As any marketer knows, having a good landing page optimization strategy goes a long way in determining whether or not one is receiving a good return on investment (ROI).
It is important to remember that consistently testing and optimizing your landing pages is key to achieving better ROI and improving the bottom line. With so much attention given to this area of your marketing efforts, the better the customized or dedicated landing pages in all likelihood means the more visitors.
A recent Marketing Sherpa report looked at a number of landing page optimization benchmarks, including the usage of customized or dedicated landing pages for each source of traffic in 2010. When asked to compare to sending traffic to the default site, 49 percent rated using dedicated landing pages somewhat effective, 43 percent rated it very effective, while 8 percent said it was not effective.
Having kicked off the New Year, perhaps you're looking back on 2011 and wondering how your landing page optimization efforts could have been better. If that's the case, keep several of these factors in mind as you strive for optimal performance:
- Remain focused -- It bears repeating that you want your landing page to be focused and as simple as possible, given visitors to your page are more than likely looking to get in and get out in a relative short amount of time. Among the tactics to employ are concise paragraphs, bullet points to highlight important items, and an easy manner in which the visitor can act or attain additional information;
- Don't crowd visitors out -- Keep in mind that everyone who comes to your landing page is not a computer guru by any means. If your page is too complex, too crowded and above all too hard to navigate, you stand a good chance of not only losing the visitor at that time, but having them not return. As mentioned in the first tip, don't make it an adventure for your visitors and save the special effects for the movie theaters;
- Employ useful metrics -- Identify the key metrics that you are going to be measuring and set a benchmark so you can measure the impact of the changes. You want to see from start to finish where the visitor goes, at what point where they may be having issues, and where you may be losing them. Assuming you sell items online, start at the shopping cart and follow your visitors all the way through to the checkout point to make sure the visit was successful;
- Be resolute when it comes to success -- Marketers also need to zero in on their registration page, wherein visitors provide their information to obtain a white paper, request a demo or make an acquisition. At this point in the process, make sure you give them a call to action, be it a survey, subscribing to your newsletter, or even some form of sale;
- Test, test, and test some more -- Another important item to remember is that you need to test your landing pages. Among the things to test are using various subject headers, test the number of questions you provide in a request form, and make sure what products and/or services you are offering visitors are clearly defined. When possible, use A/B/ testing or multivariate testing in order to decipher those page elements that are showing more propensities to convert. The bottom line, leave no stone unturned;
- Keep an open mind -- While you have hopefully had success with your landing pages, there is always room for improvement. Be open to changes, but don't make one after another where it looks like you've lost control of the landing page. Changes should be made for a reason, not just for the sake of change;
- Review, review, and review -- Last but not least, make sure two or more sets of eyes peruse the landing page before it goes live. Nothing cries out louder when it comes to questioning a company's ability to deliver than misinformation, spelling errors with content, site navigation issues, etc. Your landing pages should sparkle from start to finish, don't leave it up to chance. If you have even the slightest question about whether or not this page is ready for public viewing, hold it back until you feel 100 percent confidence in it.
If you are still not entirely clear on how to avoid mistakes when creating your landing pages, then by all means take the time to do it right instead of rushing something out there that may or may not work.
With the right landing pages, your business stands a better chance of landing in the black in 2012.
When it comes to your business, what processes are in place for creating dynamic landing pages?
Also, what do you find to be the biggest challenges with creating stellar landing pages?