Landing Page Optimization Best Practices To Generate More Leads
One of the simplest ways of getting more leads is to optimize your landing page. Your landing page is the first thing that visitors see on your website. If what your visitors see is not interesting, they might just bounce off your website. That’s why landing page optimization is something that you need to take seriously. A strategically designed landing page can reward you with higher conversions. Here are 9 ways you can optimize your landing pages to generate more leads:
1. Define Your Goal
Your landing page provides you with a great opportunity to tell your visitors about your new products and discounts. But if you are trying to showcase everything at once, it can be counter-productive. Instead of attracting the attention of visitors, you may end up distracting them with too much information.
To give your audience more clarity, you need to clearly define your goals. Ask yourself what you want to achieve through landing page optimization. Do you want to inform people about your work? Are you looking to advertise new products?
Based on that goal, you need to optimize your landing page.
Take a cue from Muzzle, a Mac app that can silence on-screen notifications. Their app can help you in embarrassing situations when you don’t want to draw attention to your notification. Muzzle’s aim is to showcase to users how their app can solve an everyday problem. To communicate this to their audience, they created a landing page showing the problem that their app can solve.
When you visit their website, you are greeted with embarrassing notifications popping up on the left side of your screen. This way, without any description, they immediately address the pain point and effectively convey the usefulness of the app to the audience.
Their landing page is minimalistic, but it clearly defines what their purpose is. Some of the animations on the page are really sassy, which makes them memorable.
2. Write Quality Content
Well-written content has the power to get readers interested in your product. At the same time, it can also inform readers about the value that you can provide to them.
It takes a skilled writer to write content that can market your products without trying to seem too “salesy.” Content that is too advertorial can come across as inauthentic. If you want to get your audience interested, you need to sound genuine.
Think about your target audience and what interests them. Craft your content in such a way that your tone of voice is appealing to them. Your content doesn’t need to be lengthy, but it definitely should be catchy.
Take Lyft’s landing page, for example. In fewer than ten words, it showcases how visitors can benefit from Lyft.
The company’s target audience is anyone who knows how to drive and wants financial freedom. Their landing page shows that a visitor can become their own boss. It ends with a subtle push to the readers that encourages them to take action.
3. Pay Attention to Headlines
One of the first things that visitors will notice on your landing page is your headline. A well-written headline can win them over and get them more interested in your products. But, a badly-written one can push them to bounce off your website. It’s a make-or-break situation. So, it is important to craft headlines that are catchy and short. Get straight to the point in such a way that you make a powerful impact.
Ideally, your headline should be no longer than six words. With anything longer than that, you risk confusing the readers and losing their interest. Depending on who your brand appeals to, decide if you want a sophisticated headline or a cheeky one. Both of them can work well if they are done right.
Take a look at Evernote’s headline on their landing page. It’s simple and straightforward. Yet, it effectively communicates to the audience what Evernote can do for them.
An important part of your on-page content is subheadings. They can help create smaller divisions within your content. Breaking your content into smaller chunks can increase your content’s readability. It also makes your landing page look more organized.
Wix does a great job of using relevant subheadings. Their landing page showcases all the salient features Wix can provide for their websites. Each feature is elaborated with a separate subheading. It’s a great way to segregate and highlight what you can offer to the readers.
4. Use Call-To-Action Buttons
Writing compelling copy isn’t enough to generate more leads. If you want to convert your website visitors into customers, you need to persuade them to take action.
That’s what landing page optimization with call-to-action buttons is all about. At first glance, call-to-action buttons may look like all of the other buttons on your website, but their purpose is a lot more important.
Call-to-action buttons can be used to lead customers to sign up for your service. Alternatively, they can also motivate the reader to share their contact information. Where you place your CTA button is as crucial as its presence. If you’ve placed it in a noticeable yet unobtrusive area, it can boost your revenue and generate more sales.
The header of the page is a good place to add your CTA. That’s because it is the first thing visitors see on your website.
While designing your CTA, also pay attention to its color, size, and message. Ideally, your CTA should have a color that contrasts with your website’s background but doesn’t completely clash with it. You want the CTA to pop up and catch the reader’s eye while maintaining good aesthetics.
