What is landing page optimization
When we talk about landing page optimization, we refer to the process of enhancing or improving the elements present on your landing page. The purpose of this is to lead to conversion rate optimization, meaning to increase the number of conversions generated, improve the overall better aesthetic of the page, as well as lead to better user experience.
The secret behind both desktop landing page optimization, as well as mobile landing page optimization, is to implement the changes only based on facts and data, not solely on what may seem or look right. In doing so, you increase exponentially the chance of converting clients. More on that later.
You can start surveying your audience, creating several buyer personas, and doing tests – however, it is important to note that your landing page will not be perfect since day one. You have to continually analyze the feedback, run the numbers, adapt to the new requirements.
How do you optimize your landing pages?
Best practices explained
Let’s get right into the bread and butter of this subject and check out some landing page optimization best practices – posed as simple questions for you and your business – this way, you’ll understand some clear, key way to improve your landing page and start making conversions immediately.
Remember that when it comes to optimizing landing pages, this is an ongoing process and you probably won’t get it just right from the get-go. No worries – in time, you’ll better understand your audience, will be able to read between the lines, and create the ideal landing page for your market segment.
Are you creating a B2B or B2C landing page?
When optimizing your landing page, remember to keep in mind who you’re talking to: another business or a consumer. Depending on your target audience, you may need to experience with different attributes, designed for each segment separately.
Is it clear what you’re selling?
Joe Chernov, the renowned marketing expert, affirmed that “Good marketing makes the company look smart, [but] great marketing makes the customer feel smart.”
This is one of the first rules of copywriting, as well – always talk about the benefits, never about the characteristics. Whatever you want to sell or promote, remember to put yourself in the customers’ shoes and talk to them as they would like to be talked to.
Another great tip is to start everything from the audience’s problem – what does your product/service solve for them? Then, focus all your texts in that area, so that the customer is always reminded why they have “landed” on your page and why they should choose you – thus, leading to an increase in your conversion rates.
Is it simple enough?
Less is more, even in the case of landing page design. The more clutter, text, and contrasting colors you have on your website, the more the visitor will feel overwhelmed and want to exit right away.
A clean, sharp, and simple landing page, with little (but informative) text and a compelling call-to-action, will keep your visitors’ attention and will help you convert more visitors into customers.
Is everything important in plain sight?
Back in the olden days, when newspapers were the primary source of information for the masses, the strategy was clear – the most important pieces were always placed on the first page, above the fold. This way, people would be more incentivized to buy the newspaper, since that part is almost always visible.
This is just as applicable in today’s digital strategies – keep all the important bits, like the clever landing page headline, above the point in which the user has to scroll down. This way, you increase your chances of capturing their attention and keeping them on the site long enough to decide to make a purchase.
If you’re unsure about where your “fold” is, try using a scroll map and better understand user behavior – where he or she usually starts scrolling down.
Are your call-to-action buttons clear enough?
There are often two types of people: the ones that spam the audience with calls-to-action, and those who avoid them at all cost. The truth is, as with most things in life, the secret is a balance.
Your call-to-action buttons should be simple, clear, concise, and easy-to-understand. They won’t spam, annoy, or overwhelm the audience – their purpose is just to give them direction to continue their customer journey. This is an essential part of conversion optimization.
Does your landing page have accessible contact information?
You can offer several types of useful information for your clients – contact forms, a number or e-mail address for customer service, an FAQ page, or tutorials. However, the best (and most reliable) way is to just add a “Contact” tab at the top of the page or have a chat bubble in the bottom corner of the page.
This way, people will not only feel more inclined to contact you for inquiries, but you will also get a sense of what is not yet clear for the customer from the landing page – and correct it.
Does your landing page provide credible testimonials?
Whether you believe in them or not, testimonials are a big part of the purchasing decision. Not only that, but they’re a great help for you as well – constantly asking for reviews and feedback, and getting into the habit of paying attention to them, can lead to you making better business decisions overall.
Therefore, remember – always ask for feedback, and when it’s positive, put it on the landing page. There’s no need to overwhelm the site – a few powerful ones should do the trick. This may very well lead to an increase in landing page conversions.
As for the aesthetic, the best combo is a simple one – name, position, picture. That way, it’s personal, it’s credible, it’s unique.
Is your landing page SEO optimized?
People are starting to trust less and less advertised pages – they’re more likely interested in checking out pages that organically appear in their searches. That’s why SEO optimization is key to getting a high number of visitors each month.
You can use Google Trends or more advanced tools, like Ahrefs, to identify the best keywords related to your business. This way, whenever people search for something related to your products/services, you’re going to be at the top of their list.
Are you conducting A/B tests constantly?
A/B testing is the bread and butter of everything user experience. You cannot possibly know if something works unless you put it into action. Therefore, you should make it your routine to constantly A/B test everything new you add or subtract from your landing page.
It’s very important to conduct the A/B test with one variable at a time – a call-to-action button, a contact form, a new headline. It may seem tedious, but it’s the only way to accurately observe what your audience prefers.
After the test, you can start implementing the “winners” and make your page look and feel better. Ultimately, better conversion rates will prove if the results of the test were right or not.
Landing page optimization tools
There’s no better way to improve your landing page than using an optimization tool. No matter the industry, the audience, or the products/services you’re selling, you’re definitely going to need a helping hand in the process. From landing page templates to call-to-action ideas, you definitely could use some help.
Omniconvert offers intuitive, fast, and easy-to-use tools that help you increase your conversion rate in no time. You have the chance to better understand your audience and provide the best online experience for them – and the sales come naturally afterward.
Don’t waste time trying to figure this out by yourself – choose a proper landing page optimization tool and start converting immediately!
What is a good landing page conversion rate?
In an ideal world, an optimal landing page would have conversion rates that go up to 27.4%. However, the reality is much lower – most industries convert between 2 and 6 percent.
Rather than comparing rates with the big companies out there, it’s better to compare rates to yourself – from month to month, do your rates improve. Even if they do, even if they don’t, do you know precisely why and how to further improve conversion?
The best way to see if your landing page is properly optimized is to check out the correlation between visitors and conversions – the more visitors you have on your website, the more conversions you should see as well, right?
If you don’t it means you’re investing your resources in bringing people on to your site (through ads, SEO, word of mouth), but you fail to offer them the right experience to encourage them to make a purchase.
Therefore, a negative correlation between the two variables means one or more of these three things: there’s something wrong with your landing page, your offer, or your product.
- What could be wrong with your landing page performance: The design, framework, call-to-action, imagery, or other landing page elements turn off readers for some reason.
- What could be wrong with your offer: The value propositions you’re using to get readers to convert doesn’t resonate with your audience.
- What could be wrong with your product: The product you’re selling isn’t sufficiently desirable to convince people to buy.
Good call to action and value propositions are detrimental in the efforts for conversion rate optimization of a landing page.
Using the right data, tools, and keeping an open mind, you can figure out which one of these is and start working on it – and if the landing page was the problem all along, this article has definitely given you some key insights into how to make it better!
Landing page optimization can make the difference between the success of your company and money wasted. We’ve seen that with fairly simple changes you can make a big difference in your customers’ landing page experiences – and radically improve your conversions.
Remember to always be open to feedback, always adapt to new demands and be patient – Rome, or rather, Rome’s landing page, was not built in a day.