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Optimizing Landing Pages
Are you an online business owner? Then you probably know that you must guarantee your online presence is optimized to attract and retain potential customers. Right?
One important element of that is optimizing landing pages. In case you didn’t know, most landing pages are the pages visitors first land on when they click on a search result or advertisement. They serve as the first impression for a business.
Remember that a well-designed and optimized page can substantially enhance landing page conversion rate and revenue.
This article will dive deeper into the key elements of the perfect landing page optimization and how your business can make efficient landing pages that attract and convert visitors. If you’re ready, let’s jump in!
Why Is Your Landing Page Not Converting Leads?
Did you know that a landing page is your chance to build credibility, engage visitors, and drive conversions? On the other hand, a poorly-designed landing page can do the opposite.
Below are some common pitfalls you must avoid:
1. Your headline is uninteresting or weak
Headlines are a crucial component of landing pages, as they are the first thing a potential customer sees. It must catch attention immediately, or your visitors will not stick around to see the rest of your page.
Nonetheless, you also like to avoid using “clickbaity” headlines, as they will annoy your visitors. As an alternative, communicate your service or product’s value in a clear, compelling manner that highlights how it will benefit them.
2. Your page isn’t mobile friendly
Optimizing landing pages for mobile devices is essential, as sixty-two percent of your users will view your landing page from their smartphones. If your landing page copy or images do not look good on mobile, that is a major issue.
When visitors view your pages, they must have an amazing landing page experience no matter what device they are using.
3. Your design is confusing or cluttered
Other typical features of high-converting landing pages are a clean, simple design. It must be simple to understand and navigate how all the various parts of the landing page fit together. Too many elements or too much information can cause confusion, which in turn, can result in a low landing page conversion rate.
Try to look at your landing page from your customer’s point of view if you find places where they might feel a bit confused, and eliminate any unnecessary elements to make things easier and clearer.
4. Your call-to-action (CTA) is unclear
Your CTA button will identify whether your landing page visitors will move to the next phase of the customer journey or not.
They should never search for your CTA. It must be the second thing they see after the headline. That only indicates your main CTA belongs above the fold of the site. That’s a smart idea to make it easier to see by utilizing elements such as contrasting colors.
Create a Beautiful Landing Page SEO Design
Landing page design is the process of making an attractive web page for your site visitors and target audience. It must support them to convert from leads into customers or subscribers.
Efficient landing page design on-brand includes your service, product, or company information and integrates relevant call-to-actions and offers.
Determine your target audience and their needs
No matter which part of your business you are working on, you must be considering who your target audience is and how you can solve their pain points—and creating your landing page is no exception to that rule of thumb.
Consider what your target audience anticipates and needs to see once they open your website. Ask yourself the following questions:
- What questions does the landing page immediately need to answer for your target audience?
- What attention-catching headline, relevant content, and CTA can you add to your landing page to meet your audience’s needs?
- How can you guarantee your landing page is unique compared to your competitors?
Make sure the landing page has a purpose
For your landing page to become successful, it requires a clear purpose. Whenever more visitors come to your landing page, they must understand why the page exists.
For instance, you can utilize landing page design to determine the purpose of your page, such as:
- Boost conversions by sharing relevant CTAs
- Improve brand awareness by adding an email newsletter sign-up form
- Increase sales by highlighting your top-selling product
Create attractive leading page headers
The goal of your header is to catch the visitor’s attention and make them want to do something. That means your headers must be action-oriented, impactful, and enticing.
How to Create an Optimized Landing Page
Below are the important recipes you need to create a beautiful and optimized landing page:
1. Carefully Create Your Call-to-Action
Too much information will overwhelm your website visitors. Thus, using only one CTA on your landing page will help build a clear end goal for them.
Rather than offering countless forms or pop-ups that leave their heads spinning, it will help if you hone in on one single message. For instance, you may wish to create a particular CTA by making a call-to-action button that leads to the sign-up form.
