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As a direct interface between potential customers and successful conversions, website landing pages are one of the most important and powerful tools in online marketing. So long as landing pages are optimized for the needs of the target audience and as long as certain conversion obstacles are overcomes, landing pages can be key in transforming target group relevant traffic (referrer, paid and SEO traffic) to leads.
There are many factors which can influence the success of a landing page and which are essential when it comes to permanently boosting turnover. In this article, we present a number of different options for strategic optimization which should help to improve your landing pages’ conversion rates in the long term.
Requirement-orientated content
To make sure your target audience really engages with your content and ultimately carries out an action or conversion, a thorough analysis of the emotional needs of the customer should be conducted before creating your landing page. A landing page can only reach its maximum potential when a conversion represents a concrete solution for an existing problem or need, and fulfils the requirements of the target audience. Before setting up a landing page, successful webmasters take time to define relevant keywords (SEO / SEA / web analysis) and use these to identify the emotions needs of their target audience. They can then use this information to create user-targeted content which contains the solutions and responses to users’ problems and questions. It’s vital that the user feels that they are understood and can recognize the value of a product/service/text easily and quickly.
Less content, more info
The most successful landing pages are able to provide their target audience with helpful (and conversion-stimulating) information in as little content as possible. The focus of the content should always be conversion – in other words, users should be able to recognize quickly that a text/product/service is the perfect solution to their needs and carry out the desired conversion (purchase, subscription, share, whatever.) As webmaster, make sure that landing page content features elements which directly contribute to lead generation and conversions. In other words, elements which direct a user towards carrying out the desired action. Avoid unnecessary information and any elements which could distract from the ultimate goal of generating conversions or boost bounce rates. To display key information as logically and comprehensively as possible, use bullet points (for example, to list key product features). This allows users to inform themselves about a product as quickly as possible before carrying out a transaction.
Short conversion paths
When it comes to boosting conversion rates in the long term, websites and online shops should make sure that visitors to a landing page are able to convert as quickly and easily as possible and at any time. Among other things, clearly visible conversion buttons which are easily accessed are essential. Other central elements containing key information should also be located in easily accessible areas of the landing page so that users can always find the information they need. Direct “calls2action” can also produce positive results since interaction with the user creates a more emotional connection.
A high-quality product sells itself!
Not only is it significantly easier to market genuinely high-quality products services, but the exact use of a product and its key advantages and features are made easily recognizable for the target audience. Successful website and online shop owners therefore often switch their attention away from landing page optimization to optimization of the product/service itself. As the old adage goes, a high-quality product which offers genuine value will sell itself. The landing page just has to describe it. If a product is unique enough, or if its uses and benefits are clear enough, this is often easily reflected in the quality and content of a landing page.
Tap into users’ emotions
Impeccable grammar, sensible text structure and clear target audience engagement are not the only prerequisites for the success of a landing page; conversion-orientated formulations also have a direct effect on online success. Tapping into users’ emotions with a strategic use of vocabulary generally leads to a higher conversion rate. Therefore, analyse the needs and emotions of your target audience as thoroughly as possible in order to produce tailored content which speaks to your users. Try to create an emotional contrast between the text and your defined conversion aim. While page content ought to address the challenges faced by the target group, the focus of product/service-based content should focus on the successful solution to this problem. When confronted with this intentionally created contrast, the customer feels that their needs can be satisfied by carrying out the conversion.
Win the trust of your target market
When competition is as great as the variety of products on the market, one of way of standing out is to win the long-term trust of your target market. This trust can be the difference between a potential customer purchasing from you or from a rival. Trust symbols such as official awards, certificates or badges help to instil a sense of trust in visitors to a landing page. it is therefore important that such symbols are displayed prominently on a landing page so that they can be easily seen. When placed intentionally close to conversion buttons, this can reduce the length of the conversion path even further.
A/B testing
Even when you have a well-performing landing page, this doesn’t mean it couldn’t be improved further still by A/B testing. For webmasters who want to maximize their online success, targeted A/B testing should feature highly, changing central elements of the landing page and measuring user behaviour in response to the changes when it comes to conversions. Even the smallest adjustments can have a significant effect on conversion behaviour. Test out different versions of your landing page to see what achieves the best results.
A/B testing usually involves changing the following elements of a landing page:
- Colour
- Trust symbol positioning
- Construction and layout
- Text and wording
- Images and graphics
- Button positioning
- Button properties
- “Calls2Action”
- Font and font size
Conclusion
Landing pages have a considerable influence on the success of a website, making strategic optimization essential when it comes to achieving long-term improvements in conversion rates. The requirements and purchasing behaviour of the target market, the benefits of the product itself and quick conversion paths should always be the main focus.
