Landing page is a web page your potential website visitors arrive at after clicking on an
advertisement or a search engine result link. It could be your home page, or any other page on your
site. The web page typically displays content which is a relevant extension of the advertisement or
the link. Improving your landing page by displaying products and services optimally for each viewer
in order to facilitate conversions is known as landing page optimization.
AttentionAttract the attention of the
visitors with an appealing and
InteresTIncrease the interest of the
visitor by strategically
introducing benefits and
advantages rather than focusing
on self-praise as done in
DesireCreate a desire for the goal that
you want your visitors to
accomplish through well-knit
ActionInclude elements that
facilitate visitors in
completing their intended
task and lead your visitors
to the conversion funnel.
Finding out what works well for your page and doing it more often.
Finding out what isn’t working well for your page and eliminating it.
The web browser giant Mozilla Firefox optimized its landing page to reduce the loading time. This increased the download conversions by 15.4%.
Adding a video on the landing page to showcase the features helped Dropbox boost its conversions by almost 10%.
By adding trust indicators an American Express travel representative website, cook was able to increase its conversions by 48%.
By eliminating one field from the registration form Expedia was able to increase its profits by $12 million..
Removing Some Content from Landing Page Increased Sales by 62% for WikiJob .
It will help you “Deliver better experiences” to your visitors
It will help you achieve “Low bounce rate”
It will help you achieve “Higher revenue”
It will help you attain “Better conversions”
It will help to “Add value to your PPC campaigns” by getting more conversions
Brand Image: Your company name and logo must be perfect, bold and clearly visible.
Remove the navigation: The main focus of a landing page is conversions, so keep your visitors on track. Each navigation option you provide dilutes their attention.
Headline: Focus the visitor's attention with a clear and concise headline.
Graphics: Implementing videos, images that relate to copy on a landing page leave a positive impact. And it gives an interesting look to the content.
CTA: Set your call to action apart, they should be easy to find on your landing page and must stand out amidst all the content.
Use adequate content: Always strike a balance between the amount of text and graphics that you use on your page. Also, make sure that your visitors have enough information in hand to give them the confidence to contact you.
Add testimonials to your landing page to build trust among your visitors. But make sure you don't use false or made up ones!
Keep your form short and simple. Don't ask for information that you really don't need. Asking for extra information might become a reason for high bounce rate.
Client Logo: If you have affiliations with other brands,use it on your landing page to build credibility.
Keep reinforcing CTA: Make sure you repeat your CTA's at regular intervals.
Handle Objections Above The Fold:
Make sure you are handling their biggest objections above the fold. Do not try to handle every objection above the fold. Keep analysing and refining.
Try to create a very user friendly layout which provides easy and clear navigation.Everything on your landing page should focus on a single goal – conversion.
Make sure that your copy matches(or is similar) to the Ad or link which drove your visitors to your page. This will reduce confusion and ensure that users feel like they are getting exactly what they came for.
Remove all distractions:
The main focus of a landing page is conversions, remove anything that might distract your visitors, it may be as small as a lot links being displayed on your page.
Each and every landing page must drive visitors towards a common goal, if different elements of your landing page are taking the visitors in different directions then its time to re-work the design and content part.