Your handshake instantly causes a person you meet for the first time to form an impression of you. Interestingly, the quality of your landing page optimization does the same for the online visitor to your website. What does your landing page say about your business? What is the first impression?
What is the Point of a Landing Page in the First Place?
A landing page should offer exactly what it promised in a clear and easy to understand way. A marketing campaign that is geared towards a specific product or service should have a landing page that provides the information on that topic first and foremost. People want instant results, and if you’re landing page does not offer that, well expect for not only your potential customers to be let down, but for your conversion rates to be down as well.
In marketing terms, a landing page is the workhorse that converts a random visitor into a lead. As a result, it is instrumental in affecting your profits. No matter how great your website looks, if your landing page does little more than allow your bounce rate to skyrocket, most consumers will not even see all the work that went into the site.
How can a Page do all That?
There is a lot more that goes into optimizing your landing page than you might imagine. For starters, you need to know where your visitors are coming from and what they are searching for. Next, you give them what they want. Sounds easy, right? In fact, there is plenty of A/B testing, weighing of analytics data, modifications and additional tweaks. Do your customers want to see you as an authority in the field or as the rebel among similar businesses? The trick here is to know what your audience is looking for and then anticipate what they need next.
Anatomy of a Successful Page
The ideal landing page is clutter-free and user-friendly. It tells the visitor what to do next. This is commonly referred to as a call to action. This simple communication is a vital part of the consumer’s experience and determines your company’s success. Do you want newsletter sign-ups, e-book downloads or direct orders? Tell the customer! Even the visual setup of the call-to-action button requires plenty of thought.
Landing pages can be an effective marketing tool if they are used correctly. They should offer a quick, clean and clear answer to the users search. If you include too many items on the page that can cause a distraction, then potential customers will never find what they were looking for and simply move on. A good page leaves a good impression on the potential customers and makes them want to learn more about your offer. Make them feel as though they are important by telling them what they will gain or benefit from your product or service, not how great you are.
When you are ready to explore enhanced landing page optimization, contact us today to find out more.