If you recall my last post, I talked about PPC ad writing, I referenced that I would be discussing landing page optimization soon. Well – here, I will discuss a few fundamental tips and pointers on landing page optimization, as well as things that should be tested.
The first, and probably the most important thing you should keep in mind when optimizing your landing page, is to have a relevant and targeted page. You want to include the exact same information that was in the text or banner ad. When creating your landing page, you should ask yourself “does the landing page deliver on the promise the ads make?”. Always make sure you meet the visitor’s expectations.
Have a clear and concise headline. Just like with the PPC ad, you want to grab the visitor’s attention and let them know exactly what your mission is and what the page is all about.
Another fundamental in landing page optimization is to keep the important stuff like your primary message and a strong call to action where the visitor will see it right when they get there…above the fold!
Remove the clutter. You don’t want too many things on the page competing for the visitor’s attention. You want them to do one thing and one thing only, convert. Why would you have anything on there that would get in the way of that?
Trust and credibility builders (aka “badging”) are things your visitors are always going to look for before they convert. If you can win their trust, you’ll get a leg up on your competition. Some quick pointers to help build trust and credibility are: put a phone number on the page. Including a phone number will help establish the fact that you are legitimate and there is someone on the other end of the line. You always want to refrain from using gimmicky sales tactics, nobody likes that. Testimonials are a sure way to a visitor’s heart. Don’t be embarrassed to ask a happy customer to share his/her experience with your product or service. Add logos of associations you belong to and/or certifications your company may have. The more you can show the visitor you are credible and trustworthy, the more likely you are to win their business.
One thing that every serious landing page should include is A/B testing. Some of the most basic things you could test on your landing page are:
- The main headline
- The call to action
- Your main banner. (Try with and without an image)
- CTA button design – Your designer should have fun with this!
- Button color – Again, it may only be a button, but let your designer have fun with it.
- Form length. Normally, the shorter the better, but sometimes you may actually need all the information from the visitor you were initially asking for.
- Long copy vs. short copy. Again, shorter is usually better, but sometimes certain product pages require a lot of detail. If you don’t test, though, you will never know which works better.
Basically, when it comes down to it, you want to use the K.I.S.S. method – Keep It Simple Stupid! Or for that matter, keep it simple and consistent! The landing page should have one goal, one message, and one action. I mentioned in an earlier post that getting someone to your website or landing page is only half the battle and the biggest opportunity comes after the click…still true.