Landing Page Optimisation: Is it Going to Work for You?
By Kurt Buttress - September 25, 2017
I'm willing to bet by now that you've read a whole lot of well-meaning blogs, each extolling the virtues of following various marketing best practices to achieve a ton of leads and reaching marketing nirvana. In and among the hordes of material covered, you've probably seen landing page optimisation come up before, and for a good reason.
What is Landing Page Optimisation?
Quick refresher. Landing page optimisation is the practice of enhancing website elements to improve your conversion rate, with a particular focus on your site's landing pages. By improving the performance of your landing pages, you can secure more qualified leads, and up your overall conversion rate for the better.
I'm going to let you in on a little secret though. Even if you tick all the boxes, landing page optimisation might not work for you (gasp!). "But why?! I followed all those best practice tips to a T!"
It's a Numbers Game at Heart
That's because there's a strong numbers game behind seeing the results of your optimisations, and if you're not achieving those numbers, you're not going to generate sufficient data to prove your optimisations are making a difference.
Here's a quick example.
Let's say your average conversion rate on a particular landing page is 10%. That's below the general industry average of 20%, but it's not too bad. That said, you're keen to optimise the heck out of said page to take that number up by 10% and into the coveted realm of 20% and above conversion rates.
Want to know what your sample size needs to be to prove results?
Well, your landing page, with a conversion rate of 10% at present, needs to achieve a sample size of 13 000 visitors per variation to gather enough data to analyse. That's a combined total sample size of 26 000 visitors for both variations.Yikes.
And so, sad as it is to say, if your landing pages aren't getting enough traffic, optimising them and testing your changes isn't likely to prove (or improve) much. That being said, don't fall into the trap of thinking you shouldn't be putting an effort into creating optimised landing pages – it's still vital to make sure you have solid landing pages.
A simple way to do so is to consider downloading a landing page template from the HubSpot Marketplace.
And what if you're "one of the big dogs", and your website is generating traffic like mad? Landing page optimisation and A/B testing are still very much a must for you. After all, you're fortunate enough to have the numbers to gather invaluable data and make a proper difference, why would you not want to take advantage of that? If that's you, here are seven quick tips to focus on when looking at optimising your site's landing pages.
7 Landing Page Optimisation Tips: Here's How to Get Started
1. Segment Your Users and Personalise Your Content
Most businesses have more than one buyer persona. By creating landing pages targeted for specific users and driving traffic to them, you're more likely to see your conversion rate rise. You can use smart content on your pages to ensure what your users see is relevant to their unique pain points and needs. You can smooth the lead nurturing process by using smart form fields on your landing pages as well. This means that returning leads won't need to fill out the same forms over and over again, and you'll get more contact information with every form submission.
2. Include a Concise Headline
When visitors arrive at your landing page, they should immediately know what the page's overall purpose is, and what it will do for them. By keeping headlines and subtitles clear and concise, you ensure your users will be able to easily distinguish the offer on your page. Also, don't be afraid to use strong, emotive words that appeal to your users. You want your headlines to compel your visitors to take action. Another important point is to align your headline with your CTA copy. And, if you're going to be promoting your landing pages with paid ads or on social media, make sure your headline is aligned to the ad/post copy.
3. Design, Design, Design
Your landing page design has tremendous impact on your users' experience. It shouldn't be distracting or confusing and should direct visitors' attention to your form, and encourage them to complete it. Make sure to exclude navigation bars that might lead visitors away from your landing pages, and use white space on your pages wisely.
Your use of colour is quite important too. Besides your brand or website colours, the colours you use for calls-to-action (CTAs) and buttons can (and does) have an impact on the conversion rate of a landing page. The same applies to text on your CTAs or buttons. The only way to determine the most efficient colour and text combination is to rigorously A/B test your landing pages to gather data on what performs the best.
4. Balance the Give with the Get
Your form fields should also align closely with the perceived value of your offer. Asking for too much information in relation to the perception of value visitors assign to your offer might scare them off from completing your form and converting. According to Wordstream, the average number of form fields is eleven, but reducing that number to four can result in up to 120% increase in conversion, so exercise caution when choosing which fields to include.
5. Don't Overdo the Copy
Your goal with landing page copy is to get your readers to digest your most important points right away. If those points are hidden amongst paragraphs of unnecessary text, they're going to miss them. It's also a good idea to always try to keep your landing page copy above the fold, where your visitors can easily spot it when they're ready to convert. It's a good idea to use bullet points that briefly outline your offer's features so that visitors on a landing page can distinguish the outline of the offer and determine whether or not they want to download it. Remember to focus on your buyer personas, and highlight how your offer meets their pain points in these bullets.
6. Don't Be Afraid to Experiment with Media Formats
Video is the most consumed media format online, and if your message can be conveyed through video, why not give it a try? Audiences are often more likely to spend time passively watching a video than actively reading, so if you're able to create high-quality videos, then it's worth giving it a try. But remember, quality is key here. A low-quality video will just serve to cheapen your brand's image and message, instead of encouraging your target audience to convert.
7. Make A/B Testing a Priority
There's one last step here, and that's to take testing to heart. Make A/B testing a priority when creating your landing pages. It's through constant evaluation and testing that you'll spot what works and what doesn't, allowing you to make changes that matter and to boost your conversions. Wondering if a change in button text will encourage more downloads? Test it. Think a new heading might boost conversions? Test it. Keep testing to ensure your pages are optimised to perform at their best.
Heat maps and click maps are a great way to monitor user's interactions with your website pages and test performance.
While optimised landing pages are vital to ensuring a good conversion rate, it's important that your content backs up what your landing pages promise.
If you'd like to know more about creating content that converts, check out our eBook, Creating Great Content. It's full of tips to help ensure that you're creating content that is excellent. Alternatively, why not let one of our experts help you out? You can get in touchwith them here.