First impressions are a big deal, and they matter even more when it comes to landing pages. Why? Because it’s the page that receives traffic when you run an ad, and its quality—good or bad—directly influences user behavior.
It takes users about 50 milliseconds to decide whether to stay or leave your website. So imagine if your landing page takes forever to load, is difficult to navigate, or fails to address your customers’ pain points. It’s not only frustrating but also costly to your business.
When visitors land on your page, they seek quick, clear, and relevant information about your offering. Whether they’re interested in your product and its features or even looking to connect with your brand, if they don’t find what they need, they’re gone in a flash. This is why having a positive landing page experience is critical.
This article will explore the core attributes of a great landing page experience.
What is a good landing page experience?
A good landing page experience is one where the audience immediately understands the value offered and feels compelled to take action.
A great landing page experience is characterized by clarity and relevance. Visitors should instantly recognize that they’ve come to the right place and that the page content aligns with what was promised in the ads or posts they saw and clicked.
Moreover, a good landing page is user-friendly. It should guide visitors effortlessly through the information presented, leading them toward the call-to-action (CTA). This involves a clean design, straightforward navigation, and strategically placed CTAs that are hard to miss.
When users don’t have to think too hard about what to do next, they’re more likely to convert, making your landing page a powerful tool in your marketing efforts.
The Uber page below is a prime example of a good landing page. It features clear and concise messaging, visually appealing graphics, and intuitive navigation.
This page efficiently guides visitors through different sections, emphasizing the core benefits and encouraging actions like ‘’Get Started’’ or ‘’Download the App’’.
Understanding the importance of a good landing page experience
Creating high-converting landing pages involves more than just getting the aesthetics right. It’s about delivering a seamless, relevant experience that encourages visitors to stay, engage, and convert.
Here are two critical reasons why landing page optimization is crucial.
Ensures ad relevance
When users click on an ad, they expect to find content that matches the promise made in that ad. This means your landing page must deliver exactly what was advertised without any surprises or misleading information.
For instance, if your ad promotes a special discount on a product, the landing page should immediately highlight that discount. This immediate relevance reduces bounce rates and keeps users engaged.
Maintaining ad relevance is not just about user satisfaction; it’s also a key factor in Search Engine Marketing. Google, for instance, rewards high relevancy with better ad placements and lower costs.
That means ensuring your landing page aligns perfectly with your ads leads to better visibility and optimizes your ad spend for more cost-effective campaigns.
Boosts conversion rate
A great landing page enhances user experience (UX) and engagement, ultimately boosting conversion rates.
A good user experience (UX) ensures your web page is easy to navigate and visitors can find the information they need without frustration. This means having a clean design, clear headings, and a logical flow of information.
Engagement, on the other hand, is about keeping the target audience interested and encouraging them to interact with your landing page. This is achieved through persuasive copy, high-quality visuals, interactive elements like videos, infographics, forms, and strong calls-to-action (CTAs).
When users find your landing page both useful and engaging, they are more likely to take action, whether it’s making a purchase, signing up for a service, or sharing their contact information.
6 core attributes of a good landing page experience
To create a successful landing page, you must focus on several key attributes that ensure your page is relevant, easy to navigate, and trustworthy, providing an overall excellent user experience.
So, which attributes describe a good landing page experience?
1. Relevancy and content uniqueness
Imagine clicking on an ad for a special discount, only to land on a generic homepage that doesn’t mention it. Frustrating, right?
The content on your landing pages needs to be relevant and immediately deliver what the ads promise.
And here is the landing page:
The example above from Mane’s Hair Growth Bundle ad and its corresponding landing page perfectly demonstrate relevance and consistency. The ad promises a special Father’s Day sale with a “Buy 2, Get 1 FREE” offer, and the landing page immediately highlights this deal, reinforcing the ad’s message with clear visual elements and detailed information about the promotion.
Having original content also sets your landing page apart from the countless others out there. Don’t just rehash what everyone else is saying. Offer something special — maybe unique insights, exclusive offers, or detailed information your competitors aren’t providing.
Visuals also play a big role here too. High-quality images, engaging videos, and informative infographics directly related to your offer can make your landing page stand out.
2. Clear and easy navigation
Remember the last time you landed on a page that was cluttered or hard to navigate? It probably didn’t take long before you clicked away, right?
Your web page visitors should be able to find what they’re looking for without any hassle. This means having a clean, intuitive design where everything is logically laid out.
So, first, consider the journey you want potential customers to take. From the moment they land on your page, each step should be obvious and lead them closer to conversion.
Compelling headlines and subheadings are your best friends here. They guide visitors through your content, making it easy for them to scan and find key information quickly. You can also use bullet points to break down information into digestible chunks.
