Landing page optimization (LPO) is probably the question that confuses many people.
All activities such as Facebook marketing, Email advertising, or SEO aim to attract traffic and draw users to a website or landing page. But if your Website or landing page cannot inspire visitors to take action and generate good conversions, everything will be in vain.
Therefore, optimizing the landing page is something that any business or marketing team needs to do if they want their advertising campaign to be as effective as expected.
So how can you optimize your landing page most effectively? Keep reading this article to find out the ways!
Table of Contents
What Does Landing Page Optimization Mean?
Before learning how to optimize landing page, it is essential to know what landing page optimization is.
Landing page optimization (LPO) means the progress of boosting or advancing each aspect of your landing page to raise conversions. Instead of basing on a hunch to remodel the whole page, you use anecdotal clues and data.
You can gather facts earlier than your landing page can go live. Your customer survey examples will help you better realize what they like and expect.
However, you will not create an outstanding landing page from the first day. Instead, you need to push the active page then make edits as you evaluate the data and examine your conversion rates.
How to generate leads for your landing pages? Keep reading the next part for more details.
How to Optimize Landing Pages?
There exist many different ways of optimizing landing pages to improve your conversions. However, this part will only recommend the most common and easy-to-apply ones.
Specifically, we have divided this part into two main points. The first one will show you eight common ways most businesses are applying to optimize their landing pages. The other one will indicate a unique way of using psychology for landing page optimization.
Let’s go through each point now!
8 Common ways for landing page optimization
Check to remove site navigation elements, extra form fields, or any other unnecessary functions. You’d be surprised how a simple design with white spaces can lead to more conversions!
1. Simplify Landing Pages – Avoid Clutter
A simple landing page looks ordinary, but it removes visual clutter. If you want your website visitors to focus on the “Calling Button,” it is advisable to distinguish it from a modest background.
Also, it is crucial to highlight the desired words to impress your customers and mark in their minds.
Dropbox has always been one of our favorite examples. It has created effective landing pages that can drive its message home without many words.
There are only five main elements above the fold on this page, and three of them are small enough to fit in the navigation bar space. The fourth section provides a pleasing yet subtly visual, and the last section focuses on the CTA.
2. Persuasive Call To Action (CTA)
A compelling CTA captures viewers and makes them respond to create conversions. Specifically:
- CTA must be attractively designed, easy to read, and approachable.
- It needs to be distinctive.
- It must stand out on the page.
- It needs to have weighty calls to action as the only chance for self-discovery with hot deals.
- It has to be action-oriented.
3. Convey The Value Message
Easy to say but challenging to implement. Your true values have to match what you declare on the website. Both the color statement and customer guide to the landing page need to be consistent.
Here is an example of Winc’s landing page. Their value message is short and to-the-point.
When discussing the simplicity of landing pages, we suppose Winc Winery is a should-mention name.
This page begins with a hot offer 4 bottles for just $29.95.
For us, this landing page scores for the simplification of the user experience.
The simple headline ” We hand – pick/craft/deliver a world of wine” The word blend to draw an image of simplicity and ease when shopping.
The page has a CTA button leading you to the early stage of their sales procedure: a small quiz with six questions to determine your taste.
The exciting thing is that they point out the meaning of each question. The first query, for example, questions how you drink your coffee, which shows your priority for the bitter tannins when drinking red wine.
4. Highlight The Outcome
Describe the product based on the customer’s stance. In other words, explain what users’ problems this product can solve. Its correctness depends on the product or service you provide, so the advice is to test and test a lot.
In short, you should describe:
- Features: list of outstanding and exciting parts of the product or service.
- Benefits: these features will help the customer get what?
- Hurt points: if not used, what will the customer lose?
5. Write clear And Specific Content
Think for yourself, and stand in users’ shoes. Do you find accessible and easy-to-understand content? Does it clearly explain what you need to convey?
Don’t forget that you also need to understand your audience.
By understanding your target audience’s needs and fears, you can tailor your site’s structure and language to evoke certain emotions. The more readers find themselves on the page, the more likely they will take action on it.
6. Use Related Images
Eye-catching images will help you capture the attention of your visitors. Of course, that image should be compatible with the offer to avoid confusion about the benefits they receive.
It can be the cover image of an ebook, a webinar screenshot, or a graphic designed video that highlights a sale or display available items.
