A strategically designed landing page is often the deciding factor when it comes to conversions.
Is your conversion rate low? If the answer is yes, then your landing page needs to be optimized. Check out the top 3 most critical steps in landing page optimization.
First things first, what is a landing page?
A landing is an essential part of your conversions. After users see your ad, some of them will click on it, and land on a page – known as your landing page. Ideally, your landing page will give the users what they want/expect to see, so that they can go ahead and take action.
Landing page experience is an AdWords metric that measures whether users get what they are expecting on a website after they click on an ad. To analyze the landing page, Google AdWords uses a combination of automated systems and manual assessments.
All in all, optimizing your landing page will increase your conversion rate, lower your costs per conversion, and maximize the value of your ad spend.
Why an optimized landing page matters?
When it comes to conversions, the ad and landing page work together to attract and retain the customer. Optimizing a landing page is about A/B testing to see what works for customers and what does not. Sometimes, just a difference in the color of a title will generate more conversions.
Sticking to the most important, and conversion-driven aspects of a landing page is essential to getting the results you want. Your landing page may look good, but if it is not generating results, then it is not working efficiently.
If you have a large number of impressions, clicks, and visits, but your conversions are low, then you need to optimize your landing page and re-consider your offer/promotions.
Here are 3 critical steps to improve landing page conversion by optimizing your landing page:
Step # 1: Provide relevant, useful, and original content
The main mistake a lot of people make is making the ad super exciting and inviting, and then having a landing page that is half-way done, or even worse, completely irrelevant to the ad. You need to make sure that your landing page is relevant to your ad text AND keywords. The user should already have a general idea of what they are about to see on your landing page. It could be an offer that aligns with your ad, or a promotion. The goal should always be identical throughout the ad, the landing page, and the call-to-action. The tone of your message should also be consistent. Remember, consistency is key here.
Have unique and exciting content. Don’t give the user the same message that everyone else is giving them. Give them something that shows your confidence in your offer. Otherwise, they will bounce right back! No one likes the same old boring content, so give your user something valuable that makes them perk up for a second or two. However, remember that people’s attention span is only about 10 seconds when it comes to online reading. Make sure you are quick to the point and clear. The last thing a user wants to do is spend minutes reading something only to end up confused about what they are supposed to do next. Quickly explain what it is, why they need it, and how they will get it. Always be focused on what they are getting out of this. The main priority is the users’ benefits because, at the end of the day, they are the ones filling out a form to receive something of value.
Step #2: Simple, not confusing
Your landing page should be quick and easy-to-read. Don’t turn your landing page into a whole website – Your headlines should make an impact. Otherwise, users will not keep reading. Let’s pretend you’re on the phone speaking with someone while casually surfing the web because you want to find the best deal possible. We all do it. Now, you’re probably going to read the headline only, and if it’s powerful and convincing enough, you’ll probably fill out the form without reading the rest. Concise but powerful headlines are the best way to get those conversions.
Refrain from using overgeneralized statements like “This is the BEST deal ever!” what’s your proof that this is the best deal ever? Using a statement like this one shows that your offer is in fact, not the best deal ever. The powerful headline should be focused on the user’s benefit, or on a statistic that proves why this is the best deal ever. Today, everyone can find anything anywhere. Facts/statistics show that your product is different. However, be careful with statistics and promises! Do not use them if they are not verifiable. Never promise a user something that you cannot guarantee. Believe me, this is far more important than getting those conversions. If you are dishonest or make promises you cannot keep, you could be bombarded with negative online reviews that are very hard to fix. Customer reviews influence most of your conversions, so choose wisely.
Make your fill out form quick and simple. Don’t bother asking for information that you don’t need. The more information you ask for, the more doubtful you’ll make the user feel. Nobody wants that much commitment. They do not trust you yet, so try to avoid asking for information like their home address, or phone number unless they are necessary for the promotion.
Include your privacy policy. Consider that this user might not know a lot about your business. Showing them that you’re serious about their privacy and that you do things the right way, will give them comfort in knowing that you aren’t going to scam them in any way.
Step #3: Make it mobile-friendly
Another very common but costly mistake is that people are not making sure that their landing pages (or websites) are mobile-friendly! Mobile users account for over 60% of online traffic, and that number is still increasing. Your landing page has to be mobile-friendly. When users click on your ad, and land on a page that looks all weird on their mobile device, they will leave. No mobile-friendly landing page, no mobile user conversions. Simple.
A mobile-friendly page tends to have big, clear text, big call to action buttons, forms that fit into the screen, clear but smaller pictures, and more bullet points, but fewer paragraphs.
To check if your website is mobile-friendly, go to your website, right click on your mouse, and click on “inspect.” Click on the tablet/smartphone icon on the top left. This will allow you to see exactly what your website looks like on a mobile device.
Another way you can check for more specifics is Google’s mobile-friendly test tool. This tool will identify the areas you need to fix.
I went ahead and checked Noah’s website. As you can see Noah’s website is mobile-friendly. If yours is not mobile-friendly, don’t panic! To make your page mobile-friendly, you will need to either choose a responsive design/template, a consistent URL with different versions of the page for different devices, or a redirected mobile page.
If you have tried to make your website mobile-friendly and it’s not working, then make sure to subscribe to our email list because we’re going to publish a more detailed how-to guide on how to make your website/landing pages mobile friendly.
You got this!
There is always room for improvement, but with these 3 critical steps, you’re on the right path to a fully-optimized landing page.
While optimizing it, think about your customers. What do THEY want to see? How can you make their user experience better? Customers nowadays are impatient, curious and demanding. Everything is available to them, at any time. This means that you have to make sure you are staying on top of their wants and needs.
Follow these 3 steps, and keep on testing your landing page! Let us know how it goes; we would love to hear from you!
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