The landing page is the most important factor in online advertising, therefore, it is important that it contains highly specific information that will convince and convert buyers to take a particular action.
This can generally be transactional or informational. If you are designing landing pages, then one term that will be at the top of your mind is conversion optimization.
Based on how you leverage the various on-site conversion factors, you can have a conversion rate of anywhere from 0.5% up to 80%. The focus must therefore be on how to leverage in order to attain those high conversion percentages.
When you are pursuing the high conversion rates, there are certain important conversion factors that you can leverage in order to ensure success. These include the following:-
- The value proposition
- The relevance of the information about your products and services
- The clarity of the value proposition and the call to action
- A sense of urgency
Landing Page Optimization
Optimizing the landing page of your website for maximum conversions means increasing these conversion factors or at least getting it right. For example, the value proposition is the most important of these factors. You must be able to clearly differentiate your product and convince your buyers why you are the best. Differentiation will be an important conversion driver.
Relevance is also an important conversion driver. When potential buyers land on your landing page, it is important that they find the relevant information that they were expecting to see. No one likes surprises.
It is important to have the products, product images and terms that your potential buyers can easily relate to. There is also the need to have some consistency in the message that you are conveying to your readers. Failure to do this might result in reader disorientation and they are likely to leave the page without taking the desired action.
Getting Your Message Across
The third conversion factor that will be critical to your marketing is the clarity of the message that you are conveying. Both the value proposition and the call to action of the page must be clearly articulated. It is important to aim for clarity both in the design of the website and the content.
It is also important to create a sense of urgency in order to prompt conversion from your potential buyers. Create the impression that the action needs to be taken now or as soon as possible otherwise the product or service will no longer be available.
A compelling landing page design is very essential to effective landing page optimization. There are several on-page elements that will be critical to achieving the best landing page optimization. These include the following:-
Applying Strong Headlines
When it comes to the crafting of the headlines, it is important that it is consistent with the promise that drove the reader to the website in the first place. It is also important to use bold and action-oriented language in the headlines.
Have a Bold Call to Action
After the strong headlines, this is the second-most important landing page element. In an ecommerce website, it is important to have a bold call to action that converts the user. Instead of directing a user to a convoluted process or other pages, a response to the call to action should be equivalent to a conversion.
Clearly Articulate the Value
In online marketing, you will generate greater conversions by being highly specific and as clear as possible on the kind of value that users are going to derive by taking action.
Get Rid of Distractions
In order to laser target the user on the desired call to action, it is important to have a landing page that is free of as many distractions as possible. Remove all the elements that could divert readers attention from your landing page goal. Getting rid of the distractions is one of the easiest ways to increase the conversion rates on your page.
These are the most important elements that you need to consider in order to ensure best conversion optimization for your website landing pages. For maximum results, you may also consider A/B tests and repeatedly tweak these pages based on these test results in order to achieve the perfect landing pages that will help you reach your conversion potential.