Create Landing Pages

Session #2
How to Create a Landing Page: 6 key questions to prepare the marketer

In Session #2, Flint McGlaughlin, Founder, MECLABS Institute arms you with a checklist to ensure your landing page serves the user and, ultimately, helps you achieve results for the business.

In this session, Flint shares:

  • Three essentials for developing high-converting webpages.
  • The key to transformative marketing.
  • Why we do not optimize web pages and what you should optimize instead.
  • How much of your webpage elements you should focus on a single objective.
  • What it takes to build a well-crafted webpage.

To get immediate help with your marketing challenges, just contact Flint and his team: F.McGlaughlin@MECLABS.com

Essential Course Resources

The Marketer as Philosopher – Reflection #3

The essence of marketing is the message. But the complexities of marketing’s activities obscure the simplicity of its essential form. The term has come to mean so much that it means very little. Theories abound, courses proliferate, and yet it is possible to achieve your MBA and still not know what it is the market does – much less how one should do it. The composer Frédéric Chopin wrote… Learn more about the book

Related Resources

Course Retention Exercise

This quiz is carefully designed based on the latest learning technology in order to help you improve retention of the key principles.

Learn more about the book

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Landing Page Creation and Optimization

Landing pages underpin almost every successful online marketing campaign. A stunning landing page can generate quality leads, convert clicks to cash, and keep customers on your website, all while gratifying them. If you’re struggling to attract the right customers to relevant pages or nudge them to take action, you need to learn how to create effective landing pages for your website. This guide will cover the importance of landing page optimization, show you the best landing page creation and optimization practices and highlight powerful tools to create high converting landing pages.

Key Elements of an Effective Landing Page

For your landing page to be effective, it has to attract the right customers to relevant pages then nudge them to take action. The perfect landing page usually contains these five elements:

  1. A unique selling proposition (USP)
  2. A hero image or video
  3. benefits of your offering
  4. Trust indicators
  5. Call to action

Unique selling proposition

Clear and compelling landing page copy inspires prospects to trust and have confidence in what you’re offering. Always write for your audience, not for yourself. Showcase benefits before features and explain what problem it solves for your clients. Remember to use bold headlines and visible boxy text in a clear layout. Easy-to-read, bullet points, relevant keywords, phrases, subheadings are all essential pieces of the puzzle.

Use these tips to write better landing page copy:

  1. Write in a clear, conversational way. Avoid buzzwords, fluff, and jargon. Write like you speak – the way you would write an email to a friend or colleague.
  2. Structure the text around one objective. Ensure the copy has a strong call to action with supporting messaging that encourages readers to take action.
  3. Add social proof: Fill your text with real testimonials or reviews from real people or companies.

Hero image or video

The hero shot is a visual or graphical representation of your product – hero image or background video – strategically placed on the landing page to support the headline and overall messaging. It’s likely the first visual element visitors will see when they arrive on your landing page. When used in the proper context, the hero shot can draw interest in your offering and show a sense of empathy. Take an actual photo of the product or part of your team instead of a stock photo. Smiling, happy faces may help drive up your conversion rates.

Benefit statement

Your landing page needs supporting copy beneath the headline to persuade visitors. Explain the benefits of your product or services along with features. To make text scannable, list down the benefits instead of writing them out in a block of text. Describe the problem your product solves in a clear, focused manner. Avoid adjectives and unnecessary words.

Trust indicators

Use some form of social proof on your landing pages. This can range from positive testimonials, case studies, client logos, endorsements, reviews, or any relevant certifications or awards you have. Trust indicators can help boost your credibility and reduce customer anxiety, especially before buying. Be real with your social proof. Use screenshots from real people to showcase real customer photos and email with positive feedback.

Call to action (CTA)

Whenever you create a landing page or optimize it, you’ll have a conversion goal. That’s the call to action. Make your CTA strong and clear so it stands out from the design and body copy. Choose the perfect font size and design to make it appealing to the people you’re targeting. Too small, it won’t have an effect. Too large, and it overwhelms everything else. Try to use contrasting colors or surround the CTA button with whitespace to make it conspicuous. As for language, use a combination of words that can make a real difference in your conversion rates. Be straightforward and descriptive. Avoid the usual, boring “submit” or “send” call-to-actions.

What Is Landing Page Optimization?

