What Strategies Can Improve Landing Page Performance?

An optimised landing page will show your visitors relevant information, along with the right balance of functionality and design, encouraging them to convert. Landing page optimisation comprises of three stages:

1. Identify problems regarding funct6ionality or design that can contribute to low conversion rates and a high bounce rate
2. Use A/B testing to test various page elements, identifying which combination works to achieve your goals
3. Measure the effectiveness of the pages conversion rate to track the success of your optimisation strategy

Why Landing Page Optimisation is Beneficial for Your Business

Landing pages are considered highly valuable when it comes to an effective digital marketing strategy. With a few simple tweaks, you can maximise your landing pages performance, unlocking the potential of your campaigns. When using best practices, you help visitors find value from your products, services, or application. Landing page optimisation helps to:

• Improve user experience by providing useful, relevant, and well-structured content
• It ensures you achieve the best possible conversion rate
• Reduces the cost of customer acquisition

Strategies to Improve Landing Page Performance

When your landing pages are optimised, it boosts engagement and conversions.  The top strategies used to improve your landing page performance includes:

Know Your Audience

The best way to boost your landing page performance is to have a good understanding and knowledge of your customers. The better you know your audience, the higher your chances re of creating an optimised landing page that provides them with value.

It is important to know the purpose of your landing page, ensuring it meets your audiences needs. Common goals of a landing page includes making a purchase, signing up for a newsletter, starting a free trial, or contacting your sales team. 

Identify Any Potential Problems

Landing pages enables you to connect with your visitors, communicating value quickly and effectively. Never base your landing pages on guess work, always look for new and actionable insights about your landing page. This includes user interviews, focus groups, and more that provide you with ongoing information on what your consumers are looking for and what they are thinking. 

Conversions Should Be Kept Front and Centre

It is imperative that you clearly lay out the steps visitors need to take when visiting your website. Take the time to implement conversion rate optimisation best practices into your landing pages, such as crafting clear headlines relevant to your keywords and text. Write convincing landing pages that communicate value, while having eye catching and clickable call to action (CTA) buttons.

Remember to use images that are clean and attractive, along with trust indicators, such as customer testimonials.

Optimise Your Landing Pages for Search Engines

Even If your landing page has been designed for a pay per click (PPC) campaign, you must also optimise it for organic search. People often find landing pages throughout organic searches, driving engagement metrics and conversion rates.

You need to incorporate Google's Best Practices for SEO into your landing page, helping you improve your ranking in search engine results pages (SERPs).

Ongoing Testing for User Experience (UX)

When your landing page looks good, that is a good sign, but landing page performance isn't only about looking good. It's important to create an engaging and effective user experience (UX). Optimised landing pages offer persuasive, easy to navigate, and visually appealing experiences. If you think your landing pages are already optimised, continue searching to see areas of improvement.