Landing Page Optimization Best Practices
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This document discusses best practices for optimizing landing pages. It recommends ensuring the headline and all elements of the landing page are clearly focused on a single purpose and call to action. The document also suggests testing landing page elements like headlines, images and calls to action to improve conversion rates. Key recommendations include reducing unnecessary content, simplifying copy, positioning the call to action above the fold, adding credibility elements, offering free trials, and segmenting traffic for testing.
Landing Page Optimization Best Practices
- 1. LANDING PAGE OPTIMIZATION Best Practices Ray Killebrew
- 2. Why Should We Optimize Landing Pages Landing pages appear after an online ad, email link, search results, or specific promotional URL. Itβs the first chance you have to convince a motivated user to pursue the purchase path. Key Goals: β’ Increase Conversion Rates β’ Build Trust and Creditability β’ Enhance the User and brand Experience β’ Maximize ROI β’ Improve Overall Site Usability
- 3. Steps to Optimize the Perfect Landing Page Source: www.landingpageoptimization.org
- 4. Top 5 Landing Page Mistakes Source: www.landingpageoptimization.org
- 5. Landing Page Elements Source: SearchMOJO
- 6. Types of Testing Source: SearchMOJO
- 7. 5 Things We Should DO NOW!
- 8. 1. Continuity and Clarity β’ Ensure the primary headline of your landing page matches the ad visitors clicked to get there. β’ A landing page should have a single purpose and thus a single focused message. β’ Every element of your page should be aligned conceptually with the topic and goal of the page. β’ Remove unnecessary content. β’ Simplify the copy using bullets.
- 9. 2. Call to Action β’ Make your call to action (CTA) big and position it above the fold. β’ Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button). β’ For enrollment forms where the CTA is below the fold (e.g. due to a long form β full capture) β make the directional cue point down the page to the button.
- 10. 3. Credibility β’ Show your product/service being used in context or Video β’ Page Security β Trustwave or Verisign logo β’ Use real testimonials for authenticity. β’ Show a phone number so people know you are real and can interact with you on a personal level. β’ Include partner co-branding to increase trust by association.
- 11. 4. Conversion β’ One click enrollment β’ Provide a guarantee to reduce/remove risk. β’ Provide a free trial. Try-before-you-buy is a standard and expected feature.
- 12. 5. Test Baby, Test! β’ Test new ideas using A/B or multivariate testing. Let your customers decide which message works best for them. β’ Segmentation β’ Segment by user type: donβt send offers about menβs health products to the ladies on your email list. β’ Segment by traffic source. Send your email, social media, and banner traffic to separate landing pages for better message match and measurability (which channel performs best)
- 13. Eye Tracking Is Real!