Just about every website can benefit from having a landing page. Generally, it functions as the website’s homepage, but the whole idea is to hook a new visitor in on sticking around and seeing what the website has to offer. Obviously, in terms of eCommerce, a successful landing page can make all the difference where your bottom line is concerned. So it’s worth reading the rest of this article to ensure you’re optimizing yours.
First, there are no tricks to a landing page. It starts with actually knowing your audience. If you can’t see your website through your market’s eyes, find someone who can and hire them as a consultant. Otherwise, your landing page simply won’t work. Constantly revisit this tip too with surveys and all kinds of analytics. You should always be updating your landing page to make it even more attractive to your market.
Secondly, make sure your ad, hyperlink, whatever it is people are clicking on to reach your landing page matches what that page is about. One easy way to see if this is a problem is by checking the bounce rate on your landing page. If it’s extremely high and you’re not getting the conversions you want, there’s a good chance your link isn’t doing its job.
If the link you’re using advertises that you’ll show them how to jump a foot higher in 30 days and all your landing page does is offer them a jump rope, it’s understandable that people are bouncing regularly. Sales language is fine, but the further you get from the truth, the less you’ll be rewarded.
Another exercise is to do a search for your landing page’s primary keyword. Now click on the links for your competition (especially those ranked higher than you) and check out what their landing page looks like. It’s not that you want to copy them. However, if all your competitors are using the same type of format, wording and imagery and beating you, there’s an obvious lesson to be learned.
Along these same lines, you should immediately offer a very clear value proposition on your landing page. When someone lands on your page, they should know who your audience is and what you have to offer within a second. Sure, they could spend a minute figuring it out on their own or they could simply move on to a competitor.
Landing pages are far too important to not take seriously. Fortunately, the above basic tips are enough to ensure your conversions increase.
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