Ankita Jagtap Digital Marketing Consultant
SEO & SMO strategist. An avid content writer and an emerging Blogger. Overall, a passionate Digital Marketing Consultant.
Mar 31 2017
So you’ve got your marketing all set. You have paid search ads going, your pages are well optimized and generating good natural search. People are visiting your site, but for some reason, you’re not seeing your other numbers move at all. May be it is because you have great ads, but your landing pages are not that good. There is the ‘5 second rule’ that applies to landing pages too. You’ve got about 5 seconds to attract and draw in your consumer. If your page doesn’t appeal immediately, your prospect will leave to other pages.
This 6 Step Landing Page Optimization Guide will help you optimize your landing pages so you can generate more leads.
Always remember to run the test for a realistic amount of time. You need to track as many conversions as possible, so leave the tests going on for a while.
1.“What’s in it for me?”
A valuable offer is the most critical component a landing page must have. You must create a piece of valuable content that your audience will find useful and relevant and answers the question. If you want somebody to give in their contact information, explain them the benefits that you will be offering. Clearly explain the value by bolding the most compelling statements on the page. For example- “free download” or “download now”.Headline and call-to-action.
SPEND 50% OF YOUR TIME WRITING YOUR HEADLINE, AND THE REST WRITING YOUR CALL-TO-ACTION
Well, that is obviously exaggerated, but you get the point. Start with the headline. Your headline has one job. To get your visitors to continue engaging with your message, and motivate a Call-To-Action click.Now write your call to action (CTA). The focus of your campaign will be here. To click or not to click, that is the question. Your CTA should be the most prominent feature on your landing page. Use words like- “save”, “get”, “free”. Use vibrant colours to make your page appealing to the eye. Always place the CTA above the fold. You can also place the form at the fold horizontally or make the form fixed in a prominent position, while you scroll through the site. Use your creativity there. Just make it visible even in the squint test.Also include every other detail about your website like the website url, the contact us tab, but avoid getting the page cramped.
2.Include an Image
Include a relevant, interesting image on the landing page. For example, you can use an image of the cover of an eBook. A smiling face always brings in more entries.
3.Social media plugins
By putting social media buttons on your landing page will give you the benefit of two traffic sources instead of one. The second one comes from visitors sharing your landing page with social websites bringing referral traffic. Every advertiser wants to generate maximum traffic to their landing page. So, social media plugins such as tweet button, facebook share, facebook like etc are their weapons.
4.Redirect to a Thank You Page
After someone completes the form on your landing page you should always redirect them to a thank you page. This is also a perfect opportunity to try to reconvert the lead on another offer or to provide them with other relevant information.
You must implement the above steps as best as you can, but you should chant this mantra “test, test, test, test”. A/B test your landing pages, tweaking and optimizing to obtain a cumulative optimization gain. A/B testing is when you test two different pages, and figure out which page converts better. Sometimes, it’s called A/B split testing. It’s basically an experiment to see whether version A or B is going to make you more money.
All of these recommendations can be summed up pretty simply: be clear about what action you want the visitor to take and make it as easy and compelling as possible for them to take it. You will soon have a landing page that CONVERTS!
And don’t forget to test!