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A compelling landing page makes the offer clear, matches what brought visitors there, and makes the next action easy to find and complete. It should work well on mobile and give visitors useful information they need to decide—not promise a particular conversion rate.
What should a landing page promise?
Keep the page closely aligned with the visitor’s expectations. For advertising traffic, Google recommends matching the landing page to the ad and its keywords, and aligning the page’s call to action with the ad’s call to action. A visitor who clicks an ad for a specific service should land on a page that explains that service, rather than a generic homepage that makes them search for it. This alignment is relevant to Google Ads’ ad relevance and landing-page experience assessments; it is not a guarantee of a higher conversion rate. See Google Ads’ landing-page guidance.
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How should the page guide visitors to act?
Decide what the page is meant to help a visitor do—place an order, call, request information, or take another relevant step—and make that action easy to locate and complete. Use a clear call to action and avoid clutter that competes with it. Put the most important information near the top so visitors can understand the offer and its next step without having to hunt through the page. The right action depends on the page’s purpose; not every landing page should push a purchase.
What information helps visitors decide?
Explain plainly what the product or service does and include information that addresses likely questions about the offer. Google’s guidance names useful, original content and genuine customer reviews as examples of material that can help visitors. Reviews should be real, and claims about how representative they are should be supported rather than assumed. For online stores, Nielsen Norman Group’s report on ecommerce product pages offers related UX context: its fifth edition contains 108 design recommendations based on user research. Those recommendations concern product pages, not landing pages generally. Read the report overview.
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What makes a landing page usable on mobile?
Check the complete experience on a phone, not just whether the layout shrinks to fit. Google recommends a quick mobile site, simple navigation, and making it easy for visitors to contact the business. The primary action should be easy to find and use on a small screen, and important information should not be buried beneath unnecessary elements. Google’s mobile landing-page guidance gives additional recommendations.
How can you judge whether the page is working?
Measure performance against the page’s own goal and the audience it serves. Define what counts as a conversion—such as a completed order or submitted inquiry—then compare results for the relevant traffic source and audience. A general benchmark cannot tell you what one page should achieve when offers, channels, audiences, and conversion definitions differ.
Unbounce describes its 2024 Conversion Benchmark Report as drawing on more than 57 million conversions, 41,000 landing pages, and 464 million pageviews. Those figures describe the size of the report’s dataset; they are not targets or promised results for an individual page. See Unbounce’s report overview.
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A page builder can make it easier to create and edit pages, while experimentation features can help compare variants. For example, Unbounce describes its product as offering a drag-and-drop builder, templates, variants, A/B testing, and Smart Traffic; its documentation explains how to test page variants. These are vendor-described features, not independent evidence that a particular tool or page will perform better. Choose implementation tools based on whether they let you match the campaign, deliver a usable mobile page, publish and edit efficiently, compare meaningful variants, and connect to the systems you use. Unbounce’s product page and A/B testing documentation describe its capabilities.
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