Are you facing a high landing page bounce rate? Have you been wasting time and money with no substantial results? We have come up with effective landing page optimization tips. These tips will help in testing, reporting, increasing ROI and online marketing campaigns.
1. Sending People to Relevant Page
Your home page must reflect goal-oriented communication.
However, you must resist the urge to send people to the home page.
Think about one goal, one message, and one action.
And hence, one page – usually a new one, i.e. landing page.
2. Consistent Experience
According to the landing page optimization tips guide, the tone should be consistent.
Right from ad to the landing page, destination site to design and to message.
Consistency will help in meeting the expectations of users when they clicked the link/banner.
3. Get to The Point
You must avoid beating around the bush.
Highlighting what is important will help in retaining attention.
Get right to the point without any fuss.
Even you offer a lot of information, ensure the important part stands out.
4. Give Excellent Headlines
When you read a newspaper, headlines attract you to read the article.
Similarly, you need an attractive headline to capture the attention of visitors.
The headline should be clear, noticeable, and placed on relevant position on the page.
5. User and Traffic Segmentation
For multiple user types, build a landing page for each segment.
It will drive traffic via separate sources.
You will be able to measure most-effective market segmentation.
If the landing page has extended geo-targeting capabilities, you can create a single page with changing content based on visitor.
6. Remove the Clutter
When creating a landing page, view it from a visitor’s perspective.
Analyse how many components are competing for the visitor’s attention.
Refine the landing page for removing clutter.
Mantra is: Observe-Remove-Repeat
7. Remove Navigation
Don’t offer visitor’s full website experience.
Keep them focused on the track.
The navigation options compromise attention.
They can go to your website another time.
8. Minimal Reading
Visitors must get to read your most important message.
If there is too much text, the message will be missed.
Try to be crisp and precise on the landing page.
9. Above the Fold
The primary messaging and call to action must be above the fold.
It must be on the bottom of the screen for average browser resolutions of the target market.
This allows them to know what to do when they wish to make a purchase.
In case of the long landing page, try to repeat CTA at comfortable intervals.
10. Use Different Media Types
Invest time in making informative and engaging videos.
People are likely to spend more time watching videos than reading text.
This way, you can ensure that people receive your message.
The message now resides in what you say and what your show.
11. Sharing on Viral Landing Pages
If you wish to create a buzz with landing page such as flash game/ humour piece, make sure it’s easily shareable with social networks.
Good choices for social media buzz are Twitter and Facebook.
They can help in spreading a message quickly.
It can extend your online persona by showing content that reflects your beliefs.
12. Offer Extra Value on Your Confirmation Page
If you ask for personal information on the landing page, give them a bonus on Thank You page.
It can be linked to related content on your site.
It can be an extra free report.
It is good to give something for free as people like getting a bonus.
13. A Phone Number
By adding a phone number, you add authenticity.
People perceive you to be real with people at the end of the line.
It can benefit people who don’t like an online transaction.
14. Remove Barriers from Valuable Content
When offering something for free, make sure it is for free in advance like a small portion of materials you are providing.
This generates curiosity.
People feel that they will receive something worthwhile in exchange for their personal information.
If you have a great product, don’t be scared to share a little upfront.
15. Brand Consistency
You can lose business if banner, landing page, and destination don’t convey a similar message.
The landing page is in the middle of the acquisition process.
It should extend minimal capabilities of banners/ AdWords into a real sense of brand values.
But it should not offer the complete experience of destination, i.e. website.
Your visual design must be the same from banner to a landing page.
16. Avoid Sales Gimmicks
Avoid using Buy Now, and Best deal ever messages.
These are tactics which are tried and tested to death.
Hence, authenticity rules and people understand when you are telling the truth.
They can see through the hype.
17. Pop-Ups/Pop-Unders
These are a big No.
It may help in the short term for conversions, but not in the long run.
Never use JavaScript dialogues asking if you want to leave the page.
18. Use facts that can be verified
In times of tough competition and online research, don’t make bold false claims.
You will get caught if what you are promising isn’t true.
If someone catches the lie, it can spread like fire in this day and age of social media.
