Optimising Your Landing Pages

Your PPC campaign is generating web traffic, people are visiting your website, and you’re guiding prospects into the conversion funnel, great! But are your landing pages letting you down? Are you generating awareness and interest but struggling to close the deal?

You see, it’s one thing to have people visit your website and another to actually convert those leads. As you know, if you want to make money online, you need to be converting your web visitors.

This is where landing pages come in. According to unbounce.com, a landing page is a standalone page designed to convert visitors into leads by taking the desired action – a purchase, a click, a contact form submission. If you’re setting a landing page up, we recommend following these tips to ensure they’re completely optimised.

1. Simplicity

Keep things simple. Consider what action you want your visitor to take and plan accordingly. The landing page should be free of clutter that will distract the visitor and your CTA (call-to-action) should be clear. You don’t want the visitor to be navigating the site and searching for what you want them to do.

In addition, make sure your copy is simple, straightforward, and to the point. Microsoft Research found that users will spend a maximum of 10 seconds deciding if they want to stay on the site. Make sure your message relates to your audience and captivates them.

2. Say Why, Don’t Describe

Make sure you stress the benefits of your product or service rather than blankly describing it. This will help your website visitors understand how your product or service helps them and give your message a personalised tone. For instance, you might say that “these tennis shoes will help you achieve XYZ” as opposed to “these shoes are affordable”.

3. A/B Test Everything

If you don’t know what A/B testing is – it’s an experiment between (generally) two pages that are different to see which converts better. By doing this, you can ensure that you’re directing prospects onto a fully optimised landing page that will most likely lead to a conversion.

4. Loading…

Loading time matters. Not only does Google rank websites based on their loading time, but at least 40{f3e3a292bda884279b0f4a45b228b0e7e89494eddc1f4b09af3f67d99e093ba7} of people abandon a website that takes more than 3 seconds to load. It may seem obvious but you can create the world’s most perfect landing page with compelling CTAs and unbeatable offers, but if your landing page takes too long to load, it will be pointless!

5. Give Value

One of the best ways to secure conversions is to give something valuable to your web visitors in exchange. If you want people to become incoming leads, give them valuable content as a reward for signing up or as an incentive to get in touch. On the same note, if you’re selling a product, consider a discount or a free gift in order to get them to complete the purchase.