You also like to guarantee that your call-to-action button is simple-to-read and concise. Preferably, it would be above the “fold” of the page. That only indicates that it must be at the top of the landing page. That will allow your website visitors not to have to scroll only to take action.
2. Choose a Minimalist Design
A good landing page design will be clutter-free and adhere to your overall visual brand. That can help lessen distractions and enables your goal to take center stage. Generally, your goal is to create a minimalist design.
On top of your logo, you want to feature the same lettering or color palette that appears on your site. That way, users will not be confused about where they have ended up. If images further support your goal, you may like to add one or two quality pictures.
On top of that, if you have the resources, you can add a video demonstrating or displaying your product, promotion, or service.
To make things a little easy for the reader, consider using big headings or fonts. That can keep your visitors’ eyes focused on the goal of the landing page.
3. Utilize a Form Builder
Forms also play a role in landing pages. They are sometimes the main element on the page and are seen close to the CTA.
As with the rest of the page design, you can use a limited number of fields in your forms. The simpler the action is, the higher the chances of lead generation.
On top of that, you can utilize a smart form builder, which makes the entire process a lot easier. Preferably, it must integrate with your other landing page optimization tools. That can enable you to monitor leads in the sales funnel and will facilitate hassle-free conversions. Read through some of our case studies for examples and ideas.
4. Consider A/B Testing
Another great way to optimize your landing pages is by doing A/B testing. To do that, you can make two separate pages with minimal differences. You can then see which performs better.
Some of the landing page elements you may wish to change when doing A/B testing are the following:
- Form elements
- Call to action button size, color, and placement
After you have identified which page performs better, you can stop using the less efficient one. That will help you generate leads immediately and get closer to making conversions.
Should You Use a Landing Page?
Why use landing pages in the first place? We could talk for days about its benefits. Here are some of them:
Let’s begin with the obvious: more conversions.
No matter if it’s free ebook downloads, newsletter subscriptions, or lead generation, businesses that utilize landing pages encounter much higher conversion rates than those that do not.
It is not that the mere presence of a landing page ensures a higher conversion rate optimization. Instead, it is that a landing page offers you the landing page optimization tools to achieve conversion rate optimization.
· 1:1 attention ratio
It refers to the ratio of links to conversion goals. When we talk about your services pages or homepage, they are often littered with navigation links, footer links, social media links, links to blog posts, product feature links, etc.
Many links and many goals. That also means your conversions get distributed between all of them. Actually, adding more than one conversion goal can lessen conversion rates by 266%!
However, when we talk about landing pages, you can increase conversions by getting rid of unnecessary exit links and making a 1:1 attention ratio.
· User data and feedback
Since you control which traffic sources visit your landing page, measuring your conversion rates at the channel and campaign level is simple. No diluting the date with direct traffic or search engines.
Also, isolating traffic to landing pages allows you to generate more granular data about the performance of your channels, target buyers, and online marketing campaigns.
- Which messages resonate the best?
- Which offers convert the best?
- Which marketing channels drive the most awareness? The most short-term sales?
- Which campaign converts the best? Most significantly, why?
The list goes on. What’s more, if your landing page includes a landing page form, you can utilize it to full firmographic and demographic data or to ask qualitative questions, as well.
Take note that landing pages make gathering actionable data about your campaign, buyer behaviors, and channel performance easier and faster.
· A/B split testing
Split testing is when you send a portion of traffic to a landing page version A and the other portion of traffic to landing page B. It then tests which converts higher.
Without a landing page builder, running a split test is challenging. But using one allows you to run a split test in minutes (no technical skills needed). You only need to duplicate the landing page, make necessary edits and push it live.
Landing page builders not just split the traffic between variants for you, but they also compute results and crown a winner.
· Targeted messaging
People often act differently on various channels. For instance, users doom-scrolling through Instagram are less likely to convert on a button-of-funnel offer, unlike somebody who searches for your product through Google.
That’s because people utilize social media predominantly to spy on friends and celebrities, not to purchase things.
