Best Conversion Optimization Techniques for Landing Pages
Written by Lilit Asatryan
High converting landing pages are inseparable parts of an effective inbound marketing techniques.
What is landing page? What are the must-knows? Today, I will try to go over the basics and introduce you to best practices for conversion optimization techniques.
First of all, there are two types of landing pages: on-site and off-site. The landing pages which are created simply for learning and discovering are commonly within the website, whereas the ones that are located outside of the website are more targeted and are specifically designed for conversion optimization. In order to get higher results in conversion your landing page should be located outside of your website.
Be Relevant and to The Point
So, what is the purpose of the landing page you are creating? Be specific and talk to the point. Your ad or offer was appealing enough so that people clicked on it and ended up on your landing page. Be very attentive, your landing page should be the logical sequence of your offer on which people clicked. They do not want to see anything else, other than the offer they got interested in. Talk about the specific information people need and want to know about your offer.
Content Any Visitor
Who will end up on your landing page? A person who saw and clicked on your PPC ad? Hmm, maybe the one who saw your offer on Twitter? Both and even more! The visitors who end up on your landing page either have no idea who you are (they randomly clicked on your ad, but have no idea about your company) or they do know (these people have been following your company and are interested in the service and products you offer).
Sure, the aim of every visitor is unique, however, from where they have come your page says a lot about what they want. For instance, a person who has come by clicking on your PPC ad knows what he/she wants; he/she has searched and now he/she wants some answers. Give the answers in your landing page. And likewise, the one who has clicked on your offer on any social media platform might be a casual web surfer who simply is engaged with your ad/offer. Be prepared to content visitors with various aims and the chances for getting higher conversion will double and even triple.
Define Your Needs
What do you expect to get from your landing page? Define your needs and create a relevant landing page. If you are looking to get more sales then create a targeted strategy and go with it. Think about what the landing page should include according to your defined aim and make sure to use the right conversion optimization techniques. And always check statistics. What you expect is not always what you get. Watch your analytics and be ready to change your strategy if it fails somewhere.
Take Your Time to Design
When it comes to design, landing page is not an exception. Eye-catching design does not only make your content appealing but it also represents your brand and introduces your company. Beautiful design has a positive impact on your conversion rate optimization. If you are not a great designer then use some pre-defined free landing page templates or be ready to invest for hiring a skilled designer to do the job. You are sure to see the fruits of your work with nicely-designed landing pages. Make sure to have high-quality images which are not only introducing your brand but are also affecting you page load time.
Show The Simple Path
Please, do not ever have a lot of confusing pages or long forms for the visitors to fill out. Greatness lies in simplicity, so try to show a simple path over overwhelming click-though obstacles for them to conquer. Believe me, this is not what they want. Guide your visitors on your landing page through a simple path which will sure make their experience unforgettable in a good way.
Call Your Visitors to Act
A very strong ‘Call-to-action’ is a must! This cannot be said enough. Get their attention with a concise CTA and lead them to your conversion action, be it a button or a form. Grab the attention, tell them what action to take and mention a bit about the benefit. Make the best out of the CTA.
Marketing campaign world is brutal. Just as fast as the visitor clicks on your ad, he or she will click away. Make sure to convince them to stay a little more and give them a reason to stay. And all of these should be done in a few seconds. Know exactly what makes you unique so that they should choose your product or service over your competitors’. One of the most important conversion optimization techniques is to make sure that your initial PPC ad headline matches the headline of your landing page.
Explain and Show
Explain your offer whether it is a product or a service you are offering. Tell them what they will acquire, benefit from buying your product or service. If possible, show your product to the possible consumers as by seeing how it works, they will surely be more interested to try it. Also, if you have a video showing the use and the benefits of your product, you just need to include it in your landing page. If it is a service you are offering, show the results and tempt them to buy and try. However, if it is neither a service nor a product, say it is a newspaper, include a sample image for them to have an idea of what to expect.
Your landing page includes some important parts, which you want your visitors to notice immediately. A great way to make them visually notable is to use such things as an arrow or specific colors. These will make your visitors focus their attention on the important parts of your message in the landing page.
Focus More on the Main Parts
If your landing page has a fold, then you should make more effort and try to focus more on the part above the fold. One of the most crucial conversion optimization tips is to make sure to include all the necessary information 'above the fold' so that the visitors will be eager to scroll down and read the rest.
Online form tips
When it comes to filling out a form I always look at the number of questions. I do not want to give out my personal info in every webpage. And trust me, this is not just me. Create short forms with limited questions. Try to ask for the information needed at the moment and save your questions for later steps. Do not annoy with your questions.
Of course, there are situations when you need to know a lot more than just basic information. Create multi-step forms. Visitors visually are convinced that these are short forms and they click “next” to fill out the rest not knowing how long the form is. Anyway, even if they quit at some point of the form you still have some basic contact information about them.
Use The Right Buttons
First of all there are two types of buttons: Gained focused (or ‘Value’) buttons and Effort-focused buttons. Buttons indeed play great role in conversion rate. First of all, make sure to define what kind of button you need to use and choose the text appropriately. When an effort-focused button text such as “Start” or “Learn” is used, it shows the effort a user will need to make. And when it is written “Play’” or “See” on the button, it means it is a value button text and it tells what the user will get if he/she clicks on it.
Limit Your Links
Limit the links used in your landing page. Do not make the visitors get confused because of too many links. Besides, your aim is to get them to the landing page and then off to your conversion action, you definitely do not want them to go somewhere else. So, limit your links and focus on taking your visitors to a conversion action.
Go Mobile with Your Landing Page
In today’s world where almost everyone browses the Web on the go mobile-optimized landing page is a must for conversion optimization. You do not want to lose a great number of visitors who will get frustrated if they do not end up on your landing page because of the device they are browsing with. So make sure to have a mobile friendly landing page.
Build a keyword match; include the same keywords used in your PPC ads in your landing pages. Why? If we think deeper, the keywords are the starting points that have brought these visitors to our landing page. They searched for a keyword, thus it is what they need. A keyword match guarantees a message match between the landing page and your PPC ad.
Earn the trust
Earn the trust of your visitors. Ensure that they are in the right place by including social proof. Make sure to add some testimonials and partners’ information when doing your landing page optimization.
Test, Test and Again Test
Landing page testing is an art you want and have to master if you are planning on having on-going campaigns. You need to run both the A/B testing and the Multivariate tests. The A/B testing is great if you are comparing and testing 2 different landing pages. The Multivariate testing is efficient when testing various elements of the same landing page. Learn as you test your landing pages for better conversion optimization as it is an ongoing process and you are sure to have great results afterwards.
Feedback is Always Appreciated
Think about setting up a feedback campaign afterwards. It is always nice to give feedback and moreover to get one. So, make sure to have an e-mail or a phone call campaign or a THANK YOU page appreciating visitors’ time spent on your ad.
Landing page is not the dead end; indeed, it is just a new door taking to another broader relationship between your company and the visitors. Take the time to affirm your trust gained in the landing page and turn this relationship into a firm collaboration.
P.S. Make the best out of the ‘thank you’-s, include some relevant and similar offers or suggest spreading the word via social media about their experiences with your company or their opinion about your offer.
First Date is Crucial
I want to share a comparison I have read recently. It says: “Inbound marketing is a dating where your ad is the first glance and the landing page is the first date”.
I want to simply add to this that the offer in your landing page is a promise you make to your visitors. If they get what you have promised them, then your second date is guaranteed and you are off to a good start of a strong relationship based on trust.
Start a good relationship by organizing a well-thought and an appealing first date.
Happy dating…. Mmm I mean Happy Marketing!