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Unit 02 (Page Elements) explains the essential building blocks of a high‑converting web page and how to decide, design, and test them for desktop and mobile. It covers what to include above the fold, how to structure navigation and calls‑to‑action, and how to use visuals, forms, and trust cues so each element supports the desired action
Core elements
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Layout and hierarchy: Header, hero, sections, and footer arranged for clear scanning; strong headline, subhead, and primary CTA positioned above the fold to guide action.
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Navigation: Simple, consistent menus; on mobile, thumb‑friendly targets and a hamburger or condensed menu; avoid clutter that competes with the next step.
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Visuals: Purposeful images/video that explain the offer and reduce uncertainty; hero imagery to focus attention without distracting from the CTA.
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CTAs and buttons: Prominent, descriptive labels that communicate value and next step; differentiate primary and secondary actions.
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Trust signals: HTTPS lock, reviews, badges, guarantees, contact info; reduce friction at decision points and during checkout or form fills.
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Forms and phone numbers: Minimal fields, clear errors, mobile‑friendly inputs; provide phone/contact options for high‑intent users.
Mobile considerations
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Mobile first: Design for small screens first, then progressively enhance; prioritize essential content, large tap targets, fast loads, and simplified flows.
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Consistency: Keep critical controls visible as users scroll; ensure ad–landing page message/visuals match on mobile as well.
Landing page types
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Single product, multi‑product, lead generation, subscription, long copy, and single‑purpose pages; choose the type to match ad intent and keep content congruent with the promised message.
Test and improve
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CRO: Use A/B or multivariate tests on meaningful elements (offer, layout, placement, copy) and judge winners on total value per session, not just conversion rate.
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What to test first: Offer/CTA, hero headline, social proof placement, form length, and mobile layout simplification for the biggest impact.
