Today we’re going to talk about landing page optimization best tips. Why? Because it’s one of the most important steps in your lead generation strategy.
There are a ton of posts and guides out there that talk about how to best optimize your landing page. However, in our research, we have found that they were either overwhelming or boring. So we’ve decided to create a landing page optimization guide that’s not only easy to digest but simple to understand as well.
Marketers segment because every audience is different. Each segment may respond differently to certain headlines, persuasive styles, offers, images, etc. And that’s why savvy marketers don’t use the same ad on two different audiences.
However, many of these same marketers are okay with sending all their paid traffic to the same landing page. This impersonalized approach completely negates all the hard work of segmenting in the first place. If you wouldn’t run the same ad for all your audiences, you shouldn’t use the same post-click landing page on all of them, either.
When your prospect clicks your ad and arrives at your post-click landing page, they’ll make a snap judgment about whether you have what they’re looking for before they even get into the bulk of the content.
They’ll look for:
- Your logo at the top of the page
- Brand colors that match the ad
- A headline that offers the same thing the advertisement did
- The same media that was in the ad
You need to convince visitors the rest of your page deserves their time and trust. If it seems like you’re pulling a bait and switch — advertising one thing but delivering another — they’ll abandon your page for another. To keep this from happening, you should aim to message-match your advertisement and post-click landing page. Keep copy, colors, and branding consistent, and the appealing elements that got your prospect to click your ad may also get them to convert on your page.
Did you know that something as small as a 1-second delay in page loading time could reduce conversions by up to 7%?
People are impatient. They have short attention spans, and they want things immediately. Whatever enticed them to click through to your page was a moment of impulse, that same impulsive feeling will take them away from your landing page in a heartbeat if it doesn’t load quickly enough.
The page loading speed can be significant for improving your landing page performance and conversion rates. For example, Walmart observed a 2% increase in conversions for every 1-second increase in page performance:
If you want to increase the speed of your landing page, it’s probably best to work with a developer who understands the inner workings of your website, because most of the improvements you can make to page loading speed are technical.
Alternatively, you could use a third party landing page creator such as MailMunch — we have already put in the effort to test and optimize our templates for speed.
As consumers, we make decisions with our hearts and justify those decisions with practical data and functionality.
The first thing someone sees on your landing page is the top headline — which makes it an extremely important part of the conversion equation.
Your primary headline needs to catch the visitors attention within a matter of seconds, speak to their emotional desires, and in a few simple words outline the benefits of your offer.
Supporting your primary headline, should be a secondary headline or sub-paragraph that is an extension of that primary point. If the main headline talks to the visitors emotions, then the secondary headline talks to their head. It’s practical and articulates more specifically exactly what they will ‘get’ if they opt-in to your list.
The home page for Tim Ferriss’ website The 4-Hour Workweek is a great example of a landing page that uses emotive language to encourage people to sign up for his email list. He taps into the desire of people to “10x” their per-hour output and provokes thought by asking “how would your life and business change?”
Whether it’s a B2B or B2C website, landing pages should include clear calls to action. When potential customers visit your website, it’s important to help them understand the next step, which your action button does. Make sure that it’s highly visible and contains the concise copy. For example, we are an RV rental business with locations throughout the United States and Canada, and our home page contains a CTA that reads, “Check Pricing.” Know your users’ motivations and show them what to do when they arrive at your landing page.
Most landing pages suffer from either no videos, to poorly designed videos. For a landing page to be highly effective at generating highly qualified leads or even sales, a sales video is absolutely critical in 2021. The sales video must “showcase” the product or service in the best way possible. It must “show” to the client, all the benefits of buying from you.
I just cannot overemphasize the importance of having a well-optimized conversion-oriented landing page. But the secret is to ensure that it’s also well-optimized on mobile devices. 75% of your traffic / potential users will experience your pages on a 6-inch screen, so you need to ensure everything works well on a small device.
This tip is easy. Any time you can leverage the nice things your customers have said about you, do it. If you don’t have a large cache of compliments, you can lean on logos instead. Just make sure you have permission!
There are a few different platforms that will integrate with your landing pages to keep reviews fresh, like Yelp, Google My Business, and Trustpilot. You can even use simple embed codes. Keep these reviews at the bottom of the page so you don’t distract from the action you want your audience to take. These should be also related to the headline describing the action, or else your audience will get pretty confused.
Munchery popped in some reviews from Trustpilot on their landing page and magically made the section simple and appealing, without distracting from the action above.
Just like an email, you want to make sure when someone is clicking through, the important stuff is visible first. This is particularly important for highly actionable pages, like buying tickets or entering a contest.
Things you can put below the fold: any testimonials, case studies, or client logos. Your own terms and conditions. Suggested content (e.g., if you liked this, you’ll also love our guide on our to make your lead forms pop!).
This Guideline page does this really well; there’s minimal text, a simple form above the fold, and more details below.
This is an important one. If you need your landing page to have staying power, try to flex some of your SEO muscles. If you run a blog (or your own website), you probably already know these basics. Here’s a review:
- Unique URL: Giving your landing page a unique URL isn’t just so people land in the right place, it can also optimize for whichever keywords you want to rank for.
- Title tag: This is separate from your header tag, it’s the title of the page. Again, plug-and-play landing page solutions should have an option to alter this (i.e., make it different from your header tag), just remember to fill that field out.
- Header tag: This tag is the title of your page (ironically). Whatever your landing page headline is, shrink it down for your header tag.
- Meta description: I know that a lot of people forget to fill this field out, which could be fine, but for landing pages, you want to. The meta is what google populates under your search result, and landing pages often have some … dispersed copy. So you want to tell google exactly what to grab and put out there on the SERP.
- Image file names: Self-explanatory, obvious, necessary. Name your images! Give them names that reflect the purpose of the page. If you can get your target keywords in there, even better.
- Backlinking: This is the final step, after publishing your page. Not only should you link to your landing page from ad campaigns, you can try to embed the link within blog posts, your website pages, hand it out to affiliate partners, etc. The more spots your link appears, the more google is going to recognize its relevance and authority.
Forms aren’t a one-size-fits-all kind of lead magnet — you shouldn’t be using the same forms for mobile landing pages as you do for desktops.
Why? Forms are tedious to fill out, especially on a mobile device. Moosend makes it super easy for you to create an optimized landing page for your mobile users.
All you have to do is switch from desktop to mobile view with the push of a button and adjust your elements accordingly.
If your forms have a lot of dropdown boxes and extra fields, you might find that it’s turning leads off of your landing page.
Less is more when it comes to mobile forms. You want to reduce the amount of resistance a prospect will show an opt-in form, and that means making it as simple as possible for them to opt-in to your conversion.
You can do this by cutting back on the “extra” fields you might have on your desktop landing page forms.
Look at your current opt-in form, and delete anything that can be followed up by a member of your sales team later. You should be left with a skeleton form on your mobile landing page, and that’s perfect.
Do not. We repeat…DO NOT have your CTA button the same color as your landing page.
Having a CTA button in a contrasting color will help your mobile landing page visitors follow whatever conversion goal you’ve got planned for them.
It’s also easier to link important copies and your CTA together if they’re given a contrasting color.
Remember, mobile users, are on the prowl. Don’t mess around with amateur blunders like this, otherwise, they’ll bounce.
After reading these best practices, use them to improve your landing page(s) so you can start getting more leads and sales. By the time you finish your LPO, it should be one of the best pages on your website. thanks.