Landing pages are an essential component of inbound marketing strategies. Companies invest a lot of time and effort in this arena to gain new leads. Having said that, it is crucial to know the procedure for creating a perfect landing page. Landing pages creation and optimization are some of the biggest challenges marketers face. These pages are capable of producing multiplied conversions when appropriately optimized.
To simplify this struggle, Matellio has crafted the strategy of creating a perfect landing page in the first go.
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Top 10 Tips For a Perfectly Optimized Landing Page
1. Easy to Read Headlines
2. Compelling Call to Action (CTAs)
3. Don’t Offer too Many Options
4. Focus on Layout of Landing Page
5. Take Navigation into Consideration
6. Schema Markup
7. Testimonials- Word of Mouth Strategy
8. Form fields Optimization
9. The Page has to Load Fast
10. A/B Testing of the Page
1. Easy to Read Headlines
Let’s understand this clearly- you got some milliseconds for grabbing visitor’s attention. Hence, it’s essential to keep your headline simple, bold, and easy-to-read. It has to be clean yet attractive.
The concept is- your headline will either make or break your situation. So, spend enough time in crafting a simple and catchy headline.
2. Compelling Call to Action (CTAs)
CTAs are one of the most crucial elements of a landing page. They might just look like a button, but they actually compel the users to take action.
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Message
The relevance of CTA is explained in CTA. Instill the sense of urgency for a specific service or product for improving the conversion rate.
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Colour
Your CTA button must be in a contrasting color to the background. As per studies, blue, green, and orange color CTAs do fine.
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Size
The size of your CTA shouldn’t be so large that it scares the users away or too small to lose sight. It must be of appropriate size and in synchronization with the layout.
3. Don’t Offer too Many Options
People browse the internet for hours, which overstuffs them with information. In this situation, if you’ve got a complicated landing page, then there is a high probability of it getting rejected.
Instead, focus on having a simple landing page. Make sure that the users have to make very few decisions on one page. Please don’t confuse them with multiple options. Check out the GEICO landing page. The website takes minimalism to another level.
Remember, a simple landing page shall always lead to higher conversions.
4. Focus on Layout of Landing Page
Don’t overwhelm your prospects with loads of information, as this would only scare them off.
Also, make sure that your layout is optimized for mobile devices. As per Adobe Analytics, mobile-optimized sites have multiplied the chances of better conversion rates.
Achieve the right balance of text and images for an optimized page. The text must provide information about the product or services, and the images shouldn’t dominate your landing page. Usually, visitors view the images as “breaks,” and they don’t even like reading vast chunks of text together.
Negative spaces help give your content a unique outlook, capturing the attention of readers. Don’t forget to add them.
5. Take Navigation into Consideration
As per studies, 84% of the landing pages include a navigation bar; on the other side, it is also found that removing a navigation bar would increase the conversions manifold times.
As per Neil Patel, it is a good practice to keep all the elements on a single page. The additional clicks would do no good, not for your business.
Follow the logical flow of elements for moving your visitors down to the CTA (and probably a lead generation).
- Explanation
- Benefits
- Testimonials
- CTA
6. Schema Markup
Though Schema Markup is not a Google Ranking factor yet, it can be utilized to form a rich snippet in the Google SERP. A rich snippet has a massive potential of increasing your listing’s CTR, and the later will, in turn, boost your ranking quite positively.
Images, classic titles, ratings, descriptions, URLs, and other industry-specific data are the primary components of Google’s rich snippet. These snippets can be used for various kinds of content- recipes, products, events, and reviews.
For making the most of schema, two things are to be taken into consideration:
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Plugin
In a WordPress website, the easiest method of creating a schema is via a plugin. For example, All In One Schema.org Rich Snippets.
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Google Schema Generator
Structured Data Markup Helper is the universal method of creating schema regardless of the kind of website. Assign specific schema properties to the highlighted text on your page. Once you’re done creating Schema markup, consider previewing your snippet by copy-pasting the page’s source code into the Google Structured Data Testing Tool.
7. Testimonials- Word of Mouth Strategy
Instead of selling your products yourself, allow your customers to do the job. The testimonial is one excellent method of selling your products. As per studies, 92% of people check online reviews before buying the product, and 88% of those people trust the reviews of peers more than the brand-sponsored messages. The important thing here is the testimonials placement. Many companies make a mistake of putting these testimonials on a dedicated page, which people hardly visit. Testimonials should be everywhere- Homepage, Team Page, About Page.
The conclusion is- it has to be the first thing your visitors should view.
8. Form fields Optimization
The primary purpose of the landing page is to generate leads by capturing user contact information. This eventually is not possible without a contact form. Leverage a multi-page form, as it will smoothly transit the users to clients. The concept behind this is, make the users take action without asking their details. Once the visitor has committed, then you can seek their contact information.
Rule– If you do not intend to target an enterprise client, then simply ask for the user’s email ID. The reason behind this is, people are a bit more strict in giving out their phone details than email addresses.
9. The Page has to Load Fast
You’ve invested hours in crafting a perfect landing page filled with the right content and images, but all this would go in vain if the page loading time is high. Your page needs to load within milliseconds, else you’ve lost your visitors.
Lost Visitor = Lost Lead = Lost Potential Client = Lost Revenue.
Leverage Google PageSpeed Insights for reducing your page loading time. Fixing the relevant issues would not only improve the speed of your page but will also be a big help in SEO.
10. A/B Testing of the Page
Testing is a crucial step in every development and design process. The landing page is no exception. Improve your page conversion rate by availing the right testing tools for your landing page. Increase the landing page conversions by around 300% with this testing process.
A/B Testing is the right toolkit for testing different landing page content and layouts. It helps in finding the best solution for your target audience. A/B Testing helps determine what triggers your audience, which is the deal-breaker of the situation.
Take-Home Message
Producing a lead-generating landing page is a combination of science and art. Some techniques would do well in one situation while backfiring in another. There is no sure-shot formula for success. However, in this article, we have laid down the foundational pillars of rising on the ladder.
Got some queries? Talk to our experts.
Happy Creating!
