After clicking on a search engine result or an ad, you will find yourself on a landing page. Optimised landing pages are strategically created and act like signposts to guide visitors towards a further interaction.
Landing page optimisation is fundamental in attracting more prospects and converting more customers. With today’s rapidly changing climate this is even more so the case.
By optimising your landing pages, you increase conversions and keep customers on your website. Here they continue to learn more about your products or services and potentially become a new customer.
This article will explore what exactly landing page optimisation is, the importance of optimising your landing page and ways to optimise this.
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What is Landing Page Optimisation?
Landing page optimisation refers to the process of improving or enhancing elements on your landing page to increase conversions.
The landing page is the webpage that opens up when a prospective customer clicks on the link that is a result of a search engine or an advertisement. The ultimate goal of landing page optimisation is to build pages that better engage your target audience so you can gain more leads through paid search.
Why is Landing Page Optimisation Important?
Landing page optimisation is important because…
- Optimisation leads to an increase in conversion rates
- More leads and sales
- Better messaging from your brand to your visitors.
Landing pages are often the main destination of paid online marketing campaigns, and a lot of money and resources are spent driving traffic to these pages. Through optimisation, you can provide your visitors a better user experience and make it more likely that they will be motivated to take action.
Landing pages are valuable marketing channels that can benefit any type of business. Effective landing pages help you build customer loyalty and increase conversion rates by focusing on a specific short-term goal.
No matter whether you’re creating your first-ever landing page or improving your existing ones, these landing page optimisation tips will help you get more value by optimising conversion rates and increasing your ROI.
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Ways to Optimise your Landing Page
Set a Goal
Before you start creating or optimising your landing pages, it is important to have a goal in mind. Think to yourself – what do you want the landing page to accomplish? Focus on one single goal, that goal being what you want visitors to take from your website when they end up on your landing page. Everything on your landing page should lead visitors down your marketing funnel towards that single action you want them to take.
Keep it Simple
Remember less is more! Some marketers think it’s best to add tons of different elements to increase interest, however this is in fact counterproductive. Remember your landing page focuses on one single goal. If you add too many elements you may weaken your message and confuse your visitors. You want your website visitors to focus on the prize: your call to action.
Make it Mobile-Friendly
Making your website mobile-friendly is extremely important. Back in 2016, mobile traffic surpassed desktop traffic. That means the majority of internet users access their information from mobile devices and tablets. Therefore, it’s imperative that your landing pages are mobile-friendly.
Mobile-friendly landing pages are easy to navigate and easy to read on smaller screens. Don’t lose out on those conversions and optimise your landing page to be more mobile-friendly!
Write a Brilliant Call to Action
A call to action is an invitation for a user to take some desired action. A good call to action can increase conversions and sales. Remember to give your audience a reason why they should take that desired action. In other words – what’s in it for them? A good example of a brilliant call to action would be something like:
“Sign up today to schedule your free consultation!”
This provides the user with the action you want them to take (sign up today), but also gives them a reason to take that desired action (a free consultation).
Incorporate SEO Keywords
Let’s talk about keywords. Each landing page should have a specific audience and intent. Once you’ve come up with the intent of your landing page and the targeted action you want your visitors to take on that page, it’s time to do some keyword research.
This can be done by typing your main keywords into Google to see what some related searches may have been. Try out Google Trends to find out high volume keywords you might not have thought of.
Once you have your keywords, implement them organically into your content. Keyword stuffing will not work; Google doesn’t like it. Make sure your keywords hold weight by including them in your headlines as well as in the body of your landing page copy.
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Add Social Share Buttons
Customer engagement doesn’t have to end once a visitor leaves your website. By including social share buttons, you can inspire visitors to share what they have learned or gained from your landing page. Make sure to put these buttons in the top or bottom navigating bars of the page. This is so you don’t distract customers from completing your main call to action.
Add Video
Using video is a powerful marketing tactic. Videos allow visitors to experience your message with little effort beyond an initial click. Videos can also convey ideas that images and text simply cannot. For all these reasons, adding videos is an extremely effective tool to help boost engagement and conversion rates.
Read now: How to Create Successful Video Content Strategy
Include Customer Testimonials
Landing page testimonials are direct quotes from users of your product or service that explain why they recommend your business. When used correctly, customer testimonials on landing pages are highly effective in driving further clicks and conversions.
But remember to…
- Target them to your specific audience
- Make them visual in the form of videos and imagery
- Use social proof and place them properly
- Don’t overload your visitors.
With these strategies in place, you’re well positioned to convert more customers and conquer your competition.