Do you want to boost your conversions? Then you must match your offers with the user’s intent on every channel. The closer the match, the higher your conversion rate will be.
You see, landing pages make it simpler to deliver various traffic sources to various landing pages with numerous offers and messages. That makes it simple to match offers along with conversion intent.
For instance, to establish brand awareness, you can send social traffic to a dedicated landing page that supports an e-book or free download, unlike your homepage. Also, you can send PPC traffic to a dedicated landing page promoting a free trial or demo as opposed to a service page to boost short-term sales
Test and validate new business ideas
You can spend resources, money, and time developing an entire website home for a new feature update, product launch, setup, new event, or content series. See them if people like them.
Or you can utilize a landing page to gather feedback and confirm your audience’s response before you actually spend all the money and time on an idea nobody cares about.
That is the point of Kickstarter, for instance. They use a dedicated landing page to support an idea or prototype, then see if people are eager to pay for it.
With a landing page, you can:
- Move fast (one page, no an entire website)
- Receive feedback features
- Test messaging, design, and pricing
- Presale products before you make them
- Collect a customer list for the launch
- Sign up beta users
Scale your marketing
Landing pages enable you to scale your marketing without even scaling your resources, money, or time.
Think about it. Building landing pages used to take resources, money, and time. After all, before those landing page software was designed, designing, developing, and reproducing a landing page needed numerous hours of work, multiple teams, and plenty of coordinated action.
These days, it has never been easier, cheaper, or faster to create, develop, and publish new pages and offers on your site.
How amazing is that? What’s more, you don’t even need to hire a developer! The only thing you need to do is to connect your landing page builder to your domain, and it will publish pages straight to your URL with a simple click of a button.
Furthermore, anyone in your marketing department can design, publish, test, and strategize landing pages and offers.
Through landing pages, you can scale your marketing as you’ve never seen before! That also means more creative output and less coordinated action!
Highlight and optimize your offers
Keep in mind that offers to need their own homes—and landing pages offer the ideal base.
Depending on your marketing program’s scale, you may have lots of offers, from referral programs to promotions to content upgrades (white papers, resource guides, and on-demand webinars.
Depending on the offer type, the information you collect and share will differ. That also indicates you require flexibility to change landing page form fields, edit layouts, and optimize copy and design accordingly.
In addition, every offer must have its own shareable link. Without these quick links, how do you expect to market them?
Lessen cost per acquisition (CPA)
CPA refers to the total cost of obtaining a new customer. How much does it cost to acquire a customer? Well, a lot less with landing pages!
Remember that increasing conversions allows your landing pages to generate a higher return on investment (more conversions, same amount of traffic, same spend).
However, landing pages also help boost Google PPC Quality Scores. In case you didn’t know, it helps lessen cost per click (CPC), which also helps lessen cost per conversion (CPC), which reduces your CPA!
You may be wondering how?
Your quality score is a number from 1 to 10, being the former being the worst. Google gives your campaign a score based on how relevant your keywords, ads, and landing pages are to the intent or query of the person who sees them.
Also, Higher Quality Scores result in better ad positions and lower costs. That indicates more relevant ads and landing pages pay less to sit at the top of Google.
Take note that there are crucial factors Google utilizes when grading a landing page. These includes:
· Ease of navigation
Users should not have to click through a million links to discover what they are searching for. A landing page must be easy and concise. That includes mobile devices, too.
· Trustworthiness and transparency
If a landing page lacks service or product explanations and is poorly designed, that only signals the website might not be totally transparent or honest. Customers wish to know what they are buying and that it comes from a dependable source.
· Relevant, original, and useful content
The page that they click on must be applicable and useful to what they are searching for. If not, they are more likely to leave your site and move to another site that will give what they are searching for.
Landing page optimization is one of the vital ways to boost leads, sign-ups, and subscriptions. You understand your audience more and will make the landing page better optimized.
There’s no trick or shortcut if you want to optimize your landing page. However, the only way is that you must understand your audience or website visitors. That will help you understand which landing page elements you should optimize on the landing page.