When running a PPC campaign, landing pages are a critical factor in the success. Other campaign stream including email and social media marketing often rely on landing pages as a means to offering a specific deal or offer. In fact, landing pages are critical to organic search marketing, press releases and many other efforts you may put into online marketing.
Those experienced in landing pages have developed well converting landing pages where the offer that drove the visitor to the page often ends in a positive outcome.
Landing pages are essential for targeting specific audiences, improving SEO, and promoting campaigns. But lowering bounce rate and increasing conversions is a tough challenge. Here are some approaches to optimize your landing page like an expert and find conversion lifts:
Define Your USP
A visitor will more than likely click on an ad if they feel like the content is likely to provide a solution to their problem or if it evokes curiosity on their part. The vital key in building a successful landing page is being able to answer the visitors original question.
Being able to up your game and matching their requirements is a tall order, what you are going to offer is your USP or Unique Selling Proposition, which defines the reasons for your landing page. If you keep your landing page focused on your USP as an end goal you will eventually start to see conversions and visitors carrying on further down the funnel.
Your CTA Is Crucial
There is a lot of science and psychology that goes into a good call to action. Some quirky CTA buttons may do a better job that a more conventional button such as Subscribe or Submit. The CTA is one of the most vital elements of a landing page and the CTA gets the visitor one click closer to sealing the deal. You should look to avoid using vague words such as ‘Submit’. They don’t convey what the visitor will get after clicking the CTA. Instead of playing the guessing game, tell them clearly what they’ll get. If you’re offering a service, say something like “Click to Get Help”.
Segment Your Value Propositions
Driving your customers toward the final conversion is part of the value proposition that will ultimately benefit the visitor. If your audience is very varied, you should look to segment your propositions and offer product or service benefits that will appeal to the mix. The language and presentation of these segmented value props could differ, too, and it’s best to test each section to see what works.
Use Directional Cues and Simple Visuals
A visual page with images and benefits areas as processed much faster with visitors. Take advantages of the connection with the average user and use sight or directional cues to guide visitors eyes towards the CTA. It is a very simple yet effective technique, that will lead directly your audience to their next step.
Earn Your Visitors Trust
With the addition of testimonials, media coverage, a few social media mentions and voila, you have given your brand’s reputation and credibility a major boost. I know adding social sharing buttons to landing pages is generally frowned upon, but sometimes Facebook likes or Twitter mentions might actually work as a trust builder. I recommend A/B testing social icons on your landing page to see if it works in your context.
Test Privacy Policies on Forms
Your call-to-action is the last hurdle for users before conversion. Any links to terms, privacy policies, or CAPTCHA inputs make or break conversion. For example, many companies assume that positive information about privacy would drive users to submit.