9 tips for optimizing your website’s landing pages

A landing pages – also called capture page or landing page – is a page that allows you to collect valuable information about your targets. Its objective: to seduce the visitor of your site in order to convert him into a qualified lead. In order to increase the chances of conversion, a landing page must meet a number of requirements. Discover here the rules to follow to create an optimized and efficient landing pages.

Landing Pages
9 tips for optimizing your website’s landing pages

What is a landing pages

As explained in the article “When to use a form or a landing page“, the landing pages is crucial in your conversion strategy. Indeed, it is the one that will allow the transformation of the simple visitor into a lead. It has a single objective: to encourage the user to leave his contact information in exchange for the service you offer: downloading a white paper, requesting a quote or a demo, for example.

So what are the basics in terms of landing pages optimization to help you convert as much as possible?

 

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How to improve the conversion rate of your landing pages?

There are several reasons why your landing pages don’t convert, or convert very little. However, the main one is often that they don’t meet the needs and expectations of your buyer personas.

 

One landing pages per target, with one message and for one offer

In digital marketing, your campaigns must be specific to one audience and one issue. If your message is too general, you risk losing a potential customer. For this reason, a landing pages should carry only one message and promote only one offer.

By creating several landing pages with different offers, you will also get a better view of the messages that work and those that work less.

To do this, it is imperative to have clearly defined who your buyer personas are beforehand.

The anatomy of your landing page is the second reason why your page does not convert.

 

A catchy title

The title is the first thing your visitor will see. Write a clear, relevant, action-oriented headline that summarizes your offer in a few words to encourage the visitor to take action. Prove to them that you have the solution to their problem.

 

Take care of the text content of the landing pages

Following the title, your subtitles and descriptions should present your offer in more detail, and the reasons why your visitors should take action, i.e. fill in the form

Emphasize the added value of your offer and highlight the benefits the visitor can get from it. To do this, you can use bulleted lists, images or videos.

If you intend to go into more detail about the features of your product or service, we advise you to do so below the waterline (area visible after 1 scroll).

Don’t forget to insert your keywords to optimize the natural referencing of your page if you wish to index it on search engines.

 

A maximum of information before the waterline

As explained earlier, the waterline is an imaginary horizontal line that delimits the area immediately visible to the user without having to scroll down the page. It is important that the main elements of your landing pages are visible above the waterline, otherwise they will not be seen by a large number of people.

The elements to put above the waterline are as follows, but may vary depending on the purpose of your page:

  • Your logo
  • Your title
  • The form
  • Answer the question as if you were the user, “What’s in it for me? / What’s in it for me?” but only with the main benefit, which is your unique selling proposition.

 

Limit distractions

“Less is more”, avoid visual clutter so your visitor can focus on your call to action

 

Call-to-Actions that catch the eye

The two points to take into account to optimize your CTAs are the text and the design.

The text must encourage the click and therefore be simple, clear and striking: it must not confuse the reader. To do this, use action verbs: “register for free” “download the trial version”. However, avoid generic terms such as “Buy”, “Learn more” or “Click here”.

The design of the CTA also impacts your conversion rate. Use bright colors and high contrast to attract attention.

 

The form

The form is one of the most important elements on your page. Without it no email, therefore no conversion possible. 4 tips to follow:

  • The form must be above the waterline.
  • Depending on your needs, creating a long form will be more beneficial than a short one. Indeed, a form that only asks for an email address will receive a larger amount of leads while a long
  • form will get less leads, but they will be more qualified. It’s up to you, depending on your objectives and the profile of the buyer persona you are targeting.
  • Use drop-down menus and radio buttons: this will make it easier for the visitor to complete the form and will also make it easier for you to use the data.
  • Use intelligent forms

 

Reassurance: trust and credibility indicators

Visitors to your LP don’t usually know you, but they tend to follow “the movement”, hence the interest in using social proofs that boost your credibility. They can come in different forms:

  • Customer testimonials: Successfully creating video testimonials will give you a real advantage over the competition. Written testimonials also work, as long as you include the full name and a photo.
  • Awards and prizes received.
  • Press mentions.
  • Logos of your clients.

 

We test, we analyze and we test again for optimizing your website’s landing pages!

The optimization of your landing pages is not done in a snap of the fingers. The testing phase is important in order to measure the effectiveness of the content you propose.

A/B testing allows you to compare two or more versions of the same landing pages. This way you can see what works best. First, test the important elements, such as headlines and CTAs (text, color, size, etc.).

The second analysis method is the heat map. It allows you to see where your visitors are clicking on your landing page. If you have two CTAs, you can see which one works best.

 

If you were wondering why your landing pages wasn’t converting the way you hoped and were looking for solutions… now you have 9 golden rules to follow! These tips will help you boost your conversions and refine your approach. Remember, your landing pages will never be perfect the first time. But by testing them and analyzing the results, you will be able to improve your conversion rates.

 

The Anatomy Of A High Converting Landing Pages | Conversion Rate Optimization Tips

 

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