Tag: landing page best practices

landing-page-optimization

How to Optimize a Landing Page

Posted on | by devops
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.

Maximize SEO
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!

landing-page-design

The Ultimate Guide to Landing Pages

Posted on | by Agency Partner
Expert Tips For The Ultimate Guide to Landing Pages

Every website owner needs landing pages to convert the traffic coming in from ads or call-to-action buttons. Once they are on a landing page, individual users may convert to leads or customers. Therefore, landing pages are an integral part of your business’s digital marketing strategy. This landing page guide will show you how to go about converting traffic to your website into customers. 

What Is a Landing Page? 

A landing page is a web page intended to convert general visitors into leads. Its preparation starts during the website design process with the inclusion of lead forms. Visitors who opt to fill the forms provide contact information, usually email addresses. 

The Purpose of a Landing Page 

A website has many sections, including the “about us” and “home” pages. These other pages have distractions such as competing links, navigation, and other options. So why would you need a special page with a form to fill out? 

With a landing page, you can direct visitors to precisely where you want them to go. In short, the purpose of a landing page is to convert leads into customers. 

Landing Page Best Practices 

Landing page design is a precise craft that involves specific steps and elements known as landing page best practices. Look at each one of them in greater detail below: 

  1. Write a Headline With Clear Benefits

As part of your landing page strategy, you should aim to reduce the bounce rate as much as possible. That means showing visitors the benefit of signing up within the first few seconds. Write a headline with clear benefits since that’s the first thing visitors will see as soon as they “land” on that page. 

  1. Write Captivating Copy

Landing page optimization is concerned with clear, concise content that guides visitors to complete the action. You should write content from a second-person perspective with words such as “you” and “your.” A perfect line should go hand in hand with captivating words to support your call to action. 

  1. Choose an Appropriate Image

Every landing page should have an image that represents the target audience. In addition, it should convey how visitors will feel after receiving the offer. You may select several images and choose the most appropriate one after split testing. 

  1. Place the Lead Form Above the Fold

As part of your landing page optimization best practices, put the lead form in the most accessible location. The visitors shouldn’t have to scan the page to see the form. Instead, they should see the form or a connecting anchor link soon after hitting the page. 

  1. Add a Strong, Standout Call-to-Action

A landing page should have a strong call-to-action (CTA) to encourage conversion. Use color contrasting page elements to make your CTA button stand out. Also, clearly state what you expect visitors to do using an action verb like “get it now,” “download,” “purchase,” or “submit.” 

  1. Request for Specific Information

Every landing page guide you read will advise you to ask for specific information about your lead and nothing more. That will depend on how much the customer knows you, the position in their buyer’s journey, and the level of trust they have for you. If it is a new lead, an email address and a name are enough. 

  1. Make a Relevant Offer

Your landing page is an integral part of your visitor’s journey to purchasing your product or service. Therefore, make an offer in exchange for getting the lead’s personal information. The offer should be compelling enough to extract contact information from a visitor and relevant to the business. 

For example, you may offer “10 Benefits of Laptops in Business” because your ultimate intention is to sell a business laptop to the lead. However, an offer about printers will only direct the lead on a completely different path. 

  1. Remove Navigation Features

The purpose of a landing page is to convert visitors into leads – period. Competing links such as those to other pages within the website can only be a distraction. Ask your web design agency to remove navigation features and other links that could sway visitors to the main objective – converting them into leads and customers. 

  1. Optimize for Search

As part of your landing page optimization best practices, you should include keywords that make it rank highly on search engine results pages (SERPs). That applies to organic and paid search via Google Ads. It is better than relying solely on social media, email, and other digital marketing methods. 

  1. Build a Responsive Page

Every page on your website, including the landing page, should be responsive to different customer viewing experiences. The focus of website design should be to make the entire landing page readable on mobile devices. Consequently, visitors should be able to see the lead form to convert. 

  1. Include a “Thank You” Page

You should have a page where you redirect your customers soon after filling the lead form. It may contain a straightforward “thank you” message or an offer you had promised (like a download). The page’s purpose is to interest your lead beyond the relevant content and thank them for their interest in signing up. 

Landing Page Design Prerequisites 

Landing page design is a combination of creativity, attractive pictures, colors, functionality, and direction. Pay attention to the: 

  • Landing page structure includes headlines, relevant images, lead form, CTA, copy, and description. 
  • Landing page layout, which should have the most important information on top. You should also perform a blink test, use white space, write short paragraphs with bullets, and ensure visual patterns flow to them. 
  • Landing page colors, which should rhyme with the rest of your website color. It should make your brand immediately recognizable. 
  • Landing page images, which should be relevant to the information on the page. It should set the tone of the visitor’s entire experience from beginning to end. 
  • Call-to-action (CTA) directs visitors on what you want them to do. It should have a large button with vibrant, contrasting colors, less than five words, surrounded by white space, and where the reader’s eyes are likely to be. 

Conclusion 

With this landing page guide, you should craft highly converting pages that compel visitors to provide contact information. Of course, it would help if you worked with the right web design agency and content writers to implement suggestions on the checklist above.