Landing pages are the first point of contact on your website for your potential customers. When landing page optimization is done correctly, visitors should be able to capture the essence of what you are offering at a glance.
Landing pages have two primary goals:
- Get your potential customers’ email addresses
- Get prospective customers to take action
To make sure your landing pages are acting in the most effective manner possible and achieving these two goals, perfect your landing page sales pitch and take our landing page optimization health check with these eleven tips.
1. Send advertising traffic to tailored landing pages, never to your homepage.
2. Have a specified landing page for each advertising source.
Pay per click, social media, email, banners/remarketing should each have a landing page.
3. Test multiple versions of your landing page.
Do A/B testing or multivariate testing to ensure your landing page is optimized and converting well.
4. Test your headline and value proposition.
Your headline needs to match the message of the ad directing its traffic.
5. Use relevant photos and videos rather than stock photos.
Use directional cues in your visuals, as well, such as people looking toward your call to action or form.
6. Test your call to action.
Your call to action should be above the fold, and it should be clear to visitors what you want them to do. Visitors should know what will be done when they click your call to action.
Don’t forget to utilize design principles to make your call to action stand out and test the button size, shape, and color.
7. Check your form.
Ask only for essential information in your form; the more information you ask for, the lower conversion rates tend to be.
If you need to, use a progress bar so visitors can see the end of their action.
8. Pay attention to your content.
Your landing page content should put visitors into your sales funnel by making them focus and complete the conversion.
You can isolate your potential customers and push them towards the conversion by eliminating header links and other clickable items – the only clickable item should be the call to action.
Remove unnecessary content from the landing page and use bullets to simplify content.
9. Use trust badges and guarantees.
Show trust factors such as guarantees and trust badges prominently. Add testimonials, social media streams, client logos and associations to your landing page to increase the trust factor.
10. Make it obvious.
The most obvious thing on your landing page should be your call to action. A visitor should know what your page is about in five seconds.
Bonus Tip for Landing Page Optimization
11. Use extra calls to action on your confirmation page.
If you’d like more information than the prospects provided in the initial form, add it to your confirmation page.
If they converted from your landing page, offer them something more for that additional information on your confirmation page.