The quality of a landing page can make or break a marketing campaign.

But even a page that’s beautifully designed and expertly written will fall flat on its face if customers abandon it before it finishes loading.

Here are four simple tips to help you build a fast, resilient landing page.

1. Keep it light

As a general rule, a web page that relies on a few small objects will load faster than a page that uses lots of large objects.

Avoiding visual clutter is good practice for landing pages anyway, so a well-designed landing page won’t be overloaded with super-sized image files. However, it’s important to ensure that the images you do use are optimised for the web.

You also need to build a page that works well for visitors using different devices.

For example, if your landing page is responsive (with a layout that reflows to adjust to the end user’s viewport), use different images for different viewports rather than rescaling one very large image to fit.

That way, visitors on mobiles won’t waste time or bandwidth downloading unnecessarily large images.

Video is another popular way to make landing pages more engaging. However, video files tend to be even bigger than images, and if you make customers wait for them to load before they can view your page, you risk losing them.

Fortunately, there is a simple solution: load a placeholder image in the window for the video.

This means that visitors will see a ‘finished’ page even if the video files are still loading in the background.

2. Don’t use the same page structure as your main site

When you’re building a separate, standalone landing page, you don’t need to worry about loading all the resources you need for the rest of your website.

For example, you almost certainly don’t need all the same style sheets and JavaScript files. Instead, you can focus on loading only those resources you need to make that page work.

You should also consider ‘inlining’ resources in the HTML – this means including them in the main HTML file, rather than loading them as separate files.

If the HTML includes all the CSS it needs to display the page, the browser has to make fewer requests and customers get to see that page sooner.

On a normal website, the disadvantage of doing this is that visitors won’t be able to cache CSS for future visits or for use on other pages on the site. However, a landing page generally has just one purpose.

You’re less concerned about future visits or visits to other pages on the site. Instead, you need the landing page to load as fast as possible, maximising the chances that your prospect will convert.

3. Prepare for traffic

You’ve tried your landing page and it seems to load quickly. But what happens when 1,000 people are trying to access it at the same time?

Systems behave differently under load, so it’s crucial to have an idea of how many people are likely to visit your landing page at any one time and how it’s going to respond when they do.

One way to ease the pressure on your site is to try to spread visits over a longer period by, for example, staggering an email campaign.

It’s also worth considering a load test – subjecting the page to increasing levels of traffic under controlled conditions to see how it’s likely to behave when the campaign hits.

4. Avoid redirects when possible

Finally, tracking conversions can involve routing customers through a third-party site before redirecting them to your landing page.

This gives you valuable data, but it invariably adds a delay. Worse still, more often than not you have little or no control over that delay, since you’re relying on third-party systems.

Therefore, if you’re able to do so, it can be a good idea to cut out the middle man.

This doesn’t necessarily mean you miss out on campaign data – you just need to be a bit more ingenious when it comes to collecting and reporting on it.

For example, in email marketing you can track clickthroughs by embedding campaign details and unique reference numbers in the landing page URL (such as

Landing page performance is easy to overlook in campaign planning. But if you don’t test and prepare properly, a page that seems absolutely fine during set-up can slow down or fail under live conditions, hitting conversions and, ultimately, revenue.

For more on this topic, read:

Alex Painter

Published 2 June, 2016 by Alex Painter

Alex Painter is web performance director of NCC Group and a contributor to Econsultancy.

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Comments (4)

Pete Austin

Pete Austin, Founder and Author at Fresh Relevance

Re: "3. Prepare for traffic"

This scenario illustrates a massive free benefit of real-time marketing hubs. When you include real-time content in your emails, using a system like ours, you automatically get a safety-value to prevent an unexpectedly-successful email campaign from DDOS-ing yout website.

Whenever too many people are clicking-through on an offer, and your website is buckling, simply change the offer and/or the destination URL in real-time to control the traffic. Or ask us to do it for you. (Other marketing hubs may be available.)

Your options include....
*Replace the offer by an apology block - e.g. "Sorry the site's overloaded. Please come back tomorrow and use this personal apology coupon, only for you, to get an extra 5% off".
* Leave the offer alone, but change the URL for a different page that can handle the traffic, such as your home page.
* Replace the offer for a percentage of visitors, to advertise a different product with a higher unit price and mark-up, so you'll get less clicks but make more money from each one.

about 2 years ago

Willie Hinson

Willie Hinson, Owner at Digital Cusp

Every landing page is as important as the home page of any website. So it's should be light but full of informative. And one more thing is should be avoid the redirect pages as much as possible. The most important thing for any page is traffic or visitors but if many visitors trying to access your page at a time so it won't be fast . So be prepare for it. Thank you.

about 2 years ago


Sudipta Sen, OWner at Rank Your Rabbits

There are many meaning of effective landing page,
But the main thing is how the visitor gather most of information in first look.

over 1 year ago


Gwyneth Adams, DME at Cloudways

Perhaps one of the most important things to keep in mind is to ensure that your landing page follows a minimalist approach instead of overwhelming your audience with tons of information. Plus your CTA should be appropriately placed and must have an actionable and unique phrase instead of the generic phrases.


about 1 year ago

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