A website's landing page may sometimes go unnoticed in its impact on driving business growth. Marketing such as Google Ads or Facebook Ads may pull the user in and get them on this page, but this page has got to be efficient and sell them to consolidate their buying decision.
Landing page optimisation does just that by creating an experience that resonates with visitors to convert them into paying customers. Simply put, a landing page is the webpage that users first land on after organically clicking or clicking through a paid ad.
Let’s take a look at a few mira approved landing page strategy tips.
1️⃣ Get to know your audience
The more insight that you have about your audience, the more chance you have of creating an experience that is meaningful to them. Think about the customer journey and optimise for it. For example, where do they fit in the marketing funnel?
Top of the funnel pages should still be product-centric but have that additional layer of education for an unaware user in a thought-provoking way. Put yourself in the position of being problem or solution-unaware and devise a way to solve that via the copy on site.
Middle of the funnel landing pages should be more convincing. This is because the user may already be aware of your brand but need further nurturing before they convert. You could do this by offering a free download to an e-book if you’re a lead gen business or offers such as free trials for e-commerce businesses.
Lastly, bottom of the funnel pages should be focused solely on the product/service and be optimised for conversions. At this point, the user doesn't need as much education because they are actively searching for the product or are aware of a problem or solution. Do this by showcasing case studies, customer testimonials, reviews and USP’s to make that buying decision concrete.
2️⃣ Track visitor behaviour
By using real data to decipher what works from real visitor experiences is an effective way to move forward and optimise for better performance. Heatmaps are visual data reports effective for landing page optimisation.
Scroll maps show how far users scroll down a page, revealing how much information is being viewed on the site which has an impact on user behaviour. If you notice users are not scrolling far enough to see important content, consider moving things like USPs higher on the page. This ensures that they are seen by a higher concentration of uses which captures their attention for longer and will decrease bounce rates.
3️⃣ Remember the purpose of your page
Keep conversions in mind. Take the time to implement conversion rate optimisation best practice which optimises crucial elements to encourage more conversions.
CTAs - an eye-catching call to action button that portrays a clear message will help solidify buying behaviour. Ensure that your CTA is in a readable font with contrasting colours.
Images - the right visuals can reinforce your message and tell your brand story further. Ensure that they are compressed so they don’t slow down page load speed, and describe the page within the image alt text to help your SEO.
Value proposition - crafting a clear headline that makes sense alongside PPC ads that the user may have come from will ensure streamlining and encourage the user to stay on your page.
Our final thoughts…
When it comes to landing pages, always remember that using real user data can make conversion rates soar. Utilise feedback to collect as much information about your visitors and get brainstorming as to how you can improve user experiences based upon this.
With the above strategies in place, you’re putting your brand in a strong position to encourage conversions at all levels of the funnel. Find out more on how you can scale your business with mira marketing today and get in touch for a free consultation.