7 Landing Page Optimization Tips to Increase Conversions
For eCommerce companies, a landing page can be a powerful tool for converting visitors to leads or customers. Built around a specific purpose, it is often the page that people “land” on after clicking an ad, or taking action elsewhere on the website.
To get the most out of a landing page and meet those ambitious conversion goals, there are key best practices we recommend following. Here are seven landing page optimization tips that have been proven to increase conversions.
1.) Stay focused. Unlike a homepage, which typically includes multiple offers, a landing page should have a single focus. The goal here, as mentioned above, is to drive conversions, so the information should be clear and concise, compelling visitors to complete a specific action.
2.) Keep important actions above the fold. Remember that old newspaper term, “above the fold,” which referred to placing headlines and graphics on the part of the page that would be visible on newsstands? Well, the same concept applies to landing pages. People have short attention spans, so you need to grab their attention right away with the most important information—no scrolling required. We like to recommend hero banners that include headlines, sales propositions and a call to action (CTA).
3.) Use simple CTAs. Speaking of CTAs, simple is always better. You want to avoid any confusion and make sure that the person visiting your landing page has an easy, intuitive experience. This isn’t the time or place to be clever. Instead, the offer in your CTA should be clear and obvious, with a design that can’t be ignored.
4.) Align your advertising. Paid advertising is one of the most common ways to drive traffic to a landing page. As with any marketing component, it’s important for the advertising to align with your landing page. Typically, this means finalizing the landing page content and then creating ads with consistent messaging.
5.) Optimize for SEO. On the other end of the spectrum from paid advertising is search engine optimization (SEO). Your landing page should contain plenty of keywords so that you can rely on people finding it via organic search in addition to other advertising initiatives.
6.) Build credibility. Social proof goes a long way, so don’t forget to include it in your landing page. Content ranging from customer testimonials to research and awards to endorsements build credibility for your brand and product, increasing the likelihood of conversion. Your landing page content should be at least 30% social proof, testimonials, reviews, etc.
7.) Test your copy. Like many aspects of marketing, a landing page might not be perfect right out of the gate—and that’s no reason to panic. Ongoing optimizations will likely be required, and there are plenty of tools out there to help with this process. For example, A/B testing different headlines with a tool like Optimizely can show you which one performs better for a given conversion goal.
Believe it or not, all of this is only the tip of the iceberg for landing page optimization. If you’re serious about meeting conversion goals, your eCommerce business can benefit from partnering with a consulting agency like AirTank that specializes in increasing sales. Contact AirTank today to learn more about our marketing, design and development services!
*Photo courtesy of Unbounce
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