As a business surviving in the online world, every owner would have one question in mind: How can I convert my views into leads? For this, you need to have good marketing strategies like Landing Pages in place. Landing pages are dedicated standalone pages that allow you to generate conversions for your campaigns.
To make the best landing pages, you need Landing Page Optimization.
What is landing page optimization, you ask? Where creating landing pages ensures you present your visitors with relevant information they need, landing page optimization makes sure that your post-click landing page has the right balance of three all-important components:
Design
Relevance
Functionality
So, if you ask what landing page optimization definition is precisely, it is a method that uses various tools to monitor user analytics and behavior. It helps in enhancing landing page design for better UX and more experience.
Landing page optimization, by definition, is the process of increasing the number of visitors who do the intended action by upgrading a post-click landing page. The landing page optimization definition includes any action actively taken to improve user experience and interface. More specifically, it is grouped under the post-click landing page optimization umbrella.
Optimizing post-click landing pages include a wide range of possible steps. Writing better language, adding attractive graphics, reducing page load time, and changing the lead capture form are just a few things that may be done to increase landing page conversion optimization.
It is always a good idea to get clarity on landing page optimization and its most efficient tactics before you get around to implementing them.
In simple words, an optimized landing page is one clear, to-the-point, and attractive landing page. A post-click landing page makes it simple for visitors to understand the offer and click the call to action button.
On the other hand, an un-optimized post-click landing page is user-unfriendly. In essence, it doesn’t take the user into account when it comes to explaining your offer. This makes getting conversions a huge challenge.
To give you a clearer idea about the perils of un-optimized post-click landing pages, here is a case in point:
(Source Cruise)
If you were overwhelmed by the sheer clutter, don’t worry, you are not alone. The barrage of messy visual stimuli makes it a very confusing user experience.
What is landing page optimization if not for avoiding messes like this? There’s so much going on here: the multitude of boxes, multiple navigation patterns, and large, bold text all crammed onto the screen makes for a poor viewing experience.
A few noteworthy mistakes made in the site above are as follows:
Note how the landing page has two CTA Buttons? A classic example of bad design. Additionally, because the navigation header has many links, visitors have multiple ways to leave the post-click landing page without completing the conversion goal.
As a contrast, let’s look at a perfectly optimized landing page.
BlufVPN’s page is neatly organized. What is landing page optimization if not for the usage of clean, easy-to-comprehend cues? With the headline standing out, describing for visitors precisely what the service will help them accomplish, landing page conversion optimization has been used to its maximum.
Unlike the previous example, the CTA button is designed in a contrasting colour, making it stand out and more accessible for any customer to notice. Further, good landing page conversion optimization tactics have been implemented in the copy on the page. It is arranged in easy-to-read small paragraphs, with all the images on the page complementing the page copy.
Finally, an additional trustworthiness factor is added to the page by the clever use of the company badges.
Notice the difference between the two pages?
The fundamental difference between the former page and the latter was landing page conversion optimization.
The earlier page concentrated on the company rather than the visitor. In contrast, the last page ensured that the visitor had all of the necessary information given clearly and concisely before being asked to click the call to action button.
To answer common questions in advance, here is a definitive difference between post-click landing page optimization and CRO:
Conversion rate optimization (CRO) is the whole package deal. It handles the optimization of the entire marketing funnel (commencing with the visitor’s first interaction with the brand and ending with the thank you email). In contrast, post-click landing page optimization deals solely with optimizing landing pages.
Conversion rate optimization leans more towards an overall business outcome, whereas post-click landing page conversion optimization focuses on meeting specific, singular post-click landing page goals.
While both conversion rate optimization and post-click landing page optimization deal with optimization practices, data collection, and interpretation methodologies, the critical difference lies in the scope that these two practices deal in.
Put simply, post-click landing page optimization comes under the umbrella of conversion rate optimization. Conversion optimization covers the entire marketing funnel, whereas post-click landing page optimization focuses solely on post-click landing sites.
Landing pages fail to convert leads for various reasons, the most common of which is a lack of understanding of your buyer persona or target audience. You’ll be lucky if you get any leads at all.
What is landing page optimization for if you aren’t writing your landing pages based on what your buyers want? Business is always customer-centric, which lies in the heart of executing a good landing page conversion optimization task.
The most common mistakes we’ve seen with landing pages are:
Horrible design
Lack of clarity while explaining the offer
Asking for too much information at once
Messy calls-to-action
Weak headlines
Too many distractions and too much friction
Your visitors think you are untrustworthy
Avoiding these avoidable mistakes is the objective of a good landing page conversion optimization task.
