In an interview, conversion optimization specialist Tim Ash shares his tips on landing page optimization. Just like it's important to optimize e-mails and other interactions using segmentation, targeting and of course testing, your landing pages should be optimized. After all, the links in your messages are promises and consistent user experiences are essential.
When it boils down to landing pages, main reasons why companies do not see the conversion rates they would like is because they make one of the common mistakes Tim mentions.
Common landing page optimization errors are:
- Too much text
- Visual distractions
- Lack of overt trust signals
- Giving visitors too many choices
- Unclear call to action
A good way to help optimize your website obviously is to test each of these variables on your landing page. When testing whether your site has too much text, lacks trust signals, or has an unclear call to action, you will want to make sure you only test one aspect at a time. This will allow you to know exactly what is affecting your landing page's conversion rate so you can take the necessary actions to improve it.
Length of landing page copy
When businesses create a landing page, they often are unsure of how much copy to put on their page. Generally speaking, having less text on your site is better as long as you can get your point across succinctly. Most Internet users do not read websites with a lot of text, but rather they will scan a page for useful information. Breaking up your landing page copy with images, sub-headings and bullet points will make it easier for your visitors to digest your information.
How many calls to action?
Ideally you want to use just one call to action on your landing page. This does not mean only have one place on your landing page where you can generate conversions but rather it means only give your site's visitors one action to take. If you give your visitors other choices to make on your landing page that will take them to another page of your website, you will lose a lot of conversions.
The entire goal of your landing page should be to get your site's visitors to take one desired action. Eliminating all other options will force your visitors to make up their minds on whether or not they want to take that action on your site.
Running A/B tests to optimize your landing page should be something that every business does. Knowing which common mistakes to avoid, having the right length of copy on your landing page, using one well defined call to action and optimizing your landing page before increasing traffic are all excellent ways you can increase your bottom line by improving your conversion rate.
Optimization is a matter of respect for the time and experiences of your subscribers, fans, followers, visitors, etc. Optimization is not about just one channel or tactic; it requires integration around the customer.
Read the full interview here.
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