What’s the end goal of most businesses? Qualified leads that generate Sales.
To sell their product/service, they invest millions in designing perfect websites and running ads that could magically increase their churn rates.
But still, why are their alluring websites not converting enough visitors?
If you are struggling with this, too, and you are finding it difficult to understand why your conversion rate is touching the ground when you are getting hundreds of website visitors on a daily basis, each of your ads is costing you dollars, but you are not getting enough in return.
If that’s the case, we might know the answer.
It’s about landing page optimization —the pages where your traffic is driven and your visitors interact with. If your ad does not drive the desired results, you must focus on your landing page’s performance.
Importance of landing page optimization
A low-effort landing page can be why your website needs to convert visitors into paying customers.
You get a lot of traffic daily, but your sales still need to grow. You might be thinking it’s my product or industry.
Yes, it might be.
If you are selling to a specific group audience and your product doesn’t have general usage, you can still have a high churn rate only if you know the right strategy.
But that’s not the case with you.
Your product is out there, and your competitors are generating revenues, but your ROI is low.
” As Morgan Brown and Sean Ellis highlighted in their book Hacking Growth, with each $92 spent on driving more traffic to your website, only $1 is spent on converting your visitors into paying customers.”
These are a lot of potential dollars being wasted.
Businesses are spending a lot on generating traffic every quarter.
According to Tinuiti’s digital ads benchmark report, solely on Google, ad spending roughly increased to 17% in 2023 and is continuing to rise as of 2024.
But what are the results?
Today, we will discuss how with landing page optimization, you can churn results and convert your website traffic with minimal ad spend.
Evaluate your landing page for conversion
Landing page optimization is much of a dynamic process.
In large organizations, there are duties assigned to different departments regarding how their ad campaigns are performing and how the web and optimization team can improve conversions via landing pages.
Therefore, instead of jumping directly into the optimization process, evaluate how your landing pages are performing and which department you need to focus on first.
What are your current conversion rates, and how could improvements possibly impact your conversions in the long run?
Critical elements of an effective landing page
1- The face and the body – Story Mindset
Let’s think this way.
You see a very well-put-together ad with a catchy headline, compelling copy, and a clear CTA. You click on the ad, which lands you on a page barely connecting the dots with the main ad that led you here. What will be your response?
You leave it after a few seconds of strolling.
Here comes the “Story Mindset”.
This is what you need to put in your landing pages.
Where your ad is the face of your service/product, your landing page is why one should buy it. Make it like a story.
The ad is just a heading to a whole story (landing page) behind.
Make the title (ad) exciting and the copy (landing page) intriguing.
Answer the possible questions, make it relevant to your customers, tell them how it can help them, share how others benefit from it, and how they can make their day-to-day lives easy.
People buy what benefits them. They are not interested in what you are offering but in what is in it for them.
Make it about them (your customers).
2- The Copy
As we discussed earlier, your landing page’s content should be like a story.
- Keep it simple and easy to read.
- Clear Call to Action.
- Advocacy.
- Persuasive content.
- Industry statistics and factual results (regarding your service/product).
Do not overcomplicate the copy. The easier it is for a visitor to navigate, the more likely they will stay and convert.
3- Visuals and CTAs
We live in an era where people ignore textual ads just like we ignored books with all text and no visuals back in school.
We must agree to this. We live in a fast-changing world with changing trends.
Social media is all about visuals nowadays.
People are too busy to spend 10 minutes reading an article with only text and no visuals to support the context.
According to Venngage, 30% of marketers create visual content for blogs, followed by social channels such as Facebook and LinkedIn.
When we talk about other channels, marketers love the concept of integrating visuals into their content strategies.
It’s time to make your landing pages visually appealing to get higher conversion rates.
User Experience Consideration
After content preferences, the other important factor that evaluates the performance of your landing page trickles down to three essential factors:
- How easy your website is to navigate
- Whether it is mobile-responsive
- Whether the loading speed is enough to retain users
All these factors are crucial in boosting a website’s overall conversion rate.
According to HubSpot, about 49% of companies report a decrease in bounce rate after improving their website UX.
With a lower bounce rate and increased retention, you can optimize your landing page for conversions.
How tools contribute to creating a converting landing page
If you are new in business, you must seek a helping hand.
One that costs you less and helps you achieve your goal (a landing page creation).
For this purpose, many landing page builders are out there. Out of them, two are our favorite.
Unbounce
It has a user-friendly interface and creates intact landing pages focused on conversion optimization.
Lead pages
This is another very easy-to-use tool for creating landing pages using templates. A simple drag-and-drop approach helps you build your landing page instantly.
To cater to your budget and needs, you can explore other options.
A/B Testing
After creating your landing page, A/B testing tools are your hidden arsenal for constant improvement. A/B testing enables you to evaluate different versions of your landing page to identify the one that attracts more visitors.
You can experiment with other components like headlines, visuals, CTAs, and designs.
Using A/B testing tools, you can acquire crucial insights from data to improve your landing pages and boost their ability to convert visitors.
Factors disconnecting your ads from your “Landing Page”
As we have discussed what steps can help you improve your landing page, now it’s time to understand the questions that may arise.
These may include why your ads are working (driving traffic) but not your landing page (generating conversions).
Does your customer land on your homepage after clicking your ad?
The homepage is one of the most elaborate pages on your website.
When a visitor who is particularly interested in your desired service (like email marketing) clicks on your distinguished ad and lands on your homepage, he will go crazy.
Regardless of digesting loads of information, he would prefer to leave the site, and boom—you lost your potential customer just because you didn’t have the dedicated landing page for your dedicated ad.
Is your website accessible through your ad?
What if your potential client comes across your ad, and when they click on it, it shows an error, the link is broken, or the landing page is blank?
There could be any factor that causes them to bounce back.
Or, in another case scenario, when a visitor lands on your landing page, he sees a restriction before entering that requires an email input to bypass and see what you are offering.
This may cause the visitor to bounce back, as no one is willing to share their personal information in exchange for some anonymous product/service or a discount.
Are all your ads redirected to the same page?
Great, you have designed a converting landing page.
For instance, you run a carousel ad for your e-commerce business.
A person is interested in slide two and slide six products.
But every time he clicks on the link, it redirects him to the same product page with multiple listings. That may confuse your visitors and cause them to bounce back.
In the End…
In landing page optimization, there are multiple factors to consider.
You keep a record of everything from content and design to ads and customer behavior.
To make your landing page a conversion machine, you must understand how your customers are behaving and if your landing page is fulfilling their respective needs.
If you tick all the boxes, you should stop worrying about increasing your ad spend to generate traffic.
Your biggest concern now should be how you will serve your returning customers in the best way possible because your conversions have been taken care of.
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