Landing Page Optimization
Core web vitals are going to play a comprehensive role in the SERPs results. So optimization of your landing page is a very crucial part of the SEO game.
I have written this essential guide to help you in the optimization of your landing pages. This will increase your ROI, will decrease the bounce rate of your customers. Let us dig dive into steps to improve landing page speed.
Trust & Security:
With the increase in online marketing spam, you have to create the trust of your customers on your landing pages to pull your business up. Here are some points to increase the trust level of customers on your landing pages.
1- Show phone number:
Showing phone numbers on your website increases your credibility. People think that you are a legal entity. And at the line to answer their queries will be a real person.
2- Remove barriers:
If your site offers something free in exchange for a subscription and some personal details, you must offer something that is truly valuable. This will increase the interest of your users that you offer something valuable to them. People like the “Try before you purchase” option. If you have a great product, you need not worry to share a little upfront.
3- Consistency in Branding:
While the banner at your website, your landing page, your destination site are not consistent, you will definitely lose business. Your landing page comes in the middle of the acquisition process and it should be in the real sense of branding values. If you are displaying too many ads and not providing value to customers on a landing page, the customer will leave. At the same time, the color palette and typography of the landing page should not differ from other pages of your site. You have to increase the confidence of the customer that he is at the right place to do a purchase.
4- Gimmicky sales tactics:
The Internet is full of crap. You should offer some value to your customers and should not use gimmicky sales tactics to attract customers. You should follow the rule of authenticity. People love to buy from those sites that tell the truth.
6- Use verifiable facts:
In this era of online research and shopping, always use verifiable facts about your products. If something is not really true, don’t say it because customers will easily catch you.
Use endorsement by well-known businesses or people by creating affiliates for your business. It will increase your credibility.
8- Terms & conditions:
Try to explain the terms and conditions of your page in Layman’s terms. Don’t make it too much complex for a common customer to understand.
Testimonials increase the trust level of your customers on your landing page and services. But don’t use fake testimonials. If you don’t have any testimonials yet, increase the feedback mechanism to allow your customers to provide their valuable feedback.
Perform A/B Testing on LP:
Perform A/B Testing on your landing pages to measure the conversion. If fewer testimonials work better, then you should not go for more testimonials on your website.
1- Logos and brand certificates:
Brand certificates & logos increase the trust level of customers. But be aware that you can use only relevant and well-known brands in your alignment strategy.
2- Design of LP:
Your story will be more believable if your look is expensive. Money talks. But don’t fully rely on it, you still need the right CTA and LP.
Don’t exaggerate at your landing page optimization. Over exaggeration often increases the bounce rate of your customers.
Your landing page should have a link to the privacy statement page. It overcomes the fear of customers of email use. If you write, “We do not sell your email address”. This will increase the subscription rate of your subscribers or customers.
Using a co-branding technique increases the optimization of your landing page. This also improves the conversion rate of your customers. You can include the logo of your partner in your landing page optimization. This shows that you have an established relationship with that brand.
SEO of Landing Page:
SEO is a critical aspect of digital business these days. It is especially important for lead generation or e-commerce sales etc.
1- More landing pages on your website than your expectations:
There may be more landing pages of your website than your expectations. As the organic search is increasing day by day, the need to optimize every page on your website is increasing. You have to optimize the web pages of your website for a set of keywords for that particular web page.
2- Text headlines:
If you want to increase the organic traffic on your website, you have to think out of the box. It is better to place a text headline as H1 as compared to a statement in the image. You have to pick your priority and make the decision accordingly.
3- Long-tail keywords:
Long-tail keywords are easier to rank in SERPs as compared to short keywords. So it’s better to focus on long-tail keywords in the optimization of your landing pages.
4- Optimization of HTML:
A single landing page on your website will rank higher as the optimization of HTML for that particular landing page is easy as compared to the optimization of multiple landing pages.
5- Create backlinks from Valuable resources:
Your landing pages that perform well gain more traffic. You have to create more backlinks with those pages that are performing well in your marketing campaign.
6- PPC costs reduction:
If the content on your landing page matches with the link title of your AdWords campaign, it gives Google a signal of relevancy to your intentions and ultimately lowers the costs of your PPC campaign.
