Improve your landing page optimization for higher conversion rate
What is landing page optimization?
Landing page optimization is a process marketing agencies use to increase conversions for their client’s websites. It involves optimizing every element on your landing page in order to have users convert when they visit the page. This can involve modifying the user experience, running A/B tests to see what works best, and researching potential SEO opportunities.
The purpose of a landing page is to make consumers more inclined to purchase your product or service or to capture a user’s contact info using a lead form. Conversion rate optimization (CRO) and landing page optimization (LPO) often go hand-in-hand since they both rely on increased CTRs, better headlines, and improved calls-to-action (CTA).
Ultimately, LPO is one of the most important things you can do in order to ensure their website visitors are converting and enjoying their experience along the way. With careful research and testing, conversion rate optimization marketing agencies can ensure your website is fully optimized for maximum conversion potential.
Why should you use a landing page?
Landing pages are an important element for any business wanting to improve conversion rates and grow their email subscriber list. By providing a single-focus one page design with a clear value proposition, brands are able to directly target their desired audience and measure metrics that are directly linked to their business goals. Landing pages are also highly testable, allowing businesses to quickly identify the most effective way to reach their customers.
For those running multiple advertising campaigns, having multiple landing pages is essential in order to maintain consistency in design and achieve the desired objectives. Creating individual landing pages for each campaign allows users to quickly find what they need without distractions or leaks that could lead them away from the desired action.
A well-crafted landing page can be used to boost conversions and leads by being direct with customers and providing concise information about the specific product or service being offered. Ultimately, landing pages provide businesses with the opportunity to reach a new audience and convert more traffic in a short period of time.
What is a good landing page conversion rate?
A good landing page conversion rate is essential for any marketer who wants to succeed in their marketing efforts. The sole purpose of a landing page is to convert website visitors by making them take a desired action on a specific page, such as filling out a form or purchasing an item. The average conversion rate depends upon factors such as industry and the effectiveness of the call to action, but usually a good conversion rate can range between 5% and 20%. Marketers should strive to have higher than average conversion rates, as this will allow them to get more leads or sales and build better relationships with customers. Higher conversions lead to greater profits and long-term customer loyalty. In order to maximize the conversion rate of their landing page, marketers should focus on having high-quality content, a well-crafted call-to-action, and an attractive design that engages prospects. If all of these elements are present then it is very possible for marketers to reverse low conversion rates.
9 Landing Page Best Practices to Improve Your Conversions
When your landing pages fail to convert, you need to take action and consider using a marketing agency that specializes in CRO. These common landing page optimization tips are a general rule of thumb to making your landing page elements the best they can be. Whether your goal is to capture contact information or to make a sale, this advice will help you in the long run.
Design: Make It Visually Appealing
Learn how to design a landing page with essential page elements and lead capture forms. It’s important to ensure that the design of your page is user-friendly, as this will help visitors quickly find what they’re looking for. To do this, make sure your pages contain contrasting colors to draw attention to key elements and make sure your visuals are high-quality. Additionally, make sure the layout is easy to navigate – include clear calls-to-action and create an intuitive user flow.
Message: Write Clear Copy
- Understand Your Audience: Knowing who you’re speaking to is essential for crafting effective landing page copy. The more specific you can be with your copy, the better.
- Write a Unique Value Proposition: Explain what makes your product or service different from the competition in one clear and concise sentence.
- Choose an Appropriate Tone: Depending on your target audience, you may need to adjust the tone of your copywriting to be more casual or more formal.
- Focus on Benefits, Not Features: People don’t buy products and services based on features; they buy based on how those features benefit them.
- Use Power Words and Action Verbs: Power words are words that invoke emotion, making people feel a certain way about something, while action verbs get people to take action now.
- Make Your Copy Scannable: Using headlines, subheadings, bullet points, short paragraphs, and short sentences will make it easier for potential customers to quickly get the gist of what you’re offering.
Call-to-Action: Prompt Action
It is essential that a website features a compelling call to action (CTA) in order to draw in the user and encourage them to take action. A CTA should provide a clear value proposition and incentive to engage with it, in order to help motivate the end user. A successful CTA should be easy to understand, and the user should fully comprehend why it is so important for them to respond. Calls to action are an integral part of marketing, and are essential on any website. Great websites will provide a variety of CTAs, each tailored to their specific purpose, such as encouraging a person to click, visit or purchase something. Additionally, when crafting your CTA message, it is important to create curiosity in order to increase engagement with the message.
