Landing page optimization refers to improving the different sections and elements of your page to convert visitors into customers. Since landing pages are a tool to cast a good first impression on your visitors, they can be tricky to get right if you aren’t experienced in creating them.
Presently, the average conversion rate of landing pages is 9.7%. So, if you want to optimize your landing pages for better conversions, here are some of my top tips for writing a high-converting landing page.
Table of contents
First, ask yourself - how are people finding you?
This purely depends on your marketing efforts. Where are people looking for you and how are they landing on your page?
If you’re running a paid ad campaign, it’s obvious that your traffic will be redirected from your ads to the landing page. Similarly, if you’re using search engine optimization and targeting your audience using specific keywords, they’ll come to you when they search for those keywords.
Before you delve deeper into answering “how to use your potential customers’ pain points to improve your conversion rate,” get to the bottom of the reason for your traffic.
Analyze your heatmap
A heatmap is an analysis of your website users’ behavior. It offers you a quick glance at where your prospective customers are spending most of their time when on the landing pages, what they’re skipping, and their scrolling pattern.
Simply put, a heatmap is a perfect tool to learn more about how your visitors interact with your landing pages.
If you’re looking to optimize your landing pages for better conversions, don’t skip this. A heatmap will help you identify the problems your landing pages have as well as let you know what’s working, so you can avoid altering elements that are already optimized.
Source: Hotjar
Write a landing page copy that converts
You can’t optimize your landing pages for better conversions without optimizing your copy. Start by simplifying your message.
Your message is clear when:
You use active voice (ex. “Get more people to read your content in 30 days”
You use power words (ex. “The easiest money you’ll ever make”)
It’s free of grammatical errors.
Source: HubSpot
Then, move on to correctly positioning your offer. Your offer must be customer-centric. So, consider A/B testing different benefit-focused headlines to find the one that really works for your target audience. Also, ensure that you focus on one offer as having multiple offers can lower your conversion rate by 266%.
The body of the copy should stick to the pain points and aim to address/resolve objectives before they cross your prospective customers’ minds.
If you’re making claims on your landing pages, remember to back them with social proofs to avoid sounding spammy or a sham. Since building trust is an important factor in landing page optimization, go ahead, and highlight your contact details. Make it easy for people to reach out to you with questions.
Source: Slack
Remember that asking questions is a sign of interest. So, encourage questions and position yourself as someone who’s easily accessible.
Finally, consider inserting click triggers throughout the copy. Money-back guarantee, lifetime validity, no spams, and easy unsub are some of the prime examples of click triggers. They enhance your offer’s value and make it more irresistible.
Source: Azah
Pro tip: Not every target group needs a 5000-word landing page copy to get convinced. There are products that trigger an action in just 300 words. So, try different lengths of copies for your landing pages to optimize them for better conversions.
Position actionable CTAs
90% of visitors who read your headline tend to read your CTAs, as well. And the best kinds of call-to-actions encourage you to take some action. Whether it’s signing up for a newsletter or making a purchase, the CTA should contain the words you want your potential customers to say while they’re going through your landing pages.
Depending on the size and sections of your landing pages, you can have more than one personalized CTA button. The intention behind having multiple call-to-action buttons is to make it easier for people to take the action you want them.
Your target audience shouldn’t have to scroll to the bottom of the landing page to take action if the first section has already convinced them and they’re ready to convert. Doing so can lower your chance of conversion because your potential customers may lose interest by the time they reach the CTA button.
Additionally, and it goes without saying, ensure that all your CTAs begin with a good verb. And while most businesses prefer positive verbs, you can also use negative verbs in a positive manner (ex. Steal your rivals’ ideas.)
Source: Gill Andrews
Remove all distractions
A lot of your conversions depend on the structure and design of the landing page. While having the right color scheme and typography significantly affects your conversions, the elements that you choose to incorporate in the page also make a huge difference.
So, get rid of all the distractions starting with the navigation menu. You don’t need one because you want your prospective customers to stay focused on the landing page copy rather than exploring the entire website.
Remove any flashy banners or arrows that point towards the CTA or main offer. Flashy banners do quite the opposite of drawing attention to what you’re saying. They grab the spotlight and shift your visitors’ attention from the copy.
The same applies to auto-playing videos. They distract your visitors when all they want to do is read what you’re offering.
And lastly, say no to popups unless they’re exit popups. Exit popups are a great tool to avoid missing out on conversions that might get triggered with a little nudge in the right direction.
Source: Doing More
Generally, exit popups appear right before the visitor is about to exit the landing page. They bear an offer that’s more valuable and sweeter. Many a time, businesses use exit popups to offer better discounts to visitors as one last attempt to close.
Check all the boxes of good SEO practices
Since your potential customers use keywords to find you, it’s essential to optimize your landing pages’ titles, meta tags, headings, and images. Image optimization returns 22.6% of search queries on Google, so having Google-friendly images can improve your conversion rate.
Additionally, having a faster loading landing page is another checkbox you ought to tick. Most visitors will abandon your page if it doesn’t load in less than 3 seconds.
So, you must ensure that your landing pages load quickly on all kinds of screens, especially on smartphones. Besides, 86% of the top landing pages are optimized for mobile phones, so that’s something you mustn’t overlook.
Now that you’re all set, here’s what your high-converting landing page should be tracking
Once your landing pages are live, the real work begins. Till now you’ve been shooting in the dark. Once you go live, your strategies will face the real challenge. Be prepared to fail and see numerous sections of your landing pages get ignored by the visitors - even the ones that you thought would really work.
You may also have to scrap everything and start from scratch. So, pay attention to these metrics when testing your landing page’s success.
Analyze your page visits. How many visitors are there? Where are they coming from? This will tell you whether your SEO is working or not.
Are the visitors staying on your page? If not, what’s the bounce rate? At which point or section are they leaving? If the bounce rate is high, your conversions may not be great because not many people are getting convinced by or even interested in what you’re saying.
Then, take a look at the number of leads your page is collecting. It’s generally not possible to accurately judge the numbers, so compare your figures with the benchmarks in your industry.
Lastly, analyze your form abandonment rate, too, to see how many people are leaving your forms before completing them. If more people are abandoning your forms, there may be problems with their length or items that would require your attention.
The bottom line
Launching successfully optimized landing pages isn’t a mammoth task. Most of the common mistakes are fixable through trial and error. What’s important is that you keep testing different landing page copies, designs, and optimization techniques to learn more about your audience and improve your conversions.
And if you need surefire landing page copy support that works every single time, simply schedule a call with me.
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