The Basics Behind Landing Page Optimization

By Perks |

Gaining website traffic and conversion can be tricky, however this is a burden on which your business success hinges. For most companies with a website (vs. most eCommerce sites), optimizing your landing page is crucial to attract the most visitors.

Before we dive in, let’s quickly discuss site advertising. There is an ongoing debate whether to spend more time and money marketing on social media platforms or through search engine optimization (SEO). The answer is that you should not ignore either channel, however we recommend working harder on SEO, and here is why: when a person has found your business through social media, they have almost always arrived there as an afterthought. Perhaps their friend “liked” a page or tweeted about how cool your company is. Either way, they aren’t looking to purchase. Instead, they’ll probably succumb to the unexplainable magic pull to return their Facebook stalking immediately after they’ve jumped onto your page. Therefore, social media (while it undoubtedly has enormous reach) is not as useful as SEO. People perform search queries with the intent of finding something, and if they land on your page it probably means you’re a good candidate for the sale. Make sure you keep traffic source in mind and the kinds of keywords people could use to find your site.

Now let’s get into the good stuff. What are the elements of a good landing page, and why do they work? If there’s just one thing to remember from this post, remember HEADLINE. Your headline on that landing page is a person’s first impression of your site, and often the only thing they bother to look at before taking off. So make it BIG, so that you are subliminally making your imprint on their mind. Also, make sure it is clear and concise. Piling a lot of info into the headline is a BAD idea. Let’s be honest, who has the kind of time to read all that?

When people go to sites, they also want to know the benefits of your product. So list them in the most succinct way possible. Also, people prefer pictures to text so throw one up on the landing page to set up their expectations on your product. The last thing that potential customers look for is trust (you are asking for their money and or time after all). Putting testimonials on the landing page is never a bad idea, however just be sure not to crowd the landing page. It’s all about the immediate aesthetic and value proposition that addresses exactly why someone who lands on the page would want to click or read further. And remember, less is more.

The last element your landing page should possess is a call to action. Make sure you use persuasive text. “So like, buy my product if the winds of fate are blowing you!” probably shouldn’t make the cut. If unsure about any of these elements, test them! Live and die by website testing!  You would be surprised how much a slight change on your site can really affect a page’s performance. There are a number of various online sources to help you perform A/B testing, such as Unbounce.

There’s much more to say about what makes a beautiful and brilliant landing page but the three tips mentioned above consistently hold true for top performing sites that continue to convert visitors.  A landing page is only one part of the puzzle though to get visitors through your tunnel, but it has to be the winning billboard that get people off the highway of search results and enticed to stop by and look around your gift shop.

 

Sarah Dalia contributed to this blog post.

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