Landing Page Optimization Tips

Creating a great and targeted PPC (Pay per Click) campaign is only the beginning towards driving traffic, generating leads and increasing conversions. The initial seconds after someone has clicked your ad are the most important towards convincing the visitor that they should stay on your page and navigate through your site. Optimizing a landing page is not just about aesthetics; it also is about understanding the user, his reason for clicking your ad and, of course, relevance and functionality.

1- Identify Visitors:

Before deciding how to optimize your page you must consider what kind of people will be clicking on your page. Start with analyzing who will search for your product or service. Is it something geared towards a younger crowd or older crowd? Are you selling graphic tees or selling life insurance?

Other than a generational demographic consider decision-making styles. When selling fun items people might be more spontaneous in making choices; they don’t want to read a long description. If you’re selling life insurance, the person considering the plan will be more methodical in their choice; in this case, there should be a lot of good information displayed.

2- Create Conversion Paths:

Choosing keywords for a PPC campaign can be a challenge, but always choose keywords a potential customer will use to search for your product and not descriptive words.

Even if the keyword is targeted, it is hard to assume that everyone who typed in the same keyword in the search query want the same results. For example, if you sell mobile phones on your site, consider the common reasons why someone would search for this term. It could be because they want to purchase a phone or maybe they want information and later on wish to consider buying a new phone. If your main objective is to sell a phone, the main call-to-action should be directing the user to purchase a new phone; however, you should also add a secondary call to action that will let the visitor know where they can find more information about phones.

3- Page Functionality

Making visitors jump through hoops to reach the product is not a good idea when trying to optimize a page for functionality. The most ideal and successful option is showing the user what they were searching for on the actual landing page. This technique will increase conversion and reduce bounce rate.

White space and clear call-to-actions work well with most people. The use of white space is a more calming design that is simplified and allows the user to concentrate solely on the call-to-action or product.

To use up less space on the page, consider removing the navigation bar all together. This keeps the visitor focused on the targeted product. Offer the visitor a choice by adding one clean link to the rest of your site where they can see more products or choices.

4- Test, Test, Test:

Successful websites come in different styles, even if they sell the same products. There is no one solid winning formula; two websites can do very well even if they use two different approaches. To come up with your winning formula you must use analytics and testing. Analytics will help give you answers to what needs more adjustment and what already works. You can test everything on the landing page, but testing the call-to-action is a key starting point. Monitoring analytics and testing results closely is an essential ongoing element in any optimization process.

If you need professional help in increasing your Landing Page Conversion Rates, we can help.  Contact us!