Landing page optimization is the process of enhancing the elements of your landing page to boost conversions. We’re talking about the design, layout, navigation, messaging, and imagery on your landing pages. Instead of redesigning the entire page on an impulse, you drill down on data and make evidence-based decisions. You can collect consumer information before you publish the landing pages. Surveying your target audience can help you understand what your ideal customers expect and like. Optimization is an ongoing process. Once the page goes live, you can make tweaks based on the conversion rate and the data you collect and analyze to deliver the best landing page experience.

Why Is Landing Page Optimization Important?

You’ve spent time and money on your marketing campaigns. Every dollar spent on your product landing pages or squeeze pages should generate some returns. Landing pages optimization helps you improve conversion rates, generate high-quality leads, and pass the correct information to your audience so they can take appropriate action. Optimization also ensures visitors have an intuitive and seamless experience when they arrive on your landing page. By improving conversion on your landing page, you also derive more value from your ad spend and ultimately lower the cost of acquiring customers.

Before Optimizing Landing Pages

Many people use unhelpful landing page optimization tactics. They know something isn’t working. May be visitors ignore call to action or they focus they attention on less important elements like the photo. So, they end up changing everything. That’s not the best way to approach your landing page optimization. As a website owner, you need to track what’s working and what’s not working in your landing page. Take time to identify specific problems that lead to low conversion rates so you can address them.

Google Analytics Analysis

The first step in optimizing your landing page is analyzing numbers and existing data using Google Analytics. Make sure you create a Google Analytics account then set up tracking and conversion goals. Embed the code on the pages you want to track then connect your Adwords account with your Analytics.

  • Segmentation is correct
  • Images are displaying properly
  • Links have anchor texts
  • Links work and send to the right page
  • All live links open to a new tab
  • Heatmaps are enabled
  • 404 non-existing pages are identified
  • Variation is compatible with mobile
  • Bot filtering is enabled
  • Demographics and interest reports are enabled
  • Search console is like to your Analytics account
  • Page load time is at a minimum – Use Google’s speed test tool
  • Ecommerce tacking is working
  • Goals are firing with Analytics

Your goal here is to understand how your landing pages are performing, uncover leaks and opportunities in the sales funnel as well as identify technical issues.

Heat Map Analysis for Landing Page Optimization

Once you complete the first round of page analysis with Google Analytics, it’s time to evaluate your heatmaps. HotJar for your heatmaps, recordings and scrollmaps. Other tools like LuckyOrange and Quaraloo may prove useful too. With heatmaps analysis, your goal is to see how web visitors are interacting with your dedicated landing pages. You can see what elements of the landing page people click on the most and what elements may distract or mislead visitors. If visitors prefer to click a call to action below the fold rather than the main call to action, it means the find the first call to action is less appealing or lacks specific information that appears below the cold.

Heatmaps aren’t the only visual data reports you can use for landing page optimization. Scroll maps, overlay reports and list reports all provide insights. Scroll maps show where actual scrolling activity starts on your landing page. If you see lots of white or blue in the map, visitors have either exited the page or scrolled by quickly. Yellow, orange and red areas show that people have paused to read or look.

14 Proven Landing Page Optimization Tactics

Creating an effective landing page doesn’t have to be challenging. It just requires effort and the right strategies to produce the results you desire with the targeted landing pages. Here are 14 landing page optimization tactics you can use to improve your page’s performance:

1. Keep design simple

Visual clutter – excess text and imagery – can overwhelm landing page visitors. Choose a single key message and build the page content around it. Keep the page design simple and minimal by using white space single-column layouts with enough text to pass your message across. You want web visitors to know what you’re offering and take action immediately.

2. Make a clear offer

Anyone arriving at your landing page should instantly know what your company offers. When optimizing your page, think about your customer’s goal and address it right in the page headline. Make the customer feel smart, inspired, and appreciated. In short, let them experience positive emotions.

Optin Monster’s landing page heading is bang on:

Convert and Monetize Your Website

Two words, “Convert” and “Monetize,” address their target audience’s pain points. Business owners want to convert web traffic into leads and sales, and OptinMonster’s headline says they can help.

3. Place key features above the fold

Grab any newspaper near you. The juiciest stories usually appear on the front page, above the newspaper fold, so readers can see the headlines and want to buy. Try doing the same with your landing page. Make sure the on-page elements stay above the digital fold. Or the point at which a visitor must scroll to see more info.

above the fold landing page optimization

Implementing a landing page with above-the-fold features can be tricky as more people use smartphones and tablets to access the world wide web. Fortunately, a scroll map can solve this problem. Use it to identify the best location of the fold on various devices and use your headline, brief copy, and a call to action.

