Landing page optimization detects possible issues with the design or operation of a landing page and employs controlled experiments, or A/B tests, to try out changes and measure the impact on the page’s conversion rate.
1. On the landing page, keep the number of actions minimum
It is always the customer’s preference to see a simple interface over a complicated one since the only thing he cares about is the product you have to offer. Remove extraneous navigation elements, form fields, or other functionalities from your website so that your service is the focus.
This simple technique will surely delight you with its potential to attract many conversions that are impossible to achieve with a complex website layout.
Explain what benefits the visitor could gain by using your site for their needs in bullet points. Also, add clean and crisp HD images of your product to attract the visitor visually, and remember to integrate a simple yet attractive color contrast because the more visitors get attracted, the more conversions you’ll experience.
2. Clearly state the value of the service being provided to the visitor
It is imperative that your bottom-line appeals to consumers at all costs, as that is what draws them to learn more. Make headlines and call-to-action text variations similar to what your visitors use to describe what they want.
Don’t undervalue the impact of a strong headline or value proposition on your bottom line. Consider employing long-form text to persuade potential clients that your product is superior to that of your competitors both quality and service-wise.
3. Based on their previous engagement, match the visitor’s anticipation and need (context)
Make sure that you choose the appropriate keywords related to your product. Make an effort to comprehend where your target market hangs out online and align your messaging with the landing page experience.
Some common calls to action include a visitor placing a purchase order, availing a subscription to a newsletter, downloading an electronic book, or even watching a product demonstration, etc.
4. Establish the company’s credibility and trustworthiness
Use customer logos, partner logos, customer quotes, customer case studies, reviews, and other forms of social proof on your landing page. Sometimes, having a phone number or a VeriSign badge is all it takes for potential consumers to determine that you are a legitimate business.
State terms and conditions where you ensure the security of every personal detail the consumer has to provide while purchasing your product.
5. To obtain client contact information, try a variety of offers
Try offering a white paper or free eBook in exchange for contact information if clients aren’t asking for demos of your product/service. Consumers may be more willing to give up their email address if the main call to action is a form on a landing page that simply asks for it.
Incorporate a newspaper subscription to inform visitors about every new product you release, and in turn, receive an email and other relevant information to know more about their preferred activities.
6. Reduce the time it takes for a page to load
Page load speed is becoming increasingly crucial in improving the user experience as more people use their mobile devices to access the internet. The smaller your bounce rate and abandonment issues are, the faster your website loads.
Another reason that implies the importance of this technique is that users are now becoming impatient. If for any reason your site takes a while to load, they wouldn’t resist going to your competitor’s site for their desired product.
7. Search engine optimization
It is common to overlook such a valuable value factor when optimizing landing pages, which is a major mistake. SEO is especially necessary when your product promotion campaigns are particularly long-lasting. So keep track of your SEO metrics by using rank checking software or other tools which can show if your campaign is meeting your expectations.
Landing pages created for search engine optimization (SEO) have a distinct appearance and feel from those created for paid marketing. When it comes to directing organic search traffic to pages that don’t provide value to their readers, search engines are increasingly selective.
That’s why Google rarely ranks restricted material. You’d want to use a resource or blog area to showcase your content to search engines and collect leads using exit intent software or other offerings.
• Send visitors to a page that is both relevant and targeted
You want to make sure a landing page is relevant before sending consumers there. Pay-per-click (PPC) and social media advertisements will direct people to your page. You’ll want to make sure they’re taken to a page that’s relevant to the ad.
When you’re optimizing your landing page, consider why you’re putting people there in the first place. What exactly are they hoping to see? You will get better results if you optimize your page to be more relevant to your audience.
• Make your landing page as simple as possible
Every visitor to your website just wants product information, not some fancy themes that might turn them off. Simply keep it simple and see for yourself.
A step-by-step guide to building your landing page:
- Choose a template for your landing page.
- Make a name for your landing page.
- Put your spin on it.
- Include eye-catching images.
- Choose a domain name that is appropriate to your business.
- Check that all of your links and CTAs are active.
- Complete your SEO title and Meta description.
- Publish your work!
• Use a clear and concise headline to grab the visitor’s attention
Headlines are absolutely an important factor to attract customers because that is the first thing which they see. If you have a catchy headline with proper information on what you have to offer, more traffic will be generated to your site interesting the users to become your lead.
