What is a Landing Page?
This page opens up when a customer clicks on a link – either from the search engine or from an ad, offering content relevant to what was promised in the source content.
Making this page more appealing to the right people is crucial for getting more leads and can be achieved through optimization techniques.
What Is Landing Page Optimization (LPO)?
As part of the larger CRO field, LPO is the process of enhancing or improving the elements present on your landing page to encourage conversion rate growth.
It requires the usage of various methods, including A/B testing, to improve the effectiveness and experience of a landing page.
The purpose of LPO is to increase the number of conversions generated, improve the overall aesthetic of the page, and create a more convenient user experience.
The secret behind both desktop and mobile landing page optimization is to implement the changes only based on facts and data, not on what may seem or look right.
In doing so, you increase exponentially the chance of converting clients.
You can start surveying your audience, creating several buyer personas, and doing tests.
It’s important to note that your landing page will not be perfect from day one, so you’ll have to continually analyze customers’ feedback, look at your data, and adapt to any new requirements.
What is the Importance of Landing Page Optimization?
Landing pages hold a significant value when it comes to digital marketing.
Therefore, it is crucial that they are designed well in order to improve the sales of a business and generate more leads.
A lot of money is often spent to perfect the landing pages since they play a crucial role in driving traffic to the business.
Since landing pages are the main focus of successful conversions, it is important that their performance should be improved, and this task can be achieved by making use of effective landing page optimization practices.
Optimizing the landing pages effectively increases the rate of conversion from the prospective landing on them.
It helps lower the acquisition costs for the customers, acquire more leads, and increase the worth of the ad spend.
How do you optimize your landing pages?
When it comes to optimizing landing pages, remember it’s an ongoing process.
In time and through multiple iterations, you’ll better understand your audience and use your understanding to 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 different attributes designed for each segment separately.
Is it clear what you’re selling?
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.
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.
Is your landing page optimized for Search Engines?
People are starting to trust fewer and fewer advertised pages – they’re more likely interested in checking out pages that organically appear in their searches.
That’s why SEO 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. T
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 every 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 observe what your audience prefers accurately.
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 understand your audience better and provide the best online experience for them – and the sales come naturally afterward.
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 improve conversion further?
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, right?
If you don’t, it means you’re investing your resources in bringing people onto your site (through ads, SEO, and 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 don’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 CTAs 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!
7 Best Ecommerce Landing Page Optimization Hacks
Focus on a Single Offer
Don’t give visitors too many choices; it will only make them confused.
Providing too many choices on your landing page will make it difficult for a visitor to make a decision, and eventually, they will bounce immediately. Instead, focus on one offer and make it clear to your visitors what they will find on your eCommerce landing page.
Giving visitors a single choice helps them make a purchase decision, which will eventually boost your conversion rate.
So, focus on providing visitors with a single, viable solution that can solve their problems and entice them to click a CTA button.
Eliminate Navigation Links
The ultimate goal of designing a landing page for your eCommerce website is to speed up the visitors’ purchase process.
It is quite difficult for eCommerce marketers to stick to their online store and keep them focused on the CTAs only.
Including the homepage, product category pages, and other additional links or buttons would make people distract from your offer and change their purchase decision.
An easy and attractive landing page design with no site navigation can help you fulfill this goal.
If customers find the desired information they are looking for and a CTA button (no additional offers and links), they will go straight to the point.
So, remove navigation links, categories, drop-down boxes, side menus, and other distractions so that your customers can focus their attention on the CTA button.
Focus on a Unique Value Proposition
When customers land on your eCommerce page, they want to know your product, its benefits, and what features make it unique.
The headline and copy of your eCommerce landing page should clearly communicate the unique value proposition of your product.
Tell the visitors why they should try your product and how it can make their lives easier and simpler.
You can use bulleted content to describe the benefits of using your product.
Clearly outlining the details and benefits of your product will have a positive impact on conversions.
So, provide visitors with important product details and benefits so that they can make the purchase decision.
A Persuasive Call-to-Action (CTA)
When visitors land on your eCommerce website, they want to know what your offer is and how they can make the most out of it.
You can fulfill this goal by adding a clear, persuasive CTA. Your eCommerce landing page should have a clear CTA.
Giving visitors one choice makes their decision easier, eliminating the need to analyze and choose among multiple options. It will lead visitors into the sales funnel more quickly, without distraction, while helping eCommerce marketers achieve their conversion goal.
A study conducted by Unbounce Marketing suggests that landing pages with one clear CTA have a higher conversion rate (13.5%) compared to those with two and four CTAs (11.9%).
In comparison, five or more CTAs have an average conversion rate of 10.5%, which is comparatively lower than other landing pages with one or fewer CTAs.
(You can find more amazing stats from the study in this article.)
The position of your CTA matters most; it can make or break your chances of generating more leads and conversions.
Make sure the CTA should be displayed prominently and exclusively designed for your target customers. Place the CTA button at the top and the bottom of the page so that it can immediately get the attention of your prospective customers.
The CTA button should be large and straightforward to educate shoppers on what to do next. Using contrasting, bold colors that draw the attention of your customers is a worthwhile idea.
According to HubSpot, optimizing CTAs can help increase lead generation by 99%.
It is highly recommended to test different CTA elements such as button placement, color, and copy to make sure which version works best and generates more leads.
A Logical Layout
Online shoppers are very impatient; they don’t have time to read the copy of your landing page. Instead, they skim for the information they are looking for, such as product benefits, important features, price, shipping, and other important details.
Keep all the information in a logical, digestible order to help visitors find the information they want to see. You can use section breaks, headers, and bullet points to keep potential customers on the page.
Adding Social Proof
A study conducted by Nielson suggests that 70% of people read online consumer reviews to know about the brand rather than reading the branded content and other forms of advertising.
Today’s consumers have more access to information; they give more importance to reviews and want to know what people are saying about the product they are planning to purchase.
No one can underestimate the power of social proof, and if used correctly, it can help you achieve maximum conversions and sales from your marketing campaign.
Adding social proof to your eCommerce landing page is a smart strategy that can persuade potential customers to act and take the desired action.
You can optimize your eCommerce landing page by adding social proof in the form of:
- Customer testimonials
- Expert reviews
- Influencer and celebrity endorsements
- Images
- Ratings and reviews
- Certifications and trust badges
- Real-time stats
- Social share count
- Customer count
Following this strategy will compel visitors to click a CTA button, which will eventually help you drive more conversions.
Optimize for Mobile Devices
Today, visitors use smartphones and tablets for online shopping experiences. According to Google, if online shoppers have a negative mobile experience, chances are 62% of shoppers will not consider your brand in the future.
You need to make sure every page of your eCommerce site delivers a seamless experience on mobile, desktop, and tablet.
If you are not building an eCommerce landing page for mobile devices, you are missing out on a huge sales potential.
You need to make sure the eCommerce landing page you are building is responsive and offers a great user experience on mobile devices.
Create a perfectly aligned page by adjusting the copy, form, images, video, and CTA buttons that fit properly on the device.
When visitors can easily access all the features on mobile devices, it will eventually increase the chances of getting more conversions.
According to Unbounce Marketing, mobile-friendly landing pages have a higher conversion rate of 11.7% compared to desktop-only landing pages (10.7%).
Believe it or not, optimizing your eCommerce landing page for mobile devices will allow mobile users to access your content easily, and explore your offer, and the benefits of using your products.
It will definitely provide a great user experience and a better chance of conversions.
Wrap-Up
Landing page optimization can make the difference between the success of your company and wasting your budget.
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 always to 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.
