Are you looking for some of the best landing page optimization tips to increase conversion rate? If yes, you are in the right place! Landing pages are a great way to upscale sales and newsletter signups. The challenging part is to drive conversions. Creating a landing page that attracts an audience can make a difference. At the end of the day, all you want is to make a lasting impact. For this purpose, optimizing your landing page is all you need to maximize results.
In general, consumers prefer seeing something which is more visually appealing compared to simple and plain content. Here website design is an integral part of going parallel to online marketing. Hiring web development and web design services can help you achieve your corporate objectives. At its core, they focus on three key aspects including the compelling way of storytelling, attract visitors to your website and convert them into useful leads. Further, they track data from landing pages to better understand what designs can engage users.
Professionals in the field of website development and design ensure every element on your website go through a test and trial process. It helps in understanding what elements have more influence over the target audience. Their expertise in creating innovative and engaging landing pages is essential in terms of lead generation and bringing new customers. Before we jump into tips and tricks to optimize the landing page, let’s have a brief overview of Landing Page Optimization (LPO).
What is Landing Page Optimization (LPO)?
Landing page optimization is the process of incorporating or removing any elements with the ultimate goal of increasing the conversion rate. It commonly includes A/B testing to help you figure out what elements can better connect to the target users and which ones don’t work. The goal behind designing high-end landing pages is to generate quality leads and improve performance through optimization. By doing so, you are more likely to see a major conversion rate eventually boosting your digital marketing results.
- Lead Capture (or generation): This is one of the most common landing pages you will find. Lead capture pages are designed to collect users’ contact information primarily including the name and email address. Users are required to submit their details and get some offers such as a free e-book. The page doesn’t have an exit path rather it connects to other areas of the website. One of the most preferred ways to build an email list.
- Click-through: This simple form of landing page provide details regarding their services or products to convince the user to purchase. Interested users can click-through via a CTA and complete the transaction process.
By now you might be thinking about how to optimize your landing page in the best possible way. In this blog, we will discuss the top 15 tips to optimize landing pages. Let’s get started!
Determine Your End-Goal for the Page
The foremost step is to decide the goal for your landing page. You need to figure out the purpose to achieve. It’s a common practice that many marketers highlight multiple goals for the landing page. This results in sub-standard web copy and calls to action (CTAs) not influential enough.
For instance, conversion or subscription side by side may confuse the user which CTA to click-through. This basic tip will have a significant impact to meet your expectations. A precise approach will give a clear track to the visitors leading to the specified goal. It will be challenging to optimize results with multiple goals.
Redirect Traffic to Landing Page
Many people believe that driving traffic to the page can only be achieved through paid advertisements and improving ranking on the search engines. It’s important to carry out comprehensive research and determine other effective ways. Here we have listed a few of them:
- Internal Linking: It’s a simple strategy to drive visitors to the landing page by keeping the content internally linked. Your audience will have an easy navigation way to move around the website.
- Yes/No Campaign: Certainly, the best strategy when it comes to optimization. It helps in directing a massive volume of traffic to the landing page. The campaign typically comes with a full-screen and popup welcome cover. It follows an indirect approach to engage the audience instead of asking them directly to make a purchase or give their contact information right away.
- Example:
Looking for more traffic on your website?
Yes, please!
No, my website has enough traffic
The “Yes” option would take users to a form where they will be asked to provide their contact information. You can use the above example in the form of a popup as well. The “Yes” option can redirect the users to the landing page.
- Floating Bar: Another common strategy is to highlight the exclusive offer in the header bar or footer encouraging users to visit the landing page.
Ensure Stability with Ads
When users visit your landing page through an ad, make sure to deliver what’s promised in the advertisement. It is important to track the bounce rate on your landing page to figure out and generate more profit (use Google Analytics). In case the bounce rate is high and the conversion rate is low, there might be any issues that need to be addressed. When doing research, look forward to advertisements with high click-through rates and evaluate them carefully.
For a more intuitive customer experience, the engaging visuals in your ad will encourage the audience as per your expectations. If the advertisement showcases a certain product, adding more information regarding the specific product along with the link leading to purchase is worth it. Here we would mention a game development organization – Goodgame Studios. They have launched native ads encouraging users to register themselves for one of their games. The advertisement includes the characters from the game along with powerful headlines.
How about Emotional Resonance?
One popular customer development technique is to build a customer profile with effective personas. Consider the emotional triggers that resonate well with most visitors on the page. This goes parallel with the first impressions. There is a fine line between the two. For instance, if the first impression focuses on a familiar location, emotional resonance will highlight multiple factors including giving insights to the visitors or creating a mood.
Other emotional elements such as expectation, pleasure, surprise, or exclusives are little details of the landing page. Once you decide on the overall mood of the page, look out for colors, patterns, and audio-visual elements. At the same time, make sure to balance these elements in a way supporting the inclusive mood of the landing page. Also, we suggest you not randomly choose colors and fonts to elicit the specified mood. For example, red is not always an indication of anger. Determine how different elements play and support one another uplifting the mood of the page.
Consistency and Branding
To create an effective landing page, consistency is important. Brand recognition is crucial to make the audience familiar with your brand. Consistency sets up a mindset that people who know your brand have a feeling of connectivity. You may want to use the same design approach on every landing page commonly including font, colors, and other design elements.
That way, you can build consistency for enhanced brand recognition. Also, this is very helpful for users to find your brand through different types of ads. As soon as they click through the ad, they will instantly recognize your brand. It’s a way forward to earn more conversions. To maximize results with your campaign, make sure to optimize your landing page consistently.
