27 October 2015
Landing pages are often the first thing your visitor sees when they arrive at your site, so landing page optimization is a crucial part of fine-tuning your website for successful conversions.
If you let your website sit unchanged for the past six months, you probably didn’t see any huge increases in conversions, aside from the usual seasonal fluctuations. So if you’re looking to boost conversion rates, grab a can of compressed air, blow the dust off your keyboard, and take a look at your landing pages. Landing pages are often the first thing your visitor sees when they arrive at your site, so landing page optimization is a crucial part of fine-tuning your website for successful conversions.
A common way for someone to arrive at your landing page is by clicking on an ad. Even if that person has already shown interest in your ad, however, there are no guarantees that they engage with or even read your landing page. There are many missteps you could be making that chase away your potential visitors! Each person is an opportunity, and landing page optimization is about maximizing these chances.
One mistake businesses make is to mismatch their ads and their landing pages, both in design and copy. For example, if you have an ad for “High Performance Mountain Bikes,” your landing page shouldn’t have a picture of suburban children riding around the neighborhood cul-de-sac. This example may seem obvious, but you want to be on the lookout for any contradictions between your ad and your landing page.
Similarly, your copy and the language you use should also match your ad. When an ad promises a “3-Month Free Trial” but the landing page doesn’t mention anything except the cost of a year’s subscription, customers immediately recognize the bait and switch. Landing page optimization is about being direct with your visitor and minimizing confusion.
When your potential customer arrives at a new page, they want to be shown (1) where to go and (2) how to get the information they seek. When website visitors get overwhelmed, they tune out your message and click away to another site. So whether you have the top ad on Google or a popular social media post or a marketing email, make sure that the message is coherent and cohesive as you move your customer onto your landing page and towards a successful conversion.
A successful conversion is not necessarily a sale. Of course in online selling, sales are important. (This is what logicians call a tautology, and what normal people call “duh.”) But you might also choose landing page optimization for the goal of lead generation or other forms of engagement. Regardless of your objective, you want your visitor to actually look over your page and heed your call-to-action.
To get people to follow your call-to-action, you want to be aware of both the words and placement of your call-to-action. Even the color of the button (if you have one) is important.
Here’s another tip for landing pages that are designed to generate leads: Keep your registration forms short. Minimize the amount of information your prospect must submit, and you minimize the chance they get frustrated or disinterested or distracted. Instead, short forms make quick submissions. Keep things fast and easy for your potential leads. With continual improvement, your landing pages are an excellent tool for boosting conversions, increasing sales, and generating leads.