Landing Page Optimization Strategies

There are several things that come into play when creating effective landing pages with high conversion rates.

Online advertising is an obvious component that rarely gets overlooked.

Compelling and clickable ads are another important feature but what about post-click marketing?

‘What’s that?’ you may ask. Post-click marketing is the arrival of a potential client on your landing page via click-throughs from online advertising. This moment can make or break your digital marketing experience. People judge their post-click experience near immediately. In a fraction of a second judgments have been made and first impressions are formed.

Google refers to the moment a person begins a search by picking up their electronic device and doing research about a product or service as ‘The zero moment of truth.’

What makes this so important?

According to studies: 70 percent of Americans read reviews prior to making purchases. Over 80% of mothers do online research after seeing commercials for products that interest them. Almost 80% of consumers use a smartphone for shopping.

While this may not be a surprise, it shines light on the best way to improve your viewer’s experience.

The first impression of your brand can lift its perception on subsequent exposures. Every interaction with your brand should represent a quality and impactful online experience. However, design often leaves these concepts behind in its push to be functional. Stiff, unimaginative designs are produced in assembly line fashion, each with the same features as the last. Headlines, bullets, buttons…boring. You can get your reader’s attention by showing them something dynamic. By coming off the screen and interacting with the viewer you can increase the post-click experience and gain a competitive advantage.

Strategy #1 – Segmentation

Optimization in a traditional sense focuses on optimizing page elements by focusing on and testing each individually. Segmentation begins by analyzing the audience and developing customized landing pages for each target audience. For example: If a business provides a service that is useful for both commercial and personal applications, a segmented landing page would offer tailored experiences for each of these likelihoods. A call-to-action on the original landing page will request identification by the viewer of their needs. From there they will be redirected to a landing page that can properly address their needs without superfluous information that will be irrelevant to the viewer. This offers a more personalized and compelling experience for the viewer.

Strategy #2 – Microsites

Microsites offer the opportunity to deliver specific information to a target niche without having to make changes to the main website. By creating a lead-gen focused microsite around a broader long term entity, leads can be increased by leaps and bounds without having to affect the model already in play. This is also another way to add a user oriented experience by funneling specific interests into their own destinations where the information pertinent to the viewer can be displayed more effectively.

Strategy #3 – Social login

The offering of a social login option as an alternative to standard forms provides the user with added incentive. Polls have indicated that demand for social login options has increased over recent years. The benefits include an easier, smoother interaction which provides a rise in conversion rates. Also increasing user experience and accuracy of data collected should be noted as a strong argument in favor of this option.

Strategy #4 – Progressive conversion

Occasionally it takes more than one interaction to complete a conversion. Progressive conversion guides the user through a logical and simple process that builds trust and establishes a relationship with the viewer. This interaction goes a long way towards ensuring the end-goal which is a complete conversion.

Strategy #5 – Device Optimization

There are two major forms of device optimization. These are responsive sites and mobile specific versions. Responsive websites adjust for viewing across multiple platforms while retaining an attractive and usable experience. Mobile specific sites contain many of the primary features of the main site optimized for mobile devices and designed specifically for the mobile experience. Either way is effective, however responsive designs are becoming more popular every day.

Stepping out from the competition and establishing your brand’s identity is what drives your clients decision making process. It’s a good thing that not all sites are created equal.

From: https://novelwebdesigns.com/5-landing-page-optimization-strategies-higher-conversions-rates/

Landing Page Optimization Strategies