All Blogs,Digital Marketing, - January 21, 2022
How to Optimize a Landing Page
Expert Tips For How to Optimize a Landing Page
Not seeing the results you want from your landing pages? With so much to consider in a marketing strategy, it’s easy to overlook an element that just might be what’s holding you back from maximizing your conversions. Agency Partner’s put together some tips on how to optimize your landing pages in 2022!
What is a landing page
In a tiny nutshell, landing pages are all about serving one single purpose (conversion) led by one single action driver (a call-to-action) all focused on one single offer (selling a product, signing up for a newsletter, redeeming an e-book). Simple enough!
For a more in-depth look, check out our recent blog post all about landing pages!
Tips For Optimizing Your Landing Page
Keep Your Landing Page Focused
Users need to focus only on one thing here – your page’s purpose. Keep the number of actions on the page to a minimum. Try minimizing or entirely not including any further site navigation or unnecessary form questions. Any distractions can hurt your chances of a user’s conversion.
Make Your Offer Clear and Direct
The modern consumer does not have time to search and piece together what your offer is. S-p-e-l-l it out for them. Make sure all of your text content supports that singular message and creates a stress-free user experience.
Analyze Your Page’s Layout, Design, and Content
- Consider Visual Elements
One of the most important factors of digital design is scanability. Use the contrast of colors to highlight your buttons, your call to action, your headlines to make those key elements stand out to your user in a single glance.
- Test different headlines and copy
In a visual-obsessed world, words still carry a lot of power. When you’re writing, are you considering your user and the way people consume information online today?
- Text needs to be concise and scannable rather than in big blocks.
- Keep your language simple, clear, and appropriate for your target audience
- Lists, be it bullet point or numbered, are an excellent tool for readable formatting.
Think also about the approach and technique of your writing. Marketing is all about the buying and selling of emotion, so what emotion do you want your users to feel when they’re reading your page? Make sure your writing clearly reflects that.
- Keep the important parts above the fold.
Remember physical newspapers? “Above the fold” comes from placing the headlines and top stories most likely to grab attention all on the top of the first page.
Think of what your landing page shows when it opens up and before any scrolling from the user. It’s the same principle! Put all your most important and attention-grabbing elements right up at the top. Above the fold = Before the scroll
Bonus Tip: Scroll maps like Hotjar can help you quickly view formatting across devices and even give you insight into where users hover most on your page!
Show Your Credibility
Consider including elements that reassure the user they’re not about to get duped by a scam. Third-party reviews, customer ratings, partner logos, and client testimonials are an excellent tools for this. Just don’t forget to convert any third-party element to run natively on your page!
Test Compatibility Across Multiple Devices
Check your analytics to see how your users are viewing your page. Considering how high the rate of mobile viewing is, odds are you’ll want to check that your site translates well to mobile devices. Then consider the difference between viewing on an iOS versus an Android. A user will quickly lose interest in your page if it’s not UX-friendly on their preferred device.
Consider Your Page’s Load Time
Is your bounce rate higher than you’d like? Take a look at your landing page’s loading time. A page that takes longer than approximately 3 seconds to load typically sees dramatic drops in user engagement, no matter how good the page is. Nobody’s got time for that.
A simple way to increase load time is by simplifying your page, be it minimizing the amount of graphics or reformatting any video content, or editing down the text content. The less your site host has to handle, the faster it can share your message, the happier your users, the better your conversions.
Search engines can be very particular about what they prefer with tons of rules and best practices to consider. It’s largely up to you to convince Google, Bing, etc. that your page provides value to their users. Keyword research is the most popular method of appeasing the SEO gods; so be sure to invest some time into ensuring you’re targeting the right market and using language that allows you to reach that audience from an angle that lets you stand out!
And most importantly…
A/B Test EVERYTHING!
A/B testing is arguably the key to mastering landing page optimization. The more tests you run, the greater data you have in understanding what truly works for your landing page, from graphics to CTA to layout. It’s a constant task that requires you to only change one element at a time for comparison. Otherwise, the source of the impact on conversion can be tough to determine.
Landing pages can be a key part of any digital marketing strategy, and they can be tricky to get right. That’s where our team at Agency Partner comes in! We’ve been optimizing landing pages for years and know what works (and what doesn’t). If you want help getting your landing page right, contact us for a consultation today!