To understand why page optimization is so important for generating online leads, let’s go back to what a landing page is in the first place. For our purpose, a landing page is defined as a customized web page a prospect sees, after clicking a link from either a paid or organic search result, which contains a lead form to capture visitor information. When you need to capture leads, a landing page is critical to the process. Think about it. The visitor must take the time and energy to digest what is being presented and fill out a form.
Without an leads, a landing page is critical to the process. Think about it. The visitor must take the time and energy to digest what is being presented and fill out a form. Without an optimized landing page, you are may be losing a significant number of leads. Look at it this way, if your site’s conversion rate is five percent, and with well optimized landing pages you increased it to seven percent, that’s a 40 percent increase in conversions! And yes, you read that correctly – pages – as in more than one landing page. Why? Landing pages should be aimed at a particular audience; therefore each offer you create requires a unique landing page.
No matter how much money and effort you spend on your web campaign, if the landing page created for it does not resonate with the intended audience, they will bounce. There are some basic “do’s” and “don’ts” when it comes to optimizing a landing page. Here are a few you should take into consideration:
1. Since visitors generally take seconds to decide whether or not they will stay on your landing page, the page should make sense immediately. Ask yourself; is this page clean and easy to read? Is the page relevant to the search term the visitor used to arrive at the landing page? Is important information accentuated in a bulleted list for the prospect to quickly scan? Bottom line – first impressions do matter.
2. Remove the navigation links. While you might be tempted to think giving your prospect quick access to the rest of your site is a good thing; it also allows your prospect to quickly move away from the landing page. It is better to provide additional information to your prospect after the conversion. The fact is, the simpler the page, the better the conversion.
3. Consider your graphics carefully. Graphics are the number one thing an eye is drawn toward on a web page. Are the graphics in tune with the offer? Are they well placed on the landing page? While many people tend to click on graphics, since the idea is to keep the prospect on the landing page, linking graphics to another page is not recommended.
4. Make your headline stand out. Captions are the number one item read by people arriving to a landing page. Just remember the first “do” and keep the headline clean and easily digestible.
5. Ask for only what you absolutely need. If the intent of the landing page is to capture a name and valid email address, only ask for those two pieces of information from the prospect. People tend to feel more uncomfortable as they are asked to give out more and more personal information. Here’s another fact: the more fields in a form, the lower the conversion rate.
6. Say thank you. When prospects have taken the time to fill out and submit their information, it important to thank them and let them know their information was received. After they press the submit button, make sure they land on a thank you page. (This can also be a good opportunity to make another offer.
While there are other things you can do in addition to those listed above, by taking these six you are better optimizing your landing page and improving your chances of increasing the conversion rate. However, by now you should clearly understand why it is so important to optimize your landing pages.