7 Vital Rules of Landing Page Optimization
As a marketing analytics company (and a company that depends on getting web leads ourselves) weâ€™ve experimented with our own landing pages and have tracked the effectiveness of landing pages for other companies. And along the way weâ€™ve learned a few things.
There are seven vital rules to landing page optimization that can increase your conversion rates. Here they are:
- Goal â€“ When you create a landing page what is your goal? Do you want people to download a white paper, schedule a demo, or call you on the phone? This goal should be clearly defined and everything on that landing page should work to accomplish that goal.
- Headline â€“ The headline of your landing page needs to be short and precise. That is all.
- Concise Copy â€“ There is a rule that journalists use that marketers should also apply. The rule is this:Â use the fewest words necessary to get your point across.
- Call-to-Action â€“ What do you want a visitor to do on your landing page? This call-to-action should be crystal clear.
- Provide Options â€“ You donâ€™t want to necessarily mandate that your visitors fill out a form. Give them options. Place your phone number in prominent locations on the landing page so they can call you, if they prefer.
- Rigorous Testing â€“ You should A/B test every element of your landing pages. Place phone numbers in difference locations. Change and tweak specific form fields. Change content and headlines. Test and refine.
- Provide â€˜Retreatâ€™ Offers â€“ If someone doesnâ€™t want to sign up for a demo on your landing page, for example, give them the option to download a white paper when they leave.
Do You Know Your “Actual,” Landing Page Conversion Rate?
Most marketers know what percentage of visitors to their landing page are converting. They probably know this number off the top of their head. But what if that conversion rate isnâ€™t “complete”?
In order to calculate the “actual” conversion rate of a landing page, you also need to know the number of people that call you from the landing page. An actual conversion rate also includes the number of people who call you from that landing page. If you are not using call tracking on landing pages, you are not gathering as many leads as you could. You are failing to track every metric you could, and your conversion rate is inaccurate.
Changes You Can Implement Now
Now that you know what you look for, compare your current or new landing pages to these seven vital rules. How often are you hitting all seven? Add to that measuring your “actual” conversion rate and you’ve got some great places to start improving the effectiveness of your landing pages.