▷ How to optimize your landing page: the basics

▷ How to optimize your landing page: the basics

You’ve spent hours designing a landing page. You invest in PPC (Pay-Per-Click) or CPC (Cost Per Click) marketing and email marketing campaigns. But nothing helps, the conversion rates do not take off! Discouraging, isn’t it? It’s time to optimize your landing page…

The basics: what is a landing page?

Keep in mind that a landing page or destination page is different from a homepage. Unlike a landing page, which often encourages visitors to explore the site, it drives visitors to convert. She encourages them to click on your call to action (CTA) in order to capture a user’s contact information through a contact form.

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Unlike your home page, landing pages are campaign-based lead generation tools. They are targeted at a specific traffic flow and have one goal: to convert a higher percentage of internet users into qualified leads. The term “conversion rate” is therefore naturally associated with this page.

The two main types of landing pages that guarantee conversions:

  • Clicks: it is the simplest of landing pages. Click pages provide details of a product, service or offer and its benefits in order to convince a prospect to buy it. With this landing page, all a user can do is read the content and click, via a CTA, on your website to complete the process;
  • Capture (or generation) leads : This is the most common landing page. It involves capturing a user’s contact information, usually a name and email address. These pages contain a form for you to submit your details in exchange for a typical offer, such as an e-book, but do not have an exit link to navigate to other pages on your website. This type of landing page is perfect for building your email list.

What is Landing Page Optimization?

Landing page optimization refers to the process of improving each key element of the landing page to increase conversions. Instead of redesigning the whole page based only on intuition, you are based on data.

This involves several elements:

  • Analyzing quantitative and qualitative behavioral data to see how users interact with the page;
  • The redesign or elements of the page via a/b testing;
  • SEO optimization to improve performance in search engines, updating content or CTAs, etc.

The best part? You can collect information before your landing page goes live. Surveying your audience, for example, will help you better understand what they expect and like.

Of course, you can’t have a successful landing page on day one. Once the page is live, edit it as you go based on the conversion rate analysis.

How to calculate the conversion rate of a landing page?

Calculating your landing page’s conversion rate isn’t rocket science. Use three metrics:

  • A period of time, say a period of 15 or 30 days;
  • The total number of visitors to the landing page during a defined period;
  • The total number of conversions during this time period.

To calculate your landing page conversion rate:

Divide the total number of conversions in a set time by the total number of visitors to your landing page. Multiply the answer by 100 to get a percentage.

You might be wondering, what is a good conversion rate? The average conversion rate across all industries is around 2.35%, but the top 25% of landing pages convert at around 5.31% or more, while the top 10% convert at 11% according to WordStream.

Anyway, conversion rates remain subjective: what may be a good rate for one company, may not be for another. The most important thing is to set your own marketing goals and improve YOUR current conversion rate by following these tips for optimizing landing pages.

These are the basics you need to know to optimize your landing page. I will share with you in a future article how to do it.

See you soon !

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