Things to know before the development of the Landing Page:
A campaign manager provides the best information to web designers & developers to create a perfect landing page. Following are the genuine needs of a business to create a landing page.
1- Business Objectives:
The first and important part of the creation of a landing page is to know the business objectives. What problems are you going to solve through the creation of your landing pages?
Knowing your audience allows you to create a perfectly optimized landing page. You should know the type of audience; the questions they may have while visiting your site.
3- Entry Points:
You have to take into consideration all the entry points of your landing page optimization. These entry points may be email, organic, PPC, social media, etc. There should be consistency in your campaign. If the logo and banners used on your landing page do not match with your campaign, visitors to your site will leave early.
4- Creative Brief:
Documenting a creative brief on paper is a really good idea before you start creating your landing pages. This helps you to achieve your goals. Your business and user goals must be defined in an implementable idea.
Things to do before doing live, the landing page:
You should plan the process of your marketing campaign before the development of your landing page and going live. Prepare a checklist for your do’s and don’ts. This is a great way to ensure the process of development of your landing pages.
1- Domain name availability:
This is the first important step before you go live. You should try to have a branded name because it influences the design direction.
2- Repeat your successes:
Repeat your success stories in your new campaigns. Also, learn from the previous mistakes.
3- Competitive analysis:
Have a close look at the activities of the competitors. If you find some inspiration from their content, it gives you some ideas.
4- The 5-second rule:
Before going live, test your landing page with a 5-second rule. Ask your subject to sit in front of a computer screen. Show them the landing page for 5 seconds, then hide it and ask them to give their feedback for a particular landing page. If they answer unclear about it; you have to make the necessary changes as per their feedback.
5- On-Page printing of landing page:
Print on paper the landing page and hang it on the wall of your office at a place where your friends or colleagues can see it. Then engage them in an open discussion about the design and objectives of your landing page.
6- Conduct Postmortem:
After the evaluation session, conduct a postmortem of feedback provided by your colleagues or friends. This will help you to determine the success or failure of the efforts for the creation of a landing page.
Testing of Landing Pages:
Don’t always rely on personal opinions about your landing page.
1- A/B test:
This allows you to produce alternate designs for your landing page optimization. Having an A/B test is always a critical step in the measurement of your landing page success.
2- Test the photography:
Many campaigns are done according to the specific demographic of the users. So you should provide different images to the response of the users.
Try a variety of text in your main message and run a test for each. You can perform this by changing the size and color of the text.
4- Color of the CTA Button:
Chose the appropriate color for the CTA button. Don’t use red color as it has a negative impact. Many marketers suggest big orange color on the CTA button.
5- Refine your landing page constantly:
With the passage of time, new ideas come. Test them immediately. Never stop at the first A/B test. It’s better to practice to improve your landing page.
6- Don’t be self-satisfied:
Don’t assume that you know everything about your landing pages. Always be a better practitioner towards A/B test, validation, and experimentation of different techniques.
Forms on Landing Pages:
Forms on the landing pages are used to reduce the bounce rate of your visitors. Here are some tips to improve the experience of visitors on your landing page optimization.
1- Removal of unnecessary fields:
You have to make your customer fee easier while filling any subscription form. Remove all unnecessary fields on the subscription form which are not required.
2- Draw the attention of the customer to the form:
If you need any visitors on your website to fill a form and it’s your primary goal then you have to direct them visually to that form. So they know what they are supposed to do.
Try to make your forms inviting, clean, and simple. You can do it by putting in decent margins of space. You should not crowd your forms.
4- Usage of oversized buttons:
Never be afraid of using big shiny buttons on your forms that really stand out. Don’t go for an ordinary grey button with ordinary size. You should create eye-catching buttons to stop your visitors from going home.
5- Easy to read:
Use a font that anyone can easily read. This will make your visitors feel friendlier and happier while staying on your forms.
6- Why a customer fills out a form:
The rewards and benefits mentioned on your form should be in a very clear position. This makes your visitors constantly reminding that why they are bothering for?
Optimization of CTA:
The CTA button on your landing page is the primary conversion button on your landing page. Some common CTA’s maybe; “purchase product, subscribe newsletter, download e-book, watch a demo, request information, etc”.