19. Endorsements
You can build credibility by using endorsements from affiliations with renowned people/ business.
When a reputable person/entity endorses something, people tend to believe it.
20. Don’t Ask Irrelevant Information
You can scare people away by asking too much information.
Ask basic and minimal information that is useful for you.
Extra information is any way of no use.
21. Terms and Conditions
If you have T&C page, try to put it in simple terms.
Make it entertaining.
Segregate it into- T&C for lawyers and T&C for rest of us.
22. Testimonials
Testimonials help in creating trust.
You must put authentic testimonials only.
Over the top, unrealistic, or paid testimonials will turn off people.
With great product and service, positive testimonials are bound to come in.
You can increase the feedback mechanism of your website to allow customers to provide the information you need.
23. Certification and Brand Logos
This is a good way of generating trust.
However, you must use only relevant and renowned brands in alignment strategy.
24. Professional Design
If you look expensive and premium, your story appears more believable.
Money talks in this case.
However, you would still need the right landing page and CTA.
However, professional design can surely make a difference.
25. Privacy
Offer links to privacy statement/ or terms and conditions to end fears of email abuse.
You can write- ‘We will never sell your email address’, near the lead generation form.
26. Co-branding
Partners drive traffic to your landing page.
Using a co-branded landing page can enhance the message momentum.
It can also improve the conversion rate.
Offer your customers confidence that their intended goal is being maintained.
Include partner’s logo on the landing page alongside your own.
Repeat the offer.
Show that clicking through your landing page didn’t cause the promise to be forgotten.
27. Your Website Has More Landing Pages Than You Think
Every deep-linked product detail page on the site is essentially a landing page.
After viewing the site and you can re-apply the tips into those pages for improving your conversions and revenue
28. SEO
For pages that are going to live for an extended period, makes sure that content is optimized.
It will offer maximum value.
You can’t ignore the importance of SEO in landing page optimization.
29. Text Headlines
You must use a text headline for your primary messaging.
It is better than placing an image.
You can place it into an H1 for bonus points.
You may sacrifice visual quality, but you can work it out with a flash replacement.
If you wish to attract organic traffic, you may have to make tradeoffs.
Pick your priority and make a decision.
30. Setting Expectations
You must focus on a long tail terms for your content.
A single page that doesn’t sit within the architecture of internal linking will struggle when it comes to good ranking.
31. Optimized HTML
Single landing pages are good candidates for producing clean, focused content.
You don’t need to include common structural elements of a full website.
32. Provide Valuable Resource to Gain Links
The landing pages exist for lead generation.
Giving away something with good content can help in attracting inbound links.
33. Reduced PPC Costs
The content on your landing page should match the copy and link title from your AdWords campaigns.
Google attributes more relevance to your intentions.
It results in a lower cost for your chosen PPC keywords.
34. Business Objectives
The business objective of the campaign and in particular the page is important.
What problem are you trying to solve?
35. Know Your Audience
You must understand the goals and motivations of users arriving at the landing page.
Knowing the questions that potential visitors will have is helpful.
You can design an experience that answers the questions in priority sequence on-page.
36. Visitor Action
The desired action of a visitor can sound simple.
But if you don’t have a specific idea in mind, your page may lose focus.
37. Entry Points
Take note of all campaign entry points- email, organic, PPC, social media.
Ensure to offer a consistent brand experience and design.
Landing page should match the aesthetics of the banner ad.
Otherwise, people will assume they are in the wrong place and leave.
38. Technical Limitations of Target Audience
You must try to find out if your audience:
Are iPhone users?
Are they business people with laptops viewing everything on 1024 x 780?
Are they designers with big 24” iMacs?
39. Creative Brief
A well-defined concept should bind the business and user goals together for an implementable idea.
This will help in sticking to the core goals of the campaign.
Small businesses can try searching for some examples or templates.
40. Check Domain Name Availability
Did you buy the domain for the campaign?
This might have been checked and purchased by someone in IT.
However, it is good to verify.
Strongly branded domain names can place a heavy influence on design direction.
Forgetting to get the domain will affect your time to market.
