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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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. 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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