A landing page is an important component of every successful online business website. Landing page optimization is the process through which you can improve the performance of landing pages.
Landing page optimization helps in creating an experience that matches customers’ demands and converts them into potential buyers. An effective landing page optimization strategy helps you attract more and more users.
26% is the average conversion rate of a landing page. And nearly, 67% of all marketers achieve a conversion rate of over 10% for their landing pages.
This full-fledged blog will help you understand how to design a high-converting landing page. From best practices of landing page optimization to its overall analysis, this blog will provide you with a clear understanding of your goals.
What is Landing Page Optimization?
Landing page optimization is the process through which you can improve your web page design and layout. Its main aim is to increase conversions, enhance user experience (UX), and convert visitors into potential customers.
Landing page optimization is a part of conversion rate optimization (CRO), which helps increase the effectiveness of pages. By making pages more targeted and engaging, you can improve landing page performance very well.
When a page is optimized, it will provide more accurate and relevant content alongside a balanced design to visitors. This functionality drives more traffic and customers. It involves using methods such as A/B testing, which improves the conversion goals of a given landing page.
Benefits of Optimizing a Landing Page
When we talk about digital marketing strategies, landing pages are a crucial part of it. Marketers as well as buyers are both influenced by this process.
By following some best and right practices, you can maximize your landing page’s efficiency. This will help you to perform well in your online business marketing campaigns.
Here are some benefits of landing page optimization that will strengthen your decision to apply it to your marketing strategies.
- Optimizing your landing pages for your website provides more useful and relevant content, well-structured design, and seamless interactions with customers, which leads to a more satisfying and great experience for the audience.
- Landing page optimization ensures your website will achieve the highest possible conversion rate that positively changes your sales data and increases lead generation through visitors who access those landing pages.
- Through landing page optimization, you can provide more value to targeted audiences and enhanced user experience. Apart from this, it also contributes to a lower cost-per-click (CPC) and a decrease in your overall customer acquisition costs (CAC).
Steps for Landing Page Optimization
The ultimate goal of landing pages is generating leads and increasing customers. Having well-designed and appealing landing pages can help you to get the desired outcomes. To achieve this goal, you must have to put the right elements in the right place on your landing page. All landing pages are not the same as they have different intent, product, focus, target audience, and many other major elements.
Despite all these differences, there are certain common factors for conversion pages. These factors have valuable points that help in optimizing your landing page effectively.
Here we will discuss a step-by-step guide for optimizing landing pages.
Define your online campaign’s aim
If you have decided to make landing pages, then this would be the first step you must take. Deciding your goal and work according to that is the base of your campaigns. You need to understand what is the need for creating a landing page and what are your expectations from it.
There can be different goals for making landing pages.
For example: you may want to gather some leads for your online business, promote a product, ask different people to register for an event, and so on.
Landing pages are classified as Lead Generation landing pages and Click-through landing pages.
Lead Generation Landing Pages:
Lead generation landing pages are used to gather information from customers that you could connect with and do marketing. The pages usually consist of a different form that asks for user data such as name, email address, and so on. Some of the common things that a lead generation landing page could offer to its users for getting their details may be a free trial of a product, such as an e-book, subscription, consultation, and discount coupons.
Click-through landing pages:
Click-through landing pages are another form of landing page that is commonly used in e-commerce pages, which convinces the visitors to click through to the next page. The next page could be a product page or a shopping cart.
The click-through landing pages showcase a product or offer attractively so that customers can make their purchase decisions. These landing pages do not have any forms but they are made up with strong call-to-action (CTA) throughout the page. The CTA is usually the digital button that directs the users to the next page.
That is why identifying your goals before designing your landing page is important. This will give you a clear understanding of different landing pages and you can select it according to your website requirement.
Build up your first page
When you have finalized your goals, and you have decided the type of page you want to design, then you can start designing your landing page by placing different elements appropriately.
Here is a list of some elements of landing pages:
- Headline: Headline is the element that visitors first see on your landing page and it should be attractive and bold that can be easily seen by visitors. It should be strong and appealing, which is eye-catching and at the same time it should be simple as well, so the audience can understand it.
- Images or Videos: You can use relevant images and videos in your content to make it appealing and quality full content. Images and videos can easily draw the audience’s attention and provide a wider overview of the content.
- Highlight the benefits of the product: In this section, it is essential to make customers aware of your product or the value you offer to them. It should be presented in a special way that the users could opt for your product. It can be added to the images or in the form of bullet points, making them easy to understand.
- Form: It is the most important element in generating leads for a landing page. You have to make it clear and visually presentable on your page by using colored boxes. Just make sure that the information you have taken is secure and stick to the minimum information that matters to you.
