Unlock the Power of Landing Pages: 14 Proven Optimization Strategies that Work
Charles Langat
Marketing & Communications Specialist | Content Strategist | SEO & Brand Visibility Expert
Creating an effective landing page doesn’t have to be challenging. You can produce the desired results with the targeted landing pages with some effort and the right strategies. Here are 14 landing page optimization tactics you can use to improve your page’s performance:
1. Keep the design simple
Visual clutter – excess text and imagery – can overwhelm landing page visitors. Choose a single key message and build the page content around it. Keep the page design simple and minimal by using white-space single-column layouts with enough text to convey your message. You want web visitors to know what you’re offering and take action immediately.
2. Make a clear offer
Anyone arriving at your landing page should instantly know what your company offers. When optimizing your page, think about your customer’s goal and address it right in the page headline. Make the customer feel smart, inspired, and appreciated. In short, let them experience positive emotions.
Optin Monster’s landing page heading is bang on:
Two words, “Convert” and “Monetize,” address their target audience’s pain points. Business owners want to convert web traffic into leads and sales, and OptinMonster’s headline says they can help.
3. Place key features above the fold
Grab any newspaper near you. The juiciest stories usually appear on the front page, above the newspaper fold, so readers can see the headlines and want to buy. Try doing the same with your landing page. Make sure the on-page elements stay above the digital fold. Or the point at which a visitor must scroll to see more info.
Implementing a landing page with above-the-fold features can be tricky as more people use smartphones and tablets to access the World Wide Web. Fortunately, a scroll map can solve this problem. Use it to identify the best location of the fold on various devices, and use your headline, brief copy, and a call to action.
4. Add customer testimonials
In an era where consumers lose trust in brands and publishers, it’s crucial to showcase testimonials from happy customers who speak positively about your product. Over 90% of consumers read online reviews, and most trust those reviews as much as personal referrals. Add quotes from happy clients and a CTA inviting visitors to read more about the success stories.
5. Use scarcity marketing techniques
Big box stores and brands use it; why not you? Scarcity compels website visitors to act fast because they know they might miss out on your offer. You can use Limited time and limited quantities, two common marketing phrases, to improve your landing page conversion rate. Activate a limited-time discount, “45% discount ends in 24 hours,” or offer a lead magnet and watch how potential customers respond. Consider adding a countdown timer that shows your visits how long they have to act before your offer expires.
6. Use straightforward call-to-action buttons
The best landing pages are often clear, concise, and obvious. Anyone who sees them won’t feel confused or anxious. Successful companies usually avoid fancy language and complicated offers. Try phrases such as:
7. Add contact information
A vital component of any good landing page is the contact form. You can use it for lead generation. When visitors land on your website, they can find your phone number and email address or message you via the contact form. Some people provide links to help centers or resources. You want to make sure customers can find your contact, answers to common questions, and user guides or tutorials to help them understand how your product works and how to use it.
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8. Test different headlines and copy
The written text still holds sway in the digital world. Some people want to read what’s published on your website, so make sure it resonates with your audience. Try A/B testing different headlines on your landing page. You can also change the body copy and run A/B tests to see how those elements perform in your sales conversion funnel.
9. Try different form lengths
Some people think short forms work well. That’s not entirely true. Try a longer landing page form to qualify leads for a high-ticket product, as it can prove highly effective. Asking about a potential customer’s budget in a contact form can save you time. If the customer wants to spend $1,000, but what you’re offering has a $5,000 price tag, they won’t probably use your service.
10. Optimize your landing page for search
Customers discover landing pages via organic search. Your landing page may appear on Google or Bing and attract organic traffic. If people search for your product or company name, it should appear in search engine page results (SERPs). For people to find you online, you should optimize your landing page for SEO. You can use niche or industry-related keywords relevant to what you are selling or promoting online. Use proven tools like SEMRush or Ubersuggest to discover the best-performing keywords and add them to your headings, body text, and image alt tags.
11. Reduce page load times
Since many people use their smartphones to view your website, you want to ensure pages load up fast in their browsers. A fraction of a second too long, visitors will exit your landing page, driving up your bounce rates. Make sure the page load time is under two seconds. You can compress and optimize pages, keep your website up to date, cache pages, and uninstall any plugin you don’t use. Switch to a fast and reliable hosting service if your current web host is slow.
12. Recapture leaving visitors with exit popups
When visitors land on a page, you want to ensure they don’t leave on a whim. Use exit popups with attractive visuals, strong headlines, and a clickable call to action. Try to incentivize your exit pop IP with a special offer or discount. Exit popups can reduce landing page bounce rates and shopping cart abandonment. Since exit popups are less intrusive than standard popups, they can help create conversion opportunities.
A nifty tool like Hello Bar lets you create exit popups for various landing pages on your website and even perform A/B tests on variants to get the most conversions. It comes with ready-use campaign templates, advanced targeting, an intuitive builder, and more. Because of your enticing offer, you’ll collect valuable data and retain visitors who decide to hand around your website.
13. Keep A/B testing elements
Conduct A/B Testing to see which landing page element drives more clicks. Test headlines, copy, buttons, layout, page length, and colors. Each of your A/B tests should include a change to a single variant like the CTA. “Download Now” or “Grab your FREE eBook.” Or you can change the background to see which color keeps visitors on your landing page longer. If you change two or more elements, you won’t know which element impacted the conversions in your variants. The more split tests you run, the more accurate your data becomes. Once you collect data and know your audience, apply what you learn to your elements.
14. Consistent is key
While correct brand messaging matters, visual consistency can significantly impact your landing page conversion rates. Keep all the above landing page optimization tips in mind. But don’t forget to use text, imagery, and elements in your paid search ad that reflect the landing page. What you use on your Facebook ads should be similar and present the same offer on your squeeze page. Otherwise, your potential customers might feel confused.
Landing Page Optimization Checklist 2024
Here’s a quick checklist to follow when creating and optimizing your landing pages:
Testing: Continuously A/B test different elements to optimize performance. (A/B Testing Landing Pages)