Landing Page Optimisation – Your Ticket To CTR Success!
A landing page can be an electrifying introduction to your business! A sizzling page will boost any brand – encouraging users to click through to your site and maximising that all important CTR.
Any well-optimised website will include a landing page that is not only beautifully designed but also offers a range of SEO benefits. This increased engagement and traffic, coupled with a site that is optimised for outstanding user experience, can be a game-changer for your business.
So, how to ensure that your landing page is functioning efficiently and achieving your aims?
Landing Page Optimisation (LPO) is the study of what makes a truly optimised landing page. Following the findings of this field of digital marketing will help you create a landing page that converts like crazy!
So, to make things simple, we’re giving you our top 10 LPO takeaways. We’re all about offering smart and simple digital strategy – increasing your conversions, leads, and sales overnight!
Table of contents
- 1) Consider Your Target Audience
- 2) Utilise Search Engine Optimisation
- 3) Use a Minimalist Design
- 4) Stay On Brand
- 5) Add Client Testimonials
- 6) Use a Direct Call To Action
- 7) Choose Your Optimisation Tools
- 8) Check Your Conversion Rate
- 9) A/B Testing For Increased Conversions
- 10) Ask For Opinions
- Final Takeaway: Optimised Landing Pages = Increased Engagement!
1) Consider Your Target Audience
Your landing page must immediately grab the attention of your target audience. To achieve this kind of top-tier engagement, you must identify who your consumer is. You really do need to understand their primary reason for visiting your site.
This information will help you show that your products and services are perfect for them and communicate their benefits using precise, carefully chosen language.
Keyword research is an invaluable component of landing page optimisation. Online tools like Google Keyword Planner allow you to understand what your audience is searching for in Google. You can then use this data as a basis to begin creating your copy.
Ensuring that your landing page includes keywords will allow you to connect with your target audience. Websites that communicate with their customers using keywords will rank higher on SERPs, reach a wider audience, and gain more sales overall.
2) Utilise Search Engine Optimisation
A savvy SEO strategy will ensure your site ranks high on search engine results pages, meaning you’re visible to the largest number of potential clients.
To achieve this, your site must be designed around a number of ranking factors. Specifically for your landing page, you must consider user experience, include well-written copy, and mobile-first optimisation.
70% of web traffic is now viewed on mobile devices, often when users are on the go and searching for a quick solution to their problems.
An effective landing page will need to rank in the top search results and clearly communicate the offerings of your business to this mobile-first audience.
3) Use a Minimalist Design
A beautifully designed landing page will directly influence your click-through rate. A successful page will include a recognisable logo, an appealing colour scheme, plus a great selection of photos and videos.
A clean and minimal design will work best for your page because space is limited. We all know what it’s like to be overloaded by design elements and overwhelmed by information – don’t do this!
However, carefully chosen content can connect with your customers on a personal level – and this means shares, likes, and organic search traffic. It’s an effective and economical way to spread your message and your brand.
There are many examples of great landing pages, but one thing they have in common is a minimal design and strategic use of content.
4) Stay On Brand
Your landing page must define your brand in a short amount of space and time.
Digital marketing, social media and online content can develop who your business is and what makes it unique. But your landing page must condense all of this down into something concise.
Optimised headers and microcopy will help you to achieve this. Landing pages that are messy and muddled will only increase your bounce rate.
Your brand identity must be summarised on your landing page and clearly communicated using minimal resources. The ability to do this shows that your business commands a clear and cohesive identity.
5) Add Client Testimonials
Testimonials demonstrate that you have great relationships with customers and that they’re willing to vouch for you. This is important because they’re great for establishing trust and driving sales.
Testimonials are an unbeatable way to develop trust with your clients. 92% of consumers read online reviews before making a purchase and 88% trust them as much as an in-person recommendation.
Your landing page must give your business a great first impression. You can create this experience by showing that other consumers have genuinely benefitted from your services and are willing to recommend you to others.
6) Use a Direct Call To Action
A successful call to action will drive user behaviour and deliver your desired outcomes. An effective landing page encourages viewers to click through and explore your site further. It’s a direct delivery system for outstanding results online.
CTAs are perfect for your landing page because they can enhance audience engagement with a minimal need for copy and design.
You’ll need every visitor to be wowed by your landing page and want to continue their journey. So, use CTAs which really create curiosity to achieve those all-important conversions.
7) Choose Your Optimisation Tools
It’s important to test your site and understand the analytics of your SEO. Your page may look great on screen, but is it going to give you the boost in search engine rankings your business needs? There are many tools that allow you to analyse your site and measure its optimisation.
Here are some of the smartest SEO tools available online right now.
- Ahrefs SEO Toolbar – This toolbar checks the SEO health of a page – including broken backlinks and rates of organic search traffic.
- Woorank – A comprehensive set of tools designed to develop your digital marketing strategy, plus easy options to check your page health and metadata.
- Screaming Frog – This tool crawls your site to check on-page SEO and audit any technical issues that may slow speeds or affect user experience, including broken links and duplicated content.
8) Check Your Conversion Rate
Landing Page Optimisation is part of the larger practice of Conversion Rate Optimisation (CRO). CRO is the practice of maximising the number of users who carry out the desired action of the site or page. This could include purchasing a product, signing up for a newsletter, or simply clicking a link.
Working closely with CRO will allow you to design your page around a strategically chosen user journey. It is important that you choose a conversion strategy that’s right for your business and clients.
Whilst the goal of any landing page is to increase conversions, a more holistic approach will consider the entire buyer’s journey and all the factors which combine to create a great user experience.
Thinking of your landing page as part of a broader digital strategy will increase its overall success.
9) A/B Testing For Increased Conversions
A/B Testing refers to the practice of creating two versions of the same page, using different tools and techniques, then testing to see which is most effective.
This could be a small change, like different headers or the wording of your copy, to an entirely different page and approach to SEO and CRO.
It’s a testing method that will give you a range of data – allowing you to analyse your page and make effective changes. The benefit of A/B testing is that you can explore alternatives and be sure that the strategy you choose is right for you.
10) Ask For Opinions
Once you’ve completed your landing page, it pays to ask for educated opinions from colleagues and clients. Whilst SEO and CRO are central to your site, you must remember that user experience is at the heart of any successful digital marketing strategy.
A great landing page will be accessible and legible to both humans and bots. It’s all about balancing search engine optimisation with a site build, copy and design that creates an outstanding user experience.
Final Takeaway: Optimised Landing Pages = Increased Engagement!
Now you’re finally ready to create a landing page that jumps off the screen and really connects with your customers. Your business deserves online attention – and landing page optimisation is the smart way to achieve it!