For online visitors, the landing page of a website is the first impression that they have of a business. It is always the intention to get the visitors to perform a certain action such as a purchase or an opt-in. When we optimize the landing page of a website, we enhance the user’s experience. This, in turn, leads to higher conversions.
Landing page optimization may be defined as the method of improving the design of the landing page so as to generate more leads and increase the engagement of the visitors. Landing pages are the ideal places to optimize since the maximum traffic of any website is directed towards this page. A well-optimized landing page that leads to healthy conversions adds substantial value to the overall ROI of any business.
Below we discuss 5 ways in which we can optimize a landing page.
Clear call to action
One of the most famous mantras in sales is “Always Be Closing.” This should be the idea behind a well-optimized landing page as well. The most effective way to accomplish this is by creating a clear call to action or CTA.
A call to action may be defined as what we want our visitors to perform – making a purchase, signing up for a newsletter, submission of one’s email id, etc. A CTA is a nudge along the path of conversion. It is the persuasion and the effort to convert an interested visitor into a paying customer. As such, it is better not to throw too many CTAs towards a prospective customer. The best landing pages almost always have only one CTA.
A good CTA should be rigorously tested including the placement of the button, its size, and color. Even the copy of the text used in the CTA should be tested – button text, etc.
When designing the CTA, we have to make sure that the button is clearly displayed on the landing page. Visitors should not be made to guess which the CTA is. If need be, we should use visual cues such as arrows and images to direct the attention of the visitor to the CTA button. It is not advisable to have multiple CTAs on a single landing page.
Entice visitors with an irresistible offer
Many websites make offers to their visitors in order to make them perform the desired action which helps in the conversion rates. One example is when a visitor has spent about 10 seconds on the site, a pop up offers the visitor some form of savings in the form of discounts etc. if they choose to become a paying customer. A precise and to-the-point offer goes a long way in enticing a visitor into converting into a paying customer. While making the offer, it is important to convey to the visitor that the benefit is immediate.
Addressing the pain points
In order to create a relevant and pertinent landing page, it is very important to know what the visitors to your site want. Almost all visitors are looking to alleviate their problems. A landing page that provides a direct solution to a problem statement is more likely to have higher conversion rates than pages that do not.
A headline addresses a lot of issues – interest, understanding, and attention. It is the first thing that visitors see when they visit a landing page. A good headline should be able to accomplish the following –
- It should be able to grab a visitor’s attention
- It should be able to convey to the visitor what the product or the service is all about.
- It should be precise and concise.
The landing page of a website should always be as simple as possible. Research shows that the more options we provide to our visitors, the longer time they take to arrive at a conclusion or a decision.
When creating a landing page, one should make efforts to ensure that the CTA stands out as much as possible. Any other clickable links or buttons should preferably be removed. The landing page should comprise only of content that will aid in making the visitor perform the desired action. Most importantly, when deploying a form to obtain information from visitors, we should strive to create a form that does not ask for irrelevant details but is to-the-point and gathers all the vital information. Less is more in this case.
Need a great landing page for your business? Contact us today. Always here to help…
The AutoWeb Technologies Team