Digital Marketing Essential Keys 2.

Intelligent Landing Page Optimisation Increases Conversions

Conversions or simply put; making the sale, capturing the email address, getting the call or whatever your business objectives may be is what this is all about.

Check out the video below for some tips that you can apply to your site today and start increasing conversions

However, getting that valuable traffic to your site is just the start.

It's ok having a page one Google listing for a relevant keyword but it's another story altogether when your web site is not converting those valuable hard earned leads into sales or enquiries.

Ultimately, conversions be they sales or enquiries are the name of the game online or in any business situation so it's critical that you do everything that you can to make conversions happen as frequently as possible.

The Right Message at the Right Time is Crucial for Effective Landing Page Optimization

Users on average hang around for a few seconds at most so it is very important that you do all you can to catch their attention and keep it.

When optimising your web site for maximum conversions you need to be very ruthless with yourself and makes sure that every page is set up to make a conversion happen

Sometimes you will have to put other priorities on the back burner to ensure that your conversion mechanisms are not drowned out by unnecessary noise.

You should also be aware that your visitors are going to be at different stages in their thinking when they arrive at your site and you should be prepared for this.

Every visitor needs to be welcomed into your site correctly and then 'funnelled' to the conversion mechanism carefully. A buyer should land on a product page and a researcher on an information page that has a link to a buying page (i.e. the next stage in the funnel).

With this in mind you have to prioritise your goals and ensure that the main goal for each page is prominent. Obscuring it with irrelevant content will cut down your conversion ratio drastically.

Here are The Top Landing Page Optimisation Factors

- Your page should be relevant i.e. if my advert says 'hand made furniture' your page headline and copy should be focused around this keyword

- Obvious and visible call to action above the page fold (so the user does not have to scroll!)

- Powerful headline that connects with the user on an emotional level e.g. 'Beautifully hand crafted furniture you will be proud of'

- Clearly display any examples of trust or validation from others. Help your users to feel positive about your company quickly. Testimonies, case studies and privacy pages help.

- Summarise the page content with some bullet points

- Provide your users with a clear image of your product or that gives a positive impression of your services

- Make your web site text readable (font size and colour matter here)

- Write compelling copy that talks benefits first then features second

- Avoid industry jargon or business speak, it impresses nobody but the person that is writing it

- Keep colours well contrasted and appropriate to your business

If you apply as many of these principles to your web site you should see a significant improvement and remember test and test again - this type of work is never done!

Click here for part 3, continuity and repeat business

For a more detailed look at the subject of landing page optimisation I highly recommend a book called Landing Page Optimization (surprise!) by Tim Ash.

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For more information on how we can help you with landing page optimisation and your digital marketing strategy call on 05603 145 278.