Optimizing Your Landing Page Like a Boss

The main purpose of a landing page is to capture leads. Simple as that. A lead in your autoresponder is always worth more than any one-off sale you could possibly make. Because a lead in your autoresponder means direct contact to your ideal customer for as long as they don’t mark you as spam. I kid. I kid.

But, no actually. That’s the reality. And great content for the next post.

*self-five*

My God, I’m awesome.

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Yadda yadda yadda.

You need to optimize your landing page.

Landing page optimization makes your page more effective to give you a better chance of converting visitors.

All good landing pages are made up of three main elements: attractive design, compelling copy, and optimization.

Optimization is a simple word which just means two things:

  • finding what works, and doing more of it.
  • finding what doesn’t work, and doing less or getting rid of it.

You can optimize your landing page any time. There’s always something you can do in order to boost your conversion rates – and by conversion rates, I mean the percentage of people who take an action that you want them to do on your landing page. It could be leaving their email address or contact details, whatever.

The thing is, if your page is already doing well, then you don’t want to spend a whole day tweaking things just to increase your conversions by 5% or something. But the more you work at optimizing your page, the better you’ll be at knowing when it’s the right time to optimize.

Basically, if you notice your page has a high bounce rate, low conversion rate or that people are spending a very short amount of time on your landing page, then you should definitely start tweaking things.

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So how do you optimize your landing page?

1. Know what action you want your visitors to take.

Be clear on what it is you want your visitors to do on your landing page. Landing pages are different from normal webpages because they have only one purpose. Asking your visitors to do several things on your landing page is a recipe for failure.

Have a single outcome as the aim of your page (for example, getting your visitors to leave their contact details), and use that to measure conversions.

2. Monitor your stats.

Once you have a goal for your landing page, you can now measure your conversion rate. Like I mentioned, this should be the percentage of people who take the action you want them to take.

Once you know your daily average conversion rate, you can start tweaking.

3. Start tweaking.

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Landing page optimization is based on the idea that even tiny changes can make a lot of difference.

Small changes to your headline, copy, design or call to action may or may not affect your conversion rate. For example, changing the text on your button from “Widget” to “Install Widget” might affect the number of people who click on the button.

Here are some things you can do to tweak your page:

  • Take out anything that’s not relevant to your page goal.
  • Keep the design simple and congruent. Make sure people know the goal of your page within 3-5 seconds.
  • Tweak the copy/design.
  • Play around with buttons.
  • Put in arrows to direct your visitors’ gazes.
  • Make your forms simple, short and compelling.
  • Add a video. Videos on a landing page can increase conversions by 80%.

4. Monitor your stats.

This sounds exactly the same as step 2, doesn’t it? Well, that’s because it is the same.

Optimization is an ongoing process. Even if you have optimized your page now, chances are you’ll have to optimize it again in the future. 

You need to monitor your stats, and see if the changes you made have increased or decreased your conversion rate. If your conversion rate increased, then try and replicate whatever you did. If not, then tweak again, or get rid of whatever’s not working.

 

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