Images do matter since your brain can process pictures much quicker than words, thus marking in customers’ minds longer. Also, using images grabs more attention and arouses their curiosity to discover more.
7. Loading Speed
By far, the most critical aspect of improving conversion rates is the speed and accessibility.
Therefore, to improve the landing page’s speed, the page weight (also known as the size in megabytes) is one of the top priorities. Make sure to reduce page load time because the faster the page, the more conversions.
8. A/B Testing and Measuring Landing Page
No one likes complicated metrics, but it is valuable that you can bring in more leads. The followings are what you need to keep in mind when pulling data during your test:
- Where visitors click on the page
- How long visitors stay on the page
- How many visitors convert into leads
There are four important metrics to measure:
- Page view
- View-to-submission rate
- Conversion rate
- Total number of leads
Generally, these eight common ways are easy to apply. That’s why most businesses are following them. If you also follow them seriously, you will probably get particular success.
Nevertheless, when too many people do similar things, it is hard to create differentiation. Thus, we suggest another method of optimizing landing pages. Such a method may be a little challenging at first, but it will make your landing page unique once you master its basic rules.
Let’s move to the next point to find out that method!
Leverage Psychology To Optimize Landing Pages
Unlike the common ways mentioned above, this one is pretty unique and strange. It uses the AIDA model and application in optimizing landing pages.
The AIDA (Awareness, Interest, Desire, and Action) is a formula built to direct the attention of others to a specific topic.
Here are four practical steps to help convince someone about something they don’t know. This model is fundamental in marketing because it is a highly effective sales formula based on human psychology.
1. Awareness Stage
To clarify the difference between the stages, we will explain a little about “user commitment” or “ladder of trust.”
Facing common choices, people will have three options: Yes/No/Confused. But in reality, when designing a landing page, you can only convince a segment that belongs to the “Yes” or “Confused” field. Their answers are based on personal views and preferences, so you cannot change that.
Instead of investing a lot of money to persuade unlikely customers, focus on those who are likely to choose you. In other words, they are people who are in the awareness stage.
In e-commerce, user commitment is divided into three groups: Low – Medium – High. Objects in this stage with low commitment always look for assurance, clarity, and value.
So what does this mean in terms of landing page optimization? Make sure your landing page brings out the above feelings.
You can use the safety logo, logo home, color companion, central harmony, and light. Some books, for example, pursue a clear layout and avoid literary language to diminish confusion.
Many famous brands offer free value to entice users to the excitement stage, such as free ebooks and discount codes. You will learn more about these parts in the following.
Here we want to emphasize how the above factors play a decisive role in users’ psychology. Understanding it will lead you to a proactive method to optimize your landing page.
2. Interest Stage
This group includes customers with medium commitment. When appealing to people, it is vital to show them your worthy novelties on the landing page. It is often the hardest step of persuasion.
At this stage, the landing page must clarify your business’ core value and highlight its uniqueness. What do the target customers need? What makes you different from competitors? So the presented content must be evident and noticeable in the first seconds.
For example, some websites offer grouping services based on customer needs. Others have grouped based on roles to deliver higher conversion rates when using familiar contexts.
3. Desire Stage
This group is for customers with a high level of commitment. They are people who already know your brand, your value, and its importance.
At this point, your landing page needs to provide essential information and hit the proper focus. It shouldn’t take much persuasion simply because they are already hungry for your products. It is the personal reason that pushes them to action.
When accessing, this group often surfs, not reads. They need the preliminary information to help solve the problem.
Therefore, the information displayed should be illustrative. For example, you can use price matrix infographics to analyze and compare products to related ones.
4. Action Stage
And finally, every business wants to convert customers to actions. We only have a few notes at this stage, specifically:
Specify the specific steps for the customer to achieve the goal.
For example, for an e-commerce website, the checkout process is straightforward and coherent for customers to convert successfully. The site should contain only 1 CTA and no other distracting options. Just one more click and they’ve done!
There is a distinction between selling services and selling products.
For products, information and product specifications are clear and concise. On the other hand, emphasize the points where your service helps solve the customer’s problem.
In general, this method takes time to understand and apply. But everything has its price. It takes more effort at first, but the latter results are worth it.
Three Rules To Increase The Persuasiveness Of Landing Pages
Besides learning the methods of landing page optimization, it is also significant to note some rules to increase the persuasiveness of your landing pages.
Without these rules, the result will be insufficiently effective. Keep reading to understand more.
