Landing page Optimisation is one of the many factors that determine how successful you will be, when it comes to advertising through digital channels.
Whether you’re running social media advertising, paid search, display, or any other kind of paid promotion, you’ll have a whole host of options to consider and a handful of statistics to review.
While it’s important that you optimise things like reach, click through rate, cost per click, etc, it’s also vital that you don’t forget about your landing page – the page that you’ll be sending these clicks you’re paying for.
Why landing page optimisation matters
When we talk about conversion rate for a PPC campaign for example, what we’re really talking about is the conversion rate of the landing page.
If you think about your campaign, all of the work you’re doing around driving traffic and getting that traffic for cheaper is great – but when it comes down to how many leads or purchases that gives you, you need your landing page to pull its weight.
Tricks of the trade
Got a landing page that you think is under-performing? Here are a few tips and tricks for you to try – they may well help you on the way to a winning landing page!
1 – Keep the copy light
Copy is an important part of a landing page – it can reinforce the message that convinced the user to click, it can sell them on additional benefits and it can help you reinforce why they should choose your brand over a competitor.
Despite all this, you need to make sure you’re not putting too much copy on the page.
Firstly, you need to avoid the feeling that the user has hit a wall of text – this is guaranteed to spike your bounce rating, meaning you’re paying for a click that’s just going to disappear.
Secondly, you don’t want to dilute the purpose of the page. After all, you have a goal – most likely an action you want that user to take. You don’t want to bombard them with a ream of copy that distracts them from that goal.
Which leads us nicely on to…
2 – Give the user a clear journey
Copy isn’t the only way you can turn a great prospect into a non-converter.
If you give your users too many options, for example multiple calls to action, or a way out of the landing page other than the action that you’d like them to take, then all of these things could reduce your conversion rate.
3 – Design is important
Ultimately, your landing page is trying to do the hardest part – it’s trying to make the sale.
That’s why the design of the page is important. Make sure the page looks good, that it’s engaging and that it matches with the style of the ad that the user clicked through from.
Again, we want to make sure they have a consistent user journey – you don’t want them to click on an exciting and engaging display banner, only to come to a drab landing page with no imagery and too much copy.
4 – Keep it simple (stupid)
It’s a well-known saying for a reason and one worth applying to your landing page.
Give your users no more than what they need – copy that tells them the key benefits, some nice design that draws the eye, if possible an image that shows them what they’re buying and to top it off one clear call to action.
This philosophy should also be applied to any forms on your landing page. Don’t ask for more information than you need – the more fields on the form, the less people will complete it!
Never settle for second best
All of this should give you a good steer on how to start improving your landing pages. However, it’s important to remember that the above is all best practice advice that gives you an idea of where to start.
It doesn’t mean that your first landing page will be perfect, even if you follow all the advice above to the letter. What you’re neglecting here is user insight – optimising your landing page generically will only get you so far, what you need to do is optimise your landing page specifically.
How are your users responding to your landing pages?
This may sound like a difficult question – that’s why it’s important you install session recording, heat mapping and click mapping software to monitor your landing pages. This is all part of the process of landing page optimisation.
Software like this will allow you to watch recordings of people using your landing page, meaning you can see where people are having difficulties or dropping out.
Equally, click and heat maps will show you areas of your landing page that users are engaging with and also areas of your landing page that they are ignoring.
You can and should use this data to them improve your landing pages further, to make sure they’re as effective as possible for your specific target audience.
Make your landing page optimisation a priority
Whatever activity you’re doing, you need to make sure that your landing pages are up to scratch.
Don’t worry if you’re not sure where to start – we can help.
Get in touch today and let’s talk about how we can make your landing pages work harder for your business.