Forms: Keep It Simple
Keeping your forms simple on a landing page is an effective way to optimize conversions. By reducing the number of fields and making it easy for users to quickly fill out a form, conversion rates can be significantly increased. This is especially true if the form fields are optimized for mobile devices, as this helps make the overall experience smoother and less daunting for users.
Images & Videos: Use Them Strategically
Strategically using images and videos on your landing page is essential for optimizing conversions. Studies have found that video content on a landing page can result in an 80% increase in conversions and visitors spending 2.6 times more. Furthermore, video landing pages have been shown to drive 86% more engagement than those without them. By A/B testing photos and videos, it is possible to identify which visuals resonate the most with viewers, giving them the personal touch they need to take action. Landing page optimization should include the use of video to ensure that it is one of many elements encouraging conversion.
Mobile Optimization: Don’t Ignore Your Audience
Don’t forget to optimize your landing page for mobile users! It is essential that mobile landing pages are no longer a “nice-to-have” feature, but rather a necessity. Having a mobile-friendly website is a great start, however, optimizing your mobile landing page for better user experience is the next step. To get the most out of your mobile landing pages, it is important to include optimized navigation features and other tips such as making sure content is legible on all devices, reducing load times, adding visuals and videos as well as creating an intuitive user flow. Remember, first impressions count and having an optimized mobile landing page can be the difference between engaging and converting customers or not.
Speed: Concentrate On Faster Load Times
The importance of page load times for conversion rate cannot be overstated. According to a 2019 study by Portent, a 0-4 second page speed load time is best for conversion rates, and the first five seconds of page-load time have the highest impact on conversion rates. Lowering the page load time can reduce the chances of user bounce and increase opportunities for conversions. Moreover, Google’s mobile speed test shows that a one-second delay in page load time can lead to a 7 percent loss in conversion and 11 percent fewer page views. Therefore, it is essential to optimize one’s website for speed in order to increase conversions and total traffic.
Testimonials: Let Your Customers Speak For You
Adding customer reviews and quotes to your landing page is an effective way to use social proof. Such customer feedback can come from a variety of sources, such as quotes from customers, public support from social media, or case studies highlighting results-driven outcomes. For added authenticity, include real names and job titles as well as accompanying photos. Testimonials are not the only type of social proof; other options include social media posts and videos.
Thank You Page: Track Your Success
In order to effectively track conversions on one’s landing page, it is essential to create a thank you page. This page would serve the purpose of providing feedback to the user after they have completed an action (such as signing up for a newsletter or filling out a form). The thank you page should be designed in such a way that it records the conversion and allows for analytics data to be tracked.
Testing: Find What Works
A/B testing, or split testing, is a great way to learn which layout, imagery, copy, offers, or calls-to-action will be most effective on a landing page. To get the best results from t, it is important to have a hypothesis about what changes will be most beneficial and a tool to record the results. This method of testing allows businesses to see which version of their landing page will convert visitors into customers with the most efficiency and at the least cost. By testing different versions of the page, businesses can determine which elements are more effective than others in generating leads and sales. A/B testing can help companies maximize the return on their marketing campaigns by ensuring they are investing in elements that will have the greatest impact.
Bonus: eCommerce Specific Tips
Having an eCommerce site is a great way to reach more customers, but if you want to make a lasting impression and convert them into paying customers, there are a few tips you need to consider.
- One of the most important tips is to display trust badges. These trust badges can help customers feel secure during the checkout process, reduce cart abandonment, and even decrease bounce rates. The most popular trust badges include SSL (Secure Sockets Layer), PayPal Verified, McAfee Secure, TRUSTe Certified Privacy, and more.
- Another important tip is to have a fast checkout process. Customers don’t want to be stuck waiting for pages to load or having to go through long checkout steps. Having a fast and seamless checkout experience will keep customers coming back for more.
- Finally, it’s important to highlight user reviews or testimonials throughout the checkout process. These reviews build trust and give potential customers an idea of what other people think about your product or service.
By employing these tips for converting customers on your eCommerce site, you can help ensure that your customers have a positive experience with your brand and keep coming back for more. This is the most powerful way to increase conversions. Taking these steps will help you get more out of the traffic to your landing page and boost your bottom line in the process.