1- Make the goal of CTA clear:
Make the goal of your CTA very clear to your visitors. For example, if you are offering an e-book, then instead of asking for “submit” or “subscribe”, your button should say, “Get your free e-book”.
2- The bait and switch rule:
You have to deliver what you have promised. Never deliver something else. If your CTA button says, “Get free e-book” and when a visitor clicks at this button, you should lead him to download an e-book. Never take him to any other page rather than you have promised in your CTA button. Taking him to any other page will be an unscrupulous tactic and your visitor will be annoyed.
3- Don’t over-sell:
Don’t make feel your visitors that you are trying to over-sell. Claims like “Amazing! Awesome! Kick-Ass!” come in the definition of over-selling.
4- Position of CTA button:
Having a long web page then you have to repeat the CTA button at the position of every page length to remind your visitors. This will provide your customers a mechanism to act.
5- Personalize CTA:
Selling services in which your desired action is that your visitors or customers call you? then you have to provide them a toll-free number or geo-targeted local codes to ease them.
6- Utilization of safety net:
Not every visitor will engage right away. He/She may need some extra information to answer their queries. For example, if you are selling something through your landing page optimization, then you should add a product brochure as a secondary CTA. This enhances the confidence of your visitor in your products.
There should be continuity in your CTA button and the entire acquisition and conversion experience of the visitors to become your valuable customers.
8- Reduction of availability options:
If you are having only one message and action, then your page should have a CTA button in such a place that it attracts the attention of your visitors immediately. You should not place extra offers on your page in such a situation. And if you have several messages on your landing page, then there should be a single goal to ensure that each area is consistent with its CTA button.
9- Don’t be aggressive:
Don’t be aggressive in the language and tone of your CTA button. This will irritate your visitors and they will not be converted into customers.
Things NOT to do that can offend your customers:
All of us may have some horrible online experiences. Follow these tips to avoid re-creating them for your customers.
1- Useful information for customers only:
Always follow the rule of Steve Krug, a famous author of the book “Don’t make me think”, which cut your copy into 2 halves. Use one half and throw another half.
2- Speak Truth to your customers:
Deliver what you promise. Always speak the truth to your customers. Don’t lie to them.
3- Don’t include unnecessary forms:
Trying to gather necessary data with a simple form, don’t be greedy to grab some extra data from the customers. Cut all the unnecessary forms that are not needed. This will make your customers happy about your services and products.
4- Turn down the music:
If your landing page has the functionality of the music, you should give the option of slowing down the music. There should also be the option of a prominent mute button. Sometimes your customer may be in an office and if you don’t provide this option, it may disrupt the decorum of the office, and you will lose your customers.
5- Don’t get leads with the intention to spam:
Your communication with your leads should be about your topic. Never send them irrelevant emails.
6- Don’t use photos found on the internet:
Use your own photos or images. Don’t use the photos to be found on the first page of SERPs. This will create a sense of generic and untrustworthiness.
7- Avoid Assumptions:
Never underestimate your visitors. Put yourself in their shoes and try to anticipate their questions. Then try to answer accurately. If they find the right answer from you, they will not go anywhere else.
8- Opt-Out option:
Make clear to your visitors during the process of subscription that they can opt-out at any time, this will increase their confidence level in you that you will provide only relative information to their needs.
When to Use a Landing Page
You may not have time and resources to use landing pages for every campaign. Here are some recommendations for when to use a landing page.
1- Every campaign:
Although already mentioned, you may not have resources for creating a landing page for each campaign but you should try for it. Because sending your customers to a landing page that is not relative to your campaign will make them annoyed, and they will leave your page quickly.
2- Multiple Traffic Sources:
If your visitors from multiple sources, you should create a landing page for every source. This will simplify your sales funnel process and will enable you more testing.
3- Special Promotions:
While doing some special promotions, it is better to create standalone landing pages outside of your existing infrastructure.
4- Testing a new idea:
When you or your CEO comes with a new great idea that should be dealt with immediately, just go for the creation of a new landing page. By this, you can get instant feedback on its ridiculousness. It may work like a charm in which you are going to redesign the direction of your whole business.
Don’t be over-confident. If you lack inspiration, try rating your landing page with the conversion scorecard to give you a complete list of things to optimize on your landing page. Always remember that if you are properly optimizing your landing page, then someone else is optimizing his landing page to attract your customers.