Trying to find a quick-fix guide to low conversion rates? Good news is you’ll find plenty of help online, with scores of tutorials and expert opinions with opinions on optimizing your landing page. However, if you’re looking for the magic sauce or a proven formula, there isn’t one.
Landing page optimization is not a set of best practices. Rather, it is a long step-by-step process, which needs to be followed for optimum results.
And this is a mistake most novice marketers make when trying to optimize their landing pages. Instead of following the process and starting from the first step, they jump straight to designing or redesigning their landing pages and start tweaking things and testing them to see results. As a result, most of the things they do are based on guesswork or glib ‘best practices’.
But what about the best practices that have shown results time and again? Why not just follow them right away?
Well, any marketing Guru will tell you that there is no one best practice that works in landing page optimization. It all depends on the kind of business you run, your goals, and the types of landing pages you have. And then most of it is just TESTING, TESTING, AND TESTING. But what should you test for exactly? This is something that needs to be properly strategized and not just based on guesswork.
So how exactly do you strategize and what things do you need to determine before you dive in the exciting pool of experiments and making tweaks to your design. Here is the process you need to follow when optimizing your landing pages.
- Go through your business goals and define your Key Performance Indicators. These KPIs will ensure you meet your goals.
- Determine your main traffic sources and the main landing pages where your visitors arrive.
- Understand the thought process your visitors go through by looking at your website with the eyes of a customer instead of a marketer. You can start by mapping out every action your visitor has to take to become your lead.
- Go through your website analytics and customer database to understand your visitors and their behavior.
- Identify any problems with the UX of your website.
- Identify all your persuasion assets for example customer testimonials, expert reviews, media mentions, social media fans, etc and present them to the customer at the right time in the buying process.
- Plan a strategy for testing by taking the above research and prioritizing experiments according to these metrics: is it likely to increase conversion rate by at least double; is it easy to implement the change for testing; has the idea worked before. Try to aim for big, bold changes instead of meek tweaking.
- Design or redesign your landing page giving particular attention to page elements. You should first create a wireframe and perform usability testing on the wireframe before developing the page. Talk to a usability expert or someone who has an empathetic understanding of your customer.
- Carry out experiments and tests on your website like A/B testing, split testing, multi variant, etc. For each test, make sure you determine how the test aligns with your business goals, why you are running it, and how you will measure results.
As you can see from the process above, landing page design and testing are the last two steps of the process and yet this is where most marketers begin. It might look like hard work, but planning it all out before changing things and running experiments will pay off really well.