Image credit: http://cara.com.my/landing-page-optimization/
Hired one of the best developers and designers, invested a lot on your website, even got it ranked in the SERPs. Still not getting expected results? You should analyze your landing pages and ensure whether they are properly optimized. It can certainly work as a catalyst to improve the conversion rate.
You may have the idea that a properly built website will do the job for you. But this isn’t the enough. It may happen that people pay visits to your website but they are not getting enlisted as your customers. Perhaps, there is not enough material on your website that can motivate the visitor to buy your products or service. This is when landing page optimization comes to play its role.
To be frank, there is no particular rule to optimize landing pages. Each website targets customers based on its products and services. Thus, each of them should be differently optimized. Still there is some basic requirement that a landing page should fulfill to be optimized. They are discussed here.
An Impressive Title
A title is the beginning of what you have to say to your customers. It is where the interest and comprehension begin from. Therefore, the title demands a huge attention. While writing the title of your landing page, here’s what you need to keep in mind:
• It should catch the reader’s attention at the very first glance.
• People should come to know what the page is all about from the title. It should tell the reader what products and services you are going to offer him in the following discussion.
• Try and make it short and informative.
• Write it in a way that it gives a solution to a problem that people often face with a particular product or service.
An Effective Subtitle
While the title is primarily responsible for grabbing the attention of the viewer, the subtitle is assigned for making it say. It is the punch line of a landing page. Ways to develop a subtitle are:
• The first and the foremost trick is the placement of the subtitle. It should be placed just below the title.
• It should contain some qualities of persuasiveness. The best way is to take the concept of the title and elaborate it further.
• It should have more details than what the title has.
Attractive Pictures
As the visual impact stays on our mind longer than anything else, you should contemplate on creating a website that is visually appealing. To get it done in the best way, you should use attractive pictures. It grabs the attention of the users immediately. Here’s what you need to do with the pictures:
• They should be large enough to reveal the matter clearly.
• There should be relevance between the pictures and the products or services. For instance, if you are a traveling agency, you should have pictures of exotic mountains and sea beaches.
• Ensure that the pictures are of high-quality. They should have the touches of elegance in them.
• If you are selling a product, try to show its functionality and help visitors to comprehend them with the pictures on your website.
A Rational Flow
It is out and out necessary for a landing page to have a rational flow. The visitor who is interested in your products or services is highly engaged with the page. He will definitely grow a thought process. You have to understand that and make your contents flow based on it. The ways to do it are listed below:
• You have to begin with your explanation, make the visitor aware of your benefits and end with your offerings. This is the most beneficial way to structure a landing page.
• Use your resources and creative elements to the fullest. Try to match your design with the contemplated thought process.
• Include prominent sections throughout the landing page. Don’t restrict the use of logos and banners into certain sections.
• Try and make your landing page structurally long as it is very effective.
Attach Reliable Testimonials
One of the most useful ways to gain the trust of the visitors is to have reliable testimonials on your landing page. It is the basic concern of a user to know how trustworthy your products and services are and thus, upright testimonials can certainly help to boost your sale. Follow the simple steps:
• The testimonials visible on your page should be from real people. It will be great if you have some of them from celebrities and experts.
• Using pictures in the testimonial section is highly beneficial. They help in building trust. Try to add a photo of the person who wrote the testimonial.
• Use real and simple testimonials. Don’t use anything exaggerated in this part. Always remember that effective testimonials include real numbers and data.
Try and Keep it Simple
In an attempt to develop an aesthetically soothing landing page, designers try to overuse their artistry. Undoubtedly, beautifully designed web page is appreciable but you should know where to put a stop otherwise, the entire effort will go in vain.
To achieve the goal your page is designed for, you have to keep the design simple. Some easy steps to do it are described here.
• Don’t clutter the page with a lot of banners and logos.
• Try to use easily understandable taglines.
• Write your content in a more conversational way.
Customize Your Landing Page According to Your Audiences
Understand your targeted market. Consider their geographic locations and requirement. Then get in touch with these people through social media like Facebook, Twitter, Instagram, etc. How you should do it.
• When talking to your customers through social media, show that you understand them. Try and talk to them in their own language. Offer a ‘call to action’ to learn more about their preferences.
• Show the benefits of your products and tell why they need them.
• Add video testimonials of your satisfied customers.
Last but not the least, your landing page should match with what the channel (ad or social) represents. The source that is clicked by the visitor to land on your landing page should have relevance to your website. It is important to be consistent in your standard of content as it helps to gain the trust of the users.