Landing page optimization is a process of incorporating attractive elements on the landing page of your website that boosts conversions. Landing page enhancement is done strategically and not just on hunches. Digital marketers redesign their pages based on calculations, anecdotal evidence and assimilated data.
Data proves to be the best source in determining the quality of a landing page. One positive aspect of making data-driven decisions is that you can implement new ideas before publishing the page. For instance, you can conduct research on surveys done on your target audience for a better understanding. You will receive a clear picture of their pain points and desires.
When an Internet user visits your website page, you have to ensure they have a “Eureka” moment. Your product or service should resolve customer pain points better than competitors. Communicating to them how you will make their lives easier will make them connect with your offerings.
Landing pages take a lot of time to perfect. It is because each business is unique and has a distinct audience base. Their pain points and wants are different. Therefore, what works for your rival brands may not work at all for you. The struggle is to figure out and establish something that works distinctly for your brand. This requires time and persistent efforts. At the same time, monitoring its performance and conversions to adjust strategies accordingly will play a pivotal role.
A landing page could help you achieve several goals such as conversions, page visits, product purchases, downloads, app installs, sign-ups for newsletters, demo bookings, etc.
Let us look at a few landing page design best practices to understand how we can create content to maximize conversion rates.
Landing Page Optimization Techniques
Every marketer creates a landing page with the sole objective of improving the business. It is in various ways depending on the type of business. Nonetheless, the motto remains the same - growth and progress. It is a prime reason why marketers spend a lump sum of money and resources on landing pages.
An effective conversion strategy can significantly reduce customer acquisition costs for your company. It will increase your customer base and bridge the gap between investment and returns.
Let us quickly move on to the part where we learn the basics of landing page layout optimization techniques. With this, you can level up your optimization game and reach your goals like a pro.
Optimize your Landing Pages For Search Engines
Search engines often direct Internet users to landing pages. When you are devising a digital marketing strategy, you must look at the objectives of individual pages. For example, Home Page is supposed to give all information about the website. Much the same way, the role of a landing page is to encourage visitors to convert into customers.
Creating a landing page or a website that does not serve this purpose is of no good use. A good landing page should appear higher on the SERPs. People need to find you in order to know your brand, and if they are impressed, buy from you too.
Similarly, there is no effect on the audience if you optimize the content for the wrong groups. Therefore, do not ignore these 2 factors for your landing page optimization:
- SERP ranking of the landing page.
- Optimizing for the right audience.
One of the best optimization practices includes not only targeting brand-related keywords but also industry-related keywords.
You can use landing page analyzer tools such as Ahrefs and Ubersuggest to figure out the best keywords for your landing pages. Secondly, strategic keyword incorporation for landing pages is vital. You can add them to your headings, titles, body, image alt text, and others.
Install Yoast SEO plugins if you have a WordPress website.
Records and reports suggest these tools are crucial search engine ranking system game-changers. Therefore, you must try them.
Perform A/B Testing
We discussed the importance of landing page optimization to drive conversions. Nevertheless, you can achieve this with other techniques. Keywords introduced and added throughout the website content are one excellent trick to go above and beyond in reaching your goal.
In case your design does not bring the results you envision, you should modify the headlines or overall content. While creating a landing page from scratch, you should make two designs. Perform A/B testing for landing pages to understand which elements work best for you and which elements need to be eliminated.
Adopt Minimalism and Simplicity
Creating a simplistic landing page design can never come to your mind. Naturally, when we want to make something attractive and better, we add more designs and more elements. We, at Tasker Web suggest minimalism is the key. With minimalism, your visitors can focus on the call-to-action better.
It is observed that websites that have epic landing pages primarily focus on conveying their USPs. You should add 4 to 5 main elements on the fold of your product’s landing page. Your elements should fit perfectly on the navigation bar. Having embedded all the crucial elements, you should create a pleasant and subtle visual design. The call-to-action button should be the main focus.
Utilizing contrast and clarity in your landing page design can instantly grab visitors’ attention to the correct place. Experiment with contrasting colours and texts to create an impactful design.
Optimizing your landing page content can be achieved only through a series of trials and error methods. The landing page offers solutions. Roughly speaking, it does not necessarily require a tacky design.
Showcase Your Social Evidence
Showcasing your client testimonials will create a trustworthy image of your brand in the visitors’ minds. They will get a first-hand idea of what benefits real people enjoy. This step will nudge the undecided customers to cross the threshold and buy your products or services.
Collect client testimonials and reviews and keep them in a document. The idea behind displaying testimonials is to show that our product line or service has helped customers and delighted them.
