DID YOU KNOW: that in today’s age of digital marketing, building and testing landing pages is one of the most daunting challenges being faced by businesses today; especially B2B businesses!
Getting a landing page build for an offer, a product or service, is a relatively new idea. The whole philosophy behind getting a landing page built is to win conversions; conversions of visitors into sales. That is the sole purpose of a landing page; not to inform visitors about the company, its history or values, but to show visitors how they can avail the offer or make a purchase from the company who’s landing page they are visiting.
Landing Page Optimization
Getting a landing page built is just step one in your digital marketing strategy; once the landing page is built and launched, you immediately need to begin focusing on its optimization. Understanding the concept of landing page optimization isn’t difficult at all. A landing page is meant to convert and optimizing it would mean optimizing the conversions; trying to juice out a maximum number of sales from a landing page.
As simple as it is to understand though, the concept’s implementation requires hard work. According to an article published by Bob Ruffolo, as many as 75 percent businesses face a challenge as far as being able to find expert help with landing page copy optimization is concerned. That’s a huge number! The same article mentions the gruesome percentage of just 3, as being the maximum percentage of conversions per landing page.
Landing Page Optimization – Read your Audience’s Mind but More Importantly, Their Heart
What you need to do is customer profiling. And these days, it’s all about emotions. Landing page copies and images and designs that invigorate emotions win. So rather than segmenting your ideal customer profile on the basis of gender, age, location, etc., since the internet does not restrict visitors on the basis of such factor, try to dig deeper and make customer profiles based on what your ideal customer’s aspirations may be? What do they fear? What do they find challenging? What lifestyle do they wish to follow and what opinions do they hold.
Once you know what these emotional and psychographic factors of your ideal customers are, you can surely be on your way to optimizing your landing page, by using this information. If you base the copy and design of your landing page on these factors, you will stir such strong emotions inside of your visitors, that they will get persuaded in converting – your winner strategy for landing page optimization!
For example, let’s say you come up with the idea of promoting your product, which is a new type of oil for cars, as being environmentally friendly. What type of audience would it need to attract? It needs to attract an audience which feels strongly about protecting the environment, one which understands the current pollution factor, one which aspires to live in a greener world, one with an attitude and a wish for living a life which contributes towards the preserving of the environment by using environmentally friendly products.
Once you have this profile in front of you, begin working on landing page optimization by using images which show a green environment and a copy which highlights the benefits and/or the urgency to work towards creating a greener environment. Link it up with your product and how using it will contribute towards a safer environment and viola! You have a strategy for invigorating emotions, and winning conversions.
Landing Page Optimization – Setting a Target
So how would you know how much to optimize and whether your optimizing efforts are working or not? By setting a landing page optimization target and then measuring your efforts against the target. Most businesses use Google analytics; it’s simple and easy to use and has loads of options to see what activity is taking place on your page. By noting how many people are taking action on your call to action button, whether it tells them to subscribe, download content or share the offer, you can gauge your conversions. You can also see the amount of time a visitor spent on your landing page and did or did not convert.
Once you know what your target is, you can make a couple of landing page designs with differences in content, copy, and images. Use the same analytics and compare the results. You will be able to see which landing page is working better for you as far as optimization of conversions is concerned.
Landing Page Optimization Elements
There are certain elements in your landing page design, which can help optimize it and win you better and greater conversions. Let’s briefly discuss these elements.
First of all is the headline. Now you have about 8 seconds to win the hearts of your audience with your headline. If you miss this time mark, you will lose their attention and of course the chance of conversion. However, if you win their hearts with your headline, there is a 90 percent chance that your visitor will also read what you want them to do, that is, what your CTA button says.
Do you know what content element on your landing page can win the greatest number of conversions? Businesses claim that they have seen an awesome improvement in their conversion rates by including videos on their landing page. Obviously, a story told around your offer can have the greatest impact in making your audience wants to convert. Therefore, try to include a relevant video on your landing page, as a landing page optimization strategy.
The thing is that once you have the attention of your audience, you need to quickly blurt out the main idea before you lose their attention again. Therefore, the strongest portion of your copy should be present in the top part of your landing page, that is, above the fold. This way you quickly tell your audience what you are offering and what they need to do in order to avail the offer.
This brings us to the CTA button. Make sure it is easily and clearly visible and shows exactly what your audience will get if they click on this button. Will they get to download the content? Make a transaction? Win a subscription?
In order to take your audience quickly and swiftly to the CTA button, which is the main component of winning conversions, you need to keep distractions to the minimum. This means that your landing page must have minimal navigation and minimal intrusive links that may distract your audience. Yes, you can offer links of connecting to your Facebook page towards the end of your landing page, however, if that isn’t the main result you want your landing page to generate, then keep that option below your CTA.
And remember to include a few testimonials on your landing page. This will help establish trust amongst your audience when they will get to hear directly from a satisfied customer. Knowing someone has already benefitted from your offer establishes credibility concerning your offer, making people more willing to make the decision to convert on your landing page.
A/B Testing for Landing Page Optimization
The A/B testing technique is an easy-to-use, effective landing page optimization technique. What you do with this technique is, launch two different versions of your landing page and then measure the results to see which one is performing better. For every landing page you do the same, find out which one is performing better and then retain that one. For every change, you make on your existing landing page, use this test to find out which change brought better results. By doing this on a regular and continuous basis, you make sure that your business is always working with the best version of the landing page, thus, ensuring landing page optimization and winning a maximum number of conversions.
Although it may sound like a common-sense thing to do, that is, test out your landing pages, numerous businesses don’t bother testing since they feel it is a waste of time, effort, and energy. In the wake of such a practice, if you test and implement the best version of a landing page, you will, in a way, gain a competitive advantage over your competitors.
A Concluding Note
Make sure you steer clear of elements that may turn off your audience, like putting in too much content, asking for information you don’t really need or making your audience fill up a form without a good reason for it. Make your page as real as possible by using content that is real, such as images of the actual product rather than taking pictures off the internet.
If you really want it done right, choose a professional like Smarketer.com to do the landing page optimization for you because an expert can get you the right results in the right time at the right cost.