What is Landing Page Optimization?
The process of landing page optimization involves changing the page in order to obtain a higher conversion rate. There is no chance that on your first try you’ll create the best version of the page as there are always things that you can do to make improvements. Therefore, you’re encouraged to start the process of optimization as soon as the page is created.
Keep on reading for further insight into what is landing page optimization, and by the end of this article you’ll even learn a few different tips on how to increase the percentage of people that make use of your offer.
What landing page optimization is all about
There are a large number of things that you can do to improve your landing page conversion rate, and here are the top ones:
Headline: to begin you should take a look at your headline and ask yourself if it stands out. The average internet user is presented with a lot of different offers, articles, memes, blogs and products every time they go online. With the overwhelming amount of information you need to capture their attention before they land on your page and the headline is the best way to get that done. Try going for a controversial approach or one that makes a bold claim regarding the benefit that can be gained from making use of the offer.
Copywriting: if your page is converting poorly it might be that your copywriting is bland. Personality needs to be injected that speaks to the demographics of your audience. Identify what kind of user would benefit from your offer and speak directly to them. Hire a professional to complete this portion of the optimization if you lack the skills to write great copy.
Clean design: you’ll be surprised by the number of people that think the more sophisticated a landing page looks the better it will perform. In practice the opposite is true, you need to create page that has a minimal amount of distraction. For instance, a lead generation page that has the aim of capturing the email address will typically only have the email capture form — there is no need for anything else.
Call to action: the CTA is the page element that instructs the user how to take advantage of the offer. After the convincing is done via the copywriting there has to be an end to the page and the CTA acts as a portal to the sale. However, the CTA must stand out and also do a great job of creating a sense of urgency.
The page elements above are just some of the main things you can start with. However, every landing page is unique and you might have specific aspects that need tweaking more than others.
Optimization with A/B split testing
It doesn’t matter if you are new to landing pages or a veteran, the best way to optimize them is by making use of A/B split testing. This is about creating two identical landing pages, but the only difference is that two versions of a specific variable is created. The idea is to see which version of that variable leads to the best conversion rate.
This might sound a little complicated, but you can make use of software solutions like Unbounce to get the job done in a straightforward manner. You can see how much traffic each page has received and a number of metrics to judge the quality of the results.
Keep in mind that a big sample size is desired so that you can make a solid judgment about what version of a specific variable is better. There is no reason why you cannot create a test for a large number of variables in the pursuit of industry leading conversion rates.
Conclusion
We hope that by now the question of “what is landing page optimization” has been answered and you have a solid idea of how to go about doing it. You may have noticed that there is a comprehensive array of different design page elements that you can alter to improve the conversion rate.
It can be hard to tell what will have a positive impact on the conversion rate, but the good thing is that you do not have to leave things up to guesswork. You can make use of A/B split testing to methodically make changes to your page for the better. It’s a scientific approach that’s evidence based.
Landing page optimization is not a difficult process to understand, but does require hard work. So get started and down the line you’ll reap the rewards of higher conversion rates for your offer.
Thank you for reading.
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Originally published at https://landingpageschool.com on May 30, 2018.
