Landing Page Optimization: Tips To Improve Actionability

The competition on Internet is getting tougher day by day. To make a place in today’s Internet market, professionals are opting for fastest way to increase their sales, by optimizing their landing pages and conversion rates. Landing page optimization it is guaranteed to deliver ROI and increased revenue.

It is not that easy and simple to optimize a landing page. However, by following the necessary optimization tips, a web page can provide more conversions at the same advertising cost, therefore a better ROI.

Some of the most important testing elements that one must consider when optimizing a landing page are headlines, call to actions, graphics and copy.

Headlines

Keeping the headings simple makes a lot of difference. A headline must be clear, concise, and easy to retain as it is a key to hold your visitors. This is because a landing page has approximately five (or less) seconds to grab the attention of your visitors before they close the page or click back to check your competitors. Therefore, a captivating headline acts as a major difference between a successful page and an average page.

Headlines should clearly state the purpose of a page and should incite the visitors to take action (read more, click on a button), but what’s also important is that headlines should match the offer on your site. Never state something in a headline and not keep the promise.

Copy (page content)

Page content is the second most important point to be considered. The visitors pay attention on it, especially when they have successfully read the headlines. Importantly, more effective content on page will keep the visitor to stay for longer time.

Sometimes a short page will do the work; sometimes a longer copy is necessary to persuade customers. The best you can do is to do an A/B or multivariate test on short versus long copy and check the conversion rate. Identify the winner and then start tweaking it with multivariate testing (various headlines and other elements).

A good page copy will persuade people to take action, which is clicking on Call To Action buttons

Graphics (look and feel)

As the old saying goes “a picture is worth a thousand words“. Therefore, the overall image of your landing page plays a vital role in grabbing the people’s attention. A professional look and feel of the landing page design can significantly increase its effectiveness.

Nowadays, people tend to judge a company by their websites and partially they are right: quality design doesn’t come cheap and no one is looking to do business with a cheap company. According to the latest research, a professional design will increase the probability of a visitor interacting with the page.

Calls To Action

Apart from headings, images and page content, the quality of your call to action links (or buttons) is another important page element to take into consideration. Sometimes, a landing page loses potential customers because it fails to communicate the appropriate message with the call to action or because the call to action is missing completely.

As a rule of thumb a landing page can have more than one purpose and therefore there should be more than once CTA. However, only one is the primary CTA and it should be the most prominent on the page. It should be placed above the fold and repeated along if the copy is long.

Always Test

Experimentation-based landing page optimization can be achieved using various testing techniques like A/B testing and multivariate testing.

The tips above will help you get started with landing page optimization and will help you increase your conversion rate and maximize marketing campaign’s ROI. Keep in mind that landing page optimization is neither a one-time activity nor a one-off tactic. In fact, it is the superset of marketing activities that include testing, segmentation, targeting, and personalization that will make you successful. Continuous testing and optimization can bring great rewards and you should adopt this strategy.

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