How to optimize a landing page? - 6 tips
By its nature, a landing page is a page with a rather specific design. It consists of popular elements that - at least in theory - should effectively support lead acquisition. However, not all pages are the same. Sometimes, despite using a USP, CTA buttons, and catchy copy, the landing page doesn't quite live up to expectations.
How to check if a landing page is effective?
Well, the most obvious symptom is simply a lack of interest in your services. If this is the case, then something is wrong.
There are many tools to help you learn how to optimize your landing page. Even a basic package like Google Analytics can provide a lot of valuable information. With it, you can, in particular, see how high a percentage of incoming users use your calls to action, which encourage users to take an action related to you.
In a situation like this, you can't help but mention the Hotjar service package.
Hotjar, best known for its so-called "heat map" feature, has several tools to help you learn how to optimize your landing page.
These heatmaps show the clickability of certain areas of the site. Those that generate the least interest are marked in gray and dark blue. As user attention grows, colors move from blue, green, yellow to red - like on maps presented in weather forecasts.
This is a very visually pleasing graphical form that allows you to quickly get an idea of the situation. Heatmaps let you know at a glance which areas of your site are of interest to visitors and which are not.
With Hotjar, you can also learn how visitors navigate your site. The service for playing records showing cursor movement is extremely important. In addition, such data can give you clues on how to optimize your landing page so that the user behavior chain is closer to the one you set.
Therefore, let's look at the most significant elements, changing which can significantly increase the conversion of your landing page.
How to optimize the landing page? - 6 Tips
1. Review Headers
Many site owners make a basic mistake. They try to develop texts (or commission their creation) that say a lot about their company in the first place. Although in some cases this is justified, in general, such information is of no interest to anyone. Believe me.
We are all interested in what this or that service can offer us. We want to know how this can change our lives for the better. If it matches what we are currently looking for, then we will use it. Simple.
Therefore, it is very important what information you give visitors in your headers. After all, these are the texts we pay special attention to.
Make sure they speak the so-called benefit language. Specify what "pain points" your product or service will eliminate.
2. Evaluate the suitability of the graphics
Flat design style graphics dominate the elements that characterize an effective landing page.
This is not surprising as their message is simple and clear. They quickly reach our consciousness. This is due to the fact that we absorb visual information much more efficiently - our brain processes it faster than pure text information.
Look at the graphics used on your site. Are they clear enough? Do they convey any value?
Don't let your site consist of graphics by chance. The visual message is just as important as the text.
3. Check the number of clicks on the CTA
Call to action buttons are perhaps the most recognizable elements of almost every landing page . Their function is to grab the attention of visitors and direct them to certain places.
Many people really don't realize how many it can even mean one button.
A few days ago we had the pleasure of reworking the content of a website. By simply changing the color of the buttons, the percentage of people clicking through to the most relevant sections increased. It was enough to apply the principle of contrast. CTAs are much more visible as they stand out with their unique color.
Remember, however, that color buttons - that's not all. Their position and accompanying text are also important.
Form inefficiency is one of the reasons website owners wonder how to optimize their landing page .
The shape is like a gateway. By filling it out, you will receive information that will make the path to acquiring a client much shorter. Therefore, their role is extremely important.
The most common errors in forms include:
- ugly appearance
- fill process too long
- lack of staging
- Using inappropriate field types
- insufficient number of CTAs leading to the form
- lack of analysis of their effectiveness
A very good post on our blog was created by Bartlomey Kilyan on this topic - optimizing the form on the site to as a way to get more profit. I highly recommend the mentioned text.
5. Rewrite texts
In the first paragraph of this note, I pointed out that headings play a key role on landing pages.
While section headings are important, the rest of the text on the page should not be overlooked.
Headings grab attention. When they interest us, we usually also read the accompanying minor information. Their role is to develop the theme and provide more details.
Your task is to find the middle ground between the appearance and cost.
First, make sure the texts are just useful. They must provide up-to-date information. The message should be appropriately adapted to your target group.
Secondly, don't forget to present the content correctly . For example, use bullets and bold, and change the colors of selected elements.
The right combination of these characteristics ensures that the content is simply pleasing to the eye and conveys the right value.
6. Consider the role of social issues
If you're wondering how to optimize your landing page, so-called social proof can be great way to inspire confidence in visitors.
In life, we try to use solutions that are well known or recommended to us by friends. That is why the so-called social proof affects the "selectivity" of these and not other options.
Landing page can usually have many places where different kinds of statistics can be woven. Consider if your site can include, for example:
- Other opinions
- expert images
- large numbers (e.g. completed projects or satisfied clients)
- rewards received
- collaborator logos
Ways to optimize your landing page
Landing page in 2022 year is a page that is both graphically beautiful and effective for boosting conversions and generating leads. Although this combination is difficult to achieve, it is quite achievable.
The main thing is not to make mistakes. You can almost always find a lot of questions that need to be improved. Even if you think your service is perfect.
I hope the above text will help you optimize your landing page properly.