The landing page of your website is the first thing that your visitors see. It is the first thing that potential customers interact with. And this gives them their first, brief insight into what your business is about. To improve the conversion rates of your website, you should approach landing page optimization carefully, with the right information. This process begins when you first design the page but lasts long after the page is live. The process of optimization is highly trial-and-error based. Think of this process as creating a product. The prototype is not published, but rather the tens of hundreds of variants. The more work you put into the design, the more results you’ll receive.
Landing pages must appeal to your audience, and compel or persuade them into giving your brand a chance. Meeting their expectations and delivering them in an effective and streamlined manner is what we need to accomplish. The landing page must also reflect your brand’s goals, wishes and your own expectations. To do this, we have compiled a list of tips for landing page optimization, ideal for all to use. Below this, we will begin to list some tips and also, why, they are needed for your website. Take your time reading, and also think about how you can incorporate each of the points, effectively.
Make your offers clear
Great page optimization should make the customer feel smart, and appreciated. Your landing page should have the customers feel positive emotions that they can correlate with your business. The better the customers feel and think, the more likely they will be to buy from you. Using words that customers can take in and relate to, such as ’empower’ will make customers emphasize the feelings that you are trying to convey. Doing so will make your brand more personal and unique to all individuals who enter, and will, in turn, increase conversion rates and traffic to your site.
Simplify your landing page
Having a simple landing page may seem counterintuitive, however, it eradicates visual clutter that could confuse visitors. You want your customers to focus on what you need them to, your CTAs, or the information available. Doing this correctly can help your landing page communicate volume, without many words. However, this does mean that you lose out on some benefits of having lots of information to see immediately. But if done correctly, the simple landing page should attract customers as is, with efficiency. This method is a double-edged sword, but if done correctly, can prove to be a great asset to your arsenal, and is an even greater landing page optimization tool.
Using contrasting colours
If your website is all one or two colours that are similar hues, you may be losing out on the effectiveness that contrasting colours can beget you. Having colours that oppose each other will enable your information to stand out much more so. A great place for this would be for CTA’s or other buttons. This enables customers to quickly distinguish different information on the site, and find what they’re looking for, much easier. The use of contrast can also make the negative or empty space on your landing page seem insignificant, and visitors will appreciate the professionalism that your website will emanate.
Think like a newspaper
Think back to a time where newspapers were prevalent in daily life. We will be taking inspiration from these, and adding them to our landing page optimization tips. The most important information was on the first page, just below the headline. We can take this into account when we design our landing pages. We can have crucial, or important, information on our websites just below the header, before the point where the user has to scroll to view more. This acts like a newspaper, and gives users the information they need, as soon as they enter your site. This is more difficult when optimizing for mobile or tablet engines, but can still be done with scroll maps. This method is ideal for delivering on the expectations of your customers, as fast as possible.
Using psychology and time to your advantage
When we go to a site and see a countdown timer about a limited-time deal or offer, you take a second to ponder it right? This is because we, humans, are hard-wired to take advantage of anything that we can benefit from. We aim to take the most, for the least. And knowing this, we can use limited-time sales, or only ‘5’ left strategies to make the most out of human psychology. Knowing they might miss out on a deal that will benefit them, customers will act impulsively and are much more likely to buy your product when they see a countdown timer ticking. Knowing this information, and using it effectively, can bring you unfathomable results for your products and brand.
Keeping your buttons simple
When using call-to-actions buttons, you must keep them short and sweet. Companies tend to stay away from complex language or offers, that may confuse potential customers and put them off buying what you are offering. Having your buttons simple can tell your audience exactly what to do, and what they expect to happen when they click. This will build trust and a dependency on both your buttons and your brand. Which will only prove to benefit your brand in the long run.
Using contact information
Providing your website customers will the ability to contact you using the information on the site will allow them to interact with you about issues they have. You can have your contact information anywhere on the landing page, in many different formats or methods. You can include links to your help centres for FAQ’s for your customers to answer questions they may have, regarding an issue with a product, or with your website. If done correctly, can bring your personality to your website, and will garner trust and reliability in your brand and your business.
