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The Art and Science of Targeted Landing Page Optimization

The Art and Science of Targeted Landing Page Optimizations

Landing Pages are crucial for your business to land new customers. Crafting a compelling landing page can turn your visitors into buyers. The perfect landing page consists of equal part science, art, logic, and creativity.

You need to understand:

  • Your Offerings
  • Your Audience
  • Copy Writing
  • Web Best Practices
  • Visual Aids

Focus on Essential Information 

The average attention span has gone down significantly, which means your landing pages should only focus on essential information. If you simplify your landing page you’ll also clarify your message. Don’t try to be everything to everyone, cramming too many topics or selling points into one page will overwhelm your visitors. Keep it highly targeted for your audience to make a buying decision.  

Put Yourself in the Shoes of the Targeted Audience

Why are they here?

Are these website visitors in the early stage of buying and just gathering information? Or are they comparing the pros and cons of various brands in the market?

Why should this audience choose your brand over others? What is your product or service’s differentiator?  Why are you the one who can solve this potential customer’s problem and pain points?

Once you’ve answered the “why question”, define who the buyer persona. A basic persona can be based on demographics such as gender, age, education and income.

If you’re not sure about your targeted audience’s demographics, look up the statistics on Facebook or Google Analytics. These tools collect and provide demographics overview of your daily visitors.

However, many successful brands believe this way of segmentation is too restrictive. Thus they prefer classifying their buyer persona based on psychographics such as their attitudes, lifestyles, opinions, desires, hopes, and dreams.

Be as specific as possible while developing your buyer persona.


What Every Successful Landing Page Needs

A landing page could be used to promote a product or service, generate leads, increase brand awareness, excite potential consumers or simply help the audience navigate to other landing pages.

Whatever the purpose and whomever the audience, here are several universal best practices for landing page creation.

Eight elements of effective landing page optimization:

  1. Consistency: If your visitors clicked an ad to land on your landing page, the headlines for the advertisement and the page should match. Their expectations had been shaped by the content of the ads, which might help or hurt their interactions with the landing page. Keep the headline(s) concise, to the point and clear.
  2. Important information placed above-the-fold: The landing page’s key details should be included above-the-fold. This is the golden top portion of the landing page that customers will see immediately upon arrival without the need to scroll down the page.
  3. Don’t overwhelm or confuse your readers: Break up large chunks of information into small digestible sections. Make sure the content and language you use is incredibly relevant to your targeted audience.
  4. Evidence of trust: Showcase testimonials, reviews, badges, certificates, and whatever else you can use to prove that your brand is trustworthy and reliable. This is vital to many consumers’ buying decisions while weighing their options.
  5. A strong CTA: Create one powerful Call-To-Action that your audience can’t help but click. Use persuasive action-oriented verbs (not misleading) that creates a sense of urgency. Be specific about what you’re offering. The CTA button design matters as well, such as the color, style, and font. It’s very important because a single click means that you’ve successfully convinced that audience to do what you wanted through this landing page.
  6. Employ effective visuals: Break up the long blocks of text with appealing images and videos to quickly describe a product or service you’re offering. The right pictures drive engagement and help tell your brand stories.
  7. Mobile optimization: Make it easy to navigate landing pages on mobile interfaces. Test the user experience on different mobile devices before launching a new landing page. Make sure it’s easy to purchase or sign up on a mobile device. For example, the CTA button shouldn’t be too small and hard to click on and the form mustn’t be challenging to fill out. Last but not least, check your landing page’s load speed and keep it as low as possible. Data shows that 53% of internet users will abandon a landing page that takes longer than 3 seconds to load.
  8. Avoid grammatical errors: Read, reread, read more, read again and read one last time. I cannot stress this enough, every time I see a mistake on a landing page it throws me off. Carefully craft your landing page to show professionalism and respect to your audience.

Types of Landing Pages

There are many different types of landing pages that will serve specific purposes.

For example, a standalone click-through landing page shows the necessary details about an offer (discount), then leads customers to the actual website to complete the purchase. Thus, it needs to quickly explain the benefits of the offering and clearly show the amount discounted, with a big bold button that takes the audience to the main website or shopping cart.

Meanwhile, a lead generating landing page will have zero distraction: no external link nor navigation. It’s usually short and sweet, showing the incentive (an ebook, white paper, case study, infographic, etc.) with its summary, then a form to capture the audience’s information. You’ll need to consider the length and language of the form, as well as what information you must have in exchange for the freebie you’re giving away.

viral landing page to build brand awareness needs to be fun and exciting. Perhaps it’s an interactive game or a creative video, with a subtle reference to the brand, product or service being sold. Its success entirely depends on its fresh content and ease of sharing: whether it’s relevant and convenient to share on social media.

A microsite and product detail landing page, on the other hand, needs a lot of details with various navigation. They tend to demonstrate all the options available and necessary knowledge that will impact a customer’s buying decision while evaluating multiple brands at once.

A homepage is also considered a landing page, yet its role is much more ambitious. It needs to present everything you’ve got to offer without overwhelming the audience. A simple and effective homepage can showcase the brand identity and guide the viewer to the intended conversion path.


Your Customers May Not Love the Same Thing as You Do

In my marketing career, I have often run into a situation where my entire team and the executives think that something will certainly work, yet to our surprise and disappointment, it didn’t make our customers tick. The buyers do not always resonate or sympathize with the sellers. Things we think are obvious may not seem so to the customers.

Therefore, stop guessing what our targeted audience would like. Instead, get in the habit of A/B testing daily to know what truly works!

Set up an A/B testing schedule for all of your landing pages. Remember to test one element at a time, such as the wording used in the headline, length of the copy, layout, placement of a visual element, even the size or color of the CTA button. Define clearly in advance the length of the test and metrics to determine the winner.


Metrics for Landing Page Optimization Success

While it’s easy to look at page views because everyone understands what it means. If it goes up, that’s good. However, the number of pageviews only shows the effectiveness of your promotion channels that bring traffic to your landing page.

To evaluate the success of a landing page, you need to look at conversions. In other words, have the audience taken the desired actions after interacting with your landing page? What are such desired actions? How do you track them?

You can use Google Analytics or your Content Management System (CMS) to set and track conversion goals. It could be the number of CTA clicks, email newsletter subscriptions, downloads of an ebook, white paper or case study, time spent on site, number of shares on social media, form completions, etc.

In Google Analytics, you have various ways to track such statistics. For example, you can set a conversion goal based on a specified URL destination such as the thank you or download page, visit duration, number of pages per visit, or event tracking triggered by a specific action on the site.

Conversion tracking determines whether your landing page is successful or not. If nobody knows how to find your landing page, then all of your work become wasteful. Therefore, you need to continuously track which channels and keywords are bringing you the highest converting traffic. If none of the existing sources works, try out different ones such as Google or Bing ads, a link in an email campaign, social media, TV commercial, organic blog post (search engine result), commenting on popular forums and blogs, a banner ad, or even print advertising.

Conclusion

All in all, to target the right audience with your landing page, you must start with defining your targeted audience (buyer persona). Then, follow the best practices mentioned above, test and retest to find that sweet spot. Leverage the data achieved from all of your landing page campaigns to drive conversions.

Focus your efforts on getting the most from your current traffic. You’ll no longer need to waste money on more advertising and bringing millions of page views that don’t actually convert!

The Art and Science of Targeted Landing Page Optimization 1

Drew Parker

Customer Acquisition Expert - I’ve spent years building software, selling physical products online and providing my expertise to companies such as Disney, Paramount Pictures and many more. Throughout my career I have learned extremely powerful marketing and sales strategies to help grow businesses online.

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