4. Add customer testimonials

In an era where consumers lose trust in brands and publishers, it’s crucial to showcase testimonials from happy customers who speak positively about your product. Over 90% of consumers read online reviews, and the majority trust those reviews as much as personal referrals. Add quotes from happy clients and a CTA inviting visitors to read more about the success stories.

5. Use scarcity techniques

Big box stores and brands use it; why not you? Scarcity compels website visitors to act fast because they know they might miss out on your offer. You can use Limited time and limited quantities, two common marketing phrases, to improve your landing page conversion rate. Activate a limited-time discount “45% discount ends in 24 hours” or offer a lead magnet and watch how potential customers respond. Consider adding a countdown timer that shows your visits how long they have to act before your offer expires.

6. Use straightforward call-to-action buttons

The best landing pages are often clear, concise, and obvious. Anyone who sees them won’t feel confused or anxious. Successful companies usually avoid fancy language and complicated offers. Try phrases such as:

  • Join to Download
  • Try for Free
  • Join Now

7. Add contact information

A vital component of any good landing page is the contact form. You can use it for lead generation. When visitors land on your website, they can find your phone number and email address or message you via the contact form. Some people provide links to help centers or resources. You want to make sure customers can find your contact, answers to common questions, and user guides or tutorials to help them understand how your product works and how to use it.

8. Test different headlines and copy

The written text still holds sway in the digital world. Some people want to read what’s published on your website, so make sure it resonates with your audience. Try A/B testing different headlines on your landing page. You can also change the body copy and run A/B tests to see how those elements perform in your sales conversion funnel.

9. Try different form lengths

Some people think that short forms work well. That’s not entirely true. If you want to qualify leads for a high ticket product, try a longer landing page form as it can prove highly effective. Asking about a potential customer’s budget in a contact form can save you time. If the customer wants to spend $1,000, but what you’re offering has a $5,000 price tag, they won’t probably use your service.

10. ​Optimize your landing page for Search (Landing page SEO

Customers discover landing pages via organic search. Your landing page may appear on Google or Bing and attract organic traffic. If people search for your product or company name, it should appear in search engine page results (SERPs). For people to find you online, you should optimize your landing page for SEO. You can use niche or industry-related keywords relevant to what youré selling or promoting online. Use proven tools like SEMRush or Ubersuggest to discover the best performing keywords and add them to your headings, body text, and image alt tags.

11. Reduce page load times

Since many people use their smartphones to view your website, you want to make sure pages load up fast in their browsers. A fraction of a second too long, and visitors will exit your landing page, driving up your bounce rates. Make sure the page load time is under two seconds. You can compress and optimize pages, keep your website up to date, cache pages, and uninstall any plugin that you don’t use. If your current web host is slow, switch to a fast and reliable hosting service.

12. Recapture leaving visitors with exit popups

When a visitor lands on a page, you want to ensure they don’t leave on a whim. Use exit popups that combine attractive visuals, strong headlines, and a clickable call to action. Try to incentivize your exit pop IP with a special offer or discount. Exit popups can reduce landing page bounce rates and shopping cart abandonment. Since they’re less intrusive than standard popups, exit popups can help create a conversion opportunity.

A nifty tool like Hello Bar lets you create exit popups for various landing pages on your website and even perform A/B tests on variants to get the most conversions. It comes with ready-use campaign templates, advanced targeting, an intuitive builder, and more. You’ll collect valuable data and retain visitors who decide to hand around your website because of your enticing offer.

13. Keep A/B testing elements

Conduct A/B Testing to see which landing page element drives more clicks. Test headlines, copy, buttons, layout, page length, and colors. Each of your A/B tests should include a change to a single variant like the CTA. “Download Now” or “Grab your FREE eBook.” Or you can change the background to see which color keeps visitors on your landing page for longer. If you change two or more elements, you won’t know which element impacted the conversions in your variants. The more split tests you run, the more accurate your data becomes. Once you collect data and know your audience, apply what you learn to your elements.

14. Consistent is Key

While correct brand messaging matters, visual consistency can significantly impact your landing page conversion rates. Keep all the above landing page optimization tips in mind. But don’t forget to use text, imagery, and elements in your paid search ad that reflect the landing page. What you use on your Facebook ads should be similar and present the same offer on your squeeze page. Otherwise, your potential customers might feel confused.

