Converting your visitors into paying customers can be an overwhelming task. However, a dedicated landing page can potentially increase your conversion rate by 2x. According to a Wordstream analysis, landing page conversion rates can range from 3% to 11.45%, depending on your industry and your landing page elements. That is why landing page optimization is a crucial step in your lead generation strategy.
This guide will help you understand some valuable points about landing page optimization. Let us get started now,
What is landing page optimization?
Landing page optimization is the process of examining and optimizing every element of your landing page to enhance your user experience for a better conversion rate. You create an ideal landing page using collected information and anecdotal evidence. It is a type of conversion rate optimization (CRO) that entails using techniques like A/B testing to optimize a landing page’s objectives.
You can use the heatmap to identify the issues on your landing page, resulting in lower conversion rates. A heatmap is a graphical representation of where visitors to your landing page click. The below picture shows you how exactly a heatmap works.
Now let’s discuss,
What is a landing page?
A landing page is your first web page where a visitor will land and check details about your business after clicking on paid advertisements, Google search results, other sites, emails, etc. For example, the destination URL of your Google ads acts as a landing page.
According to a Hubspot report, businesses with 30 – 49 landing pages generate seven times higher leads than those with one to five landing pages. A well-defined landing page with a clear call-to-action helps you convert your website visitors into paying customers.
What are the core elements of your landing page?
There are a total of five core elements of your landing page that are as follows:
Copy of your landing page
Your landing page’s copy is the first thing that will gather your visitors’ attention. You are supposed to create engaging and creative writing in order to build their confidence. You can showcase your business’s best features and advantages for them in that copy. According to a study conducted by Unbounce, landing pages with less than 100 words convert 50% better than those with more than 500 words. This data demonstrates the influence of shorter and more effective messages on conversions. On the other hand, too much language and words can confuse potential clients, causing them to abandon your website quickly. Here are a few pointers on how to write an excellent landing page copy:
- A clear and conversational web copy that doesn’t contain any jargon and buzzwords is one of the keys to impressing your visitors.
- A call-to-action that encourages your visitors to take action is a strong method to increase your sales.
- You can demonstrate the credibility of your web copy by using social proof like reviews and examples from real brands.
Milkshake.com, for example, includes a social proof with their CTA that highlights the fact that they have thousands of customers on their landing page.
A powerful call-to-action button is something that will help your web copy to stand out from the rest. To maximize your CTA’s efficacy, you must choose the right shape, size, and space around it. It makes a significant difference when you choose the right words. According to Hubspot’s research, personalized CTAs convert 202 per cent better than generic versions. For a higher conversion rate, it is highly advised that you include targeted CTAs in your copy.
The best example is Grey Goose, which features a CTA button with ‘Discover a Cocktail Tailored to Your Taste.’ This is an attractive method to pique your visitors’ curiosity about whatever happens when they click that call-to-action button.
Social proof elements
According to a study by Findstack, social proof can convert a copy by 12.5 per cent on average. You can expose your testimonials, customer reviews, positive case studies, professional certificates and your won awards as social proof on your landing page to gain your visitor’s trust. One of Hubspot’s reports stated that Testimonials appear on 36% of top landing pages, while reviews appear on 11%. When a potential consumer sees screenshots of your positive customer feedback and tweets from pleased customers, they are more likely to make an informed decision in your favor.
Workday, for example, a software firm, uses their Harvard Business Review piece as social proof on their landing page.
A hero shot is a photograph or video of your product or offers with your brand’s tagline and message. A report by Venngage states that customers are 80% more likely to convert when there are visuals combined with your content. A hero shot increases your potential customers’ interest in your product. Try to keep your picture simple and real. You can even add pictures of your product with your team members to make it look authentic.
Keeps hair loss medicine, for example, features a happy and cheerful consumer, apparently after taking their product.
Sign up forms
62.6% of the top landing pages use signup forms on their landing page, according to one of Hubspot’s reports. Signup forms are a great way to persuade your customers to build a relationship with your brand. You demonstrate your product’s benefits and why they should use them. Your signup form must contain your name, email address, birth date, and contact information for a better conversion rate.
Check out the signup form of Qlik Q below:
What are the best landing page optimization practices to increase conversion rate?
According to research by WordStream, conversion rates can range from 3% to 11.45%, depending upon your sector and landing page characteristics. A landing page optimization agency will use the following strategies to increase your conversion and sales in no time.
Understand your target audience
The first step in your optimization strategy is to understand the needs of your target audience. Then, try to put yourself in their shoes before creating a message for them on your landing page. The best way to do so is through interviews and surveys. In order to increase your conversion rate, you must offer them a customer experience that makes them feel inspired and appreciated.
