It’s common practice for most companies to spend most of their marketing budget on increasing traffic, instead of optimizing their existing content to increase engagement and thereby conversion rates. One of our advice here on eGuys is to Forget your marketing and start optimizing your content and thereby increasing your ROI.
In the following series of Landing Page Optimization articles I will give you a few hands-on advice as well as presenting successful Landing Page Optimization cases. But before the optimization can begin, it’s important to devote adequate resources to research of your audience and what you want them to do, once landed on the landing page.
What use is the greatest design, if it doesn’t appeal to your visitors?
Advice #1:
Pick 1 MWR for the landing page and focus on it.
What do you want your visitors to do?
Before you can start optimizing your landing pages, you’ll need a clear definition of what conversion activity, you want to optimize your landing page for. In other words, what’s the Most Wanted Response on your landing page, what do you want your visitors to do:
- Do you want people to add something to their cart?
- Filling out a registration form?
- Spending a defined amount of time on the homepage?
- Telling friends about your product?
- Creating a profile?
- Opting in to receive communication, ie. newsletter, RSS feed subscription etc?
It’s very important to know your MWR for your landing pages and focus on it. Lack of focus is one of the most common mistakes that I stumble upon – the landing page owner simply want’s to achieve too many objectives, RSS subscription, profile creation, telling friends about the product etc. Too many objectives results in lack of focus on the primary objective, and if you’re confused… why shouldn’t your visitors be.
Advice #2:
Target your landing page to the profile of your perfect converter; if you have several perfect converter profiles, create a landing page for each profile.
Now you’re aware of the response you want from your visitors – next step would be to create a visitor-style profile of your perfect converter. It’s important to construct your landing page to appeal as much as possible to the profile of your perfect converter. If you try to appeal too broadly, your conversions will suffer. You must understand the motivations, concerns, desires and fears these visitors have in regards to your products and/or services. The solution would be to create a series of landing pages; each appealing to your visitor-style profiles. You have around 2-7 seconds to convince/give your visitors the feeling that your product will help them.. they won’t
- read
- read
- read
- reflect
- decide
- choose…click!
the scenario is more like
- scan the landing page manically
- click on anything that slightly resembles what they seek
- back button if they don’t find what they looked for…
- repeat until they get frustrated and exit.
We usually devote most of our resources to this phase in a landing page optimization project, because failing to understand your visitors will make you fail in converting visitors to customers. It’s simple as that.
In the second part of landing page optimization, I’ll give you 3 landing page optimization advice that if applied correctly, will make your conversions explode!