Every business's dream is to expand its website, services, and revenue. As a result of online marketing, there are many strategies and tools available to optimise a website in order to improve its performance and, ultimately, the user's experience.
Most advertisers employ a variety of strategies to boost conversions and keep up with the current digital competition. The one thing that businesses usually focus on most in addition to all other methods is optimizing landing pages, though not always in an end-to-end manner.
Landing page optimization can be characterised as a method to enhance the performance of different page elements and guarantee that they will help attract more customers and, ultimately, noteworthy conversion changes from visitors who show up on these designated pages. Perhaps it is a part of Conversion Rate Optimization (CRO). It also employs techniques such as A/B Testing to reduce client acquisition costs while increasing advertising expenditures.
To shed more light on landing page optimization, this guide will explain what landing pages are and how they can be optimized effectively.
A landing page is defined as a website page that acts as the primary page the customer lands on when they visit your website. Simply put, a landing page is also the page where users are redirected when they tap on a Google query result or even after approaching the links from other sites, paid media ads, social media content, email links, etc. To be more precise, when you put ads on Google Ads, the promotions' main URLs redirect to the landing pages.
For the most part, a landing page incorporates a straightforward call-to-action attached to an ideal essential objective, for example, catching leads, creating deals, expanding sign-ups, driving content downloads, and others. No matter what the target is, your more expansive goal will remain: to convert visitors into potential customers.
Therefore, it is vital to optimise the layout and design of your landing pages to further develop the usual landing page insight and relevancy to the particular interests of the audience; these are some fundamental steps to ensure high conversion rates and higher performance.
Suppose you seek to improve your website's conversion rate approach to landing page optimization by carrying out some best practises and solid steps. However, the process begins when you start designing the page, yet it endures long after the page goes live. You can consider it the same as creating a product. Perhaps you can't plan the ideal model in the beginning. Indeed, you could make 100 models before you've idealised the item.
Although it is similar in the case of landing pages. Landing pages, like products, should speak to your target visitors or audiences, compel them to act, and meet their expectations.
It is not a fact that a great marketing technique makes the organisation look intelligent and appealing, yet extraordinary marketing events cause the customers to feel brilliant.
Therefore, applying this insight to your landing pages to support your conversion rates would be an ideal approach. When you initially begin to plan your optimization procedure, contemplate how you can make the users experience positive feelings. You need them to feel brilliant, appreciated, motivated, and energized. For this, you can begin by contemplating your client's particular goal, or in simple terms, look for what they are on your website, and then transform that objective into a feature.
A landing page with a basic design and a clean approach could appear to be counterintuitive. Yet, it disposes of the visual clutter even though you need your website visitors to aim towards the prize: your call to action mainly. Therefore, designing a great landing page that conveys volumes without many words is essential.
To be more precise, you can set around five elements around the fold on your landing page, and three of them are easy to adjust in the navigation bar space. The fourth gives a satisfying yet subtle visual and will mainly aim at the CTA.
"Above the Fold" here traces back to the newspaper. The most captivating stories were put on the front page over the ordinary newspaper fold, so customers would see the title texts and need to purchase the paper. Perhaps a similar technique could be used to set components of the landing page over the digital fold, where the client should look to get more information. However, as more customers are using mobile devices and tablets, it might be hard to do.
More interestingly, a scroll map could be used to easily distinguish the area of the average fold on various devices regardless of whether you keep your headline, a short sentence or two of body copy, and a CTA front and center.
Another best step to optimise landing pages is to use "limited time" and "limited quantities". Even though restricted time is the most widely used tactic for giant eCommerce websites for users, Scarcity propels your landing page users to act now since they realise they could pass up a significant opportunity if they wait. Indeed, even large ventures and stores use it. For example, while purchasing a product from Target, users know they need to get it at a local store. After checking accessibility, Using the action button stating, "only two items left," will make the users immediately order their desired product and get it before others can.
