The importance of landing pages cannot be overemphasized. As one of the most imperative factors of inbound marketing, landing pages are worth integrating into your marketing strategy. In fact, companies have experienced a 55 percent increase in their lead generation process just by increasing their landing pages from ten to fifteen. So if you are still having second thoughts about this marketing element, now is the time to erase all doubts and start implementing it.
Now, in our over thirty years of experience in this industry, we have noticed that although many marketers know the advantage of landing pages, getting it right is one of their biggest challenges. Being able to optimize your landing page so it generates and converts leads is an absolute problem to many marketers out there.
On average, utilizing a typical landing page will help you convert 1 percent to 3 percent of your leads. But for companies that are proficient in optimizing their landing pages, the percentage of their conversions is in the double digits.
Truth be told, landing page optimization isn’t something you get right at a go. You only become successful after you have launched, tested, learn, and optimized. You may even have to study your competitors to know what works and what doesn’t. Only after you have gone through this phase will you be able to improve the rate at which your landing page converts.
Sadly, while landing page optimization is one of the five biggest issues a lot of B2B marketers face, not many have the will to test, test, and test until they get it right. So in order to make things a little easier for you, we’ve put together a guide to help you on your landing page optimization journey.
With this nine-step guide, you are bound to get better conversions from your well-optimized landing pages. Let’s dive right in, shall we?
1. HAVE A CLEAR UNDERSTANDING OF YOUR CAMPAIGN GOALS ARE
It’s very easy to think your goals are already decided because you obviously know what you are aiming for. But according to our experience, we’ve noticed that one major issue most landing pages have is lack of focus on a specific objective, goal, or CTA.
Users are usually confused when you provide them with a landing page that has multiple offers. This in turn makes you lose the conversions you are actually out to get.
Therefore, when create your landing pages, ensure that each page focuses on just one solution or offer. This will ensure that your users do not get confused or lose sight of what you’re trying to sell.
2. HEADLINES SHOULD BE SIMPLE AND STRAIGHTFORWARD
Truth be told, you’ll either grab or lose the attention of a visitor in a few seconds. Therefore, it is necessary that you write a bold, captivating headline that is also straightforward.
3. LET YOUR TEXT HAVE A COMPELLING FLOW
If your audience aren’t satisfied or attracted to your offer from the onset, best believe they won’t bother reading the content you have on your page. So in order to get better conversions, make sure the content on your landing page is convincing, genuine, and straight to the point.
4. USE THE RIGHT PICTURES
While it is true that content is king, images are simply awesome when it comes to triggering the emotions that allow users to take action. Also when including images in your landing page, endeavor to make the image and content be in sync. Right from the image in the header to the ones that will be utilized in the content. Using them this way will help your content stand out.
5. UTILIZE CALL TO ACTIONS
Call to actions, or CTA, are very important when it comes to landing pages that converts. They are basically the most important factor of any landing page as they push the users to take action. While it may look like another button on the page, getting your CTA right is paramount. You need to consider the color, size, and message it conveys when creating your CTA.
6. EMPHASIZE ON THE VALUE PROPOSITION
Grab the attention of your customers by letting them know the unique offers you have for them. Your value proposition should include something spectacular that they’ll get when they subscribe to what you’re selling. Note that you need to be knowledgeable about your audiences’ point of needs in order to be able to craft superb marketing messages.
7. FASTER LOADING TIMES
If you craft the right content and include the best images, but your landing page loads slowly, then you are surely going to lose conversions. Your users should be able to access all the pages they click or log on to within a few seconds. You can get the necessary suggestions for your page’s loading time from Google PageSpeed Insights.
8. FORMS SHOULDN’T BE FORGOTTEN
Landing pages are essentially for capturing the contact details of your users. And in order to do this, you’ll surely need the help of a form. Ensure that your contact form is something your users trust. As long as you are not targeting an enterprise client, it’s best that you only ask for your user’s name and email address. Not so many people are willing to share their contact numbers and other contact information.
9. TEST YOUR LANDING PAGES WITH THE A/B METHOD
There’s no way you’ll have a great landing page without running tests. Getting the best tools to test your landing pages will help you get better conversions. With the right testing tools, you’ll have the chance to increase your conversion rate by 300%.
Optimizing your landing page the right way is really a difficult task; but it isn’t impossible. There’s no specific formula to help you get it right. The nine steps highlighted above will surely give you a boost and help you improve the way you set up your landing page, thereby increasing your chances of getting better conversions.
We would like to know if this guide has helped your campaign, as well as any other points you feel we have left out. Let us know!