Each landing page should only have one goal. Not two, not three. Just one. Marketers sometimes squeeze several goals on one page, with the thought of ‘if people don’t want to sign up, perhaps we can offer a whitepaper as an alternative‘. Nope!
If that’s the case, your ads suck because you’re targeting the wrong audience. Please don’t go down that route. The whitepaper download will distract your users from what they should do: sign up.
When creating a page, think about the main thing you want it to achieve. For a lead-gen page, it’s capturing people’s details. For a click-through page is getting people to, well, click through. The goal of a product page is to make people buy.
Always have clarity about what the single job of a page is.
All other things you add will create friction and distraction.
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All tips are meant as inspiration and I recommend split-testing them; they might not work for your site' audience. Done&Tested is curated by Gijs Wierda, a freelance CRO specialist.