What is landing page optimization if not understanding that your audience is the final target of the entire marketing process? Before you develop a post-click landing page, regardless of the deal you’re pushing, you should get to know the people you’re creating it for — your audience.
Knowing your audience doesn’t involve having a superficial knowledge of the basic demographics such as age and gender. To get the desired conversions, you need to dig a little deeper. You’ll be able to achieve that if you attempt to:
Find out their problems
Understand their fundamental motivations to buy
Narrowing down the reasons why your offer is the best to solve their problems
Possessing the answer to the questions mentioned above will allow you to create detailed buyer personas and craft post-click landing page designs that your particular buyer persona responds positively to.
Once you’ve gathered all the information about your audience, it’s time to start working on your post-click landing page, and we suggest starting with an MVP (minimum viable page).
A minimum viable page is a minimum effort you put in to start converting leads into possible customers. This is the equivalent of a pick-up line: the page gives you a crucial in with your customer. Not only that, but it also assists you in developing, refining, and perfecting your product promotion, marketing channels, and brand language.
With an MVP, there are no shortcuts. What is Landing page optimization if not getting the most efficient results? There is a simple method to achieve that. A/B testing is the way to go. Doing A/B testing to your page at every level is the key to maximizing the opportunity to communicate perfectly with your audience. While creating an MVP, you have the choice to match your page at three levels:
This is the most basic level. Here, the copy on the page can be compared to an elevator pitch short, sweet, and impactful. Considering this as the starting point, you will benefit significantly if you use the information you get from this page to improve your page in preparation for the next step.
Deep message matching is like trying to relate to your customer one-on-one. In this step, your primary goal is to create a page that understands your user’s lifecycle intuitively. Remember, it is essential to be relevant to them and where they currently stand in that lifecycle.
What is landing page optimization if not achieving an experience match MVP at the end? This page is the final step to creating the perfect MVP: page elements reflect your visitor’s specific landing page user experience(UX). It so is well equipped at converting your visitors into actual customers.
The fundamental point of creating an MVP is to get a better chance to know your audience. Collecting all that information allows you to move one step ahead in creating what landing page optimization is all about: Using the information you’ve gathered about your target audience, create effective high-converting post-click landing pages that your visitors won’t be able to refuse. You should now have enough information to develop a page that your target audience will enjoy.
Related: Landing Page Subdomains Explained With Examples
Being able to fully grasp the mechanics behind post-click landing page optimization is what landing page optimization comprises. To do that successfully, we need to understand all the components that combine to create an optimized post-click landing page.
Here are a few of the most critical components, explained in the simplest form:
Using multimedia sources like photos, videos, links, and other animations makes your landing page conversion optimization process much more attractive. The one thing you must avoid is cluttering the landing page by adding too many clashing images and colours.
Always make sure that the use of Multimedia is practical, eye-catching, and helpful to the customer.
Creating a visually stimulating and sharp call to action is the key to good landing page conversion optimization. What is landing page optimization for well-placed, clever, and personalized copies of call to action?
Simple touches like adding soft arrows, hand signs, background or positive feedback images affect the visitor’s decision on your landing page in a big way.
The logic here is simple: if you do not want your visitor to exit your landing page, minimize the use of bold and visible off-page navigation links. Use clever positioning to discourage the customer from actively clicking on it.
How you present your lead magnet and offer is crucial to landing page conversion optimization. Ideally, it should be clear, visibly placed, and not cluttered with too many words.
The higher up in the marketing funnel, the shorter your lead capture form must be and vice versa. Since the sole purpose of the lead capture form is to collect post-click landing page information, it is beneficial to remain conscious about how you create your lead capture form.
Getting your visitors to trust you within the first glance at your landing page is the name of the game with marketing. Customer reviews, trustworthy brand seals, and customer badges make for excellent displays of responsible behaviour.
Frequently Asked Questions help you make the landing page conversion optimization more relatable and customer-oriented. Getting simple doubts solved within the landing page experience makes a great impression on the visitor, prompting conversion rates to go up.
At Apexure, we provide your visitors with optimized landing page designs. These help in converting your targeted audience segments to relevant offers. We specialize in creating an engaging headline, a contrasting CTA button, and an attention-grabbing form that ensures that your offer stands out for your visitor. This increases the likelihood of taking the desired conversion action on the post-click landing page.
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences. Read more
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