Strategies for building and optimizing the landing page to drive a higher conversion rate
Developing a marketing strategy that includes social media and search engine optimization is crucial, however, unless you have an engaging and optimized landing page, your conversion rate isn’t going to increase and your brand won’t grow. Getting them there is only half the battle; now it’s time to persuade potential customers to stay and convert.
There are plenty of tactics online claiming to be the perfect recipe for building a landing page to drive your brand to a higher conversion rate, but it’s essential that you don’t spend a large amount of time attempting what doesn’t work and missing out on valuable business. We’ve gathered our resources and created the following strategies to truly optimize your landing page the right way - the first time.
☝ Put the extra effort in to build a landing page that’s not generic.
You can easily reach out to an agency or web professional to help build your page so it doesn’t resemble every other landing page on the internet. If you can optimize the page efficiently, such as ensuring you make your value obvious before visitors need to start scrolling, then you’ll already be on the road to capturing their attention.
The basic layouts on WordPress or your hosting platform may be free and easy to build, but they might not be doing your brand any favors.
☝Don’t be too wordy.
If you’re landing page is overwhelming with content, you’re more likely to lose your visitors’ and leads’ attention quickly. No one wants to read a novel before they get to the good stuff. Every word and sentence you use must be articulately placed. When in doubt, revise and then revise again. Less is more, however cliche that may be, when it comes to content. But always make sure what you do have is optimized with the right keywords.
If this article were a landing page, it would already have far too much content.
Video is the best option that you can introduce to your landing page that will keep your leads engaged, provide them with value without forcing them to read, gives an opportunity for you to prove your product or service works and is the best for SEO. Don’t make the video too long (a few minutes is pushing it) and give viewers the important facts first - but always leave something out that you promise to provide them at the end of the video, such as a discount code, etc.
Your video can be live-action, animation, consist of testimonials and reviews, or even a test of your product - all of these are excellent examples that are far more likely to keep leads attention longer and result in conversions.
☝Include more than one CTA (Call to Action), including your brand’s contact information.
Better yet, include a direct link to an email address if potential customers want to reach you. And even better, you can incorporate a chat-bot window to appear in the corner that will allow leads to reach out instantly with any questions. Your CTAs should be dispersed throughout the page, but make sure one is right smack and center as an eye-catcher for visitors.
Some examples of effective landing page CTAs include:
Claim your premium discount now;
Simplicity is waiting;
Talk to a live customer service representative instantly;
Start saving now.
☝A/B test your landing page.
Don’t skip this one. There’s no way you can know where your landing page is doing well and where it can do better unless you test it and analyze your results so you can further optimize your page. Even if your finished product seems to be increasing your conversion rate, you can learn a lot about your brand and your online presence by taking the time to invest in A/B testing. And luckily, there are some great applications you can use that will do the work for you. Interested in learning more about how you can even further build the best landing page for your business? Reach out for a conversation with a member of our team today.
Interested in learning more about how you can even further build the best landing page for your business? Reach out for a conversation with a member of our team today.