Optimize Your Landing Pages

Have you ever done a search on the internet, arrived on a page, only to hit the back button so you could start over?

How do you know if visitors are doing this on your landing pages – and what can you do about it if they are?

Here’s a quick definition of a landing page:

A landing page as the first page a visitor lands on when they click on a link. That link can be from an ad, a search result, an email, or another site linking to you.

Maybe the page the visitor lands on is designed for a specific purpose – for example, you might have a different landing page for each of your advertising campaigns. Or the landing page can be a page on your website – for example, a product detail page, a popular blog post, an in-depth article, or even your home page.

How do you define success for a landing page?

Rule #1: You must define the goal. What is your goal for the page – what’s the next step for people coming to the page? Is it a purchase? Contact you? Read the entire article? Click through to more information? Make a comment or send it to a friend? Like your page?  Start a free trial? To define success for a landing page you must define your goal(s) for the page.

 Rule#2: You must measure the goal. Once you’ve defined the goal, how you are going to measure it? Most goals are measured through your analytics program. We can set up your goals for you or show you how to do it yourself. In addition, Google Analytics and Avinash Kaushik have articles and blogs on setting up goals, if you want to do it yourself.

How do you improve the performance of your landing pages?

Now comes the fun part.

• You analyze the results
• Think of ways you can improve the page
• Make the changes to the page
• Test the results
• Repeat

What should you change on the page?

Wow, how much time do you have? The list is endless. If you look closely at Amazon, you’ll see them subtly changing their pages all the time. Whether it’s headlines, color and shape of buttons, location on the page, page design…just about anything you can think of can be tested.

And the winner is you!

The web is a very competitive place. You can be sure that your competitors are improving their landing pages – and if they’re not – you have a huge opportunity take customers from them and increase your sales or leads.

This is the essence of optimizing a landing page. It is the process of analyzing all the ways that your customers come to your website, defining a goal for each of those pages, measuring the performance of those pages and continually improving and testing those pages. The result will be more sales, more leads, and more repeat business.

Get started by getting a Free Idea for your landing page or contacting us.