Are your landing pages optimized and in tip-top shape? If you’ve noticed your ROI could use a boost or maybe your PPC campaigns aren’t performing as they should, landing page optimization might be the missing key.
Or maybe you’re thinking, “my landing pages already convert pretty well.”
But why not make them even better?
Whether you’re looking for a total rehaul of your landing pages or you just want to make a few tweaks to make them run better than ever, you’re in the right place.
We’ve put together 6 pieces of our favorite advice for making landing pages that convert so you can get your products or services to more people.
1. Test, Test & Test Again
This tip is first because it’s one of the most powerful tools for creating landing pages that convert. The beauty of A/B testing is that you can track how even the smallest change to your landing pages can make a difference in conversion rates.
If you’re new to A/B testing in digital marketing, it’s essentially testing two versions of some form of digital marketing — may be a landing page or an email. When you test variation A against variation B, you can see which one performs better, and that can help guide you in making the best, most effective choices for your digital marketing campaigns.
This could be something as simple as testing two pages against one another that are virtually the same, except for their headlines.
Let’s say Variation A’s headline reads: “Get More Clients for Your Business,” and Variation B reads, “Boost Your Business with 4 Powerful Content Marketing Techniques.”
You’ve been running both pages and testing them against one another, and you’ve come to find Variation B converts approximately 34% more visitors into customers. Thanks to this information, you know which landing page and ad will serve you best.
Want to learn more about A/B testing for digital marketing? Have a look at this helpful link.
2. Mobile-Friendly Landing Pages
For most businesses, a majority of their web traffic comes from mobile users. So, if your landing pages aren’t optimized for mobile use, just imagine how much business you could be losing!
Speak to your web designer about making your landing pages mobile-friendly if they aren’t already. But keep in mind, when you work with Blue Water Marketing for your web design needs, we’ll make sure your website is mobile responsive and optimized from the get-go.
In the meantime, here are some tips from LeadPages for making sure your landing pages are as mobile-friendly as possible.
3. The Perfect Call To Action
A call to action (CTA) is the “thing” that gets people to take that next, important step.
Aside from the headline, this can be the most important part of creating a landing page that converts. A compelling call to action should be short (usually 5-7 words), and it needs to demonstrate the value the visitor gets when clicking it. When your visitor clicks on your CTA, this guides them down the conversion funnel. They’re used not only in landing pages, but in emails, blog posts, and several other places.
These are just some examples of verbs to include in a CTA that demonstrate value:
These words indicate the visitor will be receiving something of value, rather than having to DO something, i.e., “submit.”
So, instead of adding a button at the bottom of a landing page that says “Submit,” something like this would be more effective: “Get My Free Copy.”
By the way, your CTA is another great place A/B testing can be used!
4. Consistent Messaging
Now we know a CTA needs to be compelling to get visitors to continue down the conversion funnel, but it’s also essential to make sure the messaging in your pay-per-click (PPC) ads (or other ads) and your landing pages are aligned.
What do we mean by that?
For starters, if the ad promises something by clicking on it, the landing page needs to deliver!
So, if your ad says, “Get Your Free Report,” the landing page needs to express exactly how to do that. It also needs to take a visitor to a specific landing page, not just a homepage that still requires them to find what they’re looking for. Otherwise, visitors think they’re on a wild goose chase for what they were promised. Or worse, they’ll assume the ad came from a totally unreliable source.
Part of consistent messaging includes your visuals. Visual continuity is important for landing pages that convert, so it shouldn’t be overlooked.
Want to learn more about how to optimize your pay-per-click advertising and actually get people to click on your ads? We’ve broken it all down here!
5. Keep It Simple
Let’s say you go to a landing page that asks you to input 10 pieces of information in order to get what you came for. Now let’s say you found a page that offers the exact same thing, but all you need to enter is your email address. Which one are you more likely to choose?
If you’re like most people, you’ll almost always go with the option that requires the least work!
If you want to create landing pages that convert, ask as little as possible from your visitors.
The less work they have to do, the better your conversion rates.
Don’t believe us? Try running an A/B test with one page that asks for name, email address, birthday, and location versus one that just asks for a name and an email address.
6. Get Help from Blue Water Marketing
Managing all of your digital marketing efforts on your own is tough — especially when you’re tasked with everything else that goes into running a business. If you’re feeling overwhelmed with online marketing, creating landing pages that convert, email marketing, pay-per-click advertising, or anything else that goes along with digital marketing, it’s time to get help!
If you really want to take not only your landing pages, but all of your digital marketing efforts to the next level, it’s critical to get the right advice and guidance. When you choose Blue Water Marketing, you’ll find our goal is simple: we want to help your business achieve the greatest possible success by providing the valuable services you need at a reasonable cost.
We believe all businesses small and large should have access to sustainable, effective digital marketing, which is why we’re committed to finding an option that works for you.
Looking for even more digital marketing tips?
In the meantime, Blue Water Marketing has plenty of useful insight, tips, and advice on our blog for maximizing your digital marketing efforts.
If you’d like to speak with us one-on-one about how we can help, get in touch with us today!