What is the best thing you can do to optimize your website strategy for conversions?
…I’ll tell you in just a sec
Optimizing your landing pages is going to help you cut down on the number of people who click away from your site…which in turn leads to getting more people on your list so that you can stay top of mind.
It’s really one of my favorite things to share with people when I talk about finding leads online for my business.
Once you have your site set up and optimized you’re going to see consistent conversions. Yes, it is nice to get a huge influx all at once but most strategies in the online space are long-term strategies. In other words getting stuff in place so that you can see results over the long haul.
So if you are only going to optimize one thing on your landing page what would the most important thing be?
My answer would be…
Creating action-oriented copy which I’ll get into here in a second.
But first thing is first. You need to audit your landing page and take stock of what kind of shape it currently is in.
You want to be critical and objective when you do your audit and consider getting feedback from others.
Ask questions like…
What are your initial impressions?
What questions do you have about the offer?
Are there any obstacles to keep you from filling in the form?
How does this page make you feel?
And start building from there.
Now onto my 5 tips for Optimizing Your Landing Page
Like I mentioned above this is my number one suggestion for you if you are only going to do one thing…but you aren’t going to stop there are you? 🙂
I thought not.
Having action-oriented copy helps your website visitor know the 3 Big Ws.
The who, what, and why of your landing page.
They help your audience know WHO your offer is for…
WHAT they need to do to get it…
and WHY they want it.
Your action based copy gives them the next step so to speak so that everything is clear and your website visitor doesn’t click away.
Concise & Clear Benefit-driven Headline
Your headline is another area you should spend some time testing and optimizing.
It’s really important for connecting with your visitor and drawing them in into the copy.
You have only a few seconds to make an impression so you should make the most of it through your headline.
And why not just any headline but a benefit-driven one?
Becuase it outlines what their life or business is going to be like after getting access to your opt-in.
Your visitors are always asking…
“Why should I care? ”
Your benefit will answer that for them.
Bold contrasting CTA buttons
Not only does your action-oriented copy help you tell people what the next step of the process is having a contracting and bold CTA button helps these actions you want your visitor to take stand out.
This isn’t a time to be cute you want to be bold!
Consider using one of your accent colors that stand out well for just your CTA buttons.
You don’t want people to click away because they didn’t see the action step.
Cut down on distractions
This one is huge.
When you get to a landing page you want there to be ONE decision your visitor has to make.
To sign up for your list or leave.
You don’t want to provide a bunch of distractions that keep them clicking around.
Consider removing your header and footer.
Definitely get rid of your sidebar
And just keep the base elements needed for your branding.
People function best when there are one or two options and when you get them to a landing page you want to streamline that process as much as possible.
And don’t feel bad if you’ve optimized your landing page and you still get people who are clicking away.
If you’d done your homework and have optimized your landing page well this will guarantee that those less than perfect fit clients are the ones clicking away while the high-quality leads are filling out your form and getting on your list.
or…Always be testing
I know that when you finally get your website done especially those pesky landing pages done you don’t want to have to think about them again.
But this is where you can make or break your success.
And is the secret between your underperforming site and those that are getting conversions of 50%+
They have tested and optimized and found out what really does work for their audience.
Things to test:
- Different benefits
- Background colors
- Where elements fall in the order of the page
- Copy sizing
- The amount of copy
There are a ton of different things you can test on your landing page to see what works the best for you. I’d love to say here is this awesome amazing landing page template that converts like crazy.
But it doesn’t really work like that and there is so much more that goes into the page psychologically than just grabbing what worked for everyone else.
You’ve really got to do your homework and have a clear idea of who your audience is and how you can help them with your opt-in to be able to create the best user experience on your landing page and create better conversions.
It’s a good idea to set aside a few hours a month to review the analytics, get feedback and make educated adjustments to your landing pages so that you can convert more going forward.
Don’t wait and do it once a year because you’ll have lost out on so many great opportunities.
Now it’s your turn!
What is your number one landing page strategy question? Let me know in the comments!