, or do you want help with CRO and A/B tests? Then contact us at contact@mercive.com or call at+45 61 60 29 83.
