You’re launching a new product. How can you create a landing page that converts?

Temper your expectations? Put yourself in the shoes of your prospect. Presumably, they have come to this page from a cold start by clicking on an ad. Remember that asking a user to make a purchasing decision when they are unfamiliar with your organisation, your product, or your service is asking a lot. I have seen companies creating standalone landing pages that talk in very loose terms about a complex offering with a high price tag and ask users to make a financial commitment right off the page with no information about who the organisation is or if they can even be trusted. Funny thing was the client and their agency were angry that their campaigns were not generating sales. Their expectations were Laughable.

Defining your goal is a very crucial step. But there are a few factors you have to keep in mind. Two of them are your product and your expectation. Let's say you sell a browser add-on for just 10 bucks, the landing page will look vastly different from a landing page for selling property on a holiday-island. And they perform differently, too. While the first one will make a lot of sales, the second one will probably very rarely make any sale… but in the long run, it will earn much more profit. So always stay realistic, don't expect an unrealistic outcome.

If you understand your audience then you should know that what lever's to pull at what stage of their buyers journey. Maybe they are coming from an ad that alerted them to an issue they didn't even know they had. Link these people to more info about the problem and from there to the solution. Others will be aware of their issue link them directly to the solution. Those who know the problem and solution. Link them to YOUR solution and tell them why it is the best solution for them. Some will be at the point of purchase and are ready to pull the trigger. Ask those guys for an order. A good landing page should provide prospects with useful info or links to it at each stage of their journey. A good agency explains this to their clients

Copy should be concise and lead the appropriate prospect to the appropriate info at each stage of their journey. Don't expect users to wade through volumes of irrelevant info guide them to the info that IS relevant to their stage of the purchasing process.

Just like your copy. Break up your design to lead your prospects on the correct path to the information they need to decide on you as their ideal provider of the products or services you sell.

As stated before: Know your product and temper your expectation. Just showing a few ads and throwing a user directly unto your landing page may be generating a few leads and sales if your product is affordable, but it won't work in the long run or for expensive products. Nurturing and remarketing may be a factor you should consider. Your landing page is probably just the last step on the long advertising & nurturing journey.