The design of landing pages that drive campaigns is one of the most underrated aspects of performance marketing. The average marketer doesn’t have the skills to design and properly tune a landing page on their own. While there are many tools that can help you optimize, it’s impossible to create a successful landing page without the necessary knowledge.
Focus on speed
According to Google, 53% of mobile visitors will abandon a page that takes longer than three seconds to load. That’s a very short amount of time self employed database to engage a visitor and keep them on the site for a longer period of time.
The correlation between loading speed and quality score is clear.
You can use one of the online tools to measure speed:
Above the fold, try to include the page title, one or two sentences summarizing the content, and a “call-to-action” element (e.g., a button).
Place important information above the fold
The term “above the fold” historically comes from newspapers. The most enticing stories were placed on the front page above the fold of traditional newspapers so that customers would see the headlines at first glance and want to buy the paper.
You can do the same for landing pages. Place the most important elements above the digital fold (the point 8 best sales management software + feature comparison [2025] where the user has to scroll to see the rest of the page). This is very difficult in this day and age when people use different devices. Therefore, it is necessary to thoroughly test the website and adapt the content to the resolution.
Simplify the pages to a minimum
A landing page for campaigns has one goal: to lead a visitor to conversion, so remove anything that might get in the way.
A pop-up window with a discount contact lists offer or a satisfaction survey certainly has its place in online marketing, but not on the landing page for paid campaigns.
No one enjoys reading long texts or waiting for an illustrative image to load.
Make sure that the page only contains information that adds value to visitors.
It is also highly desirable to add a link to the frequently asked questions (FAQ) or help center on the site, where visitors can find all the necessary information.