Landing Page Optimization (LPO)
The word optimization is used quite frequently in regards to digital marketing, and it simply means to make the best of something or to make it more effective. That’s what digital marketing companies do; they take whatever marketing strategies that work for your business and attempt to make them better. Landing page optimization (LPO) is the process of improving the elements of your landing page, making it easier for a customer to find and buy your product or service.
What is a Landing Page?
A landing page is usually a standalone page that serves a single and focused purpose — conversions. When someone visits a landing page, it’s the next step toward a visitor becoming an end user. Landing pages can have free offers like “A Free Trial” or “Subscribe To Our Newsletter.” These special offers or deals require a potential customer to provide their contact information. The goal is to drive traffic to these pages.
How Do I Optimize My Landing Pages?
Start with research. To optimize your landing pages, start with a strategy, and use research to find the relevant information before the page goes live. Survey your audience and use research tools to provide the information your audience is looking for.
Here are 10 ways to optimize your landing pages:
1. Know your audience:
Understanding what your audience is searching for is crucial in digital marketing. By researching your competitors, creating buyer personas, conducting surveys, and engagement will give you a better understanding of your audience.
2. Simplify your landing page:
Get rid of the visual clutter and get down to brass tacks. Try to create a landing page that speaks volumes without very many words or images.
3. Add contact information:
Put your contact information directly on the page or use a contact form.
4. Be consistent:
Make sure the text, imagery, and message of your campaigns are consistent with your website.
5. Different headlines and copy:
Try using different headlines and copy to determine what resonates with your audience.
6. Customer reviews or testimonials:
Don’t be afraid to use customer reviews to help convert the undecided.
7. Use SEO:
Research keywords, use fresh and relevant content, and come up with a visibility strategy that will help your site rank higher on search engines.
8. Make your offer clear:
Determine your customer’s specific goal, and turn that goal into a headline that grabs the customer’s attention.
9. Use contrasting colors:
Think about the color and clarity of the page and make great use of contrast.
10. Place important information "above the fold":
In the newspaper business, all of the important headlines are “above the fold” telling the reader which story is the most important. The same can be said with a landing page. Put the relevant information “above the fold” which basically means “the main screen before you scroll down.”
Landing Pages Focus on Conversions
Since landing pages focus on conversions, the effectiveness of the page is paramount. That’s where LPO comes in. To get the highest possible conversion rate, optimizing a landing page just makes sense for your business. This can help lower costs, acquire more customers, and maximize the value of your digital marketing.
When optimizing a landing page, do your research before you do anything else. Have a plan and figure out how to execute that plan before you even think about publishing the landing page. Optimization without research is basically just a hunch, and hunches rarely work in digital marketing. By doing research to enhance each element of the page, you are setting yourself up for success. Since these pages are about conversions, you want to have an optimized page that is clear and precise.
Landing Pages Need Tweaking
It’s very rare that anyone creates the perfect landing page on their first try. Landing pages need to be tweaked over time, and analyzing any data, especially conversion rates, can direct you on where your landing page needs to be. Don’t just publish landing pages and walk away. Use the information gleaned from the data and make the necessary changes.
How Does a Service Page Differ From a Landing Page?
Landing pages are different from service pages. A service page is about what a company can do and how great they are at it. This page is more about involving your customers while also focusing on features and benefits. Try to identify a customer’s pain points, and come up with a solution. Most companies create a single page per service. These pages often have customer reviews and testimonials from people that have benefited and enjoy your product or services.
How Does a Home Page Differ From a Landing Page?
Home pages are for exploration, and landing pages are about conversions. Home pages offer general information about the company while encouraging the customer to explore the website more. The home page is basically the front door to the website, and it is the customer’s first impression of the company.
How Does a Squeeze Page Differ From a Landing Page?
A squeeze page is a landing page, technically. A squeeze page is a specific type of landing page that is generally shorter than an actual landing page, containing little to no images and very minimal text. The purpose of a squeeze page is to solicit a person’s phone number and email address. This option is an “opt-in” service where the customer decides to provide this information, meaning they are at least interested in what your company is offering.
When Something is Wrong With Your Landing Page
If you are experiencing a high volume of traffic to your website but your conversion rate is low, something is probably wrong with your landing page. But don’t worry because this is an easy fix. By focusing on just a few of the elements of a landing page you can completely change the look and feel of the page, making it more engaging.
Is it the color and design of your site?
The color, design, and copy could be the success or detriment of your site, so choose the right colors that won’t turn off your readers. Oftentimes, conflicting colors work with readers.
Is the offer on the landing page wrong for your audience?
Maybe the offer or hook you are presenting to your readers doesn’t resonate with them, which can hurt conversions.
Is the product the right product?
Sometimes, the product being offered isn’t desirable enough to convince consumers to purchase.
Chances are, you’ve experienced several, if not all, of these examples, and tweaking your landing page to fix those things is the definition of landing page optimization. Create a blueprint to set yourself up for success. This will help determine your customer’s wants and needs, and leads can then be converted into sales. The goal of a good landing page is to get conversions, and optimizing the page is a crucial part of digital marketing.