Landing Page Optimisation starts with establishing the marketing goal of any marketing campaign?
The starting point in landing page optimisation is obviously to generate leads. Whether it is organising an event or advertising on television or in the print media, the end goal is to generate leads that can be converted into sales and landing page optimisation helps you achieve that objective. Every branding activity that a business engages in has to support this objective.
This brings us to the next question, and the focus of this blog.
What is a landing page optimisation?
Essentially a landing page optimisation is a page that enables you to generate referrals. It differs from the Home page, which normally serves as the doorway to static and general information about the products and services offered by the organisation. As such, a typical Home page has too many elements vying for the visitors’ attention. A targeted landing page optimisation works towards compelling a visitor to take the specific and desired action.
Landing Page Optimisation a route to traffic: There are several ways a visitor can be directed to your landing page:
- Search engine results link when someone runs a query for your keyword
- Clickable links in your pay per click ad or other online advertisements
- Links pointing to this page incorporated in social media posts
- Email campaigns providing links to this page
- Organic search engine optimisation (SEO) campaigns throw up links to this page during relevant keyword searches
The impact of your landing page optimisation can be measured by analysing the number of visitors who convert. Tools are available to measure the number of visitors. These tools will also provide you information on the means by which they landed there – was it your SEO strategy or your PPC campaign or your social media activities or even your direct mail campaign.
If your campaigns are attracting a lot of visitors but none are converting into leads then the problem might lie with your web page and the first priority should be landing page optimisation. The solution lies in enhancing and optimising your landing page to maximise conversions.
Types of Landing Pages for optimisation
Depending upon the objective you want to achieve, your landing page can be of two types:
- Informational landing page: If you want to present yourself as a thought leader then you can create an informative landing page, which displays content that is relevant to your visitor. Ideally, the information should center around the keyword that brought the visitor to your landing page in the first place.
- Action-oriented landing page: This is a landing page with a clear call to action. It could be oriented towards convincing a visitor to buy a product or capture contact information through an online form. If making a sale is the objective, you have to ensure that previous interactions with you provided the visitor enough compelling reasons to do so. If capturing information is your goal then you can do so by offering valuable content.
Landing Page optimisation Today
A ideal landing page optimisation targets an action. Leading traffic to your static Home page, for instance, can prove complex as it presents multiple options and opportunities for distraction. The customer may be searching for information on a specific keyword/service. Now unless this static page immediately presents that information related to that keyword need, it is likely to leave your customer perplexed. This can result in a quick exit from your website, and thereby, a missed opportunity for you due to a lack of landing page optimisation strategy.
You need to be very clear about what you want your visitor to do once they land on your website. Your web page should be geared towards that objective through your landing page optimisation.Only then can you increase the possibility of converting your traffic into actionable leads.
Below we have listed a few measures you should take to optimise your landing pages in 2013.
- Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions through proper landing page optimisation techniques. Eliminate unnecessary copy, graphics, form ﬁelds, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.
- Short lead form: Visitors hate filling forms, so the longer your lead form the more the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch through a correctly executed landing page optimisation
- Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.
- Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.
- Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?
- Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.
- Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.
Contact us today to help you create effective landing page optimisation strategy that will convert visitors into qualified leads for your business.