Landing pages play a pivotal role in inbound marketing strategies. According to studies, businesses with at least 10 to 15 landing pages witness a steady rise in the total number of leads. However, all these pages must be appropriately optimized. A study found out that a landing page typically has a conversion rate of 3%. The study further added that landing pages could lead to a double-digit conversions if proper optimization techniques are applied.
In this blog, we have put together a 10-step guide to optimize the landing pages for higher conversion rate. So, keep reading!
One of the biggest issues with most landing pages is that they lack focus on any specific goal or CTA. Often, a single landing page has multiple offers that often tend to confuse users and perplex them. The key is to understand the campaign’s goal and create landing pages focusing only one offer or solution. This way, your prospects won’t get confused.
A great technique to generate leads through landing pages is to create a guide that talks about how your product will make a difference. Ask your prospects to download it by filling up a form with the requisite details.
It’s evident that you just have just a few seconds to grab a visitor’s attention. So, your landing page needs to have a compelling headline. Create a headline that is short, straightforward, and portrays the exact message you want to convey to your prospects. This way, chances of your prospects getting converted will be high.
No one likes reading large chunks of texts unless they like what you’ve on offer from the outset. For a higher conversion rate, your landing page must be convincing. The flow of text must be compelling and the graphics must be convincing. And if you’ve multiple user types, build a landing page for each of them to drive traffic from different sources. Ensure to create each landing page with different contents. This will help you measure which landing page and traffic source would best fit your marketing goals.
The landing page’s content is of great importance as it helps portray the brand’s message and brings out necessary emotions to help prospective buyers make a buying decision. According to experts, it’s important that all images used in the landing pages, from the header image to those used within the page, are in sync with the text to make the message sound and appealing.
Using CTAs is the best technique to get users to take action. Though it seems just like any other button, it’s essential to get users to take action. Here are a few things that you must follow while designing a CTA button in your landing page –
Let your customers know the unique things that your business has on offer to grab their attention. The value proposition should be something different as that of your competitors. Uber – the taxi aggregating app, has a great landing page with a unique value proposition.
You can spend hours creating a stunning landing page with appropriate images and content, but all your effort may go into vain if the loading time is high. It’s mandatory for your loading page to load within 3 to 5 seconds, else your users are likely to bounce off. To reduce your page loading time, use GT Metrix and Google Page Speed Insights and follow the necessary suggestion. You may also use Content Delivery Networks to reduce load time.
A landing page’s sole purpose is to capture a user’s contact detail, so it’s essential to place a form on the landing page. All your efforts will be useless if you don’t use a form. As a general rule of thumb, if you’re not targeting enterprises, just stick to asking your prospect’s email address.
You can also try using a multi-page form as it helps smoothen the transition of users to leads. The rationale behind this is that you ask the customers to take action without asking any of their details, and once they feel connected, you can ask them to give their contact information.
Testing is a mandatory step for improving your landing page conversion rate. If tested properly and appropriate measures are taken, you may increase the conversion rate by up to 300%.
Proper A/B testing will let you test various landing page layouts and content based on your marketing/sales goal. Try A/B testing by segregating your audience, but adopting a dedicated tool that’ll let you analyze your results better.
If you’re asking for your prospect’s personal data on your landing page, then don’t forget to thank them for providing their valuable information. This could be a link to related content on your site, or anything related to your product(s)/ service(s) that your customers will find relevant.
So, here are 10 techniques that’ll help you optimize your landing pages. Let us know in the comment section if you’ve any more tricks up the sleeve. Also, don’t forget to share your feedback post implementing these tricks on your landing page.