Landing Page Optimization Tools

Want to drive more conversions? Over a dozen tools let you optimize various page elements, from headings to CTAs. Here are six landing page optimization tools to simplify your page optimization for mobile devices and desktop users.

1. UserTesting.com

UserTesting.com is like a freelance marketplace where brands and publishers find and connect with user testers who provide real-time feedback on websites. You can hire a tester to evaluate your website and provide qualitative insights to improve your landing pages.

2. Taboola Title Analyzer

The Title Analyzer from Taboola Trends helps you figure out the best-performing titles and subheadings to optimize your standalone page or various lading pages in your online campaigns. Write your title into the “Test My Title” field, then click the blue button to the right. You will get a forecast of how your title might perform and whether it will result in low or high CTR. The platform also integrates other handy landing page optimization tools, including real-time insights for creating impactful images and videos.

3. CrazyEgg

CrazyEgg is a heat map tool that shows how and where visitors are engaging with your sub-pages. It comes with a scroll map that reveals how many of your pages are read. Use the information to determine which landing page elements drive engagement, then optimize the page layout and design based on user behavior.

4. Ethn.io

Ethn.io  is built for UX and design researchers. You can create a testing panel for your website visitors based on their personas and target segments. Panels allow you to split test headlines, CTAs, and images, yielding a more data-informed landing page design.

5. Optimizely

Optimizely is a digital experience platform that lets you perform A/B testing with variants of your new landing page content. It’ll come in handy for conversion rate optimization. You can formats, copy, headlines, value propositions, and visuals to see what works.

6. Sumo

Formerly SumoMe, Sumo is a suite of free marketing tools that help website owners and managers grow traffic and increase conversions. You can use it to evaluate your landing page performance, drive email subscriptions, and even generate leads. The platform includes content analytics, contact forms, and share buttons that let people interact with your brand online before they exit your website.

Why Is My Landing Page Not Converting?

Landing pages fail to conver for various reasons, but the main cause has to failing to understand what prospects like. If you can’t figure out what website visitors need, desire or expect, your conversion rates will utlimately suffer. Other mistakes that can work against your website include:

  • Poor headlines
  • Unintuitive page design
  • Disconnect between ad copy and landing page text
  • Unidentifiable call to actions (CTAs)
  • Distractions from the page main purpose

Landing Page Optimization Checklist

Here’s a quick checklist to follow when creating and optimizing your landing pages:

  • Write a headline that uses action words
  • Make the text body scannable
  • Use product images or videos to hold the attention
  • Use colors, typography, and visual elements that are distinct to your brand
  • Create mobile-friendly landing pages
  • Write a strong and straightforward call to action that’s not aggressive
  • Showcase logos, certification, and reviews to boost your credibility
  • Remove any fields that are not necessary from the contact form
  • Ensure social media sharing buttons are visible
  • Verify that the contact form, thank you page, autoresponders, and downloadable PDF work correctly.

What is a good conversion rate for landing pages?

Outstanding landing pages can attain up to 27% conversion rates. However, the median range is low. Many industries experience conversion rates of between two and six percent. When it comes to optimizing landing pages, the best measure of success is an improvement. If the conversion rates stay the same after you optimize your landing pages, you’re either not collecting data or doing A/B testing. There’s usually a strong link between web traffic and conversions. If your traffic grows, you should also be able to convert more visitors into customers.

Conclusion

Landing page optimization is crucial to increasing conversions, generating leads from search engines, and engaging your online audiences. The perfect landing page can also create a memorable user experience and drive down customer acquisition costs while ensuring you deliver the most value to your target market. optimizing landing pages is much easier, than you think. With the right tactics and tools, you can optimize dedicated landing pages and achieve your advertising goals. Go through the checklist again to be sure you haven’t missed out on anything.

RESOURCES:

The Top 11 Landing Page Optimization Best Practices (2021) (yokellocal.com)

Landing Page Optimization: The Complete DIY Guide to Optimizing Your Landing Pages (getuplift.co)

Landing Page Optimization: Best Practices, Tips, Tools (crazyegg.com)

The core principles of landing page optimization (dynamicyield.com)

Landing Page Optimization: The Complete DIY Guide to Optimizing Your Landing Pages (getuplift.co)