Ever wondered what it takes to optimize a landing page successfully?
Before we answer that question, let’s look at some key advantages of having a properly optimized landing page:
- Helps you deliver a focused sales pitch that is customized to your target audience.
- Gives your visitors a valid reason to take the required action.
- Increases the return on investment (ROI) and return on time investment (ROTI) on your advertising campaigns.
- Boosts the overall conversion rate of your product or service by getting you more leads/sales.
- Removes barrier of entries that are preventing your prospects/customers from converting.
- Makes it easy for you to understand your customers and gain valuable insight into their behavioral traits.
- Gets rid of any preconceived notions about what works and what doesn’t.
Landing Page Optimization Done the Right Way
Now that we know the ‘why’, let’s look into the ‘how’. Given below are 8 useful tips that will give you an insight into effective, result-oriented landing page optimization:
1 ) Know Who You’re Targeting: Before you even start building your landing page, make sure you know who your target audience is. This allows you to tailor the landing page’s experience according to what they want. This step should not be ignored because your conversions depend on your page’s efficiency, which in turn depends on how well it helps the visitors take action.
2 ) Check Out the Competition: Keeping an eye on your competition makes things easy for you as far as your landing page optimization is concerned. It gives you new ideas that you can experiment with. And if you’re trying to innovate, you get to know exactly who you’re up against. Knowing and understanding your competition ultimately gives your page a direction that will be helpful in the long run.
3 ) Keep it Relevant: If you send people to a landing page that is irrelevant and weakly targeted, you will obviously get a meek response. Your focus should be on creating a landing page that connects to your prospects and gives them exactly what they came looking for – without any confusion whatsoever.
4 ) Aim to Give a Consistent Experience: When people click through your ad and land on your page, they shouldn’t feel out of place in any way. It’s your job to make their journey consistent – right from the ad to your landing page to the destination site. So make sure you’ve got properly structured content with a consistent tone of voice that offers a smooth user experience.
5 ) Get Rid of the Clutter: A cluttered landing page is never a good idea. Designing an effective page is only the first step, refining it and removing the unnecessary elements is an ongoing process that comes much later. So the more you observe your page and work on making it clean, the better results you will get once it goes live.
6 ) Say No to Navigation: Your landing page is where people land and take the designated action. It’s not supposed to be a part of a full blown website that gives them a complete experience. Since you’re paying to actually get your prospects there, it’s important that you help them stay focused on the key message that you’re delivering. If they want to learn more about you, they can do so on your main site. For now, every single piece of navigation takes them away from the call to action – and that’s something you don’t want.
7 ) Put up a Phone Number: Building a trusted landing page is all about getting your prospects into a comfort zone. By adding a phone number to your page, you look legitimate and safe to deal with. Besides that, people who aren’t fine with online transactions will be able to ring you up directly.
8 ) Use Social Proof: Social proof works great in winning the trust of your prospects. Using testimonials from existing customers or even product reviews/endorsements from industry experts can do wonders to your page’s conversion ratio. However, resist the urge to fabricate social proof because it will not only look fake but it will also tarnish your reputation when and if you get caught.
It’s clear that most of the advertising money spend on the Internet isn’t fully realized. Therefore, it’s important that you build relevant landing pages that you regularly test and optimize for consistent results. The sooner you take this step, the sooner you start seeing a better return on your marketing investment.
How do you go about optimizing your landing page? Go ahead and share your own tips in the comments section below!