What Is Landing Page Optimization?
Every business could have multiple products or services. Every product or service could have a landing page. Especially when you sell high-ticket products or services, you should have a dedicated landing page for better conversions. Now, the process of assessing what sequence of landing page elements will reap more conversions to the business is called Landing Page Optimization (LPO).
If we talk in Digital Marketing terms, then Landing Page Optimization adds a lot of value to any marketing campaign and sincerely follows the A/B testing process. Be it any product or service in the market; businesses prefer designing a specific landing page to fulfil these objectives:
- Educate their target audience about the respective product/ service
- Attract potential leads by feeding them with testimonials, USPs, etc.
- Capture leads by luring some essential info or solution that might help them scale their business
- And generate sales to increase business ROI
Businesses usually utilize landing pages as the leading destination of their paid online marketing campaigns and thus spend a lot of money to drive traffic to landing pages. Therefore, optimizing a landing page can drastically benefit the business website and maximize the ROAS (return on ad spend).
Let’s discuss one by one the main benefits Landing Page Optimization offers to businesses!
Higher Conversion Rates
It has been observed by expert marketers that an optimized landing page secures a higher conversion rate percentage in different ways. If you’re thinking about what exactly conversion rate means, then it is an action we want visitors to take on the landing page. In some cases, it could be a video download, direct product purchase, form submission, or any other activity.
In other words, when a prospect either provides any data or access valuable information given by a business through the respective landing page. Be it entering their details by filling a form or contacting the business via email or call, in each manner; the landed customer is getting added to the warn lead list. And, the chances of that warm lead turning into a paying customer increases as the audience finds more value and instills trust on the landing page.
Any business that adds authentic customer reviews and testimonials leverages its marketing tactics through routing LPO. And till date, LPO is one of the most affordable yet quickest ways to get conversions and sales for your business.
Lower Customer Acquisition Rate
Have you ever struggled with your sales team not being able to engage with potential customers effectively? Well, it is a barrier that most businesses face. Now, think of a fully functional website having optimized landing pages. What do you think will be the Sales strategy for them? All the optimized pages will efficiently provide the needed info to the visitors and gain the trust of the potential ones.
At the same time, the data listed on your website plus the information and brand authenticity visitors gain from the respective landing pages turns them into potential leads. This higher rate of conversions leads to a lower customer acquisition rate, which boosts business revenue without putting in more manual efforts.
Enhanced Online Reputation Management
The right blend of Social Proofs, On-Page SEO, Visualisation, and Social Media links results in an effective ORM strategy that influences the right set of target audiences, aka potential leads. A proper landing page optimization stringently improves the LP elements and provides a sense of brand reputation to the visitors.
7 Tricks For Landing Page Optimization
You might find an array of highly-optimized landing pages online that are reaping out best conversions for businesses. But, there is no definite rule to justify the successful anatomy of a highly-converting Landing page. Landing Page Optimization sounds tough to crack, huh?
Let us share with you some of our tried & tested tips that have fulfilled more conversion goals for most businesses! Ready to dive deep and unlock Landing Page conversion optimization best practices? Here you go!
Don’t overburden your visitors with high functionalities & funnels
While it seems like a good deal to take your visitors through a long journey before reaching out to the final destination aka sale, web accessibility standards, on the other hand, promise more conversions.
It is always advisable to remove unnecessary website elements, functionalities, and clicks. Instead, use minimal design with effective copies.
Avoid stuffing your simple communication & offerings
Your copywriting should not be passively marketing your expertise while demeaning customers’ needs & knowledge. Stuffing simple copies with jargon and quirky lines sometimes leaves a negative impact on the visitors.
The idea is to let visitors decide whether the product seems like a good fit or the services offered will help them scale their XYZ, instead of, feeding your expert thoughts/ word into their mind/mouths.
Leverage your ads insights to leave a long-term impression
If you are a marketer, then think about basic marketing tactics while focusing on optimizing your landing page too. In simple terms, a big chunk of marketing is to have a set funnel that attracts aptly through messaging, feeds rightly with meaningful value, and, most importantly, nurtures deeply by fulfilling your needs.
When it comes to landing page optimization, a big energy source (i.e. to attract conversions) that most marketers tend to miss out on is – what messaging meets the expectations of the target audience. Now, a wise marketer will always give equal detail to this particular part whenever finalizing the Landing page messaging while optimizing it. Here’s what you can do to achieve the discussed:
- Keenly lookout for what messaging in your ad copy or creatives helps the target audience to connect with your offering.
- Be attentive to your ad insights and consider them while taking final calls.
- Analyze from your ad insights where your target audience is located and what interests them the most.
- Add your keywords from ad copy and description to your landing page content.
- Test, test, and test to ensure what’s working and what needs alterations.
Include Social Proof to strengthen business authenticity and credibility
The marketing world might be going through lots of automated technologies, but there are some old-school tactics that are still there that compel the visitors to actually click on the given CTAs. Adding social proof to your landing pages is similar to what word of mouth is in traditional marketing. It retains potential customers’ trust in your brand and hence gives them real exposure to what difference your product/ services could bring to their life.
Brands leverage their Homepage and Solutions Page by adding various kinds of social proof, helping them resolve any concerns that the potential customers might have about the product or service. While customer testimonials are the highly leveraged social proof, product reviews, clientele, and case studies, on the other hand, are some of the other ways of optimizing your landing page with relevant social proofs.
If utilized wisely, these additions are also a great way to showcase to your visitors how aptly you stand on your brand USPs. And, your client testimonials could be a live testimony to the transformations you’re promising to your customers.
Never feel afraid of testing new offers that gather customer information
A significant thought that arises every time when you plan to build your own e-mail list of potential customers is how you can lure them into sharing their details. Well, if there’s one main key takeaway that you could take away from the landing page optimization tactic, then let it be: always enjoy testing everything!
If you think adding a PDF as a click-bait offer is quite ordinary and already done by most of the brands out there, then consider adding a quick video training as a solution to any common pain point that your customers might have. You can even use analytics gathered in order to decide what works well for you on your landing page. To understand customer behaviour, you can use Microsoft clarity.
It has been seen that most of the brands also provide valuable case studies, surveys, free insights, etc. to lure their potential audience and collect their information in exchange.
Lookout for landing page bounce rate and other factors
As you are well aware, digital marketing is an umbrella term under which an array of equally crucial tactics lie. SEO is one marketing tactic that plays a vital role in landing page optimization. To better understand the visitor journey on your landing page, it is always advisable to integrate your quantitative insights with the recorded qualitative data.
The crux of doing it all will be some numbers. If you know how to get valuable information out of data, then it is an effort in the right direction. Some of the common factors that you must look out for in landing page optimization are page visits, bounce rate, conversion, average time spent on the page, click rate, etc.
Don’t ever sideline how your business has been seen over search engines
Last but the most crucial pointer is always staying keen to know how your brand is positioned over search engines like Google, Bing, etc. The way you layout and optimize your landing page adds a lot to the overall SEO of the website, resulting in brand positioning online.
Be mindful of how you are structuring your content, setting up visuals, and the kind of colours you are using – envision your visitors’ interest on your landing page.
Still, feel WHAAAAT?? Yes, we know it’s a lot of tactics and terms for you to consume, understand, and apply. But, a few re-reads never hurt your time invested! It takes a lot of market research, marketing tactics, and marketing analytics to churn out a highly-convertible landing page. If there is any last golden mantra that we would like to share with you, then let it be this – never hesitate to test out new things. A/B testing is the key!