Perfect Landing Page Blueprint from KISSmetrics [INFOGRAPHIC]

Written on Sep 11, 2012Apr 4, 2021 by Viktor Nagornyy | 2 mins | 5 comments

Lead generation relies heavily on effective landing pages to convert traffic into leads (conversions). If you don’t have any landing pages or at least any good ones, you won’t be able to take advantage of your traffic.

The best way to find out what works on a landing page and what doesn’t work is to run different variations to test them. But, it does help you get started on the right foot if you follow some standard guidelines when designing landing pages, then use data gathered to tweak and adjust them to increase conversions even more.

KISSmetrics put together a really nice and visually descriptive infographic The Blueprint for a Perfectly Testable Landing Page, which you can follow to create effective landing pages right from the beginning.

Make sure you’re using some sort of tracking service, like Google Analytics, to measure the traffic and conversions that come to your landing pages.

A good way to start is to create two identical landing pages, then change only 1 element on one of them. It can be anything you want to test. For example, an image, headline text, call to action button color, call to action text, even something as simple as a text font. Whatever you change, make sure it is only one thing.

The reason for that is to make sure that whatever the results are you know exactly what caused it. This is called A/B split testing.

You can have more than two pages in your split test, keeping changes to one element. But the more pages you have, the more traffic you need to be certain of your results. There’s no magic number, but the bigger the better.

Check out the infographic below and start creating your landing pages in WordPress, or using some other service that allows you to create landing pages.

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Kameel Vohra 10 years ago


Thanks for sharing the blueprint. Most of the Landing Page designs I’ve seen seem to shy away from direct providing contact information in the “Safety Net CTA” area. Would you recommend including this in Landing Page designs?

- Viktor Nagornyy 10 years ago
  
  
  Hey Kameel, thanks for your comment. Glad you found infographic useful. There are 2 schools of thought on landing pages. One group of marketers believes that the best landing pages are what you call squeeze pages that do not have any external links or contact information other than CTA. You’re trapping visitors basically in the hopes it will increase conversions. The second, which I do prefer myself, is that quality landing page with good copy and smart layout will drive conversions far better than trying to trap visitors. That usually leads to less qualified leads.
  
  Contact information does not have to be near CTA, it can be less visible alternative to a CTA. For example, if your CTA is a form submission than including a phone number for immediate calls can be another effective way for more serious leads to call right away.
  
  Keep in mind, if you’re using landing pages for Adwords, having contact information on the landing page is critical since Adwords does look for it to determine the quality of a landing page which can affect your quality score.
  
Ricky Potts 10 years ago


Thanks for sharing this. I have a lot of experience with landing pages, and it is nice to see someone break down a successful landing page.

- Viktor Nagornyy 10 years ago
  
  
  Thanks for commenting Ricky. Yes, they did a good job at breaking down a good landing page. Hope you did see my latest post where I included infographic about contact forms optimized for conversions. It goes hand in hand with the landing page blueprint.
  
  Cheers,
  Viktor