A well-designed landing page can enhance the conversion rate by up to 50%. A landing page is a one-man show that is designed to impress omnichannel visitors and get them to convert. It is a well-known fact that running a marketing campaign without a specific landing page restricts your chances of conversions. If the landing page plays such an important role, then it should be crafted appropriately to do what it is supposed to do.
Moz witnessed an increase of $1,000,000 in revenue; when they launched a new landing page, which they designed complying with landing page best practices.
Here is a list of few best strategies for landing page optimization.
Landing page optimization makes it tell a story to highlight your purpose and the benefits of your product/service. Most importantly the focus should be on WHY people should buy from you. Write the content keeping your target audience persona in mind so that they can resonate with it. Add client testimonial or social media snippets to showcase your authenticity and back up the story you are telling.
The landing page optimization makes it reflect what had been promised in your marketing campaigns. Example - If a visitor came to your landing page to get access to a "30-day free trial" then make sure that is all that your landing page is pushing for. Do not stray away from the intent you used to draw your prospect on to the landing page. Keeping the landing page to the point and aligned with the original campaign intent will increase the possibility of conversion.
A call-to-action is a must-have for your landing page. The data shows it is the main contributor in getting conversions through landing pages. The CTA should not just be pushy to trigger the action; instead should provide some value to the visitor so that he feels compelled to take that action. Example - If you are expecting your prospects to download a tool that is going to help them collaborate with their team, use “Start Collaborating” v/s “Download Now.” In simple words, “Don’t make it Call to Action, Make it Call To Value.” The design and placement of CTA are extremely important.
You have worked hard to get traffic to the landing page. If they are leaving, try to engage them with a special offer or alternative that may convert them. Adding an appropriate exit intent pop-up can possibly hold back your visitors and can dramatically grow your conversions. Although some people find pop-ups annoying but there is no harm in taking a chance to get last-minute attention from visitors. According to a case study published by OptinMonster, their customer Fastrack recovered 53% of abandoning visitors by adding an exit intent-based popup.
Whatever web assets you are designing these days, they have to be mobile responsive. The landing pages are no different. A study done by Our Code World on 'Responsive Webdesign' says; 57% of all web traffic comes from mobile devices. Make sure your landing page is crisp and delivering the right information because the mobile viewers are known to have a shorter viewing span. Give them easy options to engage and have a one-click call or send a message available for mobile users.
These five tactics will surely work for most of the businesses. You need to thoroughly A/B test your landing page versions to decide on what resonates with your prospects and gets more conversions.
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