The Complete Landing Page Optimization Guide
A landing page plays a huge part in the success of a marketing campaign. But they are often hit and miss in terms of their success rate. Let’s look at how to optimize them for consistent results.
Think of a landing page as the bridge that takes a potential customer to the next stage of marketing content.
Now imagine if the bridge is dilapidated and unsafe, or confusing as to where it goes.
People are going to be hesitant to cross… and when that happens they turn around and go elsewhere. They don’t want to risk it.
This is what happens when people don’t convert and instead click away or close your landing page.
We need to work to ensure our bridges are safe, welcoming and going to lead them to the place they need to be.
To do this, we need to understand the exact people we are targeting and build a bridge where there is no question in their mind they need to cross it.
There’s already a diverse range of landing page tools available that make it super simple to achieve the right outcome.
But this can also bring in a touch of laziness or complacency.
Let’s take a look at how to optimize pages for consistent success.
The Right Targeting
The first step is to target the right people – that is, people who will benefit the most from our content.
This is not the same as targeting options in advertising. Instead it’s the title and descriptions throughout the landing page.
Start with a focus keyword for the offer and craft the title around that.
This also gets included throughout the page. If it’s a short page, having it again in the sub-heading or description as well will suffice. We don’t want to overwhelm the page with the keyword.
Typically a good title will outline a result or portray a relevant and positive outcome after taking action on the page.
The description might show benefits or key features that show how the outcome will be achieved.
Once that’s done, visitors will now know that the offer is going to be beneficial to them and come to your page more excited to cross the bridge.
Define Commitment Level
A lot of marketers don’t consider just how much they are asking of a visitor to their landing page.
Have you ever visited a page that asks for ALL your details? Think: Full name, email address, company, phone number, job title, company size and you think… *hell no* I’m not giving you all that info.
That’s because at the time, we’re not familiar enough with them.
If they took the time to engage and nurture us with other methods first, there could come a time where we would happily pass on those details.
It all comes down to trust.
Trust is something that builds slowly and can be destroyed instantly.
This is why it’s super important to define a commitment level for our offer, and this translates on to the design of the landing page.
Here are 3 different levels of commitment we should build the landing page for:
- Low – the visitor has little or no knowledge of us
- Medium – the visitor knows us and is interested in learning more from us
- High – the visitor is actively looking for a solution we offer
It’s not hard to classify which level to build the page for.
Just align these levels to one of the levels of our funnel – eg. know, like, trust.
Now let’s look at what elements of the page should be included based on the 3 levels of commitment.
Low commitment level landing page
These landing pages are very simple. There will be a logo up the top, no menus or links.
There’s a heading, sub-heading and the form.
Beside that will be an image of some sort showing a visual mockup of the offer.
If you have a personal brand or are the personality behind the marketing, include a small image and bio of yourself.
The button needs to be big and be the most prominent item on the page, best differentiated with a bright colour like red, yellow, orange, etc.
If you use a service such as Leadpages you can leave out the form fields, and use their leadbox popup feature.
Medium commitment level landing page
Here we start with the low commitment level page and add on to it.
The main difference for these pages is to include a small section showing what’s included.
We have a little more room to ask for more details here; ideally however we don’t need to. For example, if you only have an email this is a good opportunity to ask for a name as well.
High commitment level landing page
Our high commitment level pages are for when our leads know us, like us and trust us; basically they are ready to buy.
Therefore these can even be our sales pages.
So that means they need to have a lot more detail in them.
Include detailed descriptions of the content, outline features and benefits, show testimonials that describe results and positive outcomes.
Combine these items together, and show it to your lead at the right time, and you’ll be well on your way to increasing sales and conversions.
For all these pages, it’s important they keep a consistent style.
After all, each visit is a brand interaction that is building trust with a potential customer. So make that experience exciting and enjoyable for them.
Once you do this, you can start to look at your analytics and A/B test different sections or offers to see how you can further improve your conversion rates.
Do you have any tips for achieving a high-converting landing page? Let me know in the comments below.