Does your website generate ample traffic, but are the conversions still low? Perhaps the much-required health checkup specifically, called Landing Page Optimization, is needed on your website.
Landing page optimization is, in general terms, the method of optimizing multiple elements of a landing page in order to maximize conversions. A well-framed method that takes qualitative and quantitative knowledge into account in order to construct a new iteration of an existing landing page.
The key aim of the method of Landing Page Optimization is to restore those landing pages in the best possible way to reach the customer and drive further leads and sales. 52 percent of businesses use landing pages and even test them to boost conversions, according to WordStream. This makes Landing Page Optimization a mandatory method for sales and conversions to be improved.
Firstly, you need to know what a landing page is to grasp the principle of Landing Page Optimization. In simpler words, any page on the website that is specially built to have a particular conversion target in mind is a landing page.
Limiting the number of options open to the user and persuading them towards the target conversion objective is the reason for providing a single conversion objective on the Landing Page.
Why is Landing Page Optimization a key lead generation component?
When digital marketing is taken into account, any marketer or advertiser has certain targets to achieve. One of them, though, is the Lead Generation. Special landing pages are generated to produce eligible leads. The distance between you and your prospective clients is bridged by these landing pages.
In exchange for the users’ contact addresses, the landing pages give something useful to the prospects. In the course of turning the leads into revenue, this knowledge is then utilized.
However, owing to the reality that landing pages are an integral aspect of Lead Generation firms, they can be optimized to boost efficiency at frequent intervals. The landing pages are laser-focused on conversions, as described earlier, so optimizing them would result in a higher conversion rate.
Components of Landing Page
You must have learned by now what a Landing Page is all about and how lead generation is supported. Next in line are the elements that compose a single landing page and shape it. The key components of a landing page are here:
It is the first thing, without any doubt, that guests are likely to see or notice when they arrive on your landing page. Since the key aim of the title is to convey your Particular Value Proposition. Thus, make sure you specifically sum up your bid in the headline.
Without beating around the bush, the headline should describe your bid exactly. Keep the title succinct, clear, and to the point. When you have more detail to bring forward, add a subheading.
You need to display similar text after placing an appealing headline that grabs the user’s attention, which should illustrate all about your deal in a plain and easy way. Stop composing paragraphs that are long. In either brief paragraphs or using bullet points, split all the required ones.
Instead of concentrating on the functionality, offer a list of advantages that will be given to consumers by your product/service. Benefits have a higher coefficient of appeal than the qualities since benefits are specifically inclined to overcome the consumers’ pain points.
3. Images and Videos
The room on the internet is enormously cluttered. It would disappoint your guests to have just blocks of content on your landing page and they would bounce back. Thus, to make the landing page more effective, make sure that the landing page looks more visually pleasing by adding photographs and videos.
4. Conversion Form
The conversion form is the most important and central part of the landing page. This is where, in exchange for the bid, the visitors send the details needed. It should be visibly visible since the conversion form carries so much value.
Usually, inside a package, the conversion types are designed. Shorten the fields to be supplied with (visitors are reluctant in submitting detailed and lengthy information about themselves).
5. Social Sharing
These are the connectors that allow users on different social media sites such as Facebook, Linked In, Twitter, Instagram, etc. to share the specific landing page. The social media buttons not only extend the network horizon, but they also raise the conversion efficiency.
It is a well-accepted phenomenon that most individuals are more likely to respond to the testimonials of current consumers. This parameter can be optimally used for you. A good picture of the goods and services would be presented by putting faith factors and testimonials.
Landing Page Optimization – Process
1. Define Goals
Establish a basic aim you want to fulfil before you begin building and developing the landing page. A structure that needs to be worked on is planned by specifying the purpose beforehand. Try and identify SMART (Specific, Concrete, Realistic, Appropriate, and Timely) targets that are simple to accomplish.
In the Landing Pages, there are different tasks that advertisers want to accomplish. Some may want to collect leads, and others may want a commodity to be marketed. Goals linked to brand recognition and growing rates of interaction can be reached. Choose an effective landing page that complements your target once you have agreed on the objective.
2. Page Assemble
Place and order the different elements of the Landing Page after you have established the purpose of the Landing Page. Build multiple Landing Page versions and measure the placement of various elements such as the header, photos, videos, conversion type, CTA, etc.
Finally, create a Post-Conversion Website after you have assembled your Landing Page. This page gives you full details about what happens when your conversion goal has been completed by the visitors. After a certain conversion activity is done by the visitor, you can ask them for a social follow-up or share to even interact on social networks. Moreover, to continue the discussion via newsletters, you may even invite them to subscribe to your newsletter.