Usually, the scarcity of an item explains why customers flock to buy it. They are afraid of the feeling of missing something. It is common in human psychology.
Accordingly, applying this to the landing page will significantly increase the persuasion because it creates urgency and time pressure for customers. And as a result, they think faster, decide faster without much consideration.
The scarcity rule is based on two basic principles: time orientation (countdown, sales on holidays, the early bird, deadline seminar) and quantity orientation (limited edition, individual edition, displays the number of customers using the product).
Designers need to appropriately combine these factors and ensure their authority. For example, deadlines must be clear and countdown real.
We will explain a bit about the concept of decoy marketing first. This form of marketing takes advantage of a human neurological phenomenon to increase sales.
For example, a supermarket offers two products with a hierarchy of quality but at the same price. Buyers immediately have a comparative reflex and will choose the higher-quality product as they consider. Sellers only use inferior products as bait to move buyers’ psychology. They have nothing to lose.
Suppose we don’t tell you; you probably won’t think the two blue circles below are the same size. You see, people always have a comparative mentality and make judgments from that comparison.
In landing page design, you can also apply this rule to optimize conversions. You can give customers many choices when they are not satisfied and turn down the first choice. They will feel a bit in debt.
As a result, they tend to agree with the following choice where you put the desired action. Similarly, when you provide value for free and ask for nothing, customers will feel grateful and accept your subsequent offers.
3. Cognitive Conflict Theory
In accordance with cognitive conflict theory, individuals tend to seek unity among their perceptions (i.e., opinions and beliefs). When there appears a discrepancy between perspectives or manners, something must be changed to ignore the disagreement.
Simply put, you often re-select the same old choices, and that process tends to continue. Or, at the same time, if you have two opposing thoughts about something, you will try to eliminate the opinion that does not fit your historical selection process.
As a result, we tend to let go of the discord and move towards the choice of being in harmony with the old ones. Designers can apply this rule by designing the dissonant selection as a springboard for your desired transformation action.
In the example above, the designer has designed a question that does not accurately describe you. When you realize that, you tend to accept the challenge to prove it wrong, thus leading you to a mythical funnel.
Extra Information About Landing Pages
Below is some additional information so that you can have a complete view of landing pages. Do not hesitate to find out now!
1. How To Define Landing Pages
Simply, a landing page means a single web page created for a marketing or advertising campaign.
“Single” means that the website will be designed to focus on a sole goal of bringing conversions, commonly known as Call to Action (CTA). The page will “welcome visitors” as soon as they click on Google AdWords, advertisements, referral links, etc.
Conversion actions are actions taken by visitors that bring value to your business. Such a value can be measured, for instance, buying goods, using email registration services, downloading apps, etc.
2. Types of Landing Pages
There are many ways to categorize landing pages. In our opinion, the classification based on structural characteristics is the easiest to understand. Three main types of landing pages include:
- Primary site: home page of your website
- Microsite Secondary: site with independent links from the leading website
- Dedicated landing page: a landing page with no navigation and few attachments. It focuses on a single goal and provides just enough information to help visitors convert.
Each landing page has different characteristics and is used for various purposes to bring the best results.
In addition, one of the essential criteria of a landing page is the concentration ratio. The concentration ratio is the ratio between the number of attached links and the number of conversion goals on a landing page.
Suppose you want to get the most out of a campaign. In that case, your landing page should have a focal ratio of 11 because each campaign needs to have one main message. That campaign’s landing page should only do one primary target.
3. What Elements Does A Landing Page Consist Of?
A landing page can include different aspects, but the must-have ones are:
- A headline
- A short description of the things provided
- Short videos or images to support the offered information
- A CTA format
Also, it is advisable to design a landing page with some optional elements, for instance, sub-headlines, customer logos, testimonials, security badges, etc.
4. What Size Is Suitable For A Landing Page?
There exist various sizes for landing pages, but the most recommended ones are 940-960 pixels. These dimensions can work well for most different screen sizes.
If you create a too wide landing page, you may deal with scrolling issues.
To sum up, this article has already shown you all the crucial details about how to optimize landing page. It provided you with eight common methods and one unique way of leveraging psychology.
Even though there are different landing page optimization ways, selecting the most suitable and effective way is essential.
We hope that you will develop new ideas to attract users and increase conversion rates from these theories. Please do not forget to share your opinions with us then! Thanks so much for reading!