Landing pages are typically a single webpage or a standalone site page linked directly to a marketing campaign with the goal of lead conversion. Landing pages can be your most profitable weapon in an ad campaign. Increase your ROI (Return on Investment) and ROAS (Return on Ad Spend) without increasing ad spend by driving users to a specific page with one action in mind.
Landing page optimization is a must-have if you want to increase conversions. The average landing page conversion rate across all industries is just below 10%, yet landing pages remain the least popular type of sign-up form. In addition, only half of the companies that utilize a landing page have optimized it for conversions. Keep in mind, companies that utilize conversion rate optimization tools on their landing page see an average increase of 30% in their conversion rate.
A landing page is an essential part of any website. It serves as a hub for your visitors, allowing them to easily access the information they need and guiding them through the process of becoming a customer, subscriber, or donor. To make sure your landing page does its job effectively, you'll want to pay attention to five key elements: design, message, content, call-to-action (CTA), and optimization. Let's take a look at each of these in more detail.
Design
Design is one of the most critical aspects of your landing page. It should be visually appealing and easy to navigate, while still adhering to your overall brand identity. If you're working with a web designer or agency on this project, make sure to provide them with detailed feedback and style guidelines. That way you can ensure that the design meets your expectations and accurately reflects your brand.
Message
The message of your landing page should be clear and concise; there should be no confusion about why people are visiting this page or what action you want them to take after reading it. When crafting your message, ask yourself: What makes my product/service different? Why should someone visit this page instead of another? What value do I offer? Answering these questions will help you focus on the essential elements of your message and get visitors excited about what you have to offer.
Content
Once you've got the design and message nailed down, it's time to start adding content! Content is crucial for engaging visitors and getting them interested in what you have to offer. Make sure that all the content on your landing page is relevant, informative, and easy-to-read—no one likes slogging through long-winded paragraphs! You'll also want to include visuals such as photos or videos if possible; these can be great ways to draw people in and show off what makes your product/service unique.
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Call-to-Action (CTA)
Every good landing page needs a strong call-to-action (CTA). This could be anything from signing asking for contact information, a phone number, or an email address or buying something from an online store; whatever action it is that you want visitors to take after reading your page should be clearly stated at the end! Your CTA should also link directly back to where users can complete their desired action—for example, if they're signing up for emails then there should be an email signup form on the same page so they don't have to click away from it first.
Optimization
Last but not least comes optimization—making sure that all the above elements are working together in harmony! This includes optimizing things like title tags, meta descriptions, URLs, loading times (the faster the better!), image file sizes (make sure they're small enough!), etc., so that everything looks good both on desktop and mobile devices. This step is often overlooked but it can make all the difference between a successful landing page and one that falls flat!
Tools that can show which copy users are engaging with the most (i.e. heat mapping) can be valuable for improving not only your copy but your layout as well. If your most important copy is being overlooked then heatmaps can help show you where the user's attention is drawn to the most. A/B testing is another must have tool to help optimize your landing page. Creating variations with minor or major changes can give you key insights into what your target audience is really looking for.
A well-crafted landing page can mean more leads for businesses large and small alike. When designing yours remember these five keys—designing with purposeful aesthetics; crafting an effective message; producing thoughtfully selected content; creating persuasive calls-to-action; optimizing every element—and success will surely follow! With just a bit of effort & attention paid towards making sure each element works together perfectly, businesses will see results reflected in their bottom line soon enough!
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FAQs
How do you improve conversion rate optimization?
There are a number of ways to improve your conversion rates, but conversion rate optimization in its simplest form is understanding exactly what your audience and visitors are looking for and providing it. There are a number of boxes to check along the way, and I haven’t done CRO justice by summarizing it in one sentence. If you want to learn more about how to boost your conversion rates, check out this article.
What is Conversion Rate Optimization in eCommerce?
Conversion Rate Optimization as it applies to eCommerce is the process of getting more visitors to your website to buy something. For example, if you sell stuffed animals on your website, and 2 out of every 100 visitors make a purchase. Then, your conversion rate is 2%. Simple. CRO aims to lift that number to something that would be considered STRONG for the industry that you are in, say 4 to 5 out of every 100 website visitors.
Why is conversion rate optimization important?
CRO is vitally important, regardless of your business model, because you’re getting the most out of a precious asset (i.e. your website). The goal is to make your most publicly accessible asset part of your marketing funnel and turn it into an efficient lead generation and sales tool. If people are visiting your website and leaving without filling out a form, placing a call, or buying something, then you have a problem with your CRO (conversion rate optimization) that you need to address immediately.
What are conversion optimization tools?
CRO tools typically include but are not limited to the list below. For more details about each item visit our Website Optimization page.
- A/B Testing
- User Testing
- Heat maps
- Click maps
- Session Recording
- Conversion Funnel Analytics
- Traffic Analytics
- Call Tracking
- Lead Form Analysis
Is conversion rate optimization part of SEO?
Not technically, however, CRO is extremely valuable for SEO. CRO aims to improve the usability of your website and create a positive user experience. Google takes into account what people do when they get to your site. Improving your interaction rate, time on site, pages visited, links clicked, bounce rate, etc. are all benefits of CRO and positively impact SEO.
Where can I get more information about how to improve my conversion rates?
Check out our CRO Blog here for more tips and tricks to improve your conversion rates.
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