Design your message so scanners grasp the promise before they blink. Guide attention from headline to action with tight copy, strong message match, and timely proof.
What should the very first headline on a landing page do?
repeat the company legal name only
list every product feature alphabetically
state a clear, benefit‑oriented value proposition
use a mysterious teaser with no relevance
How many primary actions should a focused landing page drive?
a full navigation menu of options
two equal CTAs to hedge bets
none—let users explore first
exactly one most‑wanted action
Where should a concise explanation of the offer appear?
above the fold, with detail available below
hidden behind an FAQ accordion
only in a PDF download
after a long gallery of unrelated images
What’s the best default approach to navigation on a campaign landing page?
open external links in the same tab
remove or minimize navigation links that distract from the goal
force users to log in first
add all site sections to showcase depth
Copy blocks should flow in which general sequence?
CTA first with no context
FAQ only, then checkout
headline → key benefits → proof → CTA
legal terms → footer → testimonials → logo
If the page scrolls long, which CTA pattern helps?
hide the CTA until the very end
replace the main CTA with a newsletter signup
use a different CTA each time
repeat the primary CTA at logical breakpoints
Form friction is usually reduced by which change?
fewer required fields aligned to the goal
asking for credit card upfront for a free download
splitting a short form into five steps
adding optional fields for curiosity
Message match between ad and landing page primarily affects what?
server uptime SLAs
perceived relevance and conversion rate
DNS propagation speed
image compression quality only
Where is a good spot to place brief social proof on a landing page?
hidden on a separate domain
only on the blog
near the primary CTA or in a proof band above it
inside the privacy policy
What should determine whether you aim for a direct purchase vs. a lead capture on the page?
the length of your brand name
the number of fonts in your style guide
the color of your logo
offer complexity and buying readiness
Starter
Good start—review the core patterns and try again.
Solid
Nice work—tighten your copy and proofs for even stronger results.
Expert!
Outstanding command—your hierarchy and proof are conversion‑ready.