Demonstrate the Value of Products & Services
While optimizing your landing page, it is important to demonstrate the worth of your products or services. Considering the fact that many other businesses offer more or less similar products, you need to highlight why your products stand out and what factors make them the best option.
For this purpose, emphasize the benefits – what concerns they resolve or how they can contribute to your needs. Use this information on the landing page to build and retain the users’ interest. The end goal is to convert the audience. Use this page wisely to gain conversions for the brand.
What about White Space
Use white or blank space so the visitors can easily move around the website with more clarity and precision. It helps visitors to concentrate on significant elements of the page. White space isolates the multiple elements providing a clean layout.
This helps the visitors to interact with the page conveniently. A clean and professional layout offers a clutter-free space and minimizes confusion. Having a clean and distraction-free background will highlight the important elements on the page.
Visual Media is Your Best Companion
Images & videos on the landing page demonstrating your products and services or exclusive offers create an emotional and influential connection. Many people nowadays do not prefer a wall of text and therefore visual content is essential to engage the audience. Even if you intend to use simple images incorporating eye-catching info graphs or chunks of text can incredibly improve the engagement and generate quality leads. Above everything, videos can be the most powerful engagement tool.
In addition to more clicks and views, videos are an influential way to communicate your brand story that uniquely resonates with the target audience. Learn how to improve the conversion rate of landing pages through audio-visuals. A short video demonstrating the product in action can immediately highlight the value. Millions of brands around the globe use this technique to generate and drive sales volumes. On the other hand, they enhance engagement on the page demonstrating how conveniently you can use the specified product or service.
Include Social Proof
Irrespective of the landing page design and elements, you will need social proof to build a loyal audience base. The foremost aspect of branding is to build a relationship of trust between the consumers and the brand. In the end, they need to trust your website. There are many ways you can add social proof to the landing page. Here a few of them:
- Customer testimonials and reviews
- Use exclusive trust badges such as “refund guarantee”
- Feedback from social media posts
- Add clients to the landing page
Write Persuasive Copy
When creating a landing page optimization list, writing a persuasive copy is essential. It needs a special place on the landing page. Regardless of the overall design, the words are important. Focus on writing an engaging web copy worth reading.
Depending on the page you want to build, it will determine whether you need short-form pages or long-form pages. Incorporate vital elements to the web copy including powerful headlines, clear calls to action, and engaging sub-texts.
Lead with ‘macro CTA’
A macro conversion is a foremost goal behind creating a landing page – sign up for the newsletter, buy the product, make a reservation for the event, and much more. This is certainly the foremost conversion goal so make sure to have one of these on every page.
These are commonly referred to as macros CTAs. Figure out and lead with the macros CTA. It should be compelling enough to let visitors click through the offer without coming across any distracting elements.
Capture Leads with an Optimized Form
When it comes to creating forms to capture leads, remember the fewer number of fields it has, the more results it will generate. Follow the general rule of thumb to maximize results. Your landing page should target users at the top of the pipeline with a few form fields. This is comparatively more effective than targeting users at the bottom.
Next, consider the look of your form on mobile devices. Since most users will be using their mobile device to fill the form so make sure it is mobile-responsive. Finally, ask for the information required for the offer you make. For example, if the e-book is on the top of the funnel, all you need to ask is the name and email address of the user. On the other hand, if you are offering free consultation, you will need more information from leads.
Use Contrast to Make Elements Stand Out
When we talk about design principles, contrast is one of the key elements that can make your landing page stand out. Highlight the important text, CTA buttons, and other elements that need to be prominent on the page.
Contrast is not only limited to colors. They further include size contrast, positional contrast, shape contrast, and much more. Use these key elements and guide visitors to go through the important parts of your landing page.
Sense of Urgency
Users love to go through the valuable information they need to make a buying decision. It’s important not to miss the possibilities that encourage them to take an action. There are different ways to create a sense of urgency among users. We recommend you use a subtle strategy using some of the tactics we have listed below. You don’t always need to go with red clicks, your word selection can make a difference.
- Best-sellers are running out
- Use countdown – 24 Hours Left Only
- Do not miss out on our exclusive DEAL lasting only for one day. It’s now or never!
- Highlight the consequences of not purchasing within the specified duration
Page Loading Speed is Important
No one wants to wait for the landing page to load. Anyone clicking on the ad will be directed to the web page and waiting for long means you will miss out on the lead. Time is real money and everyone needs information quickly. This is one of the most important parts of optimizing your landing page. Make sure the page loads quickly enough to keep the audience engaged and earn more conversions.
If you want to analyze or fix your page speed, you are more likely to use Google’s PageSpeed Insights. It helps you understand how your website is performing and what needs to be fixed. On the contrary, if you are not sure about making these changes on your own, consulting a professional web developer or digital marketing agency will get the job done. They improve your page’s speed as per the requirements while you can take care of other processes.
Wrapping Up
It is no surprise to say that the landing page plays an integral role in generating and converting leads.
To hit the set milestone in terms of lead conversion, it’s important to invest enough in optimizing your landing page.
Consulting a professional web development and web design agency will help you maximize ROI through effective landing pages. From development and design to inclusive optimization, they take care of everything you need to serve the intended goal.
Their knowledge and expertise in the field encourage your business to use a forward-thinking approach for ultimate growth. The comprehensive procedure of optimization ensures every element on your landing page is improved and serves the desired purpose.
If you have read this far, you are more likely to use these tried & tested tips discussed above to keep your page active and efficient. Finally, don’t forget to constantly monitor and analyze the data and conversion rate. For any queries regarding landing page optimization, please write to us in the comment section below.
Check out this list of the best landing page builders by Content Mavericks and choose the best fit for you.
