Landing Pages

Every landing page pursues exactly one primary conversion goal. Multiple competing goals reduce the conversion rate. One goal, one page.

Scope

Use this skill when you:

• Create a landing page for lead generation or sales
• Design CTA buttons and conversion elements
• Optimize the above-the-fold area
• Strategically place social proof
• Plan A/B tests for landing pages
• Select the right landing page type for a given goal

Principles

1. One Goal, One Page

Every landing page pursues exactly one primary conversion goal. Multiple goals reduce the rate.