There is no rule of thumb about the size of the CTA on your landing page. But you need to make sure that it isn’t too tiny. Readers should be able to easily find it. Even with a dozen elements on your landing page, the CTA should still stand out.
Lastly, the text in the CTA should create a sense of urgency in the reader. Even if a reader is scrolling or flipping through the website, it must persuade them to stop and take action. You can even use bold and bigger fonts to make the CTA more attractive.
All of these elements work strongly together to generate more leads.
5. Boost Your Page Loading Speed
There is nothing more frustrating than having to wait for a webpage to load. In fact, this annoyance can even push users to move away from your website. Google says that 53% of mobile users abandon a website if it takes longer than three seconds to load.
Another reason why page loading speed is important is that it is an important ranking factor for SERPs. Google RankBrain takes into consideration user experience when assigning a quality score for websites. With a fast page loading speed, your users are likely to be more satisfied.
To improve your page loading speed, you need to look at all elements on your landing page. The theme and the size of images and embedded media can all make a lot of difference in your loading speed. If they are not well-optimized, they cause your pages to load slowly.
The PageSpeed Insights Tool and Lighthouse are easy SEO tools that can help you further in landing page optimization.
6. Use Videos
Videos are a goldmine when it comes to generating more leads from landing pages. That’s because they are highly visual and engaging. They can also make the user stay on your landing page for a longer period of time. This landing page optimization technique doesn’t require much effort. You only need to make relevant videos that can inform and engage your audience.
To find out how using videos can affect lead generation, Eyeview conducted a small study. They added a video on TutorVista’s landing page. This video would autoplay for first-time visitors. They tracked the number of conversions they made from this landing page. When compared to the conversion rate of their normal landing page, it was found to be 86% higher.
7. Optimize Your Forms
After you’ve captured the attention of a visitor, you want them to take an action. For this, you need to provide them with forms where they can fill out their details. But it’s not enough to just place a form on your landing page. You need to optimize it for a better user experience.
First, make sure the form is easily visible on your landing page. Next, make sure your form isn’t too long. If needed, cut out a few fields that aren’t particularly relevant. If your form is too long, users may lose their patience and they may end up leaving instead of converting.
If you can’t avoid using a long form, at least break it up into chunks. Make it multi-page with a visible progress bar. This way, your users will only have to fill in a few details on each page at a time and have a clear idea of how many steps are left.
8. Use More Graphics
Text-heavy content can make your landing page look boring. If you want your visitors to be captivated, you need to add more visual content.
This can be anything from infographics and images to animations. Whatever you choose, make sure you don’t add visuals just for the sake of making your landing page more vibrant.
Your visuals need to be relevant. They should support the overall content on your landing page. If you are selling products that need to be demonstrated, you need to grab the attention of your audience with a visual demonstration.
Your images have the power to persuade users to buy your product. So, it is essential that you use only high-quality images on your landing page.
9. Test Your Landing Pages
It can be tough to figure out what works for your users and what doesn’t. Landing page optimization can be a tricky subject. If you want to improve your conversion rate , you need to constantly test your landing pages.
Most marketers know that testing their landing pages is important. Yet, they fail to do any testing. This is because many of them lack the expertise to test a landing page or derive usable results out of a test. A/B testing is a reliable way of finding what works best for your landing page. It involves comparing the performances of two different versions of your webpage. You have to see which version gets a better conversion rate. Based on the results, you can make changes to your existing landing page.
This landing page optimization technique has immensely helped businesses to boost their leads. Take, for example, Wall Monkey, a company that deals in decals for homes and businesses. After A/B testing their homepage and making some changes to it, they saw an increase of 27% in conversion rates.
But they didn’t stop with that. They realized the potential that A/B testing has, and so they conducted it again. The second time, the company saw a mammoth increase of 550% in conversion rates. Such an impressive increase was possible only by tracking user behavior and tweaking their landing page accordingly.
You need to optimize your landing pages if you want to generate more leads. Landing page optimization is all about grabbing your audience’s attention quickly. For this, there are no rules set in stone.
You need to constantly test new ways to see what is working best with your target audience. The practices mentioned above can help you improve your landing pages to increase your conversion rate more effectively.
Do you know of any other ways to optimize your landing pages to generate more leads? Please share your suggestions in the comments section below.