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How to Optimize Landing Page?

Umrao SinghPPC Expert, OMLogic Consulting

Landing Page Vs Optimized Landing Page

A landing page is the page where visitors arrive at after clicking on your promotional creative

Optimized landing page is the page where visitor arrive after clicking your promotional

creative and get convinced to Convert

And

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It means• Your are running an unsuccessful marketing campaign.

Which may be PPC,SMM, SEO, Email.• Giving big hosting bills!!• Giving money for making personal calls!!!

Attracting traffic is easy, but the tricky part is converting and that’s the purpose of Optimized landing Page.

If millions of visitors are coming to your website daily but no one converts

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Purpose of Landing Page Optimization

• Fill out a form- But people hate filling forms

• Provide personal details- But people hate getting spammed

• Buy something- But people hate scammed

• Read a lot of information- But people really hate reading

This is the purpose of landing page to convince people to do things they hate

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Vertical Conversion rate

Catalog 6.1%

Specialty stores 3.9%

Fashion/apparel 2.2%

Travel 2.2%

Home and furnishing 2.0%

Sport/outdoors 1.4%

Electronics 1.1%

All verticals 2.3%

According to Fireclick Index the CR% of some industries

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What are Visitor’s concerns

• Is this the right place?

• Is this the way I think of?

• Is the site trustworthy?

• How much time is this going to take?

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Providing all related concerns of visitor

Tips to Create Optimized Landing Pages

1. Define your Goal2. Avoid broad/ generic landing pages3. Match the ad creative4. Remove navigation5. Put important elements above the “Fold”6. Keep important information in front of eyes7. Fix form properly8. Test Test Test

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• Before designing your landing page its very important to define your goal from landing page.

The goal may be• Lead• Signup• Download• Sale

• This is recommended that one landing page should define one goal only

1. Define your Goal

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In above landing page, there are more than one undefined goal.

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Generic pages are proved to fail 8 times out of 10 times

2. Avoid broad/ generic landing pages

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3. Match the ad creative with landing pageload testingLoad, Stress & Performance Testingfor Website, Application and Serverwww.abc.com/load testing

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• Link the landing page to the most accurate product or service in your ad

• Deliver products, goods and services as promised on your site. Like free shipping

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4. Remove Navigation Bar

• If you can remove the navigation bar

• Navigation bar can confuse your visitors

• This is your landing page not website.

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Not required

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5. Put important elements above the “Fold”• According to heat map analysis:

• Its takes 8 sec to visitor to stay or quit out of your LP

• The information below fold is viewed by 50% only

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6.Keep important information in front of eyes

7. Fix form properly

• Fix the form on right side of page• Keep the contrast and fonts easily visible• Keep the form above the “fold”• Just get an email id so you can start a relation• Don’t ask for country & state if you are asking for “ZIP”

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Test Test Test

When you think you have optimized your landing page then ask some question to your work group and designers

• Is the whole page focused?• Does the message match the advertisement?• Have you reduced all distractions?• Is critical information above the fold?• Does the page enhance your brand?

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Thank you !!!