Optimizing your landing page is one of the first things that you should do to engage customers in advertising campaigns. It is especially important as marketers are now focused on optimizing the message delivery to align with the changing marketing environment.
When your landing page is optimized correctly, the conversion rate gets a boost, and more customers stay on your website. The longer these customers stay, the more they understand your business and your products.
In this article, we’ll briefly understand what landing page optimization is, and its importance for your business. Moreover, we’ll also see what are some best practices and tips that you can follow, including a list of some very helpful landing page optimization tools. If you’d like to skip to a particular topic, do it by clicking on the list of heading given below.
The process of improving the layout, design, imagery, navigation, and messaging of the page is called landing page optimization. The team responsible for the optimization task looks at various factors like consumer data, their behavior, and relevant surveys to determine what aspects or parts of the landing page need an update.
Moreover, there are several types of landing pages that publishers use to give the right look, feel, and practicality to the campaign. There are eight primary types of landing pages. They are: Splash, Squeeze, Lead capture, Sales, Thank you, Unsubscribe, Referral, and 404 landing pages. Each of these landing pages performs a specific function and can be used very efficiently in the marketing funnel.
When you optimize all the pages to align with your marketing funnel, you get to see tremendous results for the efforts that you’ve put in.
Landing pages are one of the most essential components of any online marketing campaign. It is designed mainly to increase the rate of lead generation and sales. When it is optimized properly, the visitors receive the right information at the right time without having to look for it. The whole lead generation to conversion process becomes seamless. An optimized landing page gives an intuitive experience to everyone who lands on the page after clicking on the ad.
You can increase your customer acquisition, and decrease its cost just by optimizing your landing page. Overall, it’s a great way to get the maximum output from your online ad campaigns.
When it comes to optimizing the landing page, you must understand that it’s all about user experience. While designing the landing page, there are certain guidelines that you can follow to achieve the best results. Below are some of the best practices that you can follow for designing and optimizing the landing pages of any category.
Gone are the days when entirely packed and cluttered landing pages used to work. Simple and minimal landing pages are more practical and good-looking, which ensures that they are here to stay in the market trends.
It is essential to keep your layout clean with clear copies and minimal elements. Stick to a particular concept throughout the page and allow your customers to focus on the CTA. The main aim is not to overwhelm the customers with information and content. If you try to overwhelm them, you’ll have to take a hit on your bounce rate. Moreover, a minimal design adds calm to the environment, which conveys a positive image of your company.
Another important thing that you must do right is crucial position information above-the-fold. These should not be hidden. When we talk about crucial information, we refer to the elements that you must have on your landing pages so that your customers can convert. These elements can be a clear headline, a value proposition (usually located under the headline), a clear CTA, and an optimized form.
A landing page is not something where you should check how good your guessing game is. Your strategies and offers should be as clear as a sunny day. It is your job to make your visitors understand what they are getting in return for the personal information they are submitting. Your copy should give your visitors a feel that your offer is totally worth the exchange.
The call-to-action (CTA) button is undoubtedly one of the most vital elements of a landing page. It is not possible to capture leads or make sales without having this button. It’s common sense, how can your visitors convert when there’s no button available to take them to the next step.
You must have CTA on your landing page that should be aligned with the offer you’re making. Do not exaggerate the offer as it’ll confuse the users and leave them unsatisfied, which will ensure that they never trust your brand again. Your CTA should clearly convey what action you want your visitors to take. For example, if you’re offering a free guide about something, your CTA should say something like, “Download the Guide.”
Moreover, don’t ever bait and switch. It is never advisable to collect the information of your customers without providing them with what you promised initially. You should also provide additional space to the CTA for it to boldly stand out from the other elements of the page.
This best practice applies mainly to your CTA and the elements that you want the audience to focus on. Actually, it’s not the color of these elements that matters, but rather the contrast. The important elements of your landing page should stick to the visitor’s eye like a sore thumb.
You should also be consistent with the colors you use on your website, landing page, and throughout your brand. Even the typography on your landing page and website should align with each other.
Apart from colors and typography, you should also look out for visual elements. You can use images and video to effectively showcase your offer, product, team members. Doing this will help you form a more emotional connection. Videos can even help you increase the engagement on the page.
Optimizing the landing page doesn’t have to be an intimidating and confusing process. You just have to take care of the basic technicalities, and you’ll be good to go. Here are four tips to help you out.
Back in 2016, internet usage through mobile surpassed desktop. This means that for half a decade, the majority of people are accessing digital content through their smartphones and tabs. This dependency on mobile phones is growing consistently. All of this indicates that you won’t get the desired results if your landing page is not optimized for the mobile phone.
The publishers of the landing page must ensure that the landing page loads quickly and appears properly across devices. The images and videos should also fit irrespective of the screen size. You can use Google’s Mobile-Friendly Test to see how convenient it is for visitors to access your landing page on a mobile device.
As the number of fraudsters continues to grow in the market, it is not easy for customers to trust brands and publishers. This makes it very crucial for you to put testimonials on the landing page from your satisfied customers. An Inc. report shows that 91% of people read online reviews before buying a product, and more than 84% of people value those reviews as much as a personal recommendation.
When you optimize your landing page for the search engine, it becomes more discoverable for users searching for the relevant keywords i.e., the ones related to your business. For example, if you sell a football, you’ll want to see what the terms football players are searching for. There are various keyword analysis and suggestion tools available in the market that can make this task easy for you. However, it is also essential to keep in mind that SEO won’t matter too much for landing pages used for short-term campaigns.
You can take your landing page optimization game a step further with A/B testing, but it is essential to be smart with it. When the traffic on your landing page is increasing, you can test certain elements to find out what helps your site. Though it is a collective result, still working on individual elements can go a long way in boosting your rate of conversion. Running A/B tests without data is a recipe for failure.
4.02% is the average landing page conversion rate, and the good conversion rate goes as far as 10% to 15%. That being said, here are some of the tools that will help you with your landing page and will improve your conversion rate for sure.
If you want to build conversion-ready landing pages that can be customized easily with the drag and drop visual editor then Unbounce is the tool you should go with. You don’t need to have a heavy and tech-savvy level of knowledge to start using this tool.
- Pre-designed templates and drag and drop builder
- Popups and opt-in forms with triggers
- Advanced customization (edit HTML or CSS code or add a custom code)
InstaPage is one of the most widely used tools for landing page optimization. It goes beyond the basic features like Drag-and-drop editor, Ready to use templates, Native form builder or integration with the web for tools, Analytics, especially for the PPC marketers. It has features like AdMap, where you can visualize your ad campaigns and effortlessly connect ads to relevant post-click landing pages all in one place. Instapage’s editor is simpler than Unbounce’s editor. Whether this is a good thing depends on your needs and set of skills.
- Data quantification
- Web page element, mobile device, and side-by-side analysis
- Sessions replays, monitoring, and data segmentation
- A/B testing
- Domain integration
Hotjar has very similar features to InstaPage, but the best part about it is that it comes with more affordable pricing. Because of the affordable pricing, it is widely used and has a passionate community of fans, and is a comprehensive ‘all-in-one’ qualitative insights solution.
- Data quantification
- Heatmaps, session replays, recordings, and data segmentation
- Surveys and feedback
- Click tracking and mouse behavior
As We Have Discussed
Landing page optimization is crucial for increasing website conversions, keeping the traffic engaged, and generating leads. All the high-performing landing pages have one thing in common, they are built by keeping user experience in mind. By implementing the best practices, tips, and tools mentioned above, you can see a drastic improvement in your online marketing campaign.