41. Don’t Repeat Past Mistakes
You must analyse and track errors from past campaigns.
Unless you do it, you never learn.
Make a list of things to avoid doing.
42. Repeat Your Success
If something has worked in the past, repeat in new campaigns.
This will become a personal best practices list.
43. Competitive Analysis
Check what competitors are doing.
It will give ideas for some inspiration.
If you are trying for innovation, you will be able to avoid competition.
44. Avoid Long Texts
Try to make the copy in half.
Avoid unnecessary long texts.
It reduces attention span.
45. Don’t Lie to Customers
Deliver what you promise to be an effective marketer.
Treat people well and they will spread good word of mouth.
46. Don’t Include A Form If You Don’t Need It
If you don’t need a form, let it be that way.
Don’t unnecessarily include a form to capture some data.
You will be able to reap the benefits of a crisp and precise landing page.
47. Pop Off
You must avoid Pop-ups at absolutely all costs!
They can be a big turn off.
48. Turn-Down the Music
If your page needs music to function like viral flash campaign/ video-centric page, offer an option to control the volume.
There must be a prominent mute button as well.
Sudden sounds while viewing your page can make them hit the close button.
This will lead to a bounce rate.
49. Don’t Lead Generation with Intention to Spam
Maintain communication with leads on a relevant topic.
If they are completing a form to get your whitepaper on gardening, don’t start sending emails about bikes.
You can refer ‘Permission Marketing’ for good behaviour ideas.
50. Don’t Use Photos from the Internet
You must avoid doing it at any cost.
Especially the images that appear first during Google search.
You may appear generic and not worthy of trust.
51. Assumptions
Don’t assume about visitor’s knowledge.
You must put yourself in their shoes and anticipate their questions.
Make sure you answer them on the page.
This will prevent them from going elsewhere to find answers and finding better options.
52. Opt-out
If someone opts for your newsletter or communication, make it clear that they can opt-out at any time.
Not offering clarity may turn them off.
53. Use Analytics
If you don’t have internal analytics software, go for Google Analytics or other inexpensive options.
Adding simple code snippets to the landing page will enable you to track results immediately.
You can prove/ disprove theories and start producing professional reports.
54. Your How Basic Metrics
You must record the fundamental performance metrics for each campaign.
Store these results, so you have basic for showing how your refinement process is working.
It allows comparative reporting against previous campaigns with the same goals.
55. Getting Granular
Using analytics can help in determining if different time/ day segments are successful than others.
This way, you can focus your efforts purely on best days.
You can also come up with an altered communication strategy.
56. Transparency
Compile regular reports and make them accessible to as many people as possible.
Success can inspire an entire team or company.
And failure can elicit useful feedback.
57. Beware the Industry Average
Industry averages are bandies around to show comparative results for your vertical.
Some may say that their campaign/goals/timing/budget/products are different from yours.
But it can help in showing where you stand in a competitive landscape.
58. Feedback
If you gather consumer feedback via the landing page, it gives you great presentation material for internal meetings.
You can also start using them on the next campaign as a testimonial to boost credibility and trust.
59. Eye Tracking
Eye-tracking can offer valuable insight into where people are looking.
It helps in increasing the positioning of key elements.
60. Heat Maps
There is software that shows where people are clicking most.
You can use this information for increasing conversions.
61. Assumed Attention Hotspots
Other systems can produce a virtual heat map based on assumed attention areas based on geographical contrast and basic design patterns.
These tools add your understanding of landing page behaviour.
62. For Every Campaign
Develop standard landing page templates for types of campaigns you do.
And be ruthless about reporting on your success.
63. Multiple Inbound Traffic Sources
If you are expecting traffic from multiple sources- AdWords, banners, affiliates, organic search, Google images, create separate landing pages for each source.
This will simplify the funnel and enable more distinct testing.
Conclusion
This landing page optimization tips checklist is a must for you to follow to get the desired results.
If you are looking for optimizing your landing page, connect with us.
Lead Souq is one of the leading and experienced digital marketing services. We have a team of experts that can take care of your digital marketing with excellent strategies and tips. Also, our lead generation services make sure that you receive quality leads for business growth.