Landing Page Optimisation: Are your leads landing?
By Sonia Slattery | 21 Feb, 2020
Driving traffic is a tricky business.
With so many options, ranging from social media to organic web searches, sending your customers in the right direction can be a crucial part of lead conversion. If the place they land isn't up to par, you may be missing out on a sure thing.
Landing pages are a big part of a successful marketing strategy. If you're sending web users to your home page instead of a targeted product page or a place to enroll, subscribe, or buy, you're missing a golden opportunity. When the perfect fit isn't coming naturally, it may be time to refine your skills.
No more navigation
Have you ever accidentally found yourself on a website you didn't intend to visit? Of course you have; it's part of a common hazard in web use. When this occurs, your best friends are, of course, the back button and the navigation bar.
As a business with a landing page, it's your job to stop this kind of behaviour. Once your customer lands, you need to keep them there. To encourage this, it's best to minimise distractions. Take away all temptations, including the navigation bar and links back to your main site. With nowhere else to go, action is practically unavoidable.
Give them what they want
A landing page should be, above all else, clear. When web users click on an ad or a link, they expect to be directed to the product or idea that prompted their action in the first place. Being taken to a busy, convoluted, or unclear landing page becomes a major problem in these circumstances; when a customer wants something specific, a landing page advertising something else will only drive him away.
Instead of losing business with a poorly worded page, make sure every landing page is targeted exactly at what you're advertising. This may mean a few dozen alternatives, but being clear and specific can be your ticket to success.
Less is more
If you find extremely busy web pages hard to handle, you're not alone. Most web users are overwhelmed by an onslaught of information, especially on landing pages, sign up forms, and enrolment opportunities that should be aimed at one specific goal.
Instead of bogging down a new visitor with way too much information, short and sweet is the name of the game. Let your customers know exactly what you're advertising or promoting and leave it at that. Too much to read and absorb can get in the way of what you're trying to accomplish. Keep it to the bare basics, and leave the details for once you've hooked them in.
The right landing page can do wonders for your marketing strategies, giving interested customers the perfect way to interact with promotions, offers, and deals.
Need help with your content strategy to ensure it is converting quality leads for your business? Download our free guide: How to double your lead generation in 30 days for more tips and tricks!