Here are some headline ideas to grab people’s attention:
- In one sentence, summarize your entire story. This is effectively your headline, a synopsis of what’s to come.
- Keywords cannot be overemphasized.
- There’s strength in numbers.
- “Show, don’t tell” is a phrase that means show what you have not just state.
- Short and to the number.
- Refresh your browser’s pages.
• Get straight to the point
The reader should not be stressed or confused by a call-to-action button. Make your offer simple, straightforward, and obvious. The simpler approach you will implement, the more time visitors will spend on your page eventually leading them to at least invest something by buying your product.
You’ll notice that the companies avoid using fancy jargon or making complicated promises. The following are some phrases:
- Join to Get a Free Download
- Try Dropbox Business for free right now by signing up here.
- Isn’t it simple? And it’s quite effective.
Use such simple yet catchy phrases to master the art of attracting more customers.
Take a look at this route planning software’s landing page. The CTA is simple and direct “Get it for free today”. The CTA button is prominent on the page and invites the reader’s attention.
• Contrasting colors are a good idea
Color theory has become more essential to a wider group of people in the digital age. Consumers often make up their minds within the first few seconds of seeing a website. This is why excellent landing pages are critical for online success: if you don’t capture your site visitors’ attention and trust right away, you’re likely to lose them for good. In order to achieve such an idea, one essential feature to implement is color theory.
Color theory is basically a whole package of approaches used by web designers to implement for communicating with site visitors by means of meaningful and attractive color contrasts. Make sure to use this approach if you want maximum traffic for your site.
Color theory is relevant to the design of a successful landing page in two ways:
— Color combinations that contrast with readability.
— Color associations in psychology.
• Keep the most important information above the fold
Though the term “above the fold” comes from the newspaper industry, it still carries some very important place in website design. would see the headlines and want to buy the paper if the most enticing stories are on the first page, above the traditional newspaper fold. Similarly, your landing page should have information about everything you have to offer in an interesting clear, and crisp style that forces the user to scroll through the rest of the site.
Keep your landing page elements above the digital fold — the point at which the user must scroll to see more information — to achieve the same effect.
With more people utilizing smartphones and tablets, this is more difficult than ever to achieve but not obviously impossible.
• Implement scarcity strategies
Scarcity marketing strategies motivate buyers to purchase immediately by showing them that the product they want is in high demand and will quickly run out of stock.
To fully comprehend the importance of scarcity in landing page optimization, we must first define scarcity from both a psychological and economic standpoint.
Scarcity is described as “limitations” in economics as “inadequate resources, goods, or talents to attain the desired purposes” in uneconomic.
You can show visitors how many discounted items are left on your landing page before the stock runs out, or how many seats you have left in your workshop.
• Use testimonials to persuade undecided users
Sometimes such users will visit your site who aren’t sure of what they actually want, sometimes they will return even without purchasing anything. If this was such a situation in normal shopping, the salesman would know why the customer is being reluctant towards the product but in such a case one cannot even determine the reason for the user’s hesitant behavior.
In order to put a full stop to consumers’ hesitancy, use valid client testimonials as a way to prove the credibility of your site and products.
A landing page optimization tool allows you to make changes to your landing pages and test them to find out how effective they are at increasing conversions.
Optimize, a leading A/B testing and experience optimization technology makes landing page optimization simple. Optimizing features, a landing page builder that automates the coding process while also determining when there is a statistically significant difference in the rate at which different landing page variations convert visitors.
• Use exit popups
Exit pop-ups are one of the most amazing techniques to convert the usual visitors into leads. It involves tracking the scrolling activity as well as mouse cursor movements to know when the visitor has decided to leave the site. In this instance, a pop-up is made appear asking the user to subscribe to any essential item converting them finally into a lead.
Here are some examples of exit-intent popups:
- Convert expired visitors into subscribers.
- Preventing cart abandonment is a must.
- Remind visitors of the benefits and provide an incentive (For Some Visitors).
- Consider alternative products.
- Common buyer’s objections.
- Gather feedback from visitors.
Optimizing your landing pages can help you increase conversions, generate leads, and keep your site visitors engaged. By now, you should know how to increase the number of potential customers to your e-commerce site and how to convert them into loyal customers to achieve your best results.