A landing page is often the first page your audience sees when they visit your site. According to Quick Sprout, the bounce rate on landing pages is between 70-90%. Therefore, you should implement the necessary strategies to attract them at first glance. This article serves as a guide on how to improve your ROI through landing page optimisation.
What is a landing page?
A landing page is a static or single web page that a visitor sees when they click on a link from an ad, email, Google, or another platform. It is designed as the end goal for an advertising campaign’s call to action, and may also serve as the channel to achieve that goal. For example, it can be the shopping site for a clothing brand, or a page to collect potential leads’ contact information. Land pages are crucial for conversion, so it is essential to use strategies to improve your chances of converting.
How to improve your ROI with landing page optimisation
Here are some ways to optimise your landing page to convert more customers
1. Identify your audience and goal
The first step is to identify the goal of conversion for advertising. Do you want to increase sales or generate leads? Do you want to collect more contact information for a mailing list? This will help you construct your landing page better. Another important point is to know what audience you are seeking. Understanding who your audience is will help you attract them more effectively
2. Compelling Headline And Copy
Landing pages offer a prime opportunity to quickly convert a deciding visitor. Therefore, utilise clear and compelling copy or content to prompt them into taking action. Ensure that the page avoids verbosity by summarising your copy without omitting crucial information. Introduce your brand to the audience using simple language and convey your goal with a captivating headline such as “Our summer offers are here!”
3. Effective CTA
The Call to Action is perhaps the most essential element of the page. It compels a user to take a specific action, such as filling a form or making a purchase. This is what you need to identify your goal for the page before creating one. It should be short, clearly stating what the user stands to gain by taking the action. It should also be highly visible on the landing page, such as in the headline or in large fonts below the headline. Use compelling language, leaving the audience with little to no choice but to click on the link. Offering amazing deals and discounts can also attract the audience. Here are some examples:
- Shop our summer dresses for 30% off now!
- Click here for a free consultation
- Fill out this form to speak to a therapist
- Sign up here for a free month’s trial
- Download our e-book for a guide to financial freedom.
4. User Interface
Ensure that your landing page is easy for your audience to navigate and read. Remember, the landing page is not your primary home page and should not contain all the information found on the latter. The user interface is another crucial element to consider. Use a consistent colour theme, preferably bright colours that complement each other without being overly bright or dull. It is helpful to use real pictures of your products (if you have any) instead of animated ones.
5. Use a form
Use a form to gather contact information from leads or individuals interested in your products or services. The reality is that not everyone that visits your page will make a purchase immediately. Collecting their contacts or emails enables you to follow up with them, inquire about their delay, and encourage conversion.
6. Personalisation
Tailor your landing page specially for your audience. Keep their interests in mind and construct your content and design to suit them. Personalised content will help your customers feel a connection with your brand and build trust that you can satisfy their needs.
7. A/B testing
A/B testing involves creating different variations of your landing page to discover which one performs better. User interaction is the ultimate guide for a converted landing page, regardless of how skilled you are at creating pages. Test different sections, such as the headline, design, hero image, copy and call to action.
Improve your ROI with Primeclick
An effective way to maximise your ROI on advertising is to optimise your landing page. It can improve your sales significantly by either converting immediately or gathering leads likely to convert. Sign up for a free consultation with Primeclick Media for a highly-optimised landing page and a guide on tracking your page’s performance.
