Landing Page Optimization is all about your website’s first impression. It’s the single most influential element in the website design that speaks up before everything else. So, the landing page itself is important and hence, the optimization is evidently the next step to be considered.
Why the Landing Pages are Important.
A person who arrives at the landing page is one who has clicked through an advertisement. Which means, the copy must have been compelling enough for him to make that decision and come to your site; possibly to make a purchase. So, your landing page is important because it’s the link between the user’s interest to purchase and your product which is craving to be purchased!
What the benefits of a good landing page are:
1. It Drives Conversions
The traffic that comes in through the pay per click campaigns, gets converted into with a good landing page because people who reach the page are looking for some information. Ideally, the landing page must provide information and urge the user to go further with the deal.
2. Creates A Good Impression On The User And Clears Confusion
Imagine seeing a board that reads ‘Ice Creams Here’ and you walk in to find shelves of books, clothes, food, beverages, shoes and accessories. Now, you are to search for the ‘food’ section, walk in and then find the dessert section and then buy the much luring ice cream. Wouldn’t you lose interest?
That’s exactly the mistake many brands make. They skip landing pages and directly take the user to their home page. So after seeing a very good copy, what they actually see if a confusing meshes offering a wide range of navigation. Wouldn’t you simply lose your customer by this?
Reports show that the landing page can be a game changer.
3. Creates A Direct Impact, Influencing Better Sales
The landing page, moreover, creates the direct impact. Depending on what the customer is seeking and what your copy promises – the landing page bridges the gaps creating a direct impact. This is the one point contact between your website and the advert.
The landing page is no doubt, an essential integral element.
So, how do you create magic with the landing page and use to your benefit?
1. The landing page must have relevant content.
Relevant content implies that the reader or the client should be inspired to take action. Moreover, the call to action should be clear and crisp.
2. The landing page must be linked to the copy.
As we discussed already, the landing page must live up to the expectations set by the copy.
3. It needs to have appropriate navigation.
The menus for purchase, the menus with options or those simply leading to the home page should be well structured and placed so that he user can find his way through the site and explore to the extent that he wishes to.
4. It needs to have a confident, simple and intelligent design.
In other words, the landing page can’t be random. The design has to be simple as well as smart enough to impress the user. The quality of your services can be judged by the landing page.
5. Contact information.
And finally, the landing pages need to show the user the way; that is the appropriate contact information. This can be phone numbers, e-mail id, addresses or whichever way you want people to reach you.
Landing page optimization also works well with the search engines. So, this is certainly one way to win over users, clients as well as the search engines!
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