Using headlines and body texts
Even in this age of images and video, the text is still as prevalent as it ever was, and is a primary way for potential customers to consume information that you include on your landing page. To get the most results, test various styles of body text and headers, in various orientations and styles. Use A/B testing to find out what works, and what doesn’t. And then build the orientation of your text based on the results of this. If this is done correctly, your website information should resonate with your audience and allow them to understand and find your information easily, and with purpose.
For your website to as effective as it can be, you must have all of your brand’s affiliate information, even on various platforms, the same as your landing page. Being on-brand on everything you create will create a visual consistency that sticks with your brand. The information you create for each platform must look and feel the same, and present the same offers to your customers as your website does. Having different information types will only lead to you confusing your customers, and dissuade them from buying your products. Whereas, if this is done correctly, it can create brand awareness and recognizability for your brand and website.
Online website users and huge fans of social proof and verification. Customers in this age want to know if other people have used a product, and how well it performed for them before they buy. They will be looking for fantastic results from buying this product and will suede them into buying what they’re looking for. The ideal way to do this is using testimonials. By convincing your customers to make testimonials using deals or offers for them upon completion, you will have a step ahead of the competition.
On the other hand, you can have them create a quote for you to use on your website, as long as the customer’s name and headshot are in the quote. This familiarises your customers with your brand, and let them know that people similar to them, bought and highly reviewed your product. This will encourage them to buy from you, the brand with high reviews, rather than your competitors.
Some online website marketers highly believe that having a short form will garner the most attraction for your website. However, this is not always the case. Having larger, more informative forms may generate far fewer leads, but will attract a higher quality of the lead. The chances are, someone who has the time to fill out a much larger form about your website or products, the more genuine their reason is. Having larger forms can also help sort out those who are genuine about their reasoning, rather than those who can’t find a certain product on your site, for example.
The primary way for any customer to find your site is through organic searches on a search engine. This is the case for the majority of traffic to websites. Optimizing your landing page for keywords surrounding your product or brand will bring attention and traffic to every search result for something similar to your products. Finding out the relevant keywords for your landing page can literally, help put you on the map, on the results page of search engines. This can bring unfathomable attention, brand awareness, conversions and traffic. Having SEO is truly a benefit to any online business and can help you stand out amongst the competition.
Exit popups are something that appears on your landing page when a potential customer attempts to leave your site. This opens up a dialogue between you and your customer and will attempt to suede them into staying and browsing through what you have to offer. These types of popup are far less invasive and intrusive than popups that jump into the faces of those who just enter the site. Using a combination of compelling imagery and strong headlines, as well as CTAs, will garner traffic and conversions much more so than annoying popups. Including limited time offers and incentives can make visitors stay on your site and cash in on what you are offering.
The last step we are going to offer you today is A/B testing everything. A/B testing is the process of having two or more variants of the same webpage, with different styles, fonts, designs, etc, that customers can navigate to. The results will come from which page generate the most conversions, and afterwards, you can implement that design onto your entire website. This is prevalent when making changes to your website, as you could dissuade customers from buying, or increase the chances. Either way, testing everything that you implement onto your site can only prove to benefit you.
Conclusion of our landing page optimization tips
We have given you the blueprint for having a successful website. All that means now is that you have to implement what we have stated onto your own site. Keep in mind that this is not the answer to every website, and the results can vary from each site, depending on your content, products, size, scale, location, etc. But these points are the generic blueprint to get you started.
At Hello Online, we offer our years of experience and expertise to give you what you deserve. We can use all of the points mentioned and bring your brand and website the attention, attraction, and conversions that it needs. We can make your landing page something you can be proud of, and something that can attract customers like never before, take a chance with us today! Check us out here – Hello Online! We hope you have enjoyed our landing page optimization tips and tricks.
To find out whether your website is as good as it can be, check out our how to tell if your website needs a re-design post!
For even more information on the benefits of a responsive web design, check out our 5 reasons to have a responsive web-design post!