As the name suggests, landing pages are where the visitors to your website end up when they are directed to your website. They can end up on your website through Google, Facebook, Twitter or any other online marketing scheme that you have opted for.
The landing pages of your website will be the first point of contact for most of your visitors. These pages will be the best way to persuade the visitors that your website and business can fulfill their requirements. That is why the optimization of your landing pages need to be a crucial aspect of your online marketing strategy.
The Need for Landing Pages Optimization
Landing pages will appear after your visitors click on an email link, online advertisement, search results or even a particular promotional URL. Since it is the first opportunity you get to impress a customer and convince them to continue the purchase process, the optimization of the landing page is important. Optimization can be beneficial for the following reasons.
- It can enhance and improve the experience of the potential customer.
- The returns on investment for your marketing campaign will be maximized.
- The conversion rates will improve as well.
- The usability of your website will be enhanced.
- It can help to build trust between the customer and you.
Tips To Optimize the Landing Pages of Your Website
- You should get to know your customers first of all.
- The proposition put forward in the landing page should have some value which needs to be mentioned clearly.
- Content relevant to the proposition and landing page needs to be posted.
- The content will have to be persuasive as well.
- The message must always be consistent.
- The call to action needs to be provided clearly.
- There should be a balance between the images and the content in the page.
- The layout of the landing page has to be user-friendly. Customers will leave if they face any difficulty in navigating through the page.
- Use emotional triggers wherever possible.
- There should not be any distractions in the page or else the customer may forget the actual purpose of the visit.
- Avoid asking for a lot of information from the customer.
- Try to create a bond of trust with the customer. If your customers trust you, they are more likely to avail of your offers.
- Respect the privacy of the customers. Otherwise you will lose their trust and their business.
- Do not be afraid of placing a few testimonials in the landing page.
- Simplicity can go a long way in impressing the visitors to the website.
- After designing your landing page, you should always get it tested thoroughly. Any errors here will reflect poorly on your business.
- The landing page should always load up quickly. People dislike delays especially on landing pages.
Avoid making any mistakes in your landing page. Getting it wrong will reflect poorly on your business. There should not be bad headlines or poor form layouts. Your customers want to be impressed and you need to ensure that your landing page is up to the task. Here is a great read from consortemarketing with regards to Landing page optimisation.