Landing page optimisation best practices help you revamp your landing pages that might not be performing well.
A landing page gets titled ‘impactful’ with higher ROI and consistently generates leads. Suppose your landing page cannot create the type of lead quality you desire, even after spending on paid advertisements. Then you must revisit your page’s design and optimise it for better conversions.
In this article, we will go through the best practices of landing page optimisation that can help you secure traction and get quality leads.
But first, let’s establish a common definition for landing page optimisation.
What Is Landing Page Optimisation?
Landing page optimisation is the process of enhancing various landing page elements to encourage a higher conversion rate.
So, optimisation helps in amplifying the user experience and overall landing page workflow. Marketers use A/B testing and other metrics to analyse and monitor the landing page’s performance. By using the data provided by the metrics, aspects of the landing page that might distract the visitors get eliminated.
With the assistance of landing page optimisation, you can identify the areas in which your landing page needs more effort and enhance it for better conversion goals.
What To Do Before Starting Your Landing Page Optimisation Process
Creating an impactful landing page takes several attempts before you finally get your desired results. For building a good landing page optimisation strategy, you must first determine the problems present in your current landing page.
Below are is a list of data that you must collect before creating an impactful landing page with optimisation:
– Heat Maps
A heat map is a colourful visual representation of the areas on your landing page that get the most attention. By using different colours like red, blue, green, orange, etc., heat maps identify the hot and cold elements of the landing page. It helps you in understanding user behaviour comprehensively.
– Scroll Maps
A scroll map is a heat map that provides information about how visitors scroll through a landing page. It specifies average fold scores that help recognise the web page elements where a visitor spends the most time before scrolling further.
– Form Abandonment Rate
Form abandonment rate showcases how many prospects started filling your landing page form but left without submitting. It assists you in determining the shortcomings in your form and creating a better one.
– Page Load Time
The average time a landing page takes to load on your screen is what marketers call page load time. You can compute it by capturing time from the beginning, when you click on an ad link, to the end, when the landing page gets fully loaded in the browser. Many studies have shown that a high page load time results in customer distraction and demotivates them further checking the landing page.
– Conversion Rate
Conversion rate is the percentage of visitors who have converted into leads. You can calculate the conversion rate by dividing your conversions with the incoming traffic and, further, multiplying it by 100. It is one of the best ways to understand the overall impact of your landing page.
You can use various tools like Hotjar and Crazy Egg for creating heatmaps and scroll maps. You can also integrate them with a tool that can capture your form abandonment rate. For analysing your page speed and conversion rate, you can use Google PageSpeed Insights and Google Trends.
After collecting all the data mentioned in the above points, let’s understand how you can utilise it to make a more impactful landing page.
Landing Page Optimisation Best Practices
When we use good metrics as measuring instruments for a page’s success, the chances of creating an effective marketing campaign increase.
Let’s define the strategies you can use to optimise your landing page for higher consumer engagement:
Innovative Ways For Presenting Information
Too many words on your landing page can overwhelm your audience, and they might leave your page without even getting to know what you are offering. You can avoid this issue in two ways:
- First, you can go through your landing page copy and edit out the parts that do not support your offer. Then you can work on the layout of your copy by highlighting the essential aspects with bullet points.
- You can also visually present information in the form of a video or graph, which is bound to be more impactful.
- The new trend of minimalism has also seeped into marketing with the minimalistic landing page designs. You can also use such designs as they are eye-catching, trendy, and require less effort. Learn how to design minimalistic landing pages here: Ideas For Creating A Minimalist Landing Page Design
Correct Placement of CTA
Heat map and scroll map together can help you understand your user behaviour and how a visitor usually interacts with your landing page and CTA.
- A heat map gives you exact metrics about how well your CTA button performs. If your CTA button is not an element that visitors are spending time on, then it is time to change ti’s copy into something more persuasive.
- Scroll maps will help you determine which part of the landing page your visitors are spending most of their time and accordingly, you can place your CTA. For example, if your CTA is only present at the bottom of your landing page, you can easily detect that many prospects are not even reaching it with a scroll map. The correct solution is to place your CTA at the top of the landing page.
Generating Mobile-Friendly Landing Pages
Mobiles have become the quickest way of searching for anything. With a mobile-friendly landing page, you can increase your chances of showing up in the audience mobile searches and impress them with a smooth user experience.
Some tips for creating an impactful mobile-friendly landing page are:
- Use a single-column layout
- Place your CTA at the top of the page
- Keep the copy short
Below is an example of our mobile-friendly business solution landing page with a CTA and testimonial at the top, along with a single-page layout.
Matching The Landing Page Copy With PPC Ads
Impactful landing pages match the terms in their copy according to the keywords in their PPC advertising. The use of the same headline and terms repeatedly convinces visitors that they have arrived on the right page.
For example, if a visitor clicks on a product’s ad, they get directed towards a landing page that talks about the product and its benefits. It helps avoid confusion between your audience and guides them down the sales funnel.
Correctly Using Pop-Ups
Pop-ups that appear on the landing page the minute a visitor arrives can be annoying. Instead, you can use exit pop-ups that only appear when the visitor leaves the page without signing up.
In this way, you get another chance of converting the visitor. By using a clear heading, a compelling CTA, and eye-catching imagery, you can efficiently utilise your exit pop up to present a well-timed offer to your prospect.
Focusing on The Thank You Page
A thank you page is the correct opportunity to connect with your visitors turned leads. It helps further establish their confidence in your brand and provide more information about your company.
Below are things you must include on your thank you page:
- Encourage leads to follow your social media
- Ask leads to check out your blogs
- Provide a link to your main website
Testing Regularly
To make your landing page better day by day, you must test it regularly. A/B testing is an efficient way to check how small changes in your landing page can affect your overall sales cycle. In A/B testing, you have to divide your traffic towards two or more versions of your landing page and monitor better performance.
By analysing the testing results, you can determine the final changes you need to make to your landing page.
Conclusion
An impactful landing page assists you in achieving your conversion goals in a defined period. For making a buyers’ journey easier, using landing page optimisation best practices is the perfect way to turn any underperforming landing page into a cornerstone of your marketing campaign by collecting relevant data, examining potential problems, and making the required adjustments to your landing page.
If you are looking for impactful landing page templates optimised according to your needs and market requirements, don’t forget to check out our 99landing page template inventory.
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