In the digital marketing world, the sole goal of every campaign is to drive traffic on the landing page. But what exactly is a landing page? Well, it is a web page specially designed for a specific marketing or ad campaign with the purpose of converting the maximum number of page visitors. In other words, the page on which you land after clicking on a link in Google ads, emails, Facebook ads, etc., is a landing page.
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Digital marketers leave no stone unturned in creating strategies to make you land on that page; now, imagine the importance of a landing page that the entire success of a digital campaign depends upon its effectiveness. Therefore, landing page optimization is crucial for acquiring desired goals from a digital advertising or marketing campaign.
What Is Landing Page Optimization?
It is the process of perfecting each and every element of a landing page to maximize the rate of conversions. The main goal of a landing page is to engage the target audience so a website can generate leads through a paid campaign. Therefore, the optimization process includes designing every element of the page to make it more appealing and hooking.
Why Is Optimization Important?
Landing pages are key components of digital marketing campaigns. It is specially designed to gain the attention of potential consumers so that it can generate maximum conversion and leads.
Mainly, these pages are the final destinations where the digital markets divert their target audience through paid ads camping across all social media and digital platforms. The landing page needs to be perfect; nothing else will do, as a lot of money is invested in the process.
These pages are optimized for a reason. According to a study, businesses see a 55% increase in the conversion rate when they increase the landing pages from 10 to 15. Optimization improves the effectiveness of these pages. Hence, they ensure maximum conversion rates from the visitor that end up on the page. Landing pages with satisfying conversion rates can be optimized for even better results. An excellent example of such landing page optimization is detailed in this CRO case study from Conversionrate.store.The study explores the process of achieving a 17.5% conversion rate uplift for B2B saas landing page that already converted at 49%. The entire process helps you to achieve lower customer acquisition costs, better CPC, and a high ROI on your digital ad spend.
Anatomy of a Landing Page – 7 Tips for Creating a Lead Generating Landing Page
There are core elements of every landing page. Be it any product, ad campaign, audience, or the motive behind the campaign. Mostly all pages have fundamental elements that align up to make the page impactful.
It Needs To Have A USP – Uniqueness Conquers!
You need to find a unique point of your entire campaign that sets you apart from the rest. You need to convince the audience by telling them that you are special. Find a way to communicate that can help position your offerings better than other options available.
A Hero Image – Visual That Can Save the Day!
Visual hooks the eyes, and there is no other way around it. No matter how good the copy or the offer is, initially, a person notices the banner image on any web page. So, make sure that your landing page has one!
Brand Offerings – Make an Offer the Customer Can’t Refuse
Don’t sell the mattress; Sell a Good Night’s Sleep.
You need to bombard your landing page with the benefits of the product along with its features. Well, displaying product features is important, but we always recommend leading with the benefits. Here are the reasons why:
- Users might be unaware of the actual usage of that feature.
- Users are always concerned with the benefits rather than the features
- Leading with benefits help drive more traffic to the website
Only compelling headlines are not enough. Your landing page needs the support of attention-grabbing copies that can justify your product benefits. Remember, copies are like hooks that will fish out conversions from the deep and vast web.
Proof Of Your Claims – Back Your Offerings with Social Proof
Claims without proofs are just hollow words. Therefore, to add weight to your claims, you need them to be backed by positive customer feedback, celebrity endorsements, and word of mouth. The presence of social proof adds to the credibility of online vendors by many folds.
On a landing page, social proof can take many forms:
- Customer review
- Case studies linked to your product
- Video interview
- Social media influencers’ endorsements
Never try to use fake reviews, or it will seriously damage your brand image. And once the damage has been done, there is no coming back; especially, if you are an online business.
A Robust Call to Action – Magnetic CTA for the Win!
A mission without a goal is bound to fail. Therefore, a landing page needs to be focused on a single goal; otherwise, it will land nothing.
Landing page optimization requires a strong call-to-action that can act as a lead magnet. It can either be a click-through button or an entire form, or a page designed for lead generation. Here are three general rules that you need to follow when creating a CTA:
- Avoid generic terms such as CLICK HERE, FOR MORE INFO, etc.
- Keep the forms concise
- Conduct A/B testing by experimenting with different call-to-actions
Optimize Your Page for All Devices – Be Digitally Omnipresent
A truly optimized landing page is the one that functions smoothly on every electronic device. We live in a digital world where 80% of the traffic comes from mobile phones; there is no way you can skip the optimization for a mobile phone.
More than 50% of mobile web users will excite the page if it takes more than 3 seconds to load. You can’t afford that; therefore, a responsive landing page is a necessity and not a luxury!
Add A Video – A Pinch Of Animation Will Do Wonders!
Where words fail, videos deliver!
The World Wide Web is filled with millions of landing pages; be different and unique to differentiate yourself from the mainstream. Animated videos help the visitors to experience your message in a more visual way; it adds clarity and credibility to your message.
Videos allow you to express yourself in a way that no other marketing tool can – and that too in the most compelling way possible.
Conduct A/B Testing
Regular testing is the only way to measure the effectiveness of a landing page. It helps the owner to decide whether the page needs to be further optimized or not.
If your page is not producing a decent conversion rate, that means there are some aspects of the page that need to be addressed. A/B testing is a tool that can help you identify the weak spots.
Wrapping It Up
As they say:
Sell the sizzle, not the steak!
In order to create a busy lead generating machine, it is extremely important that you tell the audience what is in it for them; only then will they willingly click. Remember one thing, every visit counts, and so does optimizing each aspect of the landing page.
The above-mentioned information will greatly help digital marketers to come up with creative and unique ideas to optimize the landing page for their new campaigns. However, the website design should always be created by conducting thorough research of customer data. Such information can make your conversions go sky high. Use visual data reports to know exactly about the behavior of your website visitors.
We can assure you that with all the information provided to you in this article, you can easily dominate the market with a high ROI campaign.