Landing page optimisation: 6 quick tips
Think of a landing page as the entry point to your website. Like with most things, a smart, well-designed and approachable landing page is sure to make a good first impression. An inviting landing page will reduce website bounce rates and ensure you're optimising for customer conversions. Your landing page should mimic your business goals and act as a dedicated, promotion-specific pathway.
So, how do you create an effective landing page? Here are 6 quick tips to increase conversion rates on your landing page.
1. Use relevant keywords
One of the most important aspects of a well-optimised landing page is relevance. Business owners and managers must match their landing page keywords with the keywords in their Google AdWords, when considering landing page optimisation.
Keyword targeting is a simple way to optimise your landing page. But finding the right keywords can be an overwhelming or confusing task for some businesses. You may want to consider consulting a digital agency to find out how they can help with keyword research and landing page optimisation. If you prefer to stay in-house, Google’s Keyword Planner is an excellent tool to help you along the way.
Google AdWords operates on a pay-per-click (PPC) marketing model, where a business will bid on keywords and pay a small fee each time their ad is clicked on. Essentially, Google ranks advertisers using a metric calculated by using two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that considers your click-through rate, relevance, and landing page quality).
2. Include a strong call to action
A call to action may appear on a webpage in multiple forms – quite literally – depending on a website’s goals. Buttons indicate the primary call to action of the page, asking the user to do something or take the next step. Buttons can prompt users to purchase a product (shop) or subscribe to your website (join). They are simple yet effective one-click call to actions, and should be clear, specific and prominent.
Here are some basic call-to-actions for you to consider:
- Download the free app
- Try it for yourself
- Sign up to the newsletter
- Start now
- Begin your trial
Generally speaking, the more specific the call to action, the better. Try to concisely say exactly what will happen when the user interacts with the CTA.
3. Appeal to benefits
Imagine your a customer who clicked your AdWords ad and is now on your landing page. If you’re hesitating, and asking why you should make an online purchase, then the isn’t properly communicating the benefits of that purchase. Sure, features like size, colour and shape are all important, but they won't inspire a sale alone. It’s one thing to market a product or service but your user needs to understand why that product or service is absolutely necessary. Showing the benefit to the customer, rather than focussing on the features, is a central concept in landing page optimisation.
4. Ask for customer testimonials
Customer testimonials are a great CRO tactic and work well on website landing pages. There’s been an alarming rise in computer automated ‘bots’ that generate fake or inauthentic customer testimonials. To combat these bots, it is important that business owners and managers provide real customer testimonials. The tricky part is convincing visitors that your testimonials are in fact from real people.
So, why not give these a go:
- Date the testimonial
- Provide a photo
- Use first names
- Be specific
5. Be mobile responsive
It is important that your landing page is mobile responsive, in that all images and text can automatically adjust to fit smaller and larger screens. This might not sound so important, but for the first time in October last year mobile and tablet devices accounted for 51.3% of internet usage worldwide, compared to 48.7% by desktop.
To ascertain if your website is ‘responsive’, there are many website responsiveness testers freely available online, like Google’s Search Console Mobile-Friendly Test. If problems do arise, it might be time to contact a digital agency about web design and development. They will be able to develop a landing page so that all vital information appears properly across all devices and software.
6. Start A/B testing
A/B testing shows you what's (and what's not) working on your landing page. A/B testing splits your landing page traffic into two – half land on one variant of your landing page, while the other half land on another variant. Then using analytics tools like Google Analytics and comparing the user behaviour of each variant, you can determine which areas of your landing are performing well and those that are proving problematic.
You can monitor visitor behaviour by testing headlines, body text, testimonials, call to action text and buttons, links and images. It can get quite technical. A CRO expert can help business owners and managers access this data, and help them construct pragmatic pathways towards better landing page conversion rates.
Time to optimise your landing pages?
So, to achieve that great first impression, consider relevant keywords, a strong call to action, product benefits, customer testimonials and the importance of website responsiveness and A/B testing. Well optimised landing pages should mimic your business goals; reducing bounce rates, and ensuring good conversion rate optimisation (CRO), as well as acting as a dedicated promotion-specific pathway.
Interested in finding out more about landing page optimisation? Talk to a Melbourne website optimisation specialist.
Digital360 on 15 May 2017
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