Create to Convert: 8 Steps to Optimize a Perfect Landing Page

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Discover how to create high-quality landing pages that are optimized for performance and maximum conversions.

Landing pages are one of the best ways to increase conversions and return on investment when advertising online.

It doesn't matter if you are promoting affiliate-based offers, your own product or even just collecting mailing list leads for your site. Through the use of highly targeted landing pages that go after an exact demographic audience, any online marketer or brand can see massive improvements in their conversions and revenue in a short period of time.

However, it's not enough to simply create a landing page and call it quits. To find success with landing pages, and online marketing in general, you need to continually test, tweak and split test some more. In this article, we are going to take a look at eight of the best ways to optimize your landing pages to increase earnings potential and conversions.

When creating and scaling your landing pages over time, be sure to implement and split test the following areas.

Special thanks to AdsBridge for their advanced optimization infographic, as it was the basis for this write-up and how to properly optimize a landing page for peak performance.

Related Article: Prepare For Landing: 5 Tips To Optimize Your Landing Page

1. Have a Clear Call-to-Action

The call to action is the most important part of your landing page. It's the only reason why you are sending people to your landing page in the first place and it should be the only goal you have in mind.

While not everyone is going to complete your call to action, with the proper optimization on your landing page, you can heavily increase your conversions and chances for getting a sign-up or qualified lead.

2. Minimize Your Text Ad Copy

A landing page should be seen as a pre-sell and keep the user focused and wanting more. When building out your landing page, be sure to focus on the best areas of whatever it is you are offering and don't end up with paragraphs or pages of content. Keep it short, simple and direct.

3. Keep Your Landing Page Clean

Having too much text or too many distractions on your landing page can be a burden to conversions. Your call to action and headline should be the main focal points on your site.

Anything else may be considered a distraction. For these reasons and many more, a minimalist design is key for your landing pages. Keep your pages clean enough that your visitors don't lose focus on the end goal.

Related Article: If the 1960s Had Landing Pages: Minimalist Design For Effective Conversion

4. Using the Right Images

A picture tells a thousand words, so you will want to make sure the images you are using on your landing page are portraying the right messages. Since many online marketers are building custom landing pages for different targeted audiences, different images should be used for different audiences as well. Split test different images to see how they affect your overall conversions.

5. Use Bullet Points to Save Space

Just like we covered the concept of using less text ad copy wherever possible, you can use bullet points to make the most of your page space, while also highlighting the key features and benefits of an offer.

Bullet points don't take up a lot of space and they usually pop off the page and grab a lot of attention. Use trigger keywords in your bullets points to increase conversions and interest.

6. Use the Right Colors to Compliment Your Offer

It's easy to throw a landing page together and using colors that make the page look pretty, but are these the right colors to be using with your demographic audience or getting them to take action?

A great example of how to split test colors on your landing page is to split test your submit button between the colors of yellow, green and blue. You will be surprised at how much of a difference this can make in conversions.

Related Article: Make an Impact: Creative Ways to Make Your Website Standout

7. Bring a Sense of Urgency to Your Page

Nothing grabs attention more than a countdown clock or a limited time offer. No one wants to miss out on a good opportunity, and one of the best ways to grab interest and to get someone to complete a task online, is to offer them something that may soon no longer be available.

This has worked extremely well in the weight loss and health space when giving away free trials and samples.

8. Remove Distractions and Page Navigation

The goal behind your landing page is simple—get people to complete the task at hand. When creating a landing page, the last thing you want to do is fill it with clutter that will distract your audience from the end goal. Such distractions might be footer menus, links to other pages on your site, a top navigation menu and even a big logo or site name that links back to your main site. While all of these components are useful for your main site, they should not be used on landing pages.

After reading through these top landing page optimization tips, it's now time for you to put these methods into action on your own pages. When split testing your landing pages, be sure to make only one change at a time and allow for each traffic to flow through your site before making any immediate changes.

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