Landing page optimization (LPO) is the process of improving elements on a website to increase conversions. Landing page optimization is a subset of conversion rate optimization (CRO), and involves using methods such as A/B testing to improve the conversion goals of a given landing page. Landing page conversion rate optimization begins by understanding which traffic sources potential customers are coming from. Typically, web marketers are juggling 3-5 different online marketing campaigns that span Google Adwords, LinkedIn, influencer marketing, TV, Reddit and other channels where their target audience might exist. It’s important to understand what traffic channels you’re using to acquire potential customers and how to create a landing page that maintains the same messaging across different mediums.
For example, say you run a sock ecommerce business and you are running paid search ads on Google Adwords and promoting pins on Pinterest. If you’re bidding on the keywords, then you will want to design a landing page experience that is congruent with the searcher’s intent--specifically describing what temperatures your socks are suitable for and how the wearer might feel in different locations.
Looking for ideas of where to start? Follow these landing page best practices and try out these potential test ideas:
1. Limit the number of actions on the landing page.
Test removing website navigation elements, extra form fields, or any other unnecessary functionality. You’d be surprised how much a simple design with more white space can lead to more conversions.
2. Clearly articulates the value of what is being offered to the visitor.
Test headline variations and call-to-action text that more closely matches the language your visitors use to describe what they’re looking for. Don’t underestimate the value that a good headline or value proposition can have on your bottom line. Also, consider using long form copy to convince potential customers that your product is truly better than the competitor’s.
3. Match the expectation and need of the visitor based on their previous interaction (context).
Test using keywords from ads in your landing page copy. Really try to understand where your target market lives online and make your messaging line up with your landing page experience.
4. Establish credibility and trust for the business.
Test adding other customer logos, partner logos, a customer quote, a customer case study, reviews, or other forms of social proof to the landing page. Sometimes, all it takes is adding a phone number or Verisign badge for potential customers to trust that you are running a legitimate business and they won’t be scammed.
5. Try different offers to get customer contact information
If customers aren’t readily requesting demos for your product/service, then it’s time to try enticing them with a white paper or free ebook in exchange for their personal information. When the primary CTA is a landing page form that only asks for an email address, potential customers can be more ready to give that up in exchange for some value.
6. Decrease page load time
As more people use their mobile devices to browse the internet, page load speed begins to play an important role in user experience. The faster you can make your page load, the lower the bounce rate and abandonment issues.
7. Optimizing for search engines
Landing pages that are designed for search engine optimization (SEO) often look and feel way different than pages designed for paid media. Search engines are more picky about sending organic search traffic to pages that they don’t believe actually provide value for their users. That’s why gated content rarely ranks on Google.
ClickSaffron is Top most IT firm which create user friendly landing page also provide SEO services for optimization landing page.