See how Elegant themes make use of the word empower in their headline to excite their potential customers.
Create a simple and easy landing page
According to KlientBoost’s report, incorporating more than one offer on your landing page can decrease the conversion rate by 266%. In addition, unnecessary visual clutters and offers can complicate things for your visitors. It will prevent them from making a final decision. The best method to increase your user experience is by keeping things short and simple.
The best example is Dropbox, whose landing page contains five major elements: a clear and strong call-to-action button.
Keep contrasting colors
Using contrasting colors produces an exciting and simplified experience for your visitors on your website. Instead, create a well-balanced combination of cold and warm colors. Let’s look at Campaign Monitor as an example. It has a great color palette. With the grey footer and badges, the blue backdrop looks sophisticated, while the green hue of the call-to-action button makes it stand out.
Include your contact information
You may encourage your visitors to take action in your favor by including your contact information on your landing page, such as your phone number and email address. Some businesses provide links to their contact and assistance centers on their websites. Customers can use that link to fix problems and get answers to their questions.
For example, check out below the landing page of Shopify and see how their help center link works.
Match your ad’s message with the landing page
Mismatched messages can cause an increase in bounce rate on your landing pages. The message of your ad must be consistent with the message of your landing page. Consider the following:
- Your ad and landing page must both utilize the same language.
- The images from your display advertising must reappear on your landing page.
- Your landing page must reflect the same products and services as your ad.
- Your ad’s headline needs to correspond with your landing page’s headline.
Your landing pages might fail if you fail to do so. If the messaging on your ad and landing page differs, your potential consumers may feel deceived and leave your website right away.
Make use of A/B testing
A/B testing is one of the most important landing page optimization services. According to one study, A/B testing generates 40% more leads for B2B companies and 25% more leads for eCommerce sites. A/B tests are an effective way to create a well-established website with accurate data. You can increase your conversion rate by applying tactics that will work for your business.
For example, Grene, a Portland-based eCommerce firm, revamped its small cart utilizing A/B testing and saw an overall improvement in conversion rate from 1.83 per cent to 1.96 percent.
What are some important landing page metrics to increase your conversion?
For an accurate optimization of your landing page, you must have a proper understanding of the below metrics in order to increase your conversion and sales.
Bounce rate is the percentage of visitors who leave your website soon after visiting your landing page. There can be plenty of reasons for your website’s increased bounce rate that, are as follows:
- When your copy isn’t compelling enough to capture the attention of your target audience.
- The graphic depiction of your page isn’t very pleasant.
- When the offer on your brand’s ad doesn’t match the offer on your landing page.
When the bounce rate exceeds 70%, it is considered unsatisfactory. As a result, ensure your website’s bounce rate is lower than this figure.
Page visits are the total number of individuals who visit your website for a given amount of time. More page visits demonstrate a higher probability of conversions. Optimize your social media platform, content strategy, paid strategy etc., to increase your page visits.
When you are clear about which traffic sources bring high-quality visitors to your website page helps you increase your marketing efforts for maximum conversions.
Some of the most common traffic sources you need to keep track of are:
- Direct: Customers who land on your website directly by typing your URL in the search result.
- Referral: Customers who visit your website by clicking a link on someone else’s website.
- Social media: Customers who visit your website by clicking on your social media post or profile.
- Organic: Customers who visit your website by entering a query on search results.
The percentage of the customers who got converted into your lead by submitting your website’s signup form. A better-optimized website will see a significant increase in its submission rate. A/B testing is a great idea to check any leakages on your website to optimize it accordingly.
How to optimize a landing page for SEO?
You can increase your website’s organic traffic by optimizing your landing page for SEO in the following ways:
Thorough keyword research
You need to optimize your website using targeted keywords relevant to your business. Please select a list of keywords and put them into search engines like Google to check its similarity with your landing page. You can make use of keyword research tools like Wordtarcker, GoogleAdwords etc.
Create an indulging title tag
Build a creative title tag using the right keyword to become the favorite person of search engine bots. Your title tag needs to have a maximum of 65-70 characters.
Optimize your META descriptions appropriately
A well-written META description has a better chance of increasing your appearance before potential clients. Try to keep it simple and don’t exceed 160 characters. Include the main keyword in your text to rank on SERPs. A call to action will be an effective way to tempt your visitors to check your landing page.
Write effective content
Try to focus on copywriting that is engaging and compelling enough to pique the interest of your target audience. Make sure to include keywords to rank on search results.
All in All,
Various methods like A/B testing and heatmaps can help you optimize our landing page most effectively. You can track various metrics like bounce rate, visitor page, traffic sources, etc., to calculate the leakages in your landing page to incorporate features that increase conversion. A simple and easy to navigate landing page is the key to better results.