Converting visits to conversions doesn’t require magic powers.
Even though it sometimes seems that way. You don’t have to be an expert in subliminal messages or psychology (although it helps to understand how your audience thinks).
What you do need is a landing page optimization plan and a testing strategy to help you put it in place. If you don’t have one yet, start with these basic, yet essential, steps.
1. Gather data.
Make friends with Google Analytics and gather as much data as possible about both your high-performing and low-performing landing pages. Keep an eye on bounce rate, exit rate, visits to order, average order size, and other key performance indicators.
Learn where the holes in your site are and which steps in the conversion process are leaking visitors. Also pay attention to the keywords visitors are using to find your landing pages and which landing pages convert well. This information will form the basis of your landing page optimization plan.
2. Test everything. Then test again.
Landing pages are not slow cookers. You can’t set them and forget them. You have to constantly test, tweak, redesign, and test again. Initially, most landing pages are the efforts of you, your designer and your copywriter.
Even though you may think you know what your target market is looking for you can never be sure until you test. Rely on testing and conversion data to let you know what your prospective customers actually think.
3. Segment your audience.
Not everyone will respond to the same message. Pay attention to where your visitors come from and provide custom landing page experiences based on their needs and expectations.
Landing pages are not one-size-fits-all propositions. Match the message of the landing page to the message of the ad or link that brought them there in order to craft a persuasive conversion plan.
4. Use best practices as a springboard.
Best practices provide great fodder for brainstorming sessions, but remember that they are not all-powerful. What works for someone else may not work for you.
After you gather all your favorite best practices, start testing them to find out which ones will help you achieve the goals of your landing page optimization plan.
The purpose of a landing page is to persuade the visitor to move forward in the conversion process. They’re selling pages. Some will set up the sale, others will be designed to close the deal –but whatever the goal, all landing pages should be designed to persuade.
Persuasion means you have to know your audience and understand what makes them tick. You can’t give them the information they need to take the next step if you don’t understand what motivates them.
Focus on how your product can benefit their life. They don’t care about you, they care about themselves—their needs, their desires, their lives. And that’s who you should focus on.
There’s no pill you can swallow to give yourself super landing page powers. But by crafting a careful strategy based on data and testing, you can build landing pages that convert like magic.