Well begun is half done!
A good start always leads to a good end. A landing page is that important aspect which is enough itself to start the flow of conversions.
Landing page optimization is the best technique to turn your website into a lead generation machine.
Never let your visitor lose interest in your website.
Else, it will result in the loss of many potential customers.
A landing page is that important component that is highly focused to bring as many conversions as it can.
It means there is no scope of underestimating the importance of the landing page.
Companies who have raised their number of landing pages from 10 to 15 have witnessed around 55% increase in their leads.
Isn’t it sounds interesting?
Unleash some aspects to find out why landing page optimization is important?
Importance of landing page optimization
There are many people who are not familiar with the importance of the landing page optimization.
They kept on thinking that is it really required?
The answer to this question is Of course Yes!
A landing page can be addressed as the most valuable asset of a website.
So, don’t you think the most important thing on your website needs special attention?
The reason behind this is, a landing page is designed to fulfil a specific goal that is capturing leads or increase the sales.
These pages play a vital role to convert visitors into the customers.
So, any kind of carelessness in the treatment of a landing page can affect the sales of the website.
Hence, in order to make the most out of the website, landing page optimization is the need of every situation.
If you are thinking that a home page will also work in the same manner then you are absolutely wrong.
A home page is not designed to fulfil a specific purpose.
It has been observed that even marketers make use of landing pages when it comes to driving more leads.
Also, they prefer redirecting the traffic to the landing page instead of the home page because of the high conversion rate.
Hopefully, now it is easier to conclude how important a landing page and optimization is?
There is a very common thought that usually comes in the mind of the people.
Is landing page optimization really necessary?
To get an answer to this question, check out some
Benefits of landing page optimization and role of landing page optimization in PPC
Landing pages are designed with a specific purpose and that is to convert the visitors into customers.
Whether a landing page is designed for PPC campaigns or to address organic traffic.
They are created with the intent of maximizing sales.
Hence, any kind of betterment in the landing pages will only help to increase its effectiveness.
Ultimately, it results in more conversions, sales, and revenue of the business.
Improves quality score of Ad
Quality always wins and this is an undeniable fact that ad with good quality score always marks its significance with good Ad ranking.
Landing page optimization also plays a vital role in improving the quality score.
Ad relevancy to the landing page is a factor considered while calculating the quality score.
Quality score is reported between 1-10 scale.
Landing page optimization helps to ensure relevancy between Ad copy and the landing page.
Ads with highly relevant landing pages end up the good quality score.
As an end result, Your Ads can secure good Ad ranking in the search engines.
Improves conversion rate of Ad campaigns
The success of the Ad campaigns is dependent on the landing page to a large extent.
Good Ad copies work great to make the visitors land on the landing page.
But the best part is played by the landing page.
With the landing page optimization, you can influence the visitors’ decision and drive them to take positive action on the website.
A landing page is optimized keeping all the aspects in view.
Thus, every element of the landing page works to convert the visitors.
Therefore, an optimized landing page helps to improve the conversion rate of the ad campaigns.
With the above points, it’s pretty clear that landing page plays a vital role to bring the conversions.
Landing page optimization is a good approach to increase conversions and sales without any additional charges.
Thus, it’s apparent that more sales mean more return on investment.
Optimizing the landing page, it is easy to enhance its performance.
So, a successful landing not only helps in getting better ROI but also to make the business grow.
People after getting familiar with the importance and benefits cannot restrict themselves to opt for landing page optimization.
This intrigues them to learn how to do landing page optimization
Always there are are some selected practices that work anyhow when it comes to enhancing the effectiveness or conversion rate of the landing page.
To get acquainted with some:
Here are some Landing page optimization best practices:
The headline is the weapon to catch immediate attention
Do you know what is the first thing that attracts the eyeballs on the landing page?
That is the headline…
A headline can be considered really good if it succeeds in doing its job.
And the prime task of a good headline is to tell what a page is all about.
Generate interest of the visitors.
And to target their pain points.