- Call-to-action: Call-to-action works like a backbone for your landing pages as it indirectly forces you to take action. When you are designing a page for that just make sure to take care of important features like color, size, and the message. These factors are essential as the color of the CTA button and its size should be appropriate to gain the attention of the users without unnoticed. Call-to-action button must be in contrast to the background for maximum visibility.
- Social proof: In this part of your landing page, you can add customer testimonials, or a list of customers using your products, images of positive tweets, and so on. This will give more confidence to your customers in making their decisions. It helps in building trustworthiness with the customers.
- Post-conversion page: When the user has taken the desired action on your landing page, you could redirect them to a post-conversion page, which asks them to do something else after conversions, which helps showcase prospects of appreciation, and offers them discounts to buy anything.
Now that you have known various elements of landing pages, you can come up with an attractive design that you can place on your page appropriately to attract potential customers.
Drive Traffic to Your Page:
Generating traffic for your website is one of the crucial steps for landing page optimization. Even if your website has a good design and synchronized elements, it cannot perform well if it cannot generate traffic.
The Pay Per Click (PPC) ads such as Google AdWords could work great for paid advertising. You can also do e-mail marketing, and follow on social media like Twitter, Facebook, YouTube, and so on.
You can opt for different ways to generate organic traffic. Create informative content by including infographics, e-books, images, animated videos, and so on that help attract attention to your website. Guest blogging can also be very useful in driving traffic to your pages.
Gather feedback:
Once you are done with designing the page and have driven traffic to your page, now the next step is to gather some valuable feedback. Feedback is important to gain insight into how well your landing page is performing and converting.
There are some ways through which you can gather feedback for your landing pages. Like on-page surveys, live chats, usability testing, and many more.
You can identify what does not go well on your landing page and what implementations you need to do from the results. In the end, you have all the information regarding the areas which you need to work on.
Create a Hypothesis from the gathered data:
The hypothesis is a statement that is based on some experiment, which is not yet proved and works as a base on which further changes are dependent. The hypothesis can be true or false. You can move forward when it is proved by the A/B test.
Here, you need to come up with new ideas and changes that you think can be made to your landing page to increase conversions based on the insights. You can come up with a hypothesis to decrease the number of fields on your landing page forms and make it much easier for the customer to fill out. You can also come up with more than one hypothesis.
Perform A/B testing on your landing page:
By performing different testing on your landing page, you can test your page and make changes accordingly. The best way to prove your hypothesis is by doing testing.
This is where A/B testing or split testing comes in. A/B testing is the process of testing different variants of a single page to identify which is the best. According to your hypothesis, you can come up with different variants of your landing page.
17% of marketers use A/B testing to optimize landing pages. From this testing, you could easily identify which page converts the most users. To have accurate results, you have to run the test at least for a week. Continue monitoring your conversions to further optimize your landing page.
Overall landing page analysis
Once you have completed all of these steps successfully and have checked all the important points, go through your website at least once.
You can use services like “Five Second Test”, where you can get a preview of how audiences will perceive your landing page.
In this test, you have to upload a photo of your landing page to the platform, and the five-second test will show your page to different people and ask them what they recall from that website. It will give you an idea if there is anything that needs to be fixed.
Tools for Landing Pages Optimization
If you want to optimize your landing page, you will need a landing page optimization tool that can make your landing pages authentic. These are the pages that people land on after clicking on a link that is directed from a website.
These pages are designed in such a way that it will give only specific and relevant information to readers, and further those readers convert into customers.
Later on, you can check those changes to understand their effectiveness in improving conversion rates.
For landing pages to be successful, they must be optimized well. You will need to run some A/B tests to determine what is and isn’t working for your landing page and implement some best practices.
For selecting the best landing page optimization tool, you need to equip yourself with the right tools that are designed to help increase conversions for your website.
Let’s take a look at some landing page optimization tools, which you can easily implement on your pages. These tools are designed to make the whole process easy while boosting your traffic and leads.
- Unbounce
- EngageBay
- Google Analytics
- Instapage
- Hotjar
Conclusion
Finally, landing page optimization is an ongoing process that requires constant testing and tracking in achieving the desired results. The steps that we discussed above are the base that helps in creating your landing page effectively for maximum conversion. Just keep on testing and checking optimization activities to achieve your conversion goals.
A well-optimized landing page can significantly enhance your conversion rates and overall campaign. By implementing the best practices, you can engage many users and easily convert them to take the desired action.
Headlines and relevant content of a blog are the foundation of any good landing page. Visual elements and a clear call to action (CTA) button make it easy for users to understand and respond quickly. Constant social sharing and referrals also play a role in optimizing landing pages. Ensure that your landing pages are properly synchronized with the message and design that provide a successful interface for users.
Lastly, by conducting A/B tests and monitoring performance with different analytics tools, you can identify what works well for the landing page and what changes you can introduce for your target audience.
