Unlike other web pages on a website, a landing page does not form first impressions on visitors by providing information about your business, brand, products, or services. Instead, these standalone web pages convert website visitors into leads or customers by making them take the desired action. While designing landing pages, you should focus on achieving a single goal – converting website visitors.
Your digital marketing strategies will make consumers land on these static standalone web pages after they click on an ad, email, or search engine result. Consumers will take the desired action only when the landing page meets their needs and keeps them engaged. While designing these static web pages, you must include essential elements of a high-converting landing page.
Based on predefined goals, you can design different types of landing pages – lead capture landing pages, sales landing pages, referral landing pages, splash landing pages, and squeeze landing pages. But you can boost the performance of a landing page only when website visitors respond to it. Here are several landing page optimization tricks to convert visitors into leads and customers.
While designing a web page, you should remember that 59.4% of internet users access web pages on their mobile devices in 2022. Similarly, one in two users abandons web pages that do not load in 6 seconds. Hence, you cannot convert website visitors into leads or customers without making a landing page load in 2 seconds and optimizing for mobile devices. It is always important to measure a landing page’s loading speed and accessibility across computers and mobile devices.
As highlighted by several studies, the colors used in a web page influence what the visitors feel and what the visitors do. You can make the visitor form a positive opinion about your brand or offerings by choosing the best color designs while designing a landing page. At the same time, you must use the appropriate typography to make the visitor focus on the content and take the desired action. Hence, your landing page optimization plan should combine the right font type, font size, spacing, layout, and alignment.
While creating content for a landing page, you must follow the principle – keep it short and simple. Also, you must convey information to the visitors by keeping the content scannable. At the same time, it is important to explore ways to keep the landing page copy compelling. You can make the copy compelling using a headline that summarizes the offer clearly and concisely. However, you need to review the copy elaborately to ensure that the content compels visitors to take the desired action by connecting with them emotionally.
While optimizing a landing page, you should focus on using the right images. Often marketers make the landing page stand out from the competitors using stock images. But several studies suggest images of real people are more effective than stock images in generating leads and increasing sales conversions. That is why; you should focus on choosing images that keep the visitors engaged and connect with them personally.
In a short span of time, videos have become one of the essential elements of high-converting images. You can keep the visitors engaged and make them understand the key benefits of your product/service by embedding short videos on the landing page. However, you must focus on explaining complex ideas in simpler ways while creating videos for landing pages. Also, you need to ensure that the video delivers the desired message while reinforcing your brand.
Visitors always abandon a landing page that does not deliver what the ad promises. Your landing page will deliver a predictable experience only when it matches the ad precisely. While creating copy, you need to ensure that the messaging remains consistent across the ad and related landing pages. For instance, if the ad promises a free offer, the landing page must allow visitors to avail of the free offer. Also, the headline and call-to-action must clearly show options to avail of the free offer.
A landing page cannot generate leads or influence sales when you embed generic call-to-actions like submit. As noted earlier, you need to ensure that the call-to-action matches the ad well as the headline. However, it is also important to compose call-to-actions that provoke enthusiasm or emotion. At the same time, the call-to-action must persuade the visitor to take the desired action by giving them a reason. You can choose a killer call-to-action for a landing page by conducting A/B testing.
You can make the landing page generate more leads or increase sales only by winning the trust of visitors. You can make visitors trust your brand by displaying trust symbols like the awards or accolades won by your company. Likewise, you can impress visitors by showing logos of reputable companies that use your products or services. At the same time, you can display customer testimonials as social proof to build customer confidence and win visitors’ trust.
While designing a landing page, marketers often ignore optimizing it for search engines. You cannot make the landing page visible to the target audience only when it ranks higher on search engine results pages. Search engine optimization will help you land more searchers on the landing page organically. Hence, your landing page optimization strategy must focus on choosing the right keywords, placing keywords strategically, optimizing multimedia content, and implementing the latest search engine guidelines.
The landing page builder software solutions enable you to create different types of landing pages in minutes. Likewise, you can compare different versions of a landing page using several A/B testing tools. But you can convert website visitors into leads and customers only making landing page optimization an ongoing process. In addition to tracking the performance of each landing page using appropriate metrics, you should leverage these tried-and-tested landing page optimization tricks.