Thus, you can also use a similar method on your website by setting a restricted time frame or offering a lead magnet, for example, a live webinar that will not be held again, even though a countdown timer can add a visual component to the limited supply of products or services. It lets your visitors know how much time they have to place a particular order.
A call-to-action term itself implies a quick and simple action. So, the call-to-action button shouldn't cause stress or confuse the viewers. So, it is essential to make your offers understood, straightforward, brief, and self-evident.
Avoiding complex language phrases and using simple terms to entice visitors may also include:
Join & Download
Try it Free
Pick Up or Instant Discount
You can display an exit popup whenever a visitor wishes to leave a website page. This is an excellent time to convert. They're less intrusive than pop-ups that appear when a user arrives on the page or simply glances around. To convince clients to click on an exit popup, you can use a combination of convincing visual symbols, a strong headline, and CTA language. Try enhancing the exit popup with a one-of-a-kind discount offer.
You may also use a tool like Hello Bar for this, which allows you to create exit popups for individual pages on your site as well as A/B test variations. As a result, it aids in the accumulation of significant wealth.
As you know, A/B testing is the ultimate way to test different variants and get the best out of them for the maximum performance of a website. So, the more you do A/B testing, the more precise your information becomes. Each A/B test should incorporate a solitary change to one variation, like your CTA.
In the event that you change numerous elements, you won't have any idea which one affected the conversion rate between the two variations. Once you've gathered information and become acquainted with your audience, you can apply what you figured out to update and confirm that it will enhance the conversion rate using A/B testing.
It is believed that unique short forms function admirably. However, as just requesting the email address is enough, much else is excess.
However, it would always be true, as digital marketing has no hard and fast rules. Hence, using some long forms on the landing page could prove to be an effective way to qualify leads for an expensive product or service. You could get fewer leads, yet those leads will be more qualified.
For example, getting something about the potential customers' spending plans for a website design business would be time-saving. A user willing to pay $500 will not use your services if your minimum deals start at $20,000.
While on-brand information matters now more than ever, visual consistency can likewise have a colossal effect on conversion rates. For example, let's suppose you place an Instagram Ad that takes individuals to your landing page. However, you would also need the text, symbolism, and different components of your promotion to reflect on the landing page, even though they should seem like comparative visuals and present a similar deal. If not, then your potential users will be puzzled or irritated.
When users have access to a brand's contact or customer service, they frequently feel more connected and trustworthy. As a result, providing your contact information is an excellent way to convert visitors into potential clients. It would be beneficial to provide your website visitors' contact information in a variety of ways to accomplish this. For example, on your landing page, include your company's contact information or an easy-to-use contact form. Some companies, such as Shopify, also include connections to their customer service centres. Customers eventually learn that they may find contact information, frequently asked questions, and instructions in help centres.
Now, if you have figured out the importance of landing page optimization and how to do it accurately, you must be wondering what the accurate conversion rate is for my landing page. Well, usually the best landing pages convert at rates of around 27.4%. However, the middle ranges fall a lot lower at the same time, with most companies and businesses encountering somewhere in the range of 2 to 6% conversion rates.
Regarding landing pages, the genuine proportion of success is an improvement. Perhaps, if your conversion rates remain steady for months, it indicates that you're not gathering data and utilising it to develop your landing pages further.
You should see a solid relationship between web traffic and conversion rates. Therefore, if the web traffic increases, it will eventually increase the number of visitors to the website, and the conversion rate will increase.
In conclusion, landing page optimization is crucial to increasing the website's performance and attracting more potential customers to boost sales. There are a variety of marketing methods that businesses use to increase conversion rates and sales, but optimizing the landing page should be the first step in improving the website and its pages.
Thus, the above-mentioned details should have provided you with a better understanding of what converts visitors into paying customers. Nevertheless, make sure to always look at the real-time data and improve the website's design from the ground up. Your business will grow by using A/B testing, checking visual data reports, and gathering information about visitors to your website.