If a headline comprises of all these qualities then it surely succeeds to bound the visitors.
Hence, always make use of compelling headline on your landing page to entice the visitors.
A headline must be clear enough to be understood just in one go.
Visitors must not get their head around the headlines.
Make use of effective and catchy landing page headlines to optimize your landing page well.
Top Tools To Improve Landing Page Headline
Outlook matters to please the visitors
A landing page is always designed to influence the visitors to take the desired action you want them to take.
But this is the fact, you cannot force a person to purchase something on your website.
So, this is a quite complicated situation to deal with…
To deal with this concern, you must focus on the appearance of your landing page.
If a landing page is appealing enough to persuade the visitors, they will be automatically convinced to take the positive action.
Make use of relevant images, decent color schemes etc.
By pleasing the customers it is easier to make them do what you intended them to do so.
A landing page is an important component of lead generation.
Hence, every element on the landing page should be well optimized in such a manner that it appears good when explored by the visitors.
Make complete use of white space to optimize the landing page
White space has its own importance that cannot be avoided.
Every element lying on the landing page carry its own importance.
If each element is not easily identifiable, surely it will have an impact on the conversion rate of the landing page.
This is the reason why the use of white space is recommended.
White space makes your landing page more sorted, simple, clear and understandable.
Using white space you can make each element standout on the landing page.
Most importantly, it becomes more feasible to grab immediate attention.
Hence, the role of white space cannot be underestimated.
It is an essential factor that needs to be considered while optimizing the landing page for conversions.
Related Reading: White Space: How to Get More Impact From Less
Add minimum to the landing page
Yes, you read it right…
Thinking that the more you will add on the landing the more will be liked by the visitors then you are absolutely wrong.
A landing page is created with a motive of getting maximum conversions from that page.
Adding a lot will not going to work here.
A landing is unlike the home page where you have to give maximum information regarding your business.
Adding a lot of text will distract the visitors and also impact their purchase actions.
Keep the text minimal to make your landing page laser focused.
With less text, you can easily make the visitors focus on the valuable aspects of the landing page.
And the visitors also will not be distracted on the landing page.
Ultimately ending up with the results for which a landing page is created.
Content can make or break your landing page
Do you want to enhance the effectiveness of your landing page?
So what else can help you in this concern?
That is content of the landing page.
Whatever the content is available on the landing page, make sure that a visitor gets what he is looking for.
Every visitor has its own requirement and intentions to land on a landing page.
If the requirements and intentions are not fulfilled then obviously the user will abandon the website without any action.
Make use of good content on your landing page to increase the engagement of the visitors on the landing page.
Use appealing words, videos, images etc. that syncs well together.
And can easily seek the attention of the visitors.
This is the best way to generate interest of the users.
High interest will surely drive the visitors towards strong desire to take positive action.
This will make your landing page more interesting and conversion-centric.
Maintain relevancy between the Ad copy and landing page
This is the most crucial aspect of landing page optimization.
Have you ever been into a situation while shopping online that you bought a product that seems attractive in images?
But when the product arrived it wasn’t something that you expected.
So, after this situation what was your reaction?
Of course, it was very disappointing…
The same thing goes for Ad copy and landing page also.
Image source- Hubspot
A visitor reaches your landing page after looking an offer in the Ad copy.
But when he was interestingly searching that offer on your landing page, it was nowhere.
Do think this will help to convert this kind of visitors?
Of course Not!
Such situations only lead to disappointment.
Therefore, always be sure that the content of your landing page is displaying the same information as in the Ad copy.
Make use of power words to make the landing page powerful
Addressing the visitors pain is the much powerful way to show that you know what their problems are.
In this way, you can easily build a connection with the visitors.
This will help you to have a competitive edge and will also help to generate interest of the users in your services.
Make use of power words to have a strong and irresistible impact on the visitors.
Only choosing the power words is not enough.
In fact, structuring them in a right manner is equally important.
As a result, you can bring the right emotions to target the visitors.
