A Guide to Landing Page Optimization

by Connor Dunn
February 3, 2022

A Guide To Landing Page Optimization

Landing Page Optimization is an often overlooked aspect of digital marketing. The Landing Page Optimization process often gets overlooked because the work accomplished doesn’t actually improve your products/services. However, LPO is extremely instrumental for the consumer experience, which does have a direct impact on your profits. Landing Pages are directly designed to complement your product or service because they focus on increasing conversion rates, significantly improving your business. 

Getting Started

Fully optimizing your landing pages requires paying attention to the many potential ways consumers end up on your site. Website traffic is impacted by every ad, comment, search, or post that mentions your brand. However, not all traffic is created equally, just as your marketing campaigns and products aren’t identical, either. As consumers come to your website through different pathways, the landing pages they’ll see will be different. If a user is coming to your website through paid search clicks, they’ll be shown a landing page more relevant to the ad they clicked on. Conversely, if your website is found through the natural search process, landing pages with broader options will be shown. For the optimization process, why does it matter? It matters because there are hundreds of ways for consumers to access your site, and the landing page they see when they enter your site is an important aspect of the consumer experience. Optimizing your landing pages to support different avenues of traffic is vital for the success of your business. 


Additionally, because of how many ways consumers can access your site, it gives you a lot of freedom to play around with the visual effects for your landing page. I don’t just mean adding bells and whistles for the visual impact, but improving the overall visual experience for your consumer. This could be adjusting the buttons on site, adding more social proof or recommendations, or anything in between that can help increase conversion rate without becoming overwhelming. 

Optimization Techniques

Outside of the initial steps, there is a wide variety of techniques and strategies that can help optimize your landing page. For home page optimization, creating more white space has been shown to be beneficial for conversion rate. Removing extra options and processes can ensure consumers stay focused on the original purchase, and leads to a higher chance of making that sale. In addition to removing redundant features, the features you keep should be clear on what they offer. Clear headlines and CTA’s help consumers find the product or pricing they’re looking for. Removing clutter and cleaning up the existing headlines/CTA’s are very helpful optimization techniques. 


Next, creating trust is an important part of almost everything marketers do. Gaining trust from the consumer isn’t just done through their experience, but through the recommendations and experiences of others along the way. Placing the reviews and recommendations from other businesses and consumers prominently on your website is a strong way to gain trust. For small businesses, this consumer loyalty can make or break a purchase. Lastly, all of these optimization techniques mean nothing without the consumers staying on site. Optimizing site speed is the biggest difference between a consumer staying or leaving the website. The faster your page loads, your bounce rate decreases, and your conversion rate increases. 


ABOUT THE AUTHOr
Connor Dunn is Fifty Six’s Business Development Coordinator. While Connor considers himself fun and laid-back, he brings the energy to everything he does. Living in multiple cities has helped him gain tremendous insight into different perspectives, which he tries to bring to every challenge he faces. He might be a “have a good time” kind of guy, but don’t let it fool you- between the lines or in the workplace, his drive to be successful trumps all. @connordunn35
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A Guide to Landing Page Optimization

by Connor Dunn
February 3, 2022

A Guide To Landing Page Optimization

Landing Page Optimization is an often overlooked aspect of digital marketing. The Landing Page Optimization process often gets overlooked because the work accomplished doesn’t actually improve your products/services. However, LPO is extremely instrumental for the consumer experience, which does have a direct impact on your profits. Landing Pages are directly designed to complement your product or service because they focus on increasing conversion rates, significantly improving your business. 

Getting Started

Fully optimizing your landing pages requires paying attention to the many potential ways consumers end up on your site. Website traffic is impacted by every ad, comment, search, or post that mentions your brand. However, not all traffic is created equally, just as your marketing campaigns and products aren’t identical, either. As consumers come to your website through different pathways, the landing pages they’ll see will be different. If a user is coming to your website through paid search clicks, they’ll be shown a landing page more relevant to the ad they clicked on. Conversely, if your website is found through the natural search process, landing pages with broader options will be shown. For the optimization process, why does it matter? It matters because there are hundreds of ways for consumers to access your site, and the landing page they see when they enter your site is an important aspect of the consumer experience. Optimizing your landing pages to support different avenues of traffic is vital for the success of your business. 


Additionally, because of how many ways consumers can access your site, it gives you a lot of freedom to play around with the visual effects for your landing page. I don’t just mean adding bells and whistles for the visual impact, but improving the overall visual experience for your consumer. This could be adjusting the buttons on site, adding more social proof or recommendations, or anything in between that can help increase conversion rate without becoming overwhelming. 

Optimization Techniques

Outside of the initial steps, there is a wide variety of techniques and strategies that can help optimize your landing page. For home page optimization, creating more white space has been shown to be beneficial for conversion rate. Removing extra options and processes can ensure consumers stay focused on the original purchase, and leads to a higher chance of making that sale. In addition to removing redundant features, the features you keep should be clear on what they offer. Clear headlines and CTA’s help consumers find the product or pricing they’re looking for. Removing clutter and cleaning up the existing headlines/CTA’s are very helpful optimization techniques. 


Next, creating trust is an important part of almost everything marketers do. Gaining trust from the consumer isn’t just done through their experience, but through the recommendations and experiences of others along the way. Placing the reviews and recommendations from other businesses and consumers prominently on your website is a strong way to gain trust. For small businesses, this consumer loyalty can make or break a purchase. Lastly, all of these optimization techniques mean nothing without the consumers staying on site. Optimizing site speed is the biggest difference between a consumer staying or leaving the website. The faster your page loads, your bounce rate decreases, and your conversion rate increases. 


ABOUT THE AUTHOr
Connor Dunn is Fifty Six’s Business Development Coordinator. While Connor considers himself fun and laid-back, he brings the energy to everything he does. Living in multiple cities has helped him gain tremendous insight into different perspectives, which he tries to bring to every challenge he faces. He might be a “have a good time” kind of guy, but don’t let it fool you- between the lines or in the workplace, his drive to be successful trumps all. @connordunn35
BACK TO FINDINGS