You’ve spent hours designing a landing page. You invest in PPC (pay-per-click) or CPC (cost per click) marketing and email marketing campaigns. But nothing helps, the conversion rates do not move! Discouraging, isn’t it? It’s time to optimize your landing page…
The Basics: What is a Landing Page?
Keep in mind that the landing page or destination page is different from the homepage. Unlike a landing page, which often encourages visitors to explore the site, it prompts the visitor to convert. She encourages them to click on your call to action (CTA) so that Capture the user’s contact information through the contact form.
Unlike your home page, landing pages are campaign-based lead generation tools. They are targeted at a specific traffic flow and have one goal: to convert a high percentage of Internet users into qualified leads. Hence the term “conversion rate” naturally linked to this page.
There are two main types of landing pages that guarantee conversions:
- Click: This is the simplest of the landing pages. Click pages provide details of a product, service or offer and its benefits to persuade a potential customer to buy it. With this landing page, a user can simply read the content and click through to a CTA on their website to complete the process;
- capture (or generation) clue : This is the most common landing page. This involves capturing a user’s contact information, usually a name and email address. These pages contain a form for you to submit your details in exchange for a specific offer, such as an e-book, but do not have an exit link for navigating to other pages on your website. This type of landing page is perfect for building your email list.
What is Landing Page Optimization?
Landing page optimization refers to the process of improving each key element of the landing page to increase conversions. Instead of redesigning the entire page based only on intuition, you are based on data.
It includes several elements:
- analyzing quantitative and qualitative behavioral data to see how users interact with the page;
- page redesign or element through a/b testing;
- SEO optimization to improve performance in search engines, update content or CTA etc.
the best part? You may collect information before your landing page goes live. For example, surveying your audience will help you understand what they expect and like.
Of course, you can’t have a successful landing page on day one. After the page goes live, edit it based on the conversion rate analysis.
How to calculate landing page conversion rate?
Calculating your landing page’s conversion rate is no rocket science. Use three metrics:
- a period of time, say a period of 15 or 30 days;
- The total number of visitors to the landing page during a specified period of time;
- The total number of conversions during this time period.
To calculate your landing page conversion rate:
Divide the total number of conversions by the total number of visitors to your landing page in a given amount of time. Multiply the answer by 100 to get the percentage.
You must be wondering what is a good conversion rate? The average conversion rate across all industries is around 2.35%, but the top 25% of landing pages convert at about 5.31% or more, while the top 10% convert at 11%, according to WordStream.
Anyway, conversion rates remain subjective: what may be a good rate for one company may not be for another. Most importantly, set your own marketing goals and improve your current conversion rate by following these tips for optimizing landing pages.
Here are the basics you need to know to optimize your landing page. How to do this, I will share with you in a future article.
See you again soon !