7. Keep It Above the Fold
The space a visitor sees without having to scroll is where the most important parts of the webpage should be. Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button or form in a place where it has to be searched for.
8. Always Be Testing
Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.)
9. Use Images and Videos That Relate to Copy
Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product.
Bellroy uses great imagery and videos on many of their pages. Every product page has a great video and multiple images of that wallet. This makes selecting the right wallet extremely easy for buyers.
10. Go Easy on the Links
Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a regular home page, but on a landing page, simplicity is key.