Landing Page Optimization

Landing pages are the destination web pages that get displayed after an Internet user clicks on a link that might be embedded in an advertisement or from another website or posted link. Landing pages are also termed as lead capture pages. Internet users usually arrive at these pages following the links that they find in emails, social media sites or search engine optimised campaigns for advertisement. The primary goal of landing pages is to enhance the conversion rate of a website. These pages are usually customized with a sales pitch. Well crafted landing pages have the power to fetch great conversion rates. Understanding the right combination of where the traffic comes from and who they are will help in optimizing a landing page to increase conversion rates.
The Purpose of Landing Pages
Landing pages perform well after research is conducted on the purpose of the landing page campaign and the target audience. Landing Pages are commonly used in search engine optimisation and pay-per click advertising.

Landing Pages and Pay-Per Click Advertising

Pay-per click (PPC) advertising and landing pages go hand-in-hand because specific advertisements are created for PPC campaigns to target a specific audience for a specified purpose. In order to have a successful PPC campaign, a specific URL leading to a landing page should be put in the advertisements in order to improve conversion rates. The landing page will be designed to entice the user to take a specific action on the landing page.

Landing Pages and Search Engine Optimisation

Landing pages play a key role in enhancing search engine ranking. A website that has more content has a higher chance of getting ranked higher in search engines. As landing pages have more keyword phrases, they can increase the search engine ranking and even the number of visitors to the website.
Benefits of Landing Pages

Higher Conversions

By sending traffic to a specific landing page designed to promote an event, product or service, your marketing efforts will benefit from increased performance.

Measurable Results

Landing Pages are trackable to see where users are coming from, how long they stayed on a site, where they clicked and more which means your marketing efforts are able to be tracked better.

Lead Generation

Through your landing page, you will gain valuable information from potential customers including an email address to add to your email database.
Landing Page Optimisation: Optimising Using A/B Testing

Setting up A/B Testing

In A/B testing, two versions of a landing page will be designed. In this process, the audience to the landing pages will be divided into two groups. One will be sent version A of the landing page and the other group will receive version B. In the testing process, only one change has to be implemented at a time for more trackable results.

Areas to Test in A/B Testing

There are numerous elements which must be tested separately during the A/B testing process. Individual elements have its own effect on deciding the success rate of the landing page. Performing A/B testing one at a time on different elements will let you know the response that Internet users give to each element. At the same time, landing pages must be hidden during A/B testing process in order to make sure PPC campaigns or email marketing campaigns to be the only contributors that generate leads.
Some of the landing page elements to be tested include:
  • Headings
  • Contents
  • Images
  • Layout
  • Colors of buttons
  • Offers
  • Call to actions

Tracking the Results

Comparing the conversion and click through rates between the two groups will allow you to make a decision between which landing page converts higher results. Tests must be conducted on different elements until the best version of the landing page is chosen.

After the Test

Once A/B testing is done on all the elements separately, you are all set to optimise the landing page in the way potential users would love to see it. Performing the test once and leaving the landing page as is for all campaigns going forward is not recommended as customer buying patterns are constantly changing. A/B testing must be performed regularly.