Introduction

This is a continuation of our previous post, which explores some of the landing page tactics you can use to boost your conversion rate by up to 9.1%. That’s the equivalent of pushing £100k of monthly sales up to £480k with just a few clicks (well, almost…).

Component 6: Clear Contact Information

Screenshot from Mission’s website, which features Zendesk’s AI-powered live chat (bottom right)

Clear contact information serves as a fundamental trust-building element on high-converting landing pages. When potential customers can easily find ways to reach your business, it immediately signals transparency and reliability. In a digital landscape often plagued by anonymous online interactions, visible and accessible contact details reassure visitors that your organisation is genuine and accountable.

Even better, providing multiple contact channels (phone number, email address, live chat, etc.) demonstrates a willingness to flex to customers’ preferences. Like many things in web design, something very simple can be reflective of a wider business philosophy. Consciously or subconsciously, people pay attention to these things.

On the subject of live chats, it’s worth noting that there are an increasing number of automated live chat technologies that can help businesses instantly respond to common queries using sophisticated AI-driven systems. These intelligent chatbots can now handle a wide range of standard questions with remarkable accuracy, significantly reducing the waiting time and friction that often discourage potential customers.

Component 7: Engaging Visual Elements

Screenshot from Suri’s website, which features an image of a real person using the product alongside benefits written out on the left

Engaging visual elements are powerful conversion tools that do far more than simply decorate a landing page. While text communicates information, strategically chosen visuals speak directly to the emotions of potential customers, creating an instant connection that words alone cannot achieve (marketing 101 stuff).

The human brain processes visual information up to 60,000x faster than written information, making imagery a critical component of effective communication. High-quality visuals can transform complex concepts into immediately understandable experiences, helping visitors quickly grasp your product’s value proposition.

Images that showcase real people — particularly those representing your target audience — generate profound psychological resonance. They help potential customers envision themselves using your product, bridging the gap between abstract offering and tangible solution. A landing page for a new toothbrush brand showing an actual human using the toothbrush, for instance, feels far more compelling than generic graphics.

It’s also worth noting that people are more likely to click images than linked text. This has implications for the nav bar, for example, which should always include a category image to encourage clicks into the shopping part of the site.

Component 8: Pop-Up Forms

Pop-up form on Drool Art’s website, featuring a very tempting offer

You may have noticed that on almost every website you visit these days, you’ll be interrupted by a pop-up form at some point.

There’s good reason for this.

Pop-up forms can significantly boost lead generation by presenting targeted offers at precisely the right moment.

The magic of pop-up forms lies in their ability to cut through online noise and create an immediate, focused interaction. Unlike static forms buried on a page, they command attention and create a sense of urgency. Think of them as a polite but firm tap on the shoulder, saying, “Guten Tag! We think this offer is worth your time!”.

Timing is everything with pop-ups. The most effective ones appear when a visitor has demonstrated genuine interest, like spending a certain amount of time on the page, scrolling to a specific point, or showing exit intent. This targeted approach means you’re not just throwing a form at every passing visitor, but presenting an opportunity to those most likely to convert.

When designed thoughtfully, pop-ups can feel less like an interruption and more like a helpful nudge. The key is to make them relevant, valuable, and easy to engage with — or equally easy to dismiss if the timing isn’t right.

Component 9: Focused Design

A whole lot of white on Manor’s (the Rapha of golf) website homepage

Clean, focused design isn’t just about looking pretty — it’s about creating a laser-guided pathway to conversion. In the digital world where attention spans are shorter than Gary Neville’s managerial career, your landing page needs to cut through the clutter and guide visitors exactly where you want them to go.

A minimalist design does the heavy lifting by removing unnecessary distractions. Every element on the page should have a clear purpose, working together like a well-choreographed dance to lead visitors towards your primary call-to-action. It’s about creating visual breathing room that allows your key message to shine.

Think of your landing page like a conversation. You wouldn’t bombard someone with a million details at once. The same principle applies to design. White space isn’t empty space — it’s a strategic tool that helps visitors focus on what truly matters. It reduces cognitive load, making it easier for potential customers to understand your value proposition and take action.

Effective clean design tackles key conversion challenges by creating a visual hierarchy that naturally draws the eye, improving readability, reducing decision fatigue, and building trust through professionalism. The goal is crystal clear: guide your visitors’ eyes exactly where you want them to look, with zero confusion and maximum impact.

Component 10: Mobile Optimisation

Wild’s mobile site is a great example of one that is well-designed. Among other things, it features large-enough buttons, readable text, clear visuals, and smooth animations.

Unless you optimise your site for mobile, you can apply every landing page conversion trick under the sun and still arrive at a poor conversion rate. Statista reckons mobile phone purchases now account for over 70 percent of D2C orders, so it’s absolutely essential that you spend the time getting your mobile site right.

Mobile optimisation goes far beyond simply shrinking your desktop design to fit a smaller screen. It’s about creating a seamless, intuitive experience that feels native to mobile users. Every element must be thumb-friendly, with buttons large enough to tap easily and forms simple enough to complete without frustration. Text needs to be readable without zooming, and navigation should feel natural on a touch screen.

Page speed becomes critically important on mobile, where users are often on slower connections. Every second of loading time can dramatically increase bounce rates, killing your conversion potential. Compressed images, streamlined code, and efficient design are not just technical considerations — they’re conversion lifelines.

Responsive design means your landing page adapts beautifully across different device sizes, from compact smartphones to larger tablets. This adaptability ensures your message and call-to-action remain compelling, regardless of how someone accesses your page.

The mobile experience is often a potential customer’s first interaction with your brand. Making it smooth, fast, and enjoyable can be the difference between a conversion and a lost opportunity.

Summary

Supreme’s unapologetically simple (although not entirely intuitive) website, which has remained largely the same for over a decade

Creating high-converting landing pages is certainly a science to some extent. By incorporating the ten components from this post and our previous one (all listed below), you can certainly expect to see the important metrics move quickly.

1. A Strong Hero Section

2. Focused Calls to Action (CTAs)

3. Concise, Benefited-Oriented Copy

4. Social Proof

5. FAQs

6. Focused Design

7. Engaging Visual Elements

8. Pop-Up Forms

9. Focused Design

10. Mobile Optimisation

That said, there is a less scientific element to consider too. Landing pages (and websites in general) are ultimately a brand touchpoint, which means they should created with one eye firmly on your brand strategy and brand identity.

This is especially true for high-end brands, whose value lies in the ability to deliver an intangible feeling or narrative in a compelling and cohesive way. A great example of this is the Supreme site, which has barely changed in the last decade.

Is it easy to navigate? Not really.

Does it include the proven tactics of landing page design? No.

Do we think they lose out on online sales because of it? Probably.

Does it drive up brand value in the long term through its irreverent design? Yes.

Does this lead to a net win over time? Absolutely.

So, moral of the story? Landing page conversion tactics are great and, in most cases, will have a significant impact on your online sales. However, if applied in a vacuum without any consideration towards your brand, you may just be harming your business in the long run.