Power words will surely help to make content compelling and converting.
And this is all, what a landing page optimization is all about- more and more conversions and sales.
Choose the color schemes very cautiously
Thinking that who pays attention to the color schemes?
Then you are mistaken, my friend…
Colors play a crucial role in attracting and distracting the visitors.
If something seems pleasing to the eyes, it will surely generate interest of the users.
So why not try every method that can drive your landing page towards conversion.
Choose the color scheme of the landing page that has some visual appeal and can attract the visitors.
On the other hand, keep the CTA in contrasting color to make it stand out on the landing page.
User friendliness is the essence of a good landing page
To make a landing page compatible with the visitors, it is essential that it is serving the users well.
Nowadays everyone values time, and no one has time to put their head in any complex navigation.
So, making a landing page user-friendly is another effective method to impress the visitors.
Complex navigation of the landing page is something that annoys the users.
As a result, they prefer to find out a better option rather than dealing with the complex navigation.
Always try to make the users happy and satisfied.
This will help you to get a better response from the visitors.
Keep the navigation of the landing page simple and sorted to squeeze more conversions from the landing page.
The most important trick to make a landing page user-friendly is to make it compatible with all the devices.
Whether a user is accessing it on a mobile phone, tablet, laptop or desktop.
It must be good enough to serve every kind of the user.
Clear CTA on landing page ends up with more conversions
Clear CTA is the backbone of every landing page and its importance cannot be neglected.
All the efforts are done to make a landing page influential and action-oriented.
But if the user itself is unable to take the action then what’s the use of putting all these efforts.
It will be all in vain.
There are various types of CTA’s available to complement the landing pages.
So, make the use of CTA in accordance to your final goal.
It has been observed that more than 90% of the visitors also read CTA copy.
Some Tips to Make CTA Attractive: There are three important factors that must be considered while designing your CTA: Size: Too small size of CTA can restrict it from being noticed. Keep the size of the CTA large enought to be noticed by the visitors. Color: Emphasize on the color contrast of CTA you are using. It must in accordance with the background color so that it can easily grab the attention of the people. Message: Message carried in the CTA is an important factor. Try to add urgency or generate visitors interest to convey an impactful message.
CTA can be addressed as an important element that gives you the final opportunity to convert the visitors.
If CTA is missing, you might miss many good opportunities that would have ended up with the conversion.
Use relevant images to bring out clear emotions
Sometimes visuals speak louder than words.
Images are the best method to bring out the desired emotions.
Also, it helps to reinforce the message that you wish to convey to your visitors.
Every image placed on the landing page holds vital importance.
Whether it is a header image, footer image or any other-Relevancy is the must.
Images used on landing page leaves a strong impact on the visitors.
Which makes it necessary that the images match well with the content.
With such approach, messages you want to convey will stand out on the landing page.
Adding more to this, a landing page will become more interactive and appealing.
Concluding above statements, there is no doubt that images do make a difference in the process of landing page optimization.
Keep a check on your page load time
Page loading time is an important factor that does impact the conversion rate.
A page taking too much time to load is the biggest reason that leads to an increase in bounce rate.
And this is quite obvious that more bounce means fewer conversions.
Nowadays people access internet on different devices.
It can be a desktop, laptop, mobile phone etc.
Hence, a landing page must be well optimized for all kinds of devices.
This will prevent the visitors from losing interest and shift their attention to some other fast loading website.It has been observed that if the landing page is taking more than 3 seconds to load, around 53% of the users leave the page.Click To Tweet
If a landing page is taking too much time to load then it is vulnerable to the loss of potential customers.
Therefore, loading speed of the page also plays a major role in the success of the landing page and driving conversions.
Make use of bullet points to grab the attention
No one is interested to know what all you have to offer.
Also, no one has that much time to invest in your landing page.
So, in order to prevent your visitors from abandoning the website, do anything you can do to grab their attention.
Usage of bullet points is something you can think over.
Do you know why people make use of bullet points?
