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“You never get a second chance to make the first impression”.
Whether you are meeting customers, attending an interview or even on a date, the first impression can either make or break that connection and ultimately define the outcome of the situation. That holds just as true for online businesses as well. Because when it comes to the digital world, we all know how fast-paced things can be. You've got only a few seconds to keep someone from closing the tab or bouncing right off your site and onto your competitors. That's where the digital marketing campaign comes in.The ultimate purpose of any digital marketing campaign is to generate conversions, yeah? A conversion can be the generation of a lead, the sale of a product or service; the click on an ad or a simple email registration.If you are looking for organic traffic and lead generation, landing pages are where you should pay attention because well-designed landing pages help you to build confidence and trust among your visitors. In this article, we would like to give you a comprehensive understanding of landing page optimisation for business websites.
“You never get a second chance to make the first impression”.
Landing page optimization (also known as LPO) is a process of improving the performance of a website in order to increase conversions, leads, and sales. Landing pages are specific web pages on your website that are designed for one purpose: to bring visitors to your site and convert them into either sales or leads. To achieve this, landing page optimisation involves testing different layouts, designs, calls-to-action, images, colours, content and other elements to ensure your landing page meets its intended purpose. Optimising these components can help maximise the chances of a successful conversion rate and ultimately generate more revenue for your business.
Regardless of where the traffic comes from, a landing page is often where potential customers make their first interaction with a brand or business. Landing pages are a vital part of your advertising and marketing campaigns as they can convert a visitor into a customer or lead.
Let’s take a look at why you should be optimising your landing pages:
As the landing page drives visitors to take a more specific action, it can be considered an effective lead-generating and conversion tool. It can encourage prospects to take action such as providing contact details, signing up for your email list, requesting a consultation, subscribing to a newsletter or making a purchase. It’s all about awareness, intent and direction.
Key Takeaway: A clutter-free landing page with a clear and direct offer, aided by simple and concise copy and compelling call-to-actions (CTAs) is a good foundation to start pulling in those leads.
Just because a person enters your site, doesn’t necessarily mean they will use your site. So a better user experience (UX) is great for customer conversions and retention.
An optimised landing page provides a positive user experience that makes achieving website business goals a no-brainer. Think of your landing page as the digital face of your business. Learn more about the target audience, user behaviour, and website design trends to enhance customers’ user experience.
To create a landing page that actively enhances the customer experience, create visually appealing graphics, a concise layout, relevant content and effective calls-to-action as we mentioned above.
These elements make it easier for visitors to find what they need quickly without any difficulty or confusion. In addition, providing clear information regarding the product or service being offered helps to build trust and encourages visitors to take action. Additionally, you also need to ensure that the page is optimised for all devices used to access it (desktop computers, tablets, smartphones, etc.). This will ensure that visitors have an enjoyable experience regardless of their preferred device.
Key Takeaway: A clutter-free landing page with a clear and direct offer, aided by simple and concise copy and compelling call-to-actions (CTAs) is a good foundation to start pulling in those leads.
If your landing page doesn’t look trustworthy to visitors, they will most likely exit the tab right away. Trust is a vital element to have on your website which can be easily gained through landing page optimisation. Displaying certification logos goes a long way to building trust. If you have partnerships or associations with relevant and well-known companies in your niche, then display them.
There are many elements to increase the level of trust on your landing page. You need to think of content, design, contact information, testimonials, banner ads, co-branding, etc. We cover that more in-depth in Chapter 3.
Let’s say you search for a keyword and find an interesting ad that you can’t stop yourself from clicking through. Once you click on it, you will be redirected to a landing page where you experience a great interface with relevant information that ideally matches search intent. A well-built landing page will intrigue the page visitor to take a desired action such as clicking on the “Buy Now” or “Sign up for our email newsletter” prompts. Remember, the return doesn’t have to be monetary, it’s all about getting your customers to the next stage in the customer buying journey as well as the sales funnel. But ultimately, optimising your landing page allows you to make the best possible revenue with the same traffic.
One of the top concerns among our business owners is a lack of brand awareness. They have so many great things to offer, but no one seems to know they exist. Landing pages can immensely help to increase the brand awareness of your business. Those that have consistent branding complement your brand awareness campaigns. Make sure the design, style, look, feel and copy is consistent with the content that links to it. Consistent brand awareness will help visitors recognise your brand and engage with it.
If you are a marketer or a graphic designer, you might have long known that a colour palette plays a significant part in the successful completion of any brand. Having a unique colour scheme will positively influence customers. To give you a good idea of where to start, check out Mr Digital's colour scheme of Red and Black here.
As a marketing agency, we wanted to bring a distinctly vivid colour palette to the table to strengthen the brand identity and build awareness. The iconic combination of the Red and Black logo colour scheme is perfect for a firm which is into branding and marketing.
Executing a great visual font size enhances the aesthetics and readability of your website. We have chosen a font size of 16 px to offer a consistent user experience for readers. Large images slow down your web pages which make for a less-than-optimal user experience. For our landing page, we keep the image size below 1MB while maintaining the highest quality. Also, we make sure the font size of H1, H2, H3…is consistent throughout the website.
Site usability is all about how easy it is for someone to use and navigate a website and this goes hand-in-hand with the user experience we talked about earlier. Landing page optimisation mainly focuses on the simplicity, consistency, familiarity, relevancy and accessibility of a site – Amazon is a perfect example when looking for a site with good website usability.
