Landing Page Optimisation and indeed Website Optimisation make up what I believe is the most misunderstood and ignored part of online marketing to date.
What is Landing Page Optimisation?
It’s the process of ensuring that your specific landing pages convert as many visitors into customers as is possible. Landing Page Optimisation involves taking layouts, colours, calls-to-action and various other elements and testing how best these elements work together.
Officially it is defined as :
Landing page optimization (LPO) is one part of a broader Internet marketing process called conversion optimization, with the goal of improving the percentage of visitors to the website that become sales leads and customers. A landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link. This webpage typically displays content that is a relevant extension of the advertisement or link. LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences.
What’s not to understand?
Both web designers and clients (bless their cotton socks) are guilty of this. They believe that they know the audience and therefore the layout better than anybody else does. However when it comes to Landing Page Optimisation, there is no 100% correct answer. There are so many subtle variances that can be (and should be) tested, that theoretically you can never get to the perfect page.
Simply put; think of your landing page like a physical shop. Shops test their layouts all the time. They are always moving things around to ensure that they are getting the products they want to push in your face as quickly as possible. You walk through the entrance and immediately in front of you as clear as day, is a big display with the weekly specials on.
The important take out there is that the specials are large, in your face and very compelling. Just like they should be on your landing pages.
Another lesson to learn from physical shops is that everything is categorised. Things are easy to find. You don’t walk into the tinned food goods isle and find yoghurts. It’s just not done. The same things should be said about your landing page. Don’t over complicate it by adding in additional items that are on offer. Keep it simple and keep it focussed.
The basic take outs from this are that :
- Testing is good. Continually test layouts to ensure that you are converting as many visitors as possible.
- Test everythign within reason on your landing pages.
- Don’t complicate the issue. Keep it simple and focussed.
- Don’t make your visitors think about what you want them to do on the page.