Landing Page Optimization Guide

What is a Landing Page?


A Landing Page is a page on a website that is designed to complete a conversion. It is developed using conversion optimisation techniques that encourage a visitor to produce a desired result. The goal of the landing page is based on attaining information, customer details, a sale, a download or any other specified conversion.

Funnels in the marketing process, such as an online advert will link to this landing page as it is created to complete a goal rather than give general information about a product or service. This is why you do not send potential customers to the home page, as this had generalized information, and is not designed to complete a goal as efficiently as a landing page.

 On a campaign-specific landing page, the entire page is focused on only one thing – Conversion

Goal of the Landing Page

The Goal of a Landing Page is to encourage a visitor to follow a Call To Action (CTA)

In order to make the conversion as smooth as possible. The attention of the visitor must captured, maintained and focused on your goal.

  1. Capturing your visitor’s attention
  2. Maintaining your visitor’s attention
  3. Focusing your visitor’s attention

 

The messaging is very tightly related to the campaign goal and has only 1 interactive element – the CTA

What is a Call To Action?landing+page+optimization+call+to+action+cta

Anything that asks a visitor to today something.

  • Click Here
  • Buy Now
  • Free Quote
  • Download
  • Sign In, Sign Up, Login
  • Newsletter
  • Call Now

You recognize these. They ask you to act!

- “So should we have them small and hard to read?”

Or should we have them in a nice font, with a nice colour? A converting colour?

Yes! Everything in a Landing page is geared to make it as likely as possible to entice a visitor to complete a goal, or succumb to the Call To Action.

 

 

The attention ratio is 1:1

 What is an Attention Ratio?

 

 

 

Total Experience Testing

Total-experience testing, or experience testing, is a type of experiment-based testing in which the entire website experience of the visitor is examined using technical capabilities of the website platform. Rather than creating multiple websites, total-experience testing uses the website platform to create several persistent experiences, and monitors which one is preferred by the customers.

An advantage of total-experience testing is that it reflects the customer’s total website experience, not just the experience with a single page. Two disadvantages are that total-experience testing requires a website platform that supports experience testing, and it takes longer to obtain results than A/B testing and MVLPO.

Total Experience Testing is comprised of one or more of the following:

  1. Message match: Matching the copy of your ad to the headline of your landing page.
  2. Design match: Matching the design of your display ad to the design on your landing page.

Message match

To expand, message match is the idea of matching the pre-click message to the post-click message on your landing page, with the goal of making people think they made a “good click”.

The messaging on the page reinforces the reason for their click, reducing or removing confusion.

Here’s an ad for a startup I’ll be working on after Unbounce:

Total Experience Testing

Total-experience testing, or experience testing, is a type of experiment-based testing in which the entire website experience of the visitor is examined using technical capabilities of the website platform. Rather than creating multiple websites, total-experience testing uses the website platform to create several persistent experiences, and monitors which one is preferred by the customers.

An advantage of total-experience testing is that it reflects the customer’s total website experience, not just the experience with a single page. Two disadvantages are that total-experience testing requires a website platform that supports experience testing, and it takes longer to obtain results than A/B testing and MVLPO.

 

In more detail it’s comprised of one or more of the following:

  1. Message match: Matching the copy of your ad to the headline of your landing page.
  2. Design match: Matching the design of your display ad to the design on your landing page.

Message match

To expand, message match is the idea of matching the pre-click message to the post-click message on your landing page, with the goal of making people think they made a “good click”.

The messaging on the page reinforces the reason for their click, reducing or removing confusion.

Design match

Take the design on your display ad and repeat it on your landing page.

If that link sent you to a homepage, the target headline may look something like this:

 

Landing Pages that improve your Conversion Rate

The ultimate goal of the landing page is to complete a conversion. The conversion rate is the percentage of users who take a desired action when they visit the page. If 100 people visit your website, and 10 of those people complete the desired action, the conversion rate is 10%.

\mathrm{Conversion\ rate} = \frac{\mathrm{Number\ of\ Goal \ Achievements}}{\mathrm{Visits}}

A successful conversion is defined differently by individual marketers, advertisers, and content creators.

To online retailers a successful conversion may be defined as the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement.

To content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity.

 

For websites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversion rates can be difficult because a phone call or personal visit is not automatically traced to its source, such as the Yellow Pages, website, or referral. Possible solutions include asking each caller or shopper how they heard about the business and using a toll-free number on the website that forwards to the existing line.

 

Conversion Marketing

conversion marketing is the act of converting site visitors into paying customers. However, different sites may consider a “conversion” to be some sort of result other than a sale. A landing page is concerned with completing a conversion. This conversion could be a sign up, a download, a quote form, a mailing list, a webinar or anything that is important for the marketer to attain.

 

Landing Page over the Home page

If you send people to your homepage – from a paid ad, email or social media – the intended campaign conversion goal has to fight to get their attention with all of the other interactive elements on the page.

Do some A/B testing.

 

Attention is a state of mind that you can’t assume your visitors will even enter if you don’t give them the right conversion experience.

A good conversion experience is one in which your visitors are compelled to pay attention and ultimately interact with your conversion goal – clicking the Call-To-Action (CTA).

A bad conversion experience is one in which your visitor is compelled to run away.

 

 

 

 

reducing friction with conversion lube

You probably thought that was a passing reference. Nope. Conversion lube is whatever you can give to your visitor to ease the transaction.

 

Landing Page Copy That Converts

Your words are the first thing people pay attention to when the page loads, and the last thing they read before deciding whether or not they will complete your conversion goal.

 

when it comes to conversion rate optimization.  I’m going to stick to these two elements (headline and CTA)

 

If you can write a headline interesting and useful enough to hold someone’s attention, you’ve got your foot in the door of conversion. Now that you’re in the elevator, you have those precious extra seconds to communicate/pitch your idea.

Your headline has one job and one job only. To get your visitors to continue engaging with your message, increase their desire for what you’re offering, and motivate a Call-To-Action click.

That’s why when it comes to crafting effective landing page headlines, choose clarity over clever.

Clever calls attention to itself at the expense of the message.

Clarity smooths the way to conversion.”

 

There’s an art to crafting an effective headline, but there are also some techniques and formulas you can lean on to help you get started.

To be very clear though. These are formulas for the construction of writing, not formulas for success – because there are no formulas for success. If there were, I’d be sitting behind a diamond studded Macbook Pro, eating beef jerky and telling stories about eating beef jerky while being successful…

Point being. Use these constructs to do exactly that. Construct your headline. The success depends entirely on your idea plus your will and enthusiasm.

 

landing page value proposition

I often like to write the landing page value proposition as a sequence of 3 headlines split throughout the page, like a classic story arc of beginning, middle, and end.

  1. Main headline
  2. Reinforcement statement
  3. Closing argument

Statement of uniqueness
Backed up with a supporting statement to establish credibility

Expand on the experience
And explain how you solve a pain point

Close with urgency to encourage a call-to-action click

 Conversion Funnels

 

 

Attention Ratio deficiencies

 

Call To Action

 

CTA

And the CTA would be a lot clearer if it was designed to be bigger with a strongly contrasting button color.