Also, ensure your key messages stand out and are easy to find. For instance, if you want them to sign up for a newsletter, place the form prominently and highlight it with contrasting colors.
Finally, avoid clutter — too much information crammed into a small space can overwhelm visitors and drive them away. Instead, use white space strategically to make your content more readable and engaging.
If you’re unsure about the most effective layout, why not let the audience decide? Split-test two versions of your landing page design to see which performs better.
3. Establishing trust through transparency
Visitors must feel confident they’re making the right choice when engaging with your content or offering. Establishing that level of trust starts with transparency—being open and honest about what you’re offering and what customers can expect.
One of the most effective ways to build trust is by showcasing social proof. This includes customer testimonials, reviews, case studies, or even the number of satisfied customers. Potential customers are more likely to trust your brand when they see that others have had positive experiences with you.
You can also use trust badges and certifications where applicable. Logos of security certifications, industry awards, or affiliations with reputable organizations can further enhance credibility. These elements signal to visitors that your site is secure and your business is recognized for its quality and reliability.
Here is an example of how customer testimonials and accreditations from trusted organizations like Google and Yelp can be incorporated into a landing page:
Transparency also means being clear about your policies and processes. Display your privacy policy, return policy, and any other relevant information. If visitors sign up for something, explain precisely what they will receive and how their information will be used.
4. Responsive design
More than half of all web traffic comes from mobile devices. Therefore, optimizing your landing page for all screen sizes and emphasizing mobile responsiveness is crucial.
A responsive design automatically adjusts to fit the screen size of the device being used. This means your content should be easily readable without requiring users to zoom in or scroll horizontally.
Navigation should be as intuitive on a smartphone as it is on a desktop, with touch-friendly buttons and links that are easy to click.
Ensuring your forms are mobile-friendly is critical, too. For example, the form fields should be large enough for users to tap accurately.
The good news is that you don’t need to be a coding expert to build a responsive landing page. An excellent landing page builder like GetResponse provides a range of customizable templates that look great and function smoothly on mobile devices.
Our platform also lets you preview how your landing page will look on a mobile, tablet, and desktop, ensuring a seamless user experience across all platforms.
5. Fast loading time
Speed is another critical landing page attribute for delivering a great user experience.
According to Google, 53% of mobile users abandon sites that take longer than three seconds to load.
And it’s not just an annoyance; it has profound business implications. Research shows that a one-second delay in page response can reduce conversion rates by 7%.
What can you do to improve your landing page’s loading speed?
First, work on your images and media files. Large, uncompressed images are often the biggest culprits of slow load times. There’s a wide range of image optimization tools like Optimizilla and JPEG Optimizer that you can use to compress images without sacrificing quality.
Alternatively, you can employ lazy loading to delay loading non-essential images until the user scrolls down to them, speeding up the initial page load.
Another key strategy is reducing the number of HTTP requests. Each element on your landing page, including images, scripts, and stylesheets, requires a separate request from the server. Minimizing these requests by combining files, using CSS sprites, and removing unnecessary elements can significantly boost your page speed.
You can also use browser caching, which stores elements locally and enhances load times for returning visitors.
Finally, use a content delivery network (CDN) to distribute your content across multiple servers worldwide. This ensures that users access your landing page from a server that is geographically closer to them, reducing latency and speeding up load times.
Learn more about how to optimize your landing page load time here.
6. Compelling Call-to-Action
A compelling call-to-action (CTA) is the linchpin of an effective landing page.
Use strong, direct language that tells potential customers exactly what they need to do and what they will get in return. Phrases like “Download Now,” “Get Your Free Trial,” or “Sign Up Today” are specific and prompt immediate action.
The CTA button should also stand out on the page, using contrasting colors to draw attention.
It’s also good to repeat the call to action at strategic points throughout the page, especially after sections where you’ve highlighted your product’s features and key benefits or addressed common pain points.
Lastly, ensure your CTA aligns with the landing page’s overall message and value proposition. The promise made in the CTA should be compelling enough to motivate action, but it must also be realistic and deliverable. Overpromising and under-delivering can damage trust and reduce your conversion rates.
Final thoughts: 6 core landing page attributes for a great user experience
A landing page is not like other pages on your website. It’s the first chance visitors get to connect with your business, and in the case of running ads, it’s the first point of contact for incoming traffic.
Ensuring a great landing page experience goes a long way toward addressing and meeting your audience’s specific needs. It entails focusing on key attributes, such as creating relevant and original content and optimizing for speed and mobile use. Clear navigation, social proof, and a compelling call to action tie everything together.
These six attributes describe a good landing page. And when you focus on them, you can create high-converting landing pages that will drive results.
If you want a simple tool to help you create optimized landing pages, check out the GetResponse landing page builder. Our platform comes with responsive templates and an intuitive drag-and-drop builder to help you create high-converting landing pages.