Landing pages are utilized with specific goals in mind. They are geared towards convincing website visitors to take some sort of action, whether that’s signing up for a newsletter, downloading an info product, or making a purchase. The success of your landing page depends on how well it satisfies the needs of its visitors. That’s where optimization comes in.
Landing page optimization is the process of improving the conversion rates on a website through testing different layouts, offers, and other elements. This can be done by testing only one variable at a time so you don’t waste any resources, or confuse visitors with too many changes. When it comes to optimizing landing pages, there are a few things to keep in mind.
This article will teach you some tips and tricks on how to optimize a landing page and provide you with useful tools for creating landing pages that convert visitors into customers.
#1: A Clear Offer
If a visitor clicks through to a landing page and doesn’t see an enticing offer that they deem valuable, then they are less likely to take action before they click out. Creating a strong offer will help you move them a step forward in your sales funnel.
The first step in creating an offer is to understand who your competition is. You need to know what they are offering so that you can create something similar or better. Understanding your target market will also help you understand their needs and wants. Having clear knowledge of these two things will give you a better idea of what offers to put in front of them.
Your offer needs to be as relevant and specific to your target market’s needs as possible. A clear offer will ultimately fit the role of a no-brainer solution to a common problem that your target audience is facing, and the landing page should effectively communicate that–which brings us to the next key component of a winning landing page.
#2: Killer Copy
Words carry immense power, so much that the copy on a landing page can influence whether a visitor acts on your offer or not. Copy that is written with the goal of conversion should clearly address a problem that your target audience is facing, and how your offer can serve as a viable solution to that problem. It should also seek to build a relationship of trust with the readers.
High-performing landing page copy is generally clear, persuasive, and tailored to readers in a way that makes them feel that you are specifically speaking to them. The messaging includes key benefits of the product or service being offered and is intended to drive readers to the next step in the conversion process.
Keep these tips in mind when crafting your copy:
- Include compelling headlines. Headlines are often the first thing people read on your page, so they need to grab the reader’s attention fast!
- Get to the point. Concise, no-fluff copy keeps people reading instead of scrolling down to see if there's anything else more interesting on the page.
- Add personality. People love reading about real-life experiences that they have also experienced. Including personal anecdotes makes the messaging more relatable and engaging for your audience.
- Provide evidence. Studies have shown that people are more likely to believe a claim if there's supporting evidence attached to it (e.g., calling yourself #1 in your industry). When making similar claims, it’s best to back them up with tangible proof–like testimonials from previous customers.
#3: An Enticing Call-to-Action
A call-to-action button is the one that ultimately leads to conversion. When you're designing your website or marketing materials, you'll want to include call-to-action (CTA) buttons in strategic places to encourage visitors to take the desired action.
Above all else, the end goal with your website visitors is for them to click that button. Here are some tips on how to increase the likelihood of that happening:
- Phrase your CTA’s in a way that prompts visitors to act quickly (e.g., “Buy Now”).
- Remind visitors of how their lives will change nu acting on your offer.
- Offer an instant reward to sweeten the deal, like a discount or coupon
#4: Video. Video. Video.
Video is a powerful tool that can be used to connect with your customers on an emotional level. For this reason, marketers are incorporating video into every aspect of their online marketing strategy. Video has been shown to increase landing page conversion rates by 80%. It’s also been found to increase customer satisfaction and engagement with your brand.
Incorporating video on a landing page offers the benefit of standing out from all the text-heavy pages people are used to seeing online. It also improves the user experience by engaging their eyes AND ears with valuable information about what you have to offer.
You can easily add videos to your landing pages with video hosting services like Spotlightr, providing the following capabilities to its users:
● Branding Options: Spotlightr users have access to a fully customizable player that allows them to keep videos on-brand as if it's their video player.
● Distraction-Free Videos: Show seamless videos to viewers by keeping the content free of external ads.
● Auto-resume: Create a smooth user experience for returning users with Spotlightr’s auto-resume option. If viewers choose to pause the video and come back to it, it will play from the point where they paused it.
● Clean and Minimal Design: The clean and minimal design of the player ensures that the focus of the viewer remains on your video. This is essential in securing their attention.
● Playlists: Spotlightr allows users to create playlists, a feature you can leverage to keep viewers on the page longer. Viewers will see a menu of videos at the end of each video. From there, they’re able to choose the next video to play after.
#5: A Clean-Cut Design
Being excessive with the number of design elements used on a landing page can make it look overly decorated. The real intent of the landing page also gets lost in translation with the busyness of the design. Thus, it is best to opt for an elegant, yet simple design so that it doesn’t outshine what you are offering.
#6: A/B Testing
A/B testing is a crucial step in determining what direction to go when optimizing a landing page. It is a process by which you test different versions of a landing page by presenting them simultaneously to different audiences. By doing this, you can identify elements that are causing the “winning” landing page to perform better than the other.
Having this insight will make it easier for you to tweak different landing page elements to enhance its performance. One important thing to remember about A/B testing is that it should be treated as an ongoing process and continually used for maximum landing page optimization. Creating a good landing page may take a bit of trial and error, but it’s not a difficult thing to do.
Patience is key!
This blog post was brought to you by Spotlightr, the secure video hosting service.