Landing page optimisation (LPO) is the process of improving elements on a landing page to increase conversions. Landing page optimisation is a subset of conversion rate optimisation and involves using methods such as A/B testing to improve the experience and effectiveness of a given landing page.
WHY IS LANDING PAGE OPTIMIZATION IMPORTANT?
Landing pages are a key component of online marketing campaigns. A landing page is a specially designed page whose main goal is to generate sales or capture leads. Landing pages are often the main destination of paid marketing campaigns, and a lot of money and resources are spent driving traffic to these pages.
Since landing pages are focused on conversions, improving their performance can lead to significant improvements in business results. That’s where LPO comes in.
Optimising a landing page ensures that you achieve the highest possible conversion rate from the visitors who arrive at that landing page. Landing page optimisation can help you lower your customer acquisitions costs, acquire more customers, and maximise the value of your ad spend.
1. Keep your landing page structure neat and clean
Many times we find that landing pages of products/services are messy with a lot of information side by side. This kind of thing normally confuses the visitor and find harder to get information what they need. So structure your landing page in a way that all the all piece of information are separated properly and in the meaning full way.
2. Focus the visitor’s attention with a clear and concise headline
Imagine you are walking through street looking for some wine shop and suddenly you see a big hoarding written “wine shop” obviously you might stop by the wine shop and see if it has a wine that you need.
Same way, it works for the website, so keep your headlines bold and clear, in a way that it captures the attention of the visitors.
3. Keep enough white space
For above two points, you can achieve by having enough white space. White space will help visitors to read content easily.
4. To not clutter more information
Do dump with lots of information on your landing page. Image if you want to buy this product/service what all information you would like to know before buying it. This will help you to understand customer psychology.
So keep information that is essential for the customer to know. Try to avoid extra information like “we also provide” or “we also sell”. If you really want to keep it short and sweet and in a way that it doesn’t lose the focus of our main product.
Pictures tell a thousand words. Images help to communicate with customer easily and effective way. Instead of writing, try to present your message through the image.
6. Repeating your CTA on long pages
At least try to have two “Call To Action” on your page. One CTA should be on the first fold and second at the end of your Product or service detail. If you are having a long page then you should have more than two CTA.
Try to have white space around your CTA and try to highlight CTA button with contrast colour to grab visitor’s attention.
7. Sense of urgency
Try to create scarcity like,
- Limited supply
- Offer end by
- Only two days left
8. Keep few option for inquiry
I have come across through many websites where we find many fields on inquiry section like the first name, last name, email address, phone number, country, message etc.
I have done many experiments for my clients by changing the number of fields on inquiry section. I have found fewer fields gives higher conversion ratio. Even marketing analysis says that people are becoming lazy, so don’t like to fill too many fields.
So try to get information that is most required to contact your client. Such as name, email address and message.
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