9 tips to optimize your landing pages
Implementing a digital marketing strategy is a significant investment for your business. Despite the variety of channels you use, research has shown that 98% of visitors will not complete a transaction on your site. But, it is possible to remedy this problem.
A landing page by target
In a web-marketing strategy, looking for ways to gain traffic is a priority, converting this traffic to real prospects is even more important. Landing pages are made for this: it is the marketing tool that will convert this visitor traffic into customers and prospects. Having a home page landing page is a common mistake.
A homepage is a general, informative page where the visitor is likely to browse or search for more information. A landing page is a page with a persuasive action on the web on a specific target and relative to a specific offer. The landing page aims to convince this target to perform a specific action: registration, contact form, etc …
The content of your landing page must be coherent with your action of acquisition. For example, if your landing page is the landing page at an AdWords ad, the visitor must find on your landing page arguments that support and demonstrate the title you had on your AdWords ad.
The design of a landing page should not be taken lightly. You must take into account many parameters to convert a maximum of visitors into prospects. With a neat and professional landing, know that you can increase your conversion rate (CR) by up to 300%. The strategies you will need to put in place are based on digital marketing techniques. Here are the essentials to optimize your landing pages.
Identify the purpose of the landing page
This step is fundamental because it guides your strategy. To determine the reasons for your landing page, first, identify the type of conversion you want to achieve. Is it to encourage users to buy your product? Is your jump page a tool to increase your e-reputation? Once you have clarified the final goal of your landing page, you will now be able to define your target audience and adapt the content according to the ‘personas’ frame of reference.
Optimize your call-to-action
Your landing page should have a call to action. Think of a goal, a single message, an action. Your basic message and call to action MUST be visible above the waterline. The call to action can be repeated throughout the page.
Are you an e-commerce site? Are you considering launching a new product? There are surefire ways to increase the conversion rate of your landing page with Call-to-Action (CTA). Highlight your offers for visitors to pass the act of purchase. In this case, you can opt for expressions such as ‘limited offers’, ‘flash sale’, ‘add to cart’ … to inform users that this is a one-time offer. To better choose the strategy, take the time to observe the behaviors of your targets. For example, it is possible to vary the location of CTAs.
If the purpose of your landing page is filling a form, you will need to minimize the number of mandatory fields to be completed by visitors. If you need a lot of data, try running A / B tests with varying amounts of input fields to know the acceptable dropout rate for the additional information captured. Note that a ‘social share’ button in a choice form, greatly increases the conversion rate.
Take care of the design of your web page
The landing page should reflect your company’s image. Make sure that the design is consistent with the Visual identity of your brand. You should also standardize the formatting of your landing page and of your site. This tip is very important so that your potential customers do not get lost. Also be careful about the choice of typography. It is best to put a simple forward, but nice font to see. In order to increase your conversions by up to 86%, it is also possible to insert video or pictures on your landing page.
Choose a catchy title
Studies have shown that 80% of Internet users interested in the title of articles, only 2 users out of 10 decide to stay longer than 5 minutes on a page. Choosing a catchy and relevant title is, therefore, essential to attract your potential readers to continue visiting the site. There are no general rules to create a captivating title. Strategies have however been proven on the web and helped to increase the CRO. The use of adverbs such as ‘how’ and ‘why’ is most often affected, because it allows responding to your readers.
Opt for a responsive design
Do you want to reach more prospects? The responsive design must be integrated into your digital marketing strategy. You must create a landing page that is suitable for all media. With the evolution of technology, mobiles and tablets are everywhere. In Canada, they are more used to connect to the internet, because more than half of users are opting for these terminals. To ensure the success of the responsive design, you must make your web page more ergonomic regardless of the tool used. The choice of the display format is essential to achieve this goal. It is also important that your web designer uses programs to allow users to quickly access the landing page.
Share consumer reviews
A satisfied customer can greatly increase your brand reputation to the general public. Prospects who do not yet know your products and/or services will be attracted to your brand by relying on the testimonials of your customers. There is nothing better than offering a way for consumers who have already tested your products and/or services to share their reviews on your landing page. With this information, you will easily optimize your landing page. Don’t be tempted to create false testimonials. By inducing Internet users to make a mistake, you will hurt your reputation.
Make the visit to your landing page more attractive
Your landing page captures the attention of visitors? This is already great news, but there is still work to be done. Internet users need to spend as much time as possible. You must, therefore, multiply your efforts to surprise your visitors. Do you know that videos always attract users’ attention? It is possible to gain a conversion rate of more than 75% through a video. For hosting this multimedia file, you can, for example, use Youtube or Vimeo. The ‘chat’ is also an interesting solution to encourage interaction with potential customers.
Track your conversion rate
It’s always a good idea to have concrete data to know where your landing page conversion rate is. Is your strategy effective? What are the points to improve? With Google Analytics, you’ll have reliable statistics on the number of monthly conversions and the conversion rate. This tool can also count the exact number of sales, downloads … With these data, you will be able to react in time.
There is no strict rule to follow to increase your conversion rate. These tips will help you make your landing page as effective as possible. Take the time to study each point and improve your strategy.