You’ll land on landing pages on a lot of websites. When you click on an advertisement and are directed to a page with a call to action, you can encounter them. Because they route the majority of their visitors there, several firms utilise their website’s home page as a landing page.
The goal of a landing page is to convert a visitor into a client or lead, making them a strong component of a company’s marketing strategy regardless of the type of landing page a firm has or how visitors arrive there.
A Landing Page: What Is It?
A landing page is a typical web page that is created with one objective in mind. Visitors are intended to be converted into leads or sales. Although there are many different kinds of landing pages, they all basically have the same function.
The goal of most landing pages is to persuade visitors to perform an action, such as signing up for a prospect list or making a purchase. For this reason, every company should put effort into making its landing pages better.
The Value of Optimising Landing Pages
A landing page offers the opportunity to attract new or potential customers. Landing page optimisation is the act of enhancing a landing page’s functionality to achieve the maximum conversion rate achievable. Conversion rate optimisation, or CRO, is a subset of this.
Technical level optimisation of landing pages is where it all begins. Customers may leave a page if it isn’t performing well. To make deals more enticing to customers, design and content must also be adjusted. It is also a continuous process. Even though you won’t get everything right on the first try, once the page is live, statistics and A/B testing will enable you to gradually improve it.
Optimisation of your landing page is essential because it will raise your overall conversion rate. If you want your landing pages to be effective, you can’t just develop them and leave them alone.
Six Suggestions for Landing Page Optimisation
A landing page’s optimisation is essentially an ongoing process. Think of the initial release as merely the first iteration. The following advice will assist you in creating the finest possible first version. After that, use split testing and analytics to make it the best in its class.
Speed Up Page Loading
You should build the quickest landing page you can for a few reasons. Google uses page load speed to rank search results. If everything else is equal, a faster similar page will rank higher than your sluggish page. The second reason is that if a site loads slowly, people will leave. You’ll lose about 40% of your consumers at three seconds.
Although graphic designers and copywriters will be heavily involved in landing page optimisation, this stage will require technological expertise because consumers won’t be able to perform an action if they never land on the page in the first place.
Integrate Chatbots or Live Chat
The response to a straightforward query might make the difference between a visitor becoming a client and having them return to Google. The issue is that you might not understand the query. If you did, the landing page would address it. You may address that query and retain your visitor on your landing page by including live chat or a chatbot.
Make Use of Responsive Designs
Not everyone who uses a web browser will go to your landing page. Most won’t, in actuality. Smartphones revolutionised society. Your creation of landing pages should take this into consideration.
When creating a website, responsive design takes into account the type of device being used to access it. When it loads into a web browser, you see the entire page, but when it loads on mobile devices, it is dynamically optimised to appear excellent and fit without requiring sideways scrolling.
Create a separate mobile landing page if responsive design is not a possibility to prevent visitors using mobile devices from leaving the site because they are unable to read or navigate the website.
Optimise Each Visual Component
Visitors should be directed to your CTA by each visual component on your landing page. It’s crucial to use an interactive design that conveys your message to visitors without overburdening them with a busy or cluttered page.
Consider accessibility while selecting your page’s colours and fonts, balancing the size of the text against the background, and using eye-catching visuals.
Edit The Headlines and The Copy
The headlines are what your visitors will see first. On a landing page, they are the most significant text components. Creating catchy headlines requires study. You must be aware of your audience, comprehend their behaviour and thought processes, and explore all of their demands.
Don’t forget to optimise the remaining copy, though. Just 20% of readers of headlines will typically read the body material, but those that do are still looking for answers to their problems. Your landing page must persuade them that you have the answer.
Employ a Dedicated Number to Promote Your Brand
While getting a customer to take action while they are on your landing page is the ideal aim, that won’t always happen. Nevertheless, there is a way to have that customer call you later without having to go back to your landing page. A dedicated toll-free vanity number is all that is necessary.
Also, if you pick the correct phone provider, you might also obtain call analytics and tracking to assist you improve the ROI of your landing pages.
Landing pages should be optimised to achieve the maximum conversion rate possible since they may be where you receive the majority of your leads. Significant steps towards increasing conversions include making sure your page opens quickly, looks nice on all devices, has attention-grabbing language and images, and gives visitors a method to contact you afterwards.