Isn't it frustrating to see no traffic after all the hard work and spending a significant amount of time and money? One of the reasons for this can be non-optimization of the home page and landing page. A landing page is a crucial aspect in the businessman’s overall digital marketing campaign. A visitor who lands on the home page needs to instantly know what the business is selling and what makes the business stand apart from others. These act as a unique selling proposition as they guide the business in apprehending as to why they should prefer the business over the competitors.
Before we advance with imbibing the importance, let us first perceive the basic terms.
WHAT IS A LANDING PAGE?
A landing page is a web page which allows the online visitor to capture a visitor’s information through a lead capture form. They can be clicked through and lead to another page such as the e-commerce site or lead generation based. The job of a good landing page is to induce the potential customer that it is desirable to furnish personal details. They can be found either through a general search or either via company website for increasing the prospect of a potential customer landing up.
WHAT IS LANDING PAGE OPTIMIZATION?
Landing Page Optimization refers to the process of reforming elements on a website for increasing conversions. It is a subset of conversion rate optimization. It uses methods such as A/B testing for improving the conversion goals of a given landing page. The page should be optimized in such a manner so that it not only provides pertinent information for the targeted visitors. It should also acquire the ability to efficaciously sell the product or service which the business is promoting. Such optimization ensures that the business accomplishes the highest possible conversion rate from the visitors who appear at that landing page. It further helps to lower customer acquisition costs, acquire more customers and to escalate the value of ad spend.
After interpreting the basic terms, let us further grasp as to how should a business commence with landing page optimization and why is it paramount for a website.
HOW TO GET STARTED WITH LANDING PAGE OPTIMIZATION?
A business would want to acknowledge all the steps of the sales conversion funnel when it commences with optimizing its landing page. The following are the two steps:
- Optimizing different traffic sources: Potential website traffic which comes by clicking on a paid search would perform distinctively rather than traffic which comes from social media ad spend.
- Playing around with on page elements- It embodies testing of distinctive value propositions, changing form fields and constituting numerous social proof.
WHY IS OPTIMIZING LANDING PAGE IMPORTANT FOR BUSINESS?
One of the most fundamental elements of online marketing is a landing page. This page is expressly designed to propagate sales and secure leads. These pages are the supreme destination for paid online marketing campaigns. A substantial amount of money is spent to drive traffic to these pages. An optimizing landing page is considered significant for the following reasons :
IMPORTANT FOR THE SUCCESS OF PPC AND SEO CAMPAIGNS
SEO and PPC campaigns are designed for driving targeted traffic to a particular web page. This web page can either be a website’s homepage or an independent landing page. Thus landing page optimization plays a paramount role in the accomplishment of PPC as well as SEO campaigns. A commendable optimized and targeted landing page comes into play when a visitor clicks on the PPC advertising or the URLs that appear in organic search results.
LEADS TO MORE CONVERSIONS
Landing pages are devised with an object to convert traffic into either a lead or sake. These are the simplest way to generate more leads for the sales team. Landing page optimization ensures that every visit generated either by a PPC campaign or through an organic search engine result will have chances of conversion. Studies have shown that marketers capture leads at higher rates by sending them to the dedicated landing page.
PROVIDES BETTER METRICS
Digital marketing helps to get various kinds of statistics and metrics which help to outline the next step. A landing page is designed to integrate analytics and metrics system. It should be competent of giving an insight into what is effective and what is not. These pages guide to track data which further aid to understand the engagement of prospects. It also assists to track and analyze landing page data for better understanding of the performance of marketing offers.
HELPS TO CUT ADVERTISING COSTS
An optimized landing page guides to get more conversions without spending additional money on the advertising costs. It also aids in refocusing on the savings which a business receives on supplementary PPC campaigns for other keywords.
HELPS TARGET HIGHLY SPECIFIC KEYWORD PHRASES
An optimized landing page aids to target the long tail or keyword phrases that cannot be subsumed in the main website pages. Websites easily get a rank in the search engines. The highly specific keyword phrases are crucial for an overall digital marketing campaign. It helps for targeting customers considering specific brands, services, and products.
INCREASES BRAND REPUTABILITY
A landing page should have valuable customer testimonials, corporate or professional credentials, awards, and achievements. These elements aid in convincing the potential customers that they are working with the real deal company. Landing page optimization helps to develop higher brand credibility. It improves online reputation. It further solidifies the trust which the customers have for business.
CONCLUSION
Landing page optimization identifies potential problems with the landing page’s design or functionalities. It uses controlled experiments or A/B tests for testing out the improvement. It further measures the effect on the conversion rate of the pages. The number of actions on the landing page should be limited. A simple design devoid of website navigation elements, extra form fields can lead to more conversions. Further, a business should test using keywords from ads in the landing page copy. It should try to interpret the location of the online target market. The messaging should be lined up with the landing page experience.
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