Landing Page Optimization: 7 Tips To Increase Conversions of Business in 2022
Techy Mind
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7 Landing Page Optimization Tips To Increase Conversions
Landing page optimization done well will attract more new clients and customers so that the resulting conversions can increase. This optimization will help companies to be able to convert web visitors into customer prospects.
Digital marketers have run various campaigns on Google Ads so that a website can be more easily found and get more visitors. One of the things that then become a challenge is to maintain the interest of these web visitors and convince them that your website is the right place to get the service or product they are looking for. Therefore, landing page optimization is necessary.
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| 7 Landing Page Optimization Tips |
Before we tell you how to optimize your landing page most effectively, it's a good idea to first understand what a landing page is. Here's an explanation for you.
What is a Landing Page?
In digital marketing, landing pages are standalone web pages specifically designed for one specific purpose such as encouraging customers to make a purchase, sign up for a webinar, subscribe to a newsletter, or something else. This is where, web visitors will "land" after they open a link obtained from email, Google Ads, or other digital platforms.
Please note that landing pages, also known as landing pages, are different from other web pages. Landing pages are usually built with a single purpose in mind and have a Call to Action built in. In contrast to web pages which usually have many purposes and encourage website visitors to explore.
Landing pages are also different from the home page of the website. One of the things that set it apart is the purpose of the page. The home page is provided to provide information while the landing page is used to encourage users to do something specific according to what we expect.
To make it easier for you to recognize it, here are the characteristics or characteristics of a landing page:
- Pages have one specific primary purpose.
- The page has a design that can encourage users to immediately make transactions on the web.
- There is a prominent Call to Action button.
- Does not have many links or minimal navigation that directs users to various web pages.
- Have a copy or text that contains a specific message to users.
Broadly speaking, there are two types of landing pages, namely:
1. Lead Generation Landing Page
A Lead Generation Landing Page is a landing page that is used to gather information about potential prospects such as their name and email address. From this information, business owners can contact and market their products or services to potential prospects.
For example, you can send promo info, updates about your products, articles, or other marketing content.
2. Click-Through Landing Page
A click-through landing is a landing page whose purpose is to convince a visitor to click on another page where the actual conversion occurs. This landing page is usually used by online shop owners or e-commerce businesses.
On this landing page, there is no form that must be filled out by potential customers but a simple button that reads “Buy Now!”, “Shop Now”, or other sentences that refer to a purchase.
So, What Is Landing Page Optimization?
Landing page optimization or Landing Page Optimization (LPO) refers to a series of ways to improve each element on a landing page to generate more conversions.
With this optimization process, it is hoped that more users will take action according to the desired goals on the landing page, such as making purchases, filling out registration forms, or others.
7 Landing Page Optimization Tips to Increase Conversions
1. Analyze your target audience
The first step that needs to be done is to analyze the target audience. This is necessary because nowadays customers tend to want to be treated personally. By recognizing who the company's target audience is, you can personalize the contents of the landing page later to suit the target customer.
You also need to understand that a successful landing page starts with empathy for the customer. You can analyze the problems faced by customers and offer your services or products as a solution.
So, before building a landing page, take a little time to understand who your target audience is. You have to think about who will "land" on the page, how old they are, how or their style when communicating, what solutions they want, what their problems are, and so on.
From this information, you can design the right landing page according to your target market.
2. Landing page must be fast and mobile friendly
When optimizing your landing page, page load is one of the things you should pay attention to. Based on information obtained from Google, as many as 53% of visits will be abandoned by users if the website takes more than 3 seconds to load.
So, any content you provide on that landing page will not be seen by users if the page takes a long time to display.
For this reason, you must be careful when adding content to your landing page so as not to overwhelm the page load time. You can use Google's PageSpeed Insights to find out how your landing page is performing. From this PageSpeed Insight, you can also get various suggestions to improve the speed of the landing page.
In addition, the landing page must also be mobile-friendly to ensure that users can access and view the landing page with a good appearance from various devices.
3. Create a simple landing page design
Because landing pages have one main focus, which is to encourage users to take any action, you must provide a simple page design. Use clean designs and direct users' attention to the offers or Call to Action you provide.
Designs that are too complicated with various elements often cause visual chaos so that users cannot focus on what is the main thing to be conveyed.
4. Headlines and subheadings are clear, concise, and “talk” to users
Headlines or titles are the first things that users will read when they open a landing page. So, headlines have a big role to play in persuading customers to make the conversions you expect.
The headlines and subheadings that you provide must be able to state the offer as clearly as possible, such as what product you are launching, how much discount you are giving, or something else. In addition, avoid writing convoluted titles so that users can more easily understand the content of the message you want to convey.
Here are some examples of clearly and concisely written headlines and subheadings from various companies:
- Wistia :
Sign up for your free Wistia account
Use Wistia and all its features for free, forever!
- TransferWise
A cheaper way to send money internationally.
Join over 3 million people who left their banks to get a great exchange rate and a low fee. every time.
- Teacher's room
Online Tutoring in Asia
The most complete solution in one application that has been trusted by more than 15,000,000 students and more than 300,000 teachers in Indonesia, Asia
- Spotify
Spotify Free
Millions of songs. No credit card.
5. Add Valuable Info to your Landing Page
For some visitors, headings and subheadings are not enough to convince them to take the action you expect. Therefore, to generate the desired conversions, you need to add valuable information that can motivate users to make a purchase, provide an email address, or some other action.
Some information you can add, such as customer testimonials, benefits that customers will get, or social proof.
Shopify is a platform for e-commerce business development. Some of the valuable info they display is:
- Beautiful themes that are responsive and customizable
- Pricing as low as $29/month
- Trusted by over 1,000,000 businesses worldwide
6. Add relevant quality visual content
Visual content such as product images has the power to present information in a way that is more evocative than words. Therefore, provide quality and relevant images to attract users' attention. By providing images, users will also get a visual picture of the products or services you offer.
7. The Call to Action button should stand out
A clear and prominent Call to Action button will help lead to more conversions. Therefore, when creating a CTA button several things must be considered, namely:
- Has a size large enough so that users can easily hover over the button without difficulty.
- The button must be placed in a position that is easily seen by the users.
- Buttons have a contrasting color but must match the color scheme of the landing page,
- -Using interesting text but to the point. So, instead of using “Register” or “Submit” text, you can make it more interesting like “Try Free Now”, “Join Now”, “Shop Now”, “Sign Up For Free”, or others.
Conclusion
There are several ways to optimize the landing page above that you can do to turn a web visitor into a customer. Landing pages do have a big role in generating conversions. That is why the page needs to be developed with good planning.
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