In our daily lives, we always learn that the First Impression is the Last Impression! And somehow, it is true as if a person doesn’t find something engaging for the first time then chances are less that he will go deeper for further exploration. Similarly, in the digital world scenario, when a user is redirected from a source to a web page and his demands are not fulfilled at that page then probably he won’t go further to take a look at the entire web pages of the site. And to overcome such situations, there is a need to create a landing page to connect with your audience better and increase the conversion rates. Statistically, using 10-15 landing pages on your site can increase your leads by around 50-60%.
Now, the question comes that What is a Landing Page and How it affects the Conversion Rates? A Landing Page is generally a standalone web page that is particularly designed for visitors and to convert them into a lead or customer. It is mainly focused on capturing leads or generating sales. A Landing Page often comes into the scene via digital ads, e-mails, certain promotional URLs, etc. A well-optimized landing page can effectively enhance your conversion rate. And, apart from the better conversion rates, there are several other reasons as well to optimize your landing page. Some of these are listed below:
- A well-optimized landing page enhances the user experience and builds a factor of trust and reliability among the users.
- It develops brand awareness and supports other business goals as well.
- Landing Pages also help to improve the Return on Investment for marketing campaigns.
- Also, it helps you to generate data and insights to learn more about the audience.
As we know about the landing page and its benefits from the above-mentioned points, now it’s time to discuss the strategies to optimize a landing page for better conversion rates. And with the same concern, below we have mentioned the 7 essential tips for Landing Page Optimization Process.
1. Know the User Intent
First and foremost you have to identify the intent of the visitors such as what exactly they are looking for to create an effective and optimized landing page. It is the most important aspect of the Landing Page Optimization process as once you’ll be able to figure out the need and demand of the user, you can deliver them a specific web page (Landing Page) that meets their requirements. For this process, you need to know the search queries that are generating traffic at your website and then analyze these queries closely to know the exact user intent behind them. Then after, you can categorize the user based on their queries such as if they are only looking out for information or the users who want to go to any particular site or the users who are ready to make a purchase or any other action and then provide them the content or resources at your landing page to meet their needs.
2. Mention Relevant and Convincing Content
However, to provide quality and worthy content is a very crucial and basic approach for any web page still there exists a number of websites that don’t get this point. The content you provide on the landing page must be relevant to the product or other service you’re trying to sell to the visitors. You must ensure that the content you’re offering is engaging and convincing to the users to convert them into a sale or generate more leads. Although you are advised to not mention lengthy content on a landing page as you’ve are required to convince the visitor into a minimum period so you should prefer to post straightforward and concise content. Also, keep your content simple as complex content often drive the readers away. Moreover, you can write eye-catching headlines, capitalize on the user’s emotions, include relevant facts or statistics, etc. to make it more effective.
3. Use Influential Call-To-Action (CTA)
It is the core aspect of the process of Landing Page Optimization. The Call To Action (CTA) is the activity that you want the audience to perform on your site to meet your conversion goals. These actions can be comprised of any purchase of a product or subscribing to the site or downloading any particular file or anything else. You are required to make your action buttons clear, descriptive, and action-oriented. For example, if you’re offering a free demo course then the action button should say “Get Your Free Demo Course Here “ instead of using unclear or irrelevant button descriptions such as “Demo Course”, “Click Here”, etc. Moreover, you must ensure to place the CTA button where it can be visible to the audience properly and also take a look at the color and size of it to make it more effective. Also, try to provide a specific CTA to the visitors instead of giving them various options or offers as it may stress out or confuse them.
4. Optimize the Landing Page Form
The importance of a worthwhile and optimized landing page form can be understood as the primary goal of almost every landing page is to get the visitor’s personal information (mostly contact details) in exchange for whatever you are offering. And if you don’t have a convincing or engaging form or if the form is quite lengthy then probably it may prompt them to move on from your site. Hence, you are required to design the form in a simple & concise manner and only ask for necessary and relevant information in the form fields to increase the chances of form-filling by the visitors. Also, create a user-friendly form structure and use standard fonts, radio buttons, etc. for the ease of the users. Moreover, you can guide or direct visitors to the form and mentioned the worth and benefits of filling the form as well.
5. Use the Right Images
You must be thinking that how can an image on your landing page affect the visitors, right? Indeed, it is true as the visitors only want to see the relevant images to the product, information, or any other service they are looking for on your landing page. Even, using random or irrelevant images may distract them from the real purpose of their arrival at your landing page and it can cost you as a loss of leads and conversions. Thus you are recommended to use effective or relevant images that can convey your message to the visitors more precisely. Moreover, you only have a few seconds to grab visitor’s attention so the image must be eye-catching that can compel the visitors to stay on the page for further action. Meanwhile, optimize the image as well such as reduce the file size, mention alt tags, etc. to meet the SEO objectives.
6. Perform A/B Testing
If you want to create a perfect landing page then A/B Testing is a must and there is no end of the process. Meanwhile, A/B testing of the landing page refers to the comparison of various versions of your landing page with slight variations. This process not only helps you to identify what will work best for the visitors but also increase your conversion rates. You can test the landing pages to ensure that your call to action is compelling or the images used on the page are relevant and convincing or the links & button are working properly and many more. The changes can be as minor as changing the positions of images or the font and color of text, etc. However, these changes seem to be small and insignificant but these can have a large impact on the conversion rates. Moreover, you can use various A/B testing tools to get better results.
7. Reduce Page Loading Time
The time your landing page takes to load is very crucial for the conversion rate as it decides whether a visitor will stay on your site or not. For example, if you click a link or visit a URL and the redirected page loads very slowly than what would you do? You must hit the back button to move away from the site. Moreover, a one-second delay in page response can cost you around 7-8% lesser conversions. Hence, you must ensure to reduce the page loading time to enhance the user experience, minimize the bounce rates, and get better results. To reduce your landing page loading time, you may take several steps such as not embed too many videos or high-resolution images on the page, avoid using complex or unnecessary code & scripts, etc. Also, you can perform browser caching and use better hosting platforms to load your page quicker.
So these are some must to follow approaches to optimize your landing page and increasing the conversion rates. Apart from these strategies, there are some common mistakes that you must keep in mind to look out while optimizing the landing page.
- Avoid using the homepage of your website as a landing page.
- Do not propel the users to fill the form if you don’t need it.
- Do not ask too much or irrelevant information from the visitors.
- Use the original content (particularly images) on your landing page., etc.
As of now, you must know that if you won’t optimize your landing pages, you can miss out on a lot of opportunities. Now, what are you waiting for? Follow the above-mentioned tips and strategies, optimize your landing page accordingly, and increase the conversion rate to meet your business goals.