Amazon won consumers' hearts by designing the user experience for multiple generations. The eCommerce giant succeeds by offering a minimal, search-oriented user interface (UI) that accommodates both tech-savvy users and internet newcomers.
The desktop version of the site is optimised for both tablets and desktop screens. The flexible layout allows the website to adjust automatically according to the screen size. In addition to this, Amazon.com has almost zero downtime which every user would like to have.
Here are a few key tips for optimising your landing page effectively:
The look, feel, and overall structure of your page’s design will have a huge impact on the effectiveness of your landing page. Too much information can confuse visitors; a good landing page provides all the necessary information that encourages visitors to convert.
Use headlines and section headings to structure the information on the page as it helps in summarising the information and identifying if the information they are looking for is on the page or not. If users don’t see anything interesting, they can just skip to the next section or proceed to download.
Pictures are also crucial in today’s digital world as they can grab the attention of your target audience. Whether it’s a screenshot, an infographic or a photo of someone using your product or service, an image will surely be more engaging than text. Whatever you use, just remember, visuals are your best friend.
Point to Ponder: Don’t overload the landing page with too much information, images, and buttons. That just makes it confusing.
For Example: Airbnb’s landing page is proof that clean, simple and more personalised information converts well.
CTAs on landing pages move people further into your site by getting them to subscribe to your newsletter, download your ebook, or follow you on social media. The text for your CTA should be specific and irresistible. Now there are many methods of using CTAs that can work well for your brand, but it varies from business to business. For one, you could use commonly understood, short and action-oriented words in CTAs. You can place your CTAs in appropriate positions that will make them easy to see.
On the other hand, you could go for an out-of-the-box approach with CTAs like "Try Before You Buy", "Your Premium Product is Waiting for You", or "Sign Up Now and Get 10% Off". But whichever method you go with, just make sure that it aligns with the brand image and tone of voice.
Now, If you need to mention certain features or benefits, bullet points are the way to go. Bullet points are great for segregating information into easy-to-digest segments.
Use short paragraphs instead of long blocks of content. Split your copy into easily digestible paragraphs and space it out nicely to make it eye-catching.
Key Takeaway: A clutter-free landing page with a clear and direct offer, aided by simple and concise copy and compelling call-to-actions (CTAs) is a good foundation to start pulling in those leads.
Readers should feel more connected to your product or service and feel a personal benefit from converting from within your page.
Neil Patel has a very exciting CTA offering two options – a question asks simply: “want more traffic?” with two options available: “Yes, I want more traffic”, or “No, I have enough traffic”.
Obviously, no one will ever ignore the opportunity for more traffic. Seeing this popup causes the viewer to stop and think about the opportunity to drive more traffic. It’s human nature to feel you should choose an option when presented with options, so make the option you want them to take, the only option worth taking.
If you’re using too many links on your landing page, you need to stop. While internal linking should be part of your SEO strategy, it has no place on a landing page. Any link leading users off-page can serve as a distraction, which is why you shouldn’t include too many links on the landing page.
For marketers, the purpose of using a landing page is generally to generate leads. If you have links to other interesting articles, sites or pages, you are encouraging users to navigate away instead of converting as desired. Your dedicated landing page should be designed for one purpose only: Conversions, conversions, and more conversions.
Seeing is believing. Your visitors want to see if someone has used your product or service and had a great experience. Customer testimonials show the value that your customer base sees in your products or service. Your testimonials should highlight your perfect customers. Also, you need to make sure they are real and relevant.
The testimonials from previous customers on your website really make a difference when it comes to converting new visitors into loyal customers because users will always look for other consumers’ comments in advance of making a purchase. Just take Amazon for example, when was the last time you went on there and ordered something without checking the customer reviews first?
Having said that… don’t use testimonials that are too generic and weak.
Avoid testimonials like:
Not only are these testimonials too short, but they seem fake.Testimonials should describe how your client has benefited from your business. See this example:
Top Tip:
You can even use a quote from the review as a headline and include the positive rating the customer gave your product.
A landing page usually has a single goal whether that’s to request a whitepaper or to get a lead to sign up for a free trial. You should keep this in your mind when writing the content along with any questions the lead might have about your offer. For a landing page to convert more traffic there is a need for clear, relevant, and compelling offers. Users should clearly understand what you are offering and what action you want them to take next.
Mention a few features about your offer that compels users to take an immediate decision and yield results quickly. Make sure your content matches the offer and your features are written as benefits.
Now as an example, let’s see how Uber uses a benefit-rich headline to highly focus on the offer they’re promoting. Instead of saying “We need a taxi driver” or “Get a job with Uber”, the company focuses on how people benefit from that – earn money!
n this example, we can clearly see that Mailchimp, one of the leading email marketing tools, has a feature-focused headline that directly describes the true purpose of the software.
Serving as Senior Content Writer at Mr Digital, Joshua Kennedy melds journalism with content creation, reflecting his educational pursuits at Loyola College, Chennai, and the Asian College of Journalism. Across a rich 4-year tapestry of experience, he has ventured into press conferences, book launches, and on-the-ground reporting from South India’s distant corners. At Mr Digital, Joshua’s commitment to storytelling remains unwavering, crafting authentic narratives and diverse content, underscoring his adaptability in the
dynamic digital realm.dynamic digital realm.
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