Social proof is a very important concept to entice customers into availing your product or service. Testimonials work great as quotes. Nevertheless, try to encourage the customers to share video reviews. This helps you to stay ahead in the market with a competitive edge.
Try Exit Popups as a Retention Technique
Exit popups are the popups that appear when a visitor tries to abandon the landing page screen. For instance, if you are an e-commerce brand, a popup in red appears on the cart section or discounts section. This drives the person to click and move further into the site and quit the idea of exiting it. Leveraging exit popups could be a star of your marketing strategy.
Exit popups do not irritate people with intrusiveness. Use enticing visuals, influential titles, and compelling call-to-actions for maximum impact. Direct your customers to a well-timed and informed offer to ensure business success.
Popup banners are also interesting tools to increase conversions.
Utilize Visual Data Reports
Identify potential threats and obstructions before immersing in the process of landing page design creation.
For instance, you can include heat maps to understand which portions are most clicked by users. This will help you analyze whether users are at all clicking your call to action button. You can also easily determine if unimportant portions of your landing page are garnering more user attention. Besides this, you will also be able to analyze which portions are not performing well on your site.
In addition to using heat maps, you can make use of other visual data reports such as scroll maps, confetti maps, list reports, overlay reports, etc. This will help you evaluate your marketing strategy and understand whether or not your site needs more modifications.
Scroll maps adeptly show the page activity. Colours like white, red, blue, yellow, and orange signify distinct regions. White and blue suggests portions users abandoned or scrolled through faster, and red, orange and yellow display people spending some time to take a look.
Recordings unfold ideas of user actions on your landing pages. You will be able to assess the first thing that grabs their attention on visiting your page.
Utilize Scarcity Methods
The phrases - “Limited time” and “Limited quantities” are commonly used in marketing. Scarcity is an amazing way to attract visitors and encourage them to take action. This will create a sense of urgency in them and make them wary of the depleting resources.
Not only small businesses but also big enterprises adopt this practice. For instance, when you visit an e-commerce site and see the message “only 1 left” on your favourite product, you want to buy it instantly.
You can implement this practice on your own website. Introduce a limited-time offer creating a live magnet. Invite people to get your product's sneak peek through webinars. Inform them beforehand that this will not happen again.
Add a countdown timer as a scarcity element to boost audience impact. It notifies your customers and informs them about the running time.
Keep Call-To-Action Buttons Simple and Straightforward
The role of a call to action button is simple. It is to move your audience to take action. Eliminate the stressful and confusing part of your call to action button. Instead, incorporate clear, concise, and crisp design.
Keep your design distant from complex language, fancy fonts and extravagant designs. You can use phrases such as -
- Try for Free
- Pickup Here
- Download For Free
- Join Now
These are simple but effective phrases.
Include Contact Information
There are ample ways to share your contact information with your audiences. You can place your email addresses or phone numbers on the easily visible regions of your landing page. You can also add a contact form. You will benefit from adding links to your help centres for better assistance.
Analyze how customers behave. Using several apps, they tend to naturally go to some parts of their screens looking for certain specific things. For example, you always click on the button that disconnects the call to shut down an application. We naturally click the same button to close cancel or shut anything. But certain apps take advantage of this. They write a message for permissions and they change the command. Now you accept the command by trying to click on the cancel button. Thinking you're cancelling it. Contrarily, you are giving permission. Similarly, customers try to find information in FAQ sections, tutorials, and help pages. Therefore, you must put information in these sections.
Use landing page analytics to learn more about your audiences and check your performance.
Try Varied Lengths of Forms
Marketers opine that asking for as little information from the customers as possible always works. An email address could work wonders.
However, this doesn’t hold significance in every business.
Leverage longer forms for better results if you are generating leads for a costly product or service. Your prospects are genuinely interested in your offerings regardless of how less they are in numbers.
For example, asking customers about their budget will help both parties save some time. A person with a budget of $500 for a product will never purchase a $ 30,000 product.
Consistency is the Key
On-brand messaging matters very much in driving conversion rates.
However, do you know what matters more?
Visual Consistency.
For example, you add a Facebook advertisement. This advertisement directs people to your landing page. Ensure the ad elements look similar to your landing page elements.
There should be visual consistency or your visitors may feel annoyed and confused.
Summing Up
Data and information from different tools and sites help to optimize your landing page. Understanding customer behavior is easy with well-defined strategies and tools. Devising your strategies on user data can skyrocket your conversion rate in no time. Therefore, collecting user information is a necessary step to take.
Keep your website content SEO optimizes so they rank higher on the SERPs.
Hopefully, these intricate details will be helpful to optimize your landing pages.
If you wish to win your audiences and conquer your competitors on SERPs with an elite landing page, contact Tasker Web Today.
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