How To Optimize Your Landing Page More Conversions

December 18, 2017

To optimize your landing page is probably the most important element of your marketing campaign. You can get tons of traffic to your website via various marketing efforts but it will never be of any use if your visitors don’t convert. Hence, it is no wonder that landing pages attract a lot of attention from marketers. Even after this, it is surprising to know that about 75% of businesses have issues in finding the right expertise to optimize their landing pages, with only 22% of the businesses being satisfied with their conversion rates.

Hence, let’s cut the noise and get down to the best landing page solutions that will help you beat your competition:

1. Design a Clean Template

Having a crystal-clear template is one of the best and basic ways to optimize your landing page. The easier you make it for the website visitor to decode who you are and what you offer, the faster they will convert. Here are the main pointers that you need to take care of while deciding the landing page template:

Easy to Navigate: Having too much content on your landing page inherently turns off the interest of the visitor and makes him/her feel confused.
Scannable: Make the page scannable instead of just ranting about your business or products. This makes it easier for visitors to find relevant information.
Images: Images speak a thousand words. If done right, they can land you a number of leads and optimize your landing pages
Colour Scheme: Contrasting colours are more appealing to the eye and draw more attention than conflicting color schemes. Keep this in mind while designing your page.

2. Have Killer CTAs to Optimize Your Landing Page

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Your CTAs should catch the attention of the website visitors and aim to attain only one target – enticing visitors to click on them. Call to action are the relevant actions that you want your visitors to take on your website. Hence, they need to be action-oriented by being clear in size, colour, and text.

The reader should be instantaneously aware of the value that you want to provide them with your services or products. They can also be designed to create a sense of urgency with the help of scarcity tactics. For example, e-commerce giants such as Amazon and Flipkart often display the number of units left of a product along with the CTAs.

3. Create a Buyer’s Persona

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This is the most underappreciated tactic among marketers and it cannot be stressed enough how crucial it is to know your target audience. Taking decisions and trying to optimize your landing pages without knowing about your customers is like shooting arrows in the dark. You need to know who you are marketing to before undertaking any marketing efforts.

Similarly, you can create apt landing pages that convert only when you know the buying and behavioral patterns of your customers. Creating a buyer’s persona goes a long way in establishing it.

Here are the elements of an optimum buyer’s persona:

Demographics
Psychographics
Goals
Influences
Objections

You can start by accumulating this information about your target audience.

4. Work on Your Page’s SEO

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Since optimizing your landing page is nothing more than marketing, it also includes the technical side of Search Engine Optimization. SEO helps to maintain top ranks in Google search pages and hence, it is extremely important to bring in organic traffic. The main concept is to target a specific keyword and include it or its appropriate counterparts at relevant places on the landing page.

You can start to optimize your landing page for a high SEO score with the following basic techniques:

Use the target keyword in the title of the page
Use primary as well as secondary keywords in a natural manner in the text
Include social share buttons
Include the target keyword in the meta tags and description

5. Increase Your Credibility

Marketing about your credibility is a good strategy to optimize your landing page for greater conversions. You can do this by including testimonials from other customers.

Another great way is to include social proof like telling the readers about the number of website visitors or satisfied customers and also including the company logos of your top clients.

6. Landing Page A/B Testing

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This is the most important step. Guesswork can prove to be extremely costly with landing pages. The quickest way to know what version of the landing page will perform the best is to A/B test all your options. Consider the fact that during the presidential elections of his first tenure in the US, President Barack Obama was able to raise an additional $50 Million for his campaign just by using A/B testing. Hence, there is no denying the fact that it is truly an effective strategy.

Here are the chief elements of A/B testing:

Forms
Headlines
CTAs
Images

Deploying the best combination of these components will ensure the maximum traffic to your landing page.

7. Optimize Your Landing Page for Load Time

It makes no sense to have an impeccable landing page design when the page itself takes a lifetime to load. Load time is a crucial metric. The longer it is, the maximum amount of traffic you lose. Hence, the aim here is to have the smallest possible load time. One of the quickest ways to do this is to reduce the size of each element on the landing page. This should be done especially for images and videos since they are the most size intensive page elements.

Conclusion

Implementing all these tips would definitely lead to better optimization for your landing pages and lead to more conversions. Conversions are indeed the end game here and having any dearth in the area would translate to fewer revenues.

Hence, landing page optimization is more crucial than ever in today’s corporate scenario. Do tell us about other techniques that you deploy to optimize your landing pages for increased conversions and sales. Share your views in the comment section below.