Landing page optimization is an important part of any lead generation or sales strategy. A landing page is a lead generation tool with a specific purpose designed to target a specific audience. The two main types of landing pages are lead generation and click-through landing pages.
Lead generation landing pages are used to grab contact information and help leads enter your sales funnel. In addition, these pages have a form that allows interested parties to submit contact information in exchange for an offer, making it a great tool for building your email list.
On the other hand, click-through landing pages provide more detail about a product or service and its benefits. Click-through landing pages allow users to read through the content and click a call to action that will take them to your website.
No matter which type of landing page you use, the purpose remains the same; landing pages help convert visitors into leads.
Optimizing Your Landing Page
Landing page optimization helps you determine which elements increase conversions. Optimizing your page will require A/B testing to help you understand which elements are most effective. Here are tips to help you optimize your landing page and get more conversions.
Keep it Simple
Simple layouts are always best because they won’t distract your visitors. Keeping your layout clean and using minimal elements and a straightforward copy can help your visitors understand what the page is about and why they should convert. For example, your landing page should have one concept and call to action without any other distracting elements that don’t provide value.
Keep Important Information Above the Fold
Must-have landing page elements should always be the first things your visitors see, including a clear headline, value proposition, and a CTA. Depending on your goals, you may also choose to have a form above the fold. Of course, you should not add elements that will make the space look cluttered.
Use your best judgment for where to place specific elements based on who you’re targeting with your ads. For example, if you’re trying to reach new customers who have never heard of you, you can put some essential elements below the fold because they’ll expect to have to scroll to learn more. Optimizing your page in multiple languages through the use of human translation services would also allow you to reach a larger international audience and gain new potential customers
Write Relevant Copy
Your copy should speak to your target audience with a clear offer. Your visitors need to know exactly what to expect from your offer or the landing page in exchange for clicking or giving you their information. Your copy should convince visitors to get excited about your offering and provide them with expectations for what happens next.
Make Calls to Action Clear
You need a call-to-action (CTA) button to capture leads. However, having more than one CTA can confuse prospects because your landing page should only have one offer. Therefore, your CTA should also be clear and state exactly what action you want the user to take. For example, if you want them to download something like an eGuide, your CTA should be simple, like “Get the eGuide.”
Additionally, you must give visitors what you promise them in exchange for their information. If you collect information without giving them an eGuide after promising them one, you’re creating a poor user experience.
Optimize Your Form
When it comes to forms, you’re more likely to convert when there are fewer fields to fill out. However, the number of fields your form has may affect the quality of your leads. For example, having a shorter form may give you more leads, but having a longer form may generate more qualified leads, helping you weed out any leads that aren’t ready to communicate with your brand.
Before creating your form, consider where your target audience is in their journey. Landing pages targeting those at the top of the funnel will have fewer form fields because their users are trying to learn more about a product or service.
Use Images and Videos
Landing page design is complex because you must understand the types of elements your visitors are most likely to interact with. Using images on your landing page can help keep your visitors’ attention. However, the images and videos you use should showcase your offer, team or serve to create a connection with your audience. You can use the imagery in your header, near the form, and throughout the landing page. However, your visual media mustn’t distract the user from the main CTA.
Use Social Proof
People prefer to give their information to or purchase from brands they trust. If your landing page is someone’s first experience with your brand or business, they don’t yet know whether you are trustworthy or not. Using social proof can help build trust because visitors can see reviews from other real humans, not just the benefits of your product or service. Social proof comes in many forms, but the best way to show that you’re trustworthy is to use testimonials from real customers on your landing page. You can do this in the form of an engaging video testimonial or text.
A/B Test
A/B testing can help you uncover the right elements for your landing page, including visuals and copy. However, you should only test one element at a time. Testing more than one element at a time will not give you a clear understanding of which components perform best together.
You can also be smart about your A/B testing by installing heat maps on your landing page to understand how visitors are interacting with different elements. For example, if you’re wondering why your form isn’t converting, a heat map may show you that users aren’t scrolling far enough down the landing page to see it.
Be Consistent
Your landing page experience needs to be similar to the ad you used to get people there. Not having consistent visuals can make people believe they’ve landed in the wrong spot. If you’re running a display ad, your copy and imagery should be reflected on the landing page to provide a seamless experience for users.
Final Thoughts
How you build your landing page will ultimately depend on the information you already know about your visitors. For example, if you’re running a retargeting campaign, you know that these visitors have already been on a page of your site, so your landing page may not need to describe your business in-depth. Of course, no matter how you design or write your landing page, you should aim to test everything to ensure you’re using the best design elements and copy throughout the page to increase conversions.
Ashley Nielsen
Ashley Nielsen earned a B.S. degree in Business Administration Marketing at Point Loma Nazarene University. She is a freelance writer where she shares knowledge about general business, marketing, lifestyle, wellness or financial tips. During her free time she enjoys being outside, staying active, reading a book, or diving deep into her favorite music.