3. Attract Traffic
You would have built a Landing Page along with the Post Conversion Page by now. The next thing that is matched is to steer traffic to your landing pages to complete the conversion target. The Landing Page’s accessibility is the secret to driving more traffic. Keep the principle clear.
You can start by paying advertisements or banner ads if you are a young company only starting out to gain an online presence or follow SEO hacks. In addition, if you are an already developed organization, you can move on to other marketing channels, such as email marketing, social media marketing, and paid ads.
Content Marketing is another essential factor that is valuable regardless of whether you are a young enterprise or an already developed one. The provision of useful content to consumers (usually in the form of blog posts, ebooks, guides) inevitably attracts interest and creates your popularity online.
4. A/B Testing
Landing Page A/B review is a strategic method in which multiple iterations of a landing page are tested to see which one works best. Various components are mounted and positioned and checked in various positions. Test one variable at a time when running the A/B tests to obtain the exact information.
Testing multiple elements at once could not provide each element’s exact working efficiency. The key headline, call-to-action, photos, CTA button style, CTA button color, shape, fields used in the form, and copy are some standard elements that should be A/B checked.
Landing Page Optimization – Best Practices
1. Minimization of Actions
Strip from the landing page all the excess and needless material, such as external form fields, advertisements, pop-ups, photos, and even text. If too many actions are included on the landing page, so the user is likely to get frustrated or annoyed. They will, therefore, however, bounce back. But make sure you just have your acts restricted to the purpose of conversion.
2. Original and Relevant Content
Quantify with your Primary Keywords the importance of the content of your Landing Pages. Therefore, make sure that you create a landing page that is important to both your keywords and your advertising. Make sure your ads and landing pages are compatible with the keywords mentioned in your advertising.
The response to the search question that the users have processed should be clearly displayed on your landing page. If the user’s search question suits the content on the landing page, it has a favourable effect on users and generates a morale factor.
3. Clear and Precise
When it comes to Landing Page Optimization, beating around the bush is a complete no-no. Be very transparent about your deal such that it doesn’t have to be looked for by your guests. Put in the deals in a language that suits the visitors’ search queries.
4. Page Loading Speed
Visitors online are always in a rush. They want reliable results in no time at all. If it takes longer to load, they are more likely to bounce back from your landing page. If your page speed is poor, all of your Landing Page Optimization attempts would be in vain. The overall content ranking, which is a further setback, is also diminished by providing a low page pace.
5. Easy Navigation
Only when you’re concerned with a lot of stuff online doesn’t actually mean that all the details can be found on a single landing page.
Do not have your landing page cluttered. On the Landing Page, position only the necessary elements and ensure that it is easy to access. Limit the number of connections to your website that are internal and external.
Distractions are factors that prohibit the relevant conversion step from being taken by the guests and divert them to something else. They can, however, be stopped at all times.
6. Device Compatible
Users do not only use a single computer to scan the internet for things. Some users prefer desktops, and most use tablets and notebooks. A majority also use smartphones for carrying out searches. Keep your landing page compliant with all the devices available, rather than having a standard interface for your landing page.
7. Social Proofs
You need to help all of your product/services with sufficient social facts and testimonials to make your prospective consumers believe you. In general, people listen to the ratings of a specific product/service before the order is made. They are more inclined towards social evidence and testimonials than descriptions of the product. Thus, have testimonials in it to add value to your landing page.
8. Scarcity Technique
This is one of the most adopted methods for initiating further purchases and conversions by marketing practitioners. In the best way possible, the term “Limited” describes the scarcity element. Moreover, before they skip the bid, it forces the consumers to take action. It has a positive influence on conversions as a result. It will allow you to increase your sales and promotions by adding a limited-time discount or a countdown.
9. Contact Information
Your company’s contact details should be readily usable. This is to ensure that, due to their wishes, the guests get in contact with you. In the contact information, you can include your phone number, email address, or even your physical address. If it makes your organization more reliable, the contact details on your landing page increase the likelihood of producing more conversions.
10. Add Call-To-Action
The most significant feature on your Landing Page is the call-to-action. This illustrates fundamentally the transfer process that you want your guests to take. If your landing page doesn’t have a CTA, so your guests won’t be transformed. Make your CTA enough popular to grab the user’s interest with one click. Also, whilst using action terms, keep the CTA brief and succinct.
Your Landing Page either makes the transfer or ruins it. You have to be sure, however, that it gives a good opinion of your business. You have to perform the Landing Page Optimization process to confirm that the landing pages are successful and profitable.
Regardless of how well the landing page does, make sure that at frequent intervals this procedure is performed thoroughly. Landing Page Optimization further increases the efficiency of the landing pages, as there is still space for growth.