Let’s face it: Landing page optimization might appear simple, but they’re difficult to get right.
However, when done correctly, it can drive a huge chunk of traffic to your sales funnel and convert visitors into clients for your business!
Now, here’s where the problem lies:
You drive traffic to a landing page that isn’t designed to convert visitors.
Optimizing your landing pages is all about creating the best user experience. The more informative, efficient, and all-encompassing your buyer’s journey is from adverts to conversion, the higher your conversion rates will likely be.
You can have the perfect sales funnel, spend thousands on ads, and work on the fictitious solution to appear first on top of Google result pages.
But with a poor conversion rate, you might as well be wasting your money and time, driving visitors into a dead end, and killing your rankings with a high bounce rate.
Now, while there are several landing page optimization tips out there, we’re going to focus on the core 5 strategies that are guaranteed to increase your conversion rate.
1. Understand your audience
The first step to creating a good landing page is to build it in a way that considers the users’ desires, frustrations, and motivations.
You need to create a “user-centered design,” which means to think like a user and make all content and services to be in line with what the user wishes to know and do.
Understanding your audience helps you to speak to the user directly via the landing page copy. When users know that the products/services meet their needs or solve their problems, they’re more likely to take your desired action (conversion).
Hence, understanding your users, and applying user-centered design, should be a part of the landing page optimization strategy.
That said, the easiest way to know your target audience is to create personas. A persona is a clear picture of your ideal user profile, with details of their problems, language, age, income, goals, motivation, etc.
With good personas, it becomes easier to know what users want and what to include on your landing page during the design process.
2. Have a clear and straightforward call-to-action buttons
A call-to-action (CTA) button shouldn’t confuse the reader. You want to make your offer clear, straightforward, and concise.
According to marketing experiments, “48% of landing pages contain multiple offers, and this is not a good practice. You want to have a specific offer for each landing page to keep your prospect focused on one thing at a time.”
User clear and simple call-to-actions like:
- Join Now
- Join to Download
- Register for Free
- Pick Up Here
Here’s a perfect example of a good CTA button from Netflix:
Simple and very effective, right?
3. Simplify your landing page
A simple landing page should eliminate the visual clutter – you want your visitors to focus on the offer (your call to action).
One of my favorite examples is Moz. Their landing page is designed to communicate volumes with fewer words.
As you can see, the page is pretty simple and provides an impressive but subtle visual, with a prominent CTA that’ll instantly lure users to take action.
Finally, it’s always better to keep things simple while creating your landing page, and this starts with creating a page with a tool that you’re most familiar and comfortable using.
4. Optimize your landing page for SEO
People always find landing pages through organic search. For example, your homepage is perhaps one of your landing pages, which means that it should at least show up if someone searches for your brand’s name in the search engines.
Aside from that, you can equally show up for industry-related keywords. For instance, if someone searches Google for “website traffic statistics,” Alexa is also the first organic result:
Tools like Ubersuggest and Keywordtool.io will reveal to you the ideal keywords for your landing page. Add those keywords into your headlines, body text, headings, image alt text, etc.
Additionally, using industry-related keywords on your landing page alone won’t do the magic.
To boost its organic search ranking, it’s also important to build links to your landing page – and one of the best ways to do it is by using the topic clustering approach.
5. Clear and relevant content
To cap off our landing page optimization tips, we talk about content.
A good landing page should be more than a detail page or product listing, and one of the core elements of a landing page is its content.
A conversion optimized landing page should be able to address the following questions:
- Can I trust this website?
- Does it have enough information?
- Does it have exactly what I am looking for?
- Can I find a solution to my problems here?
The best way to write effective and relevant content is to use the exact phrases your prospective customers are searching, or the language they’re speaking in line with their needs.
By using the words your users are searching for, you’ll be able to directly speak to them via your landing page, and give them the impression that “you’re all they need.”
A landing page should be all about the customer and the user experience. To build high-converting landing pages, let the user know what’s in it for him and how he’ll benefit from buying your products or services.
Also, you want to make it incredibly easy to fill out forms and know where the CTAs points to.
Therefore, you simply can’t ignore these landing page optimization tips!
By knowing your audience and designing for their needs, your landing page becomes more appealing and relevant, and therefore users are more likely to take your desired action.