Landing pages are extremely effective. They improve conversions, help with traffic, generate targeted leads and are the perfect tool to add to any brand’s inbound marketing arsenal.
A landing page’s main purpose is to entice people to take action. For this reason alone, it’s important to continuously optimize landing pages for optimal performance and to ensure you’re getting the most marketing qualified leads out of your advertising dollars.
Even the slightest nonsensical mistake can cost you targeted customers and put a major dent in your advertising budget. A study by Wordstream revealed that the average monthly advertising budget for small businesses is around $1,200, but that a whopping 25% of those companies ad budgets are improperly utilized and basically wasted.
If your pay-per-click (PPC) campaigns aren’t yielding the results you had initially anticipated, then it might be time to take notice and your landing page’s performance with these four landing page optimization tweaks for a more effective landing page.
Consistency Is Key
There are few things in this world that frustrate people more than not getting what they were promised. When jotting down ideas for the ad and landing page copy, be sure the message you’re sending out is consistent. The keywords and copy in your PPC ads should match up with what they see on the landing page – don’t offer one thing in your ads and another on the landing page.
For example, if the ad copy says ‘Cheap Fishing Gear In Sydney’ and then visitors are pushed to a travel website where they can estimate the cost for flights, then those people aren’t going to be too pleased. The message this landing page sent out was not just inconsistent, but also deceptive.
Take notes from Amazon and other big name brands, whose ads deliver exactly what the ad copy say it will–it takes visitors to a specific page on a specific product.
Being inconsistent with you campaign’s keywords can adversely affect your page’s Quality Score from Google, which can have a major impact on the overall effectiveness of your landing page.
Is Your Proposition Strong Enough?
Most people who click on ads do so because they’re looking for something that solves a specific problem, but they might not know what that solution is. Help them out by directly answering their search query. Make the ad more clickable by piquing their curiosity with a powerful message while remaining truthful about your offering in the landing page.
The product or service you’re offering might be the same as everyone else’s or it may be a genuine one-of-a-kind item, but regardless, you need to answer the customer’s call by giving them your Unique Selling Proposition (USP.)
Your USP is your chance to intimately connect with the audience by defining the exact reasons they need your help. Place more emphasis on your USP, from the ad to the landing page to the headline, and you’re bound to get more targeted leads into your sales funnel.
Your Call to Action Must Deliver
Call to action’s (CTA’s) are so vital to the effectiveness of a landing page that it’s practically its own science.
Your page’s call to action is your last chance to give visitors a reason to take action and get them inside your sales funnel. It is the culmination of your entire campaign compressed into one, two, or three, CTA buttons. This might seem over dramatic, but the importance of your landing page’s call to action can not be stressed enough.
Try to avoid using simple buttons that just say ‘Submit’ or ‘Subscribe.’ These CTA approaches are generic, overused, and aren’t really all that enticing to click on. ‘The Best Button You’ll Ever Click…’ establishes a better connection with the audience but accomplishes the same goal. People are more likely to take notice and respond with a click.
There is no right or wrong way to craft the perfect CTA copy for your landing page, but here are a few helpful tips:
- Opt for buttons with rounded edges over ones with hard edges.
- Be straightforward, tell people exactly what they’re getting by clicking through to your offer.
- Depending on the industry and product, add a little wit or humor into your CTA copy. Laughter is a universal emotion that everyone understands, and in fact, funny CTA’s even have the potential to out-convert their more corporate counterparts.
- Use opt-in forms for only the most basic information. People hate having to click on ten lines of form just to enter in their personal information for something they’re not even sure they want.
- Use bold colors that pop out of the landing page as opposed to minimalist colors that blend in with the rest of the landing page.
- Stay in sync with your style and tone. Humor and sarcasm might work for an eBook on dating, but it would make zero sense on a bank or corporate institution’s landing page.
A/B Testing Is Pivotal
How do you know which on-page elements work better for your brand’s landing page if you’re not measuring and comparing the right data? If there’s any single part of your inbound marketing strategy that you’re A/B testing, it should be your landing page.
A/B testing landing page’s doesn’t need to be extremely complex. In short, it involves comparing one landing page to a similar landing page with one or two differences, i.e. the headline, imagery, copy, page length, call to action, etc.
Aside from learning from past mistakes, there are several reasons why you should be A/B testing multiple landing pages.
- 4 seconds is the amount of time you have to capture your visitor’s attention. A/B testing will allow you to uncover the most optimal way to grab and keep the consumer’s attention.
- MarketingMojo found that a massive 72% of online marketer’s who did not test their landing pages failed to improve their ROI even through landing page optimization efforts. In other words, even if you hire the best landing page optimizer in the world but still fail to test your data, the odds are your optimization efforts will have a minimal impact.
- Online marketer’s implementing landing page optimization efforts who do A/B testing are 33% more likely to see conversions rates rise above 5% compared to 12% of marketer’s who do not do any testing.
It’s the little things that can turn a boring, emotionless landing page into one skyrockets your marketing quailified leads, conversion rates and sales. Don’t be one of those people who have landing pages with ‘potential’, start optimizing and testing for better results right away!
Not sure how to apply these landing page conversion tips? Need guidance in the right direction? Feel free to contact us for more information.