Landing page optimisation can lower your lead cost-per-acquisition (CPA) significantly. Tests have shown that a well-optimised landing page can increase your conversion rate by as much as 80 per cent.
If you're using landing page lead generation as a strategy in your business and you're not optimising those pages, you're leaving money on the table.
Let's look at how you can get more out of your landing page marketing efforts.
What is Landing Page Optimisation?
Landing page optimisation is the process of tweaking various factors on your landing pages to increase your conversion rate. A higher conversion rate means you'll get more leads from the same number of visitors, lowering your CPA.
The optimisation process often uses A/B testing to compare the results between two alternatives. For example, you can test two headlines or two calls-to-action to see which one converts better. Once you know which works best, that becomes your new "control" and you can test more options against it.
You can speed the process up with multi-variate testing, which lets you test several factors at once.
How to Increase Your Conversion Rates
Different industries will have unique needs but there are several ways to optimise your landing page that will work almost universally.
Don't rely on a single landing page for every visitor and traffic source. Set up separate pages that are optimised for specific audiences and traffic campaigns. This lets you target the content on the page to best suit the people reading it.
Limit the actions a visitor can take when they get to your landing page. Strip away navigation menus, links to other parts of your website, and anything else that could lead them away from the page before they convert to a lead.
Ideally, the only options they should have are to convert to a lead or leave your site.
Get right to the point. Don't waste your visitors' time with a lot of unnecessary content. If possible, put the call-to-action above the fold so it's visible immediately.
Make sure your website loads quickly. Nearly half of website visitors click away in less than 3 seconds if the page doesn't load immediately.
Test with Paid Traffic First
When you're optimising your landing page to convert leads more efficiently, you can't wait for weeks or months to see results. Using paid traffic for testing the changes is the fastest way to see what works and what doesn't.
Use pay-per-click (PPC) or another paid traffic source that lets you send traffic to the page almost immediately. Test and tweak the page this way until you get it converting as well as possible.
Then start focusing on long-term traffic like search engine optimisation, which takes some time to ramp up.
Where to Turn for Help with Landing Page Marketing
Landing page optimisation can be time-consuming and requires some technical know-how to do it right. If you don't have the time or the skills to do it in-house, Lift Strategies can help.
We offer a range of digital marketing services to help you grow your business online. Get in touch with us today to schedule a free discovery session to discuss how we can help you grow your business.
