Landing Page Optimization

One of the major goals of any website is to convert visitors into profitable customers. It is essential that your webpage offers such attention-grabbing offers that they are bound to avail the services provided by you. Landing page optimization is definitely one of the most effective ways to achieve this goal.

Landing page optimization helps in more conversions, ultimately contributing towards the gain from PPC.

Its main aim is to make pages in such a way that they are able to engage more and more number of people and increase the profit you receive from your paid search

Related article: Grow Online Sales and Increase Your Business Online

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What is a landing page?

A landing page is basically a webpage that allows visitors to get information about what the brand offers to them. 

A standalone page which serves the sole purpose of leading the visitors to a product and helping in converting visitors to customers.

 It is also known as lead capture page, destination page or a static page.  

The actions taken by a visitor on the landing page is what actually helps to determine the conversion rate of the advertiser.  

These pages can also be linked to social media. The landing page usually contains some information to contact the company in order to take action.  This most commonly includes a phone number or email address.

Landing pages are of Two Types :

Reference:– These pages display information that is meant for the visitor.  It can include anything from graphics, images and related links.

Transactional:– Its main purpose is to convince the visitor to take some action. It basically involves displaying a form to be filled with information. The visitor’s email address is added to the mailing list.

What is landing page optimization?

Landing page optimization involves creating web pages which are well designed.

It includes optimisation of every element on the page such that it contributes towards increasing the number of visitors hence helping you to achieve the goal you desire from your website. 

It is important that your landing page is appealing and it should definitely come up to the expectations of the target audience.

Landing page optimization is one of the most effective marketing strategies that lead to increased conversion rates.

Basic elements of landing page optimisation:

Landing page optimisation involves designing your landing page in such a way that it is appealing, eye-catching and at the same time it does not include too many colours and too much styling. 

There are some basic elements in landing page optimization that one must be aware of. Let’s know about them before learning about landing page optimization.

• The very crucial element for optimising your landing page is the image. Visitors do notice the image that you put on your webpages. Not just this, images are a good way to convey your offer to the visitors. Display a decent, simple image that tells about your brand and what you offer.
• Headlines are also an important part of landing page optimization. These are necessary not just to persuade visitors to take action but also to let them connect with your service and offer. Optimising the headlines must be the topmost priority of any company willing to succeed.
• Optimisation of the landing page is not complete if you do not pay attention to forms. If you include a form on your landing page, it is required that you place them smartly on your page. It should be simple, precise and ask for information that is really necessary and required. This can improve the chances of people filling the form.
• Call to action:- The key element of landing page optimisation is the creation of CTAs. You need to create CTAs that are effortlessly simple, appealing and impactful. Choose a large font size that is easy to read. Develop a tone of urgency. Try writing it in the first person as it provides better impact.
• Another great idea to optimise your landing page is including the option for live chat. Visitors like it when they are guided personally and it can provide them with better assistance. Live chat crucially increases the chances of visitors being convinced to avail your service.

Effective ways to optimise your landing page

In order to increase the conversion rate of your page using landing page optimisation is a wise choice.  It is necessary to know the best and most effective ways to achieve landing page optimization.  Here are some of the ways for landing page optimization.

Keep Your Landing Page Simple

The main aim of the landing page is to deliver the deal you are offering in a way so that the visitor is convinced to take action.  You don’t want to clutter it with so many visuals and graphics that the main aim of the landing page is lost in the background.

To achieve landing page optimization make sure your page is simple and presentable. Keeping lesser elements on your landing page and conveying your offer in a simpler way is more effective than making it too attractive and losing the main motive of the landing page.

Your offer should be clear

Focus on making the customer experience positive emotions. Make efforts to make your customer look smarter. Focus on what is your customers’ goal and make it the main point of your webpage.

Maintain consistency of your brand

It is necessary to ensure that your landing page, your homepage, your destination site and your banner, look like part of the same brand or family. There should be a clear connection between these.

Landing page plays a crucial role in persuading your visitor to take action. It should, on one hand, convey the capabilities of the Ad.in connection with the banner, but at the same time maintain a clear definition from the destination page.

One of the key elements of landing page optimization is to make sure that you do not involve too much colour and palette change. To maintain brand consistency it is also essential that you maintain a consistent display throughout.

To optimise the landing page it is advisable that you repeat the core message of your brand on the landing page to make people connect instantly.

 

Don’t use gimmicks sales tricks

One of the most essential tips for landing page optimization is that you should make your brand speak for itself. Don’t use such gimmicks that are filling maximum space on the internet business. Authenticity speaks for itself. Don’t use the “buy now” or “best deal ever” kind of tactics that make your brand look cheap and it’s quality questionable.

Ask for only relevant information

Another crucial point for landing page optimization is to include only the relevant information in your form. You do not want to scare the visitors by using them to share information that you would hardly use. Also, asking for only the most important information makes sure that the visitor fills the form sincerely.

Removing constraints from valuable information

The main aim of landing page optimization is to persuade the visitor to take action and make the visitor feel interested in your product and service. To ensure this you should make sure they know what you are delivering. If you are providing something for free and asking for information in return, try to make users aware of what you would deliver.

You can do this by providing a portion of your free material before asking them for information. This makes the visitor interested and keen. If you are confident about what you deliver you can surely take this step to optimize your landing page.

Optimizing the content of your landing page

Landing page should focus on highlighting the benefits of your company and product. Write the content of your landing page in a way such that it highlights the benefits of your service.

Another important point is that many of the visitors do not spend much time and would only read the headings. Ensure that the heading on your page precisely conveys the main content of your landing page.

Maintain a professional design

To assure people of the quality of your work, you need to make your site look professionally built. It should look expensive even if it had been designed on a very low budget.

Perform A/B testing

A/B testing allows you to test the working of the testimonials. The test comes with various options and lets you carry out the test with or without photos, with a part of quotes or complete quotes, with all the testimonials or only some of the testimonials. It helps you to decide whether to use a number of testimonials or simply include one or two of them which are working best.

Conclusion

Landing pages are the real deal-maker or deal-breaker. It is crucial that you spend sufficient time on landing page optimisation in case you really want to make profits out of your business. Following the above methods, one can definitely design a well-optimised landing page. Landing pages are efficient in leading a successful PPC campaign. To ensure greater conversions you need to do is more on the elements on your landing page.

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