A landing page is the page visitors arrive at after clicking on your promotional creative.Your landing page has to convince the visitor to stay and (depending on your goal):

• Fill out a form (but people hate filling out forms)
• Provide personal details (but people hate getting spammed)
• Buy something (but people hate being scammed)
• Read a lot of information (but people really hate reading)

As you can see, there are some major obstacles to getting visitors to do what you want on your landing page. You have to convince people to do things they hate. This is why typical conversion rates are extremely low.

Conversion rates Index
Vertical	Conversion Rate (%)
Catalog	6.1
Specialty stores	3.9
Fashion/apparel	2.2
Travel	2.1
Home and furnishing	2.0
Sport/outdoors	1.4
Electronics	1.1
All verticals	2.3

We’re talking about a very low rate, from 1-6%.
Before we get into the details about landing page design, let’s think about the visitors.

Think About Your User

Most people don’t come to your landing page and look at every single design element. They come looking for clues to quickly answer their questions.
They want to know:

• “Is this the right place?”
• “Is this how I imagined it would be?”
• “Should I click the back button?”
• “Does this look trustworthy?”
• “How much time is this going to take?”

Your landing page needs to address all these issues immediately. If your design elements are not focused enough and/or distract the visitor, expect high page abandonment.

Next, visitors think: “Should I accept this offer?”

This is where your marketing copy and pitch comes in. Visitors will scan your intro copy, media content, product information, testimonials, and design value and decide whether or not to convert.

Even after a customer has decided to accept your offer, the conversion can be lost. Any flaw in site functionality and usability can cause you to lose the conversion, so ensure your privacy information is posted and there are no hiccups in form processing.