Putting together any kind of business involves the business entity to place themselves out in the market and leave no stone unturned in order to sell their product/service offering. With the current decade being all about the online marketing of these offerings, conversions are now drawn through online elements such as a Landing Page. Also known as lead capture pages, landing pages are highly useful because they help companies convert a prospective customer/client’s initial interest.
Landing pages work great when you are trying to get work done i.e. either collect contact information from a client/customer or simply establish a sale. The usual way that Landing pages work is when the subject arrives on it through a link that they might have obtained from social media, email, or an advertising campaign. Although Landing pages might sound like a very easy way to get work done, they might need some extra hard work and optimization to get them right.
Boosting conversion for your offering can be seamlessly achieved by appropriately optimizing your Landing page. However, there are some essentials that must be followed so that your inbound marketing strategy doesn’t end up being a futile one. This process will need you to understand landing pages and their mechanism, test their elements, and also learn the optimization techniques. Navigating through this learning curve might use some help and this blog post is meant just for that.
So, here are the best optimization tips to help you boost conversion for your Landing pages.
Magical headline Copy is the ice-breaker
A great headline can fix everything, especially if it’s a marketing copy. A landing page, after all, is a sales pitch and people know that. Hence, an efficient Landing page copywriter must know how to surpass this know-all semantic barrier and yet make people read through their marketing copy.
We are not talking of highly-specialized, and jargon-stuffed headlines because a straightforward, concise, and simple headline seals the deal well. Your headline copy should be such that your target audience should feel obligated to move ahead of it and read the rest of the landing page. We say so because on an average, 80 % of the folks do read a headline but only 20% of the lot read the rest. A great headline is catchy because it sums up your proposition, so don’t miss out on that.
Distraction free layout will take you a long way
Like we said earlier, your Landing page is an online sales pitch where you might want to express the best about your offering. There is definitely so much to tell in order to not miss out on any pointers that might be of great potential. However, this is a huge mistake that most Landing page creators commit: make their Landing page a tell-all spot.
A great Landing page is well-optimized to provide a distraction-free outlook into the sales copy so that the viewers can scan and pick up the essential bits. You also need to strike a balance so that your audience can pick up the most vital bits above the fold. Hence, you will be required to put much of your content above that imaginary screen border. However, don’t end up messing the visual field by over-cluttering everything.
The value proposition to get their attention
Your Landing page has all the elements that talk of deliverability, communication, and acknowledgment. Also, these three are the promises of a value proposition. When you put forward your value proposition in the copy of your Landing page, you should make sure that you are talking of the extraordinary takeaway offered by your product/service. Your Landing page must attract your target audience in a manner that resonates with these users.
Putting together a great value proposition through a Landing page is about addressing the pain points and creating a copy that sends out a message that your offering is capable of helping them and how. This value proposition should be highly tailored for each of your landing pages.
Bulleted breakdown of copy helps immensely
As mentioned earlier, people mostly like to read a Landing page above the fold content and might choose to abandon the rest. Well, this leaves you in a scenario where you need to get most of the talking done quickly. This is where you need to break down all of this information in bullet points so that readers can easily leaf through them.
You can also put forward the benefits of your offering in the form of bullet points. This is so because bullet points make your landing page visually appealing and introduce better readability. Having said that, you must also pay attention to the formatting of your landing page because with efficient formatting, you might be able to increase conversions by 104%.
Images/Explainer video to supercharge the landing page
This one is undoubtedly the most important Landing page optimization technique. The use of images and videos in your landing page content can drive way more conversions and that’s a proven fact. Pairing the right high-definition image with the right content is all that’s needed for a successful conversion. An explainer video is also a great way to send out the summary of your Landing page and highlight its selling points.
Social proof of credibility
For your audience, Landing pages are mere pieces of advertisement which might or not be credible. If you want to sell anything at all, you need credibility. Since it is a compulsion to prove that you’re legit, you need to spice up your Landing pages with elements of social proof such as client testimonials, reviews, endorsements, certificates, security seals, etc. If you are adding client testimonials, it is important to add their full name and the name of the business they are associated with. This provides further credible insights to your audience.
Brands can choose to host landing pages on their parent website or can do the same with a different domain. Hence, if you are going to be taking the second route, make sure your domain register procedure is done accordingly.
Dropping a powerful yet subtle CTA
The greatest takeaway for a visitor from a Landing page is its Call-to-Action. It is the most important element of your Landing page. A great CTA articulates your value proposition clearly. Making interested visitors click that button is easier said than done. You need to give your visitors a reason to click that button.
A CTA ensures that your visitors know what action to take once they are done with the reading of your landing page. Clearly, your call to action must stand out, but it should be subtle. If your landing page has multiple offers, try not to confuse users and make them lose focus on the prime point of conversion. You might want to add a hover effect to your Call-to-Action button that changes the color of the button, once clicked.
Wanting to boost the conversion drawn by your landing pages isn’t a cakewalk. There are certain best practices that can help you do so. However, testing and tweaking your landing page from time to time is the best way to get the highest possible conversion rate. With the optimization techniques mentioned above, you will be easily able to boost the conversion rate for your landing pages and market your products well.
Kiera Hayes is a passionate Blogger and Marketer. She enjoys reading and writing articles whenever she gets time from her work.