Landing Page Optimization

Creating the best landing pages: the 4 elements you need to figure out

Even though creating landing pages has some clear guidelines, there are many details that can be refined even more. Against common belief, landing pages are not only destined for PPC. Other sources of traffic can be better leveraged for conversions, when they land on well optimized pages.

If you are ready to make some changes on your website and to improve the strategic pages, you can always borrow the techniques used in creating landing pages. After all, all traffic must arrive on a page. Regardless the source of traffic, it’s clearly advantageous for everybody, if the visitor lands on a page that answers to the curiosity that brought him there, or to its needs.

Normally, you could just borrow a template of landing page. But the best landing pages are those created and adapted to a certain audience. So, if you want to create something original, specially tailored to your target audience’s needs, here are the 4 essential elements you have to take into account.

Where do visitors come from?

According to the source and the medium that took them on site, visitors have very different intents and also, different profiles.  Visitor’s redirected to the site by search results, are defined by the search they have made. A very precise search, or a combination with a word like “buy”, “price”, can point to a buying intention. A general word can show an informational need.

Users from the PPC medium are already prepared by the ad they viewed. Their curiosity is already aroused and they hope to find something that interests them.

What’s the purpose of the page?

This is a part that should interest you greatly. You’ve managed to get visitors to your website (a very hard first step, actually), so what should you do to make them go further?

Landing pages need to be very efficient and drive the visitors directly to a conversion. So define clearly the purpose of the page: generating a lead, making a sale, etc. Every element on the page must reinforce these actions and contribute to the persuasive powers of the page.

Here’s how simple, yet focused is the page of Ok Cupid. The central element is the form that enables the conversion. The only present textual content is the Unique Selling Proposition and the reviews.

best landing pages, the ok cupid example

What are the benefits you can point out for the users?

A landing page has only a few seconds to convince visitors to take an action. That’s why a descriptive landing page might be doomed to mediocrity. Best landing pages are does that use a benefit oriented copywriting. In order to take the desired action, users need to clearly see how this can solve a problem for them, improve their life or fill a need.

Concentrate the copy on this type of arguments. State them clearly so that they can be perceived and understood in a glimpse.

Landing page on the lesitedumariage.com, which’s main conversion is getting subscription to their catalogue.

langing page example, lesitedumariage.com

Furthermore, there are many other types of classical arguments you can use to complete your discourse and create the best landing page. You can insert time based offers that will urge users to take an action. You can use scarcity based arguments and so on. It all depends on how you position yourself and on the offer you want to create.

landing page example - new relic

New Relic landing page

What’s the key metric you want to follow?

If you really want to prove you created a great landing page, you first need to measure the results it brings. The traditional metrics measured for landing page are Page Views and Goal Conversion Rate.

Of course, only measuring them will not be sufficient. You also need to set a target and continually monitor how your landing page is performing against it. If you think there’s room for improvement, you can use A/B testing.

 

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