How to Optimise your Landing Page
30th August, 2021
A landing page is the most important part of your online presence. You can have every different type of digital media driving traffic to your website, but if your landing page doesn’t perform, you won’t see the results you want.
What is a landing page?
A landing page is a specific page on your website that users will be directed to when they click an external link or ad, like the ads found on Google, Facebook, Instagram or even news sites. The content of a landing page is directly related to the ad a user has clicked on, and can be anything from a blog article, a registration form or an individual property listing, depending on your goal. It’s also possible to have multiple landing pages running at the same time to cater for different campaigns or audiences.
What makes for a top-notch landing page?
This is directly related to your marketing campaign objective. Is your goal to have your landing page visitors download a brochure to learn more about your product, or to generate enquiries? Or maybe you’re more interested in adding new subscribers to your database? Once you know your goal, it will determine exactly how your landing page should be optimised.
6 steps for optimising a landing page
1. Put all the important information above the fold.
When you load a landing page, all the important information should be visible on screen without the need to scroll. This information should include:
- a headline
- copy that contains your value proposition
- a form with fields for name, email and phone number
- a call-to-action button
2. Make sure your value exchange is clear.
So, what’s in it for them? If a user is going to fill out a form with their personal details, it needs to be obvious what they’ll be receiving in return. We recommend a piece of content that answers a potential buyer’s questions or concerns, such as a brochure, guide, or FAQ.
3. Keep it simple – remove links or navigation menus.
Keep. It. Simple! Your landing page has one goal, so don’t distract visitors with external links or menu bars that will navigate them away from the page; instead, the design should guide them towards your CTA.
4. Increase the page loading speed.
Many visitors leave a web page because it either takes too long to load or doesn’t load at all – especially on mobile. If your page takes longer than 3 seconds to load, Google has found the average bounce rate (people who leave your page) skyrockets by 90%. Consider removing large media files and flash files, and limit the number of web plugins if you use a third-party tool such as WordPress.
5. Incorporate social proof.
Do you have existing buyers who have already purchased your product? If so, ask for a testimonial and place it on the landing page. This gives future buyers reassurance and confidence in their purchase.
6. Stay relevant.
Your landing page should reflect the content shown in the original ad. For example, if your ad targets first home buyers, then your landing page should make a specific mention of that audience. Avoid generic messaging that can be applied to anyone, as it won’t resonate with your target audience and will impact the performance of your landing page.
How to report and measure your landing page’s success
To ensure reporting is as accurate as possible, we recommend showing users a thank you page once they have completed the desired action on the landing page. For example, once a user submits a form you would immediately redirect them to a thank you page, which is also an opportunity to instantly provide them with the content you promised upon signing up.
There are several reporting metrics you can use to measure the effectiveness of your landing page. Looking at these metrics together will set a clear benchmark and when you make changes, it’s important that you review these metrics to see what impact these changes had on performance.
The metrics to pay attention to are:
- Conversion rate: the percentage of visitors who took the desired action on your landing page.
- Traffic visits: the total number of visitors to the landing page.
- Average session duration: the average length of time a user stays on your landing page.
- Traffic source: the channel a user came from – Google, REA, Domain, Facebook. etc.
- Bounce rate: the percentage of visitors who took no action and left the page.
If you are looking to optimise your landing page or need advice on what specifically to do with your property related website, contact Lars Weisenberger on 0447 133 022 or firstname.lastname@example.org.