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Landing Page Optimization

The What, Why,  And How

What is Landing Page Optimization?

A well-optimized landing page helps marketers reduce the customer acquisition cost, communicate key information, and gain valuable insight.

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only 2 out of 10 stick around to read the remaining content

Landing page optimization (LPO) is the process of improving various landing page elements to drive more conversions. Landing Page Optimization takes the following approach:

1. Take a peek into the landing page’s performance. Collect data such as the conversion rate, bounce rate, traffic source-wise performance, etc.

2. Form a hypothesis based on the data to boost conversions.

3. Make the necessary changes to the landing page elements that support the hypothesis.

4. Measure the performance.

5. Rinse and repeat.

The Anatomy of Landing Page that Converts

Let us see the core building blocks of a landing page that guide the visitor to hand over their information.

Video

According to Wyzowl’s State of Video Marketing 2021 report,

78% of marketers said

has directly helped.     

            increase sales

Headline

The headline should communicate the unique selling proposition (USP) in the form of an idea.

Sub-Headline

The sub-headline should convey the core message.

Hero Image or Video

Should catch the attention of the visitors eg: Explainet or testimonials

Body Copy

Body copy is where you expand the landing page’s core message.

Sign-Up Form

It helps to collect the visitors data in exchanges for download,register, leads or revenue

CTA Button

The CTA is the most crucial elements and should stand but without being abrasive

Social Proof

It is what will compel them to click on the CTA button as it deals with trust from real people

Scarcity Tactics

Introducing pricing, seasonal discounts, limited seats or limited or limited products availability which persuades users due to fear of missing out

Footer

It need not necessary be website footer. Can have terms of services, privacy policy or security badgest

8 Landing Page Optimization Best Practices

To know the relevant buyer persona(s) and use their demographics, psychographics, goals, challenges, and product use cases to craft the ideal messaging and make the right design choices.

you' have probably lost them

5 Seconds

If a visitor to your landing page can’t figure out what you’re offering during the first

There’s simply too much to do online these days.

Oli says

Complement your Quantitative Communication

By integrating qualitative information, you can track mouse movements, clicks, pauses, hesitations, and interaction time that let you optimise the conversion rate of your landing pages

Avoid Being Passive Aggressive in your Insights with Qualitative Data

Using scarcity tactics to promote discounts or limited-periods through passive aggressiveness will coercing vistiors to take the desired action

Remove Potential Barriers to Conversion

Identify the hurdles which delays the process by using these 3 effective ways

Design your Landing Page for Accessibility

Move Prospects towards Pleasure or Away From pain

Here are three ways to design you landing page for accessibility:

People buy products, consume content or do anything, in general, either to move away from pain or towards pleasure. It acts as a motivation addressed the obvious fears, worries, reservations, and anxieties of prospective buyers on the landing page.

Make your Messaging Harmonious Across All Mediums

Design your Landing page for the 5-Second Rule

A/B Test Everything

Using Unique Elements could be a visual,tagline or a sound that’ll make the buyer relate to your brand strong

Keep in mind that 5-second takes for a user to glance through the page. So, highlight the

USP, key benefits, and if possible, CTA in the above-the-fold region.

Begin with industry bench marks and then pick pivotal elements and form a hypothesis around it that you expect would work.

1. Answer All Possible Objections
2. Simplify the form Filling Process
3. Don’t Make Your Prospects Doomscroll

1. Optimize Content for Screen Readers

2. Provide substitute text for non text content

3. Use Colors and motions mindfully

Conclusion

Phew! That was a lot of information to read and process. We hope the article has helped you understand what it takes to build a high-converting landing page. However, CRO for landing pages is a continuous process. Once you implement the ideas from this article, keep tweaking them through A/B tests to maximize the results.

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