Bullet points are meant to make the people focus on the important and valuable points on the landing page.
Within the fraction of seconds, people can find out what is important in your landing page.
Additionally, bullet points make it easy for visitors to explore your landing page.
Therefore, make use of bullet points and highlight the best points in the best way.
Create a sense of urgency to get more conversion with landing page
Creating a sense of urgency or scarcity is an effective practice that really works in optimizing a landing page.
A sense of urgency intrigues the visitors’ interest very quickly and drive them towards taking action.
A landing page using the phrase- “Limited time offer” will make the visitors’ action quick.
Because somewhere this will click in the users’ mind that the offer is for the limited period.
And this will compel him to take the action soon.
Another instance is:
If you wanna make the visitors sign up you can add first fifty sign-ups will have access to free e-book download etc.
With a sense of urgency, you can make the visitors feel that if they will wait, they might miss a very good opportunity.
When a user or visitor have the feeling that only limited thing is available then they are more convinced to buy the thing as soon as possible.
Because they have the feeling that it might be out of stock in some time.
Such feelings instigate visitors, to grab the offers or products.
In this manner, you can acquire more positive actions on your landing page.
Landing page optimization is incomplete without testing
Every landing page is created to drive conversions.
Hence, there are various practices that are opted to increase its effectiveness.
One of the common practices followed for landing page conversion optimization is A/B testing.
A/B testing is one of the most proven techniques opted in order to augment the flow of conversions.
Strengthening this statement- around 44% of the companies make use of testing software.
The name A/B testing literally means that the testing has to be done on two elements that are A and B.
Similarly, using this method the performance of the two landing pages are checked simultaneously.
The one that is performing well and getting a good response can be finalized.
In this manner, you can boost your landing page conversion optimization rate.
Include the practice of A/B testing into regular practices.
This will help you to optimize the landing page in a better way.
Testimonials help new customers to know your business better
To trust a company or a business is a little difficult until no one recommends it.
This is the reason why people are skeptical before making any purchase on the website.
Trust is the key that can convince the visitors to avail your services.
Else there are thousands of options available to serve them.
Hence, in the process of landing page optimization, the use of testimonials is also recommended.
Testimonials work as a strong weapon that can give reason to new clients to trust your business.
As a landing is designed to attract more sales for the business.
In the same way, testimonial also helps to do the same thing.
It is really difficult to win the trust and credibility of the visitors just in one time.
Testimonials will help the users to know more about your success journey and the way you helped several businesses.
But, by adding testimonials you can one step forward to create a perfect landing page.
Landing Page Best Practices To Convert Visitors Into Customers
Landing page optimization tools
Things are done right only with the right strategies and tools.
Now, it’s time to explore some landing page optimization tools that will not only ease the work but will also help assist you ineffective landing page optimization.
- Visual website optimizer
- Usability hub
- Landing page grader
- Google analytics
- Crazy Egg
Related Reading: Conversion Rate Optimization Tools: Your Key To Success
Landing pages are the backbone if you are looking forward to maximizing the conversions.
The presence of the landing page can easily decide the conversion rate.
This is because landing pages are designed with a sole purpose or motive i.e to drive conversions.
The better a landing is optimized, the better will be the conversion rate.
Hence, one should not underestimate the power of landing page optimization.
Simply, driving the traffic to the home page or from Ads and SEO will not ultimately end up with conversions.
A well-optimized landing page is the demand of the situation where homepage will definitely not work.Landing pages are the foremost key to convert the visitors who are landing on it.Click To Tweet
Nothing can be better than this opportunity.
Once a customer leaves the landing page without taking any action then the chances are very less that he will come back.
Therefore, make complete use of this opportunity with proper landing page optimization and drive ample conversions for your business.
Ajay is digital marketing consultant at Ads Triangle. Ajay has been in the web design and digital marketing space since January of 2007. He expertly helps clients plan how to build the best website to meet their goals. With 100+ sites under his belt, he knows how to complete a project on time and on budget.