If you want to convert those casual browsers on your site into paying customers, follow-up leads or want them to subscribe to your email list starting with a customized landing page is always a safe bet. Given the market competition and vast number of online webpages, an average visitor spends just a few seconds deciding whether the page is relevant. Hence, you’ll only have this brief window to grab the attention of the audience and lock in a conversion.There are several tips and tricks regarding product landing pages optimization that can help you grab the audience’s attention and decrease those bounce rates. However, you need to understand that what works for one person won’t exactly work in exactly the same manner for someone else.
Most of the time you’ll have to experiment a little to find the perfect concoction that meets your needs and business goals. So, don’t be afraid to play with different techniques to optimize your landing page. You can use the guidelines and tips below to get started with increasing the conversion rates and more effectively promoting your products or services towards the target audience.
Use Custom Landing Pages
Typically, a site gets referral traffic from several different sources – such as from social media, an online search result or a link from an ad. These visitors have different purpose for visiting your site; hence you need to tailor different landing pages to their individual needs to maximize engagement with your content. Try to determine what sort of information the visitors are looking for.
For example, can you meet the needs of visitor reaching your site via a pay-per click ad related to a specific product by linking them to an existing product landing page? Or maybe each of your PPC ads varies in its type of target audience; in which case, you’ll most likely need customized landing pages for each PPC ad. You can achieve better engagement rate by being more thorough in your approach and customizing each landing page to individual visitor needs and your desired call-to action.
However, customized landing pages aren’t only restricted to PPC campaigns. They can also be used for referral traffic arriving from guest posts and other recognized sources.
Characteristics of an Effective Landing Page
An effective landing page embodies the following characteristics: it is attention grabbing, garners visitor interest in the product/service, is of value to the audience and leads towards a clear call-to-action. If your landing page lacks these characteristics, it’ll be more difficult to achieve target goals from your call-to-action. The guidelines below further explain the design elements of a simple yet effective landing page, and will significantly help you convert your audience into paying customers.
1. A Bold, Engaging Headline
The headline of your landing page should be instantly attention grabbing. You can be humorous or quirky in your execution to make it more interesting and memorable. However, keep it topic-related, concise and it should generate direct engagement.
2. Relatable and Persuasive Content
Your content should resonate with the audience and sufficiently convince them to advance with your call-to-action. You should master the skill of generating a persuasive narrative to meet those goals.
3. Determine Audience values and Needs, Highlight Benefits
While a product sales-pitch highlights the features and then the benefits, a landing page works in reverse order. Work your way up from first describing the benefits of your product/or service (since chances are visitors are already a little bit familiar with your product/service) and then proceed to elaborate the features in order to generate instant maximum audience engagement.
4. Provide All Necessary Proofs About Product Claims
You need to address audience’s doubt and all necessary questions about your product/service to be able to convert. Audiences need to have trust in your product and brand before they invest in it. Make sure your content features compelling evidence that the product delivers on its promises.
5. Include Only One Clear Call-to-Action
Now that you have the audience’s attention, it’s time to streamline their progress towards achieving your target goal. The audiences should have only two options, to proceed with the call-to-action, or not. Any ambiguities or several alternate options could decrement the success of your call-of-action and it will ultimately defeat the purpose of your landing pages. It’s up to you, whether you desire your call-to-action to be an email opt-in, want audiences to buy your products and services, or follow your blog posts.
Split Test Your Landing Pages
Of course, you aren’t done with optimizing your customized landing page just yet. To bring your website to overall optimal performance, consider running split-tests on every single landing page according to distinct groups of visitors. With split testing, you can compare different variants of a landing page to determine which set of landing page design elements and features are driving- up the conversion rates. Probably, one of the easiest and most efficient split testing is the A/B split testing.
How A/B split testing works
Start by making modifying small features and elements on the landing pages, such as a headline or button. Then half of the traffic is bridged to the control (i.e. the original version) and the other half to the variant (modified version) at random in a live environment. Data from visitor engagement with each version of the landing page is analyzed and stored in a dashboard to be further scrutinized by a statistical engine. You can then cross-reference and see whether changing the experience had a negative, positive or no notable impact on visitor behavior and your given conversion goal. You can play around with the following test variants to create different versions of your landing page:
- Headline: different combination of words, fonts, colors or even location on page.
- Images: incorporated in the landing page.
- Page Design: the background color, navigation elements and columns included in your landing page.
- The List of Benefits: of your product that you have highlighted within your page content.
- Call-to-action: you can even try modifying that and seeing how encouraged visitor are to respond positively now.
Try testing maximum possible scenarios to really get to the heart of the issue. You can also use Google Analytics’ free “Content Experiments” program to get this done. Then, use the results to optimize your landing pages to increase visitor engagement and possibly maximize sales.
Use Reliable Landing Page Software
If all of this doesn’t sound like your cup of tea, you could alternatively invest in a Trustworthy and result-driven landing page software. There are quite a few benefits to using landing page software, especially novices, which include:
- Easier Alternative: It takes less time and you have a variety of built-in templates to choose from.
- No Special Skills Required: You don’t need to have a deep understanding of Google Analytics to work this one out. Typically, landing page software come with their own set of analytics to represent the opt-in conversion rate and several other features.
- Less worry, more time for important stuff: You won’t have to spend time on the mundane web development tasks. All technical issues will be handled by the landing page software. You’re there to oversee, strategize and brainstorm good ideas.
There are several effective softwares available in the market. You’ll have to do a little research to find the one that best suits your needs.
After optimizing your product landing pages – whether it’s text-based modification or the inclusion of video files – you will likely land upon an optimum solution that can increase user engagement and help you towards achieving those call-to-action goals. So, don’t be shy with investing a little extra time and effort as it will go a long way in improving your overall website performance.