If you're wondering why your visitors aren't converting into customers, it might be time to take a look at your LPs. These pages are very important - they are the first thing that your potential customers see once they click on one of your ads.
As like with anything in digital marketing, LPs need to be tested, optimized, and improved upon. This will make sure they perform as intended and bring you the results you expect. This is of course easier said than done. Luckily there are some things you can do to improve them, and in this article, we collected some of the most popular ones!
Let's dive into how you can make these pages awesome!
Understanding Landing Pages
First of all, what's a landing page? In simple terms, it's the first thing people see when they 'land' on your website from a link or an ad. You want it to be interesting and engaging so they stay and see what you've got to offer.
These pages are basically an advertisement for your product or service. They consist of some sort of advertising text (copy) and images or videos that are followed by clear call to action (CTA) prompts. Sometimes affiliates even have things like pre-landers for their landing pages, which then lead to offer pages, etc. But for now, let's just concentrate on the Landers themselves!
Tips to Improve Your Landing Pages
1. Clear and Concise Headlines
Imagine you're at a huge bookstore, and you see a book with a title that grabs your attention. That's what your headline should do. It tells people what your page is about and gets them excited to read more.
Finding the right headline is not as easy as it might seem. What a lot of affiliates do is create variations of their LPs with different headlines (A/B testing) and then they hone in on what works and what doesn't.
Usually what works are clickbaity titles with some sort of bombastic question or constantation. The only thing you need to make sure is that if you have a bombastic headline, you need to actually elaborate on it in your copy.
- Purpose: It's all about making a great first impression. The right headline will make visitors want to stick around.
- Benefit: With a headline that hooks your audience, they'll likely stick around longer and maybe even take the action you want them to.
2. Compelling Call-to-Action (CTA)
Have you ever been at a crossroads, unsure of which path to take? Your CTA is like a signpost telling your visitors exactly where to go next.
Your call-to-actions can take the form of various things, anything from images, and buttons, to some subheadlines. The entire point of them is to take the attention of your lead and make them take action.
Usually, these take the form of clickable buttons and countdowns for some sort of sale or discount. Make sure they are colorful, bright, and easily spottable for the average user. Play around with different styles, colors, and types of CTAs to get the best results!
- Purpose: You're basically holding your visitors' hands, guiding them on what to do next, whether it's to buy something, sign up, or learn more.
- Benefit: When you tell people exactly what to do and make it easy for them, they're way more likely to do it.
3. Optimized Loading Speed
Ever clicked on a webpage that took forever to load? Annoying, right? Your visitors think so too.
There are stats on how many users leave if the page doesn't load fully within a few seconds, and it's not pretty! The faster it loads the more of a chance that the user will actually stay and read what you have to offer.
This is often done by optimizing the backend code, and lowering the size of images through online image compressors. The better your page is optimized the more people will actually stay for the load and interact with it, so make sure you do the work needed!
- Purpose: Making your page load super fast means nobody gets impatient and leaves.
- Benefit: Quick loading keeps people happy and engaged, and it's even good for your page's ranking on search engines.
4. Mobile Responsiveness
Think about how often you use your phone to browse the web. Your visitors are doing the same.
By some estimations, over 70% of online traffic is done through mobile devices. That's tablets and phones. Considering that fact, you should optimize your pages for mobile-first. This means that all of your images, layouts, and designs look the best on mobile phones, and then you scale them up for desktop if needed.
Google even takes mobile optimization as a key factor in SEO optimization. So make sure you do your best to optimize your mobile LPs!
- Purpose: Making sure your page looks good and works well on all devices, especially mobile phones, is key.
- Benefit: A page that works well on any device means more people can use it easily, leading to more potential customers.
5. Use of Engaging Visuals
Images are the key thing that will stick with your visitors. That's why visuals on your page are so important.
Bright, popping, colorful images work the best in most cases. Your images should be able to pop out amongst hundreds of similar images and catch the eye of your customers. The most important image is the first one you show, as it will set the tone for the entire LP.
The same goes for videos, use interesting and bright videos that pop and make people interested in watching the videos!
- Purpose: Using cool images or videos can help explain your product or service quickly and keep people interested.
- Benefit: Great visuals not only grab attention but also help your visitors remember your message.
6. Social Proof and Testimonials
Think about when you buy something online; you probably check the reviews first. Your website visitors do the same.
The testimonials you show on your site should be REAL. Fake testimonials are easy to detect and they often make people think that your entire site and product is completely fake, which is bad, obviously.
What you maybe should avoid is showcasing bad reviews, unless it's a bad review that reads more like a positive review done by a weird person, than an actually bad review!
- Purpose: Including testimonials or stories from happy customers builds trust.
- Benefit: When new visitors see that others have had a great experience with your product or service, they're more likely to want the same.
7. Simplicity and Clarity in Design
Ever been to a website that's so cluttered you can't find anything? We're going to avoid that.
When designing your website, make a clear plan on what you want to have on your page (element-wise), and try not to add anything additional to it if you don’t have to. The more elements you add, the more likely that the site is just cluttered and hard to navigate.
- Purpose: Keeping your design simple and clear means visitors can find what they need without getting lost or overwhelmed.
- Benefit: When your page is easy to navigate, visitors have a better experience and are more likely to engage with your content.
8. Continuous Testing and Optimization
Just like how video games get updates to make them better, your landing page can too.
Make sure you always test variations, and change up creatives, styles, copy, and design. The more you change the more important it is to track how things perform. Sometimes changes will be for the worse. The important thing is to quickly recognize patterns and always improve on your existing LPs and make them better!
- Purpose: Regularly testing different parts of your page helps you understand what works best.
- Benefit: By always improving, your landing page stays effective, keeping up with what your visitors like and need.
So, improving your landing pages isn't as simple as many expect. Finding exactly what you need to change to keep your audience engaged and interested is very difficult. This makes giving exact info on changes hard, as there are so many variables.
Luckily these tips are general enough, that most of you can use them to improve your LPs. Keep them in mind, and you'll be well on your way to having landing pages that don't just look good but actually work for your campaigns.
Use these optimizations to your advantage and make sure that you get the most out of your LPs and earn some nice profit!
How do you optimize your LPs? What are the things that have the biggest impact? Share your experience with us in the comments below!
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