4 Ways to Optimize Your Landing Pages Now

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You’ve determined your target audience, established a business objective, created your ad, designed your landing page and set your campaign live. BUT the conversions aren’t coming in. What should you do? First off, don’t panic! The beauty of the digital world is that you can easily make changes to your campaigns even when they’re already live. In fact, you should constantly be viewing your campaign analytics to identify pain points where optimizations can be made to improve your results.  While it’s critical to optimize every element of your ad campaign, this article will hone in on where the conversions actually happen: the landing page.

Regardless of what stage your campaign is in, try implementing these four optimization tactics and watch those conversions roll in.

1. Don’t distract your audience

When it comes to landing pages, one major mistake marketers can make is directing viewers to homepages instead of customized landing pages. Your homepage gives visitors the chance to explore your business in many capacities. Visitors can navigate to different pages of your site to explore many facets of your business, including products, services, careers, locations, support etc. While this is great information, and definitely necessary, it’s not going to help achieve your conversion goal. Why? Too many distractions!  If the goal of your campaign is to get audiences to download a report, this should be the only option they have.

Oli Gardner explains this as the attention ratio; the ratio of interactive elements on a page to the number of campaign conversion goals. Your landing page should have an attention ratio of 1:1 and typically a homepage has an attention ratio of about 40:1. See the problem?

To get conversions, make sure your audience is going to interact with your conversion goals. Limit the distractions and ensure you have a 1:1 attention ratio.

2. Be consistent

When you agree to go on a date with someone you met online and they look completely different in person than they do in their profile, you’d be….disappointed right? (I would). Think about this when you are setting up a landing page for your ad. When a viewer clicks your ad, are you bringing them to a landing page with a completely different visual look and messaging? If so, this could be increasing your drop-off rate and resulting in low (or no) conversions. And rightly so, seeing as the viewer clicked for a reason. They were intrigued by the ad and clicked to learn more OR claim your fantastic offer. Give them what they want!

Take Salesforce, for example. Here is an ad they served, directing audiences to watch a demo of their app cloud.

landing pages

When viewers click they arrive at the landing page below.

Right off the bat, you notice the same salesforce logo, the same product focus – App Cloud-, similar color tones, and a consistent CTA ‘Watch now’. The landing page is delivering what the visitor expected- the chance to see the demo. It’s a seamless experience and should lead to high conversions.

landing pages

Is the design and messaging of your landing page and ad consistent? Or can you make the experience more seamless? Remember: the landing page is an extension of the ad so make sure it builds off of whatever your ad offers.

3. Test the waters

Remember that every campaign is an opportunity to find out what will yield the highest conversion rate. The best way to learn is by conducting split tests.

Check out these two landing pages by The Mayo Clinic Diet. While audiences were directed to these landing pages from the same ad, they were led to a different design depending on their geographic location. This is an example of a broad split test as they have two completely different designs. The first landing page promotes a free trial and has a very simple conversion form. The second landing page promotes a free diet profile, communicates that the diet is based off the ‘#1 New York Times BestSeller’ and has a much longer conversion form.

landing pages

landing pages

While the differences are obvious, we also see some similarities, suggesting that these elements work effectively. These common elements include:

  • The color orange for CTA buttons, a ‘take action’ color.
  • Images of happy, healthy-looking people
  • Headline ‘The last diet you’ll ever need’
  • Mayo Clinic Diet logo

The takeaway here? Split testing will help you discover what is working on your landing pages so that you can continue to improve it and get more conversions. Keep in mind, your split test can be as simple as testing out different wording for your CTA, button colors or conversion forms. Learn from your tests and implement changes for higher conversions.

4. Tell Your Audience Exactly What to Do

This last tactic is all about the Call-To-Action (CTA). What’s important to remember here is that your audience can’t read your mind. You need to tell them exactly what do to. And if you’ve followed the steps so far (particularly the 1:1 attention ratio), this should be easy to do.

What makes a strong CTA?

  • It’s clear – Download Now
  • Motivates your audience to take action – Boost Your ROI
  • Creates a sense of urgency – Claim Your Offer Now
  • CTA button uses actionable colors – Red, Orange

When a visitor arrives at your landing page, it’s crucial they know exactly what to do and why it’s important they do so RIGHT NOW.

Below you can see Shopify’s landing page. Their conversion goal is to get a sale. They do a great job of telling audiences exactly what to do once the arrive at their landing page. Simply enter your email address to ‘Get started’ on your free 14-day trial.  It’s distraction free, has a 1:1 attention ratio and is straight to the point.

landing pages

To recap, if you are looking to build higher converting landing pages today:

1. Don’t distract your audience

2. Be consistent

3. Test the waters

4. Tell Your Audience Exactly What to Do

Let us know if you have other tips for high converting landing pages below!

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