Business Insights

11 checks for landing page optimisation

Hamish Braddick
Published on
Landing Page Optimisation Use these checks or take the quiz to analyse your landing page and find areas for improvement. We recommend that you measure and Split test any change you make to ensure that they are positive.
Answer each of the questions as honestly as you can and tally the number of “Yes” responses to arrive at your score. The score will suggest just how good the page is. Then take the “No” responses and create a to-do-list of things to improve on your page


Is the design of the page professional? Does it convey quality & represent the brand?

If the page looks cluttered, if you use multicolured styled fonts and if you use any centred text choose No. If the page does not look professional it does not matter how strong your message is, visitors will not stay to read it.
Professional  Design of Landing Page


Is the main headline consistent with the message of your ad for the traffic source?

You need to ensure that the transition for the ad to page is seamless - Look at your traffic sources and and referring search engine keywords.
Is Your Headline Consistent with your Message


Is the unique selling proposition conveyed clearly and concisely?

Does it answer, What is it this about and Why should I be interested? In a 5 second test could someone tell you what the page is about?
Unique Selling Proposal


Is your landing page focussed on just one goal? free of unnecessary distractions?

A challenge for the homepage when you need to juggle multiple objectives for the entire site. But always keep the goal in mind. Focus.
Landing Page Optimisation with Zeald


Do you use relevant photos or video of your product /service being used in context?

Answer no if you are using obvious cheesey stock images.
Contextual Photos


Are you using headings and bulleted lists to convey the message clearly and concisely?

Breakup long blocks of copy.
Headings and Bullet Points to Convey Concise Messages


Are you only asking for just the essential information on your lead gen forms?

Every field in your form creates friction (be honest)
Lead Generation Forms


Is your call to action the most obvious thing on the page? Does it appear above the fold?

Use design to make the call to action stand out such as colour, size and depth.
Call to Action before the Fold


Does your call to action explicitly describe what you will receive when you click on it?

Answer no and give yourself a chinese burn if you have a submit button.
Call to Action Explicitly Describe  What you will Recieve


Are you displaying elements of trust such as testimonials or affiliations?

Make sure they are credible and real.
Testimonials and Affliations as Elements of Trust


Are you providing a strong incentive for users to take action?

Free delivery, for a limited time. etc.
Strong Incentive for Users to Take Action

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Hamish Braddick
Published on