17 Tips to Optimize Your Landing Page and Get More Sales

Optimize your landing page and get more sales… Keep reading and discover how directly these two terms are related.

There’s no use in creating marketing strategies, tactics, campaigns… If we don’t have a clear and powerful landing page, we are NOT going to convert.

I know. I repeat myself. Sometimes I feel like I use this blog as an outlet to express some of the things I constantly repeat to clients.

Over and over again

For something to work well, for business objectives to be met, all the links in the chain must be in place. If one doesn’t work, when one fails, the chain breaks. It seems like this puts too much pressure, it could be mistaken for perfectionism, but it’s not. I promise you it’s just a teamwork philosophy (all parts of the system must be aligned for it to function); and basic principles of communication and integrated marketing. Everything that works well within a brand’s strategy shines and illuminates the rest of the work areas. The same happens when something doesn’t go well… that weak point, that task that received less attention, that channel that wasn’t invested in, that botched job we once decided to do… sooner or later starts to leak and weaken the entire structure.

Now then, when that missing link is the landing page, it’s even worse, because –as its name suggests- we’re talking about the landing or destination page. We’re talking, no more, no less, about the site where we send our clients and potential clients to seal the commitment with the brand. If when they land, they don’t like what they see, it takes too long to load, they don’t understand it, the navigation is complicated or boring… forget it. They’re going to leave. There’s nothing to be done.

So yes, optimizing your landing page and getting more sales are two things that go quite hand in hand. To generate a maximum number of leads, it’s necessary to optimize ALL aspects of the landing page.

The landing page

Landing pages are essential for generating leads. As we already know, a landing page is a unique web page that appears in response to clicking a web link, a search result, or a digital ad.

The landing page will generally ask users to perform a specific action. An example is the page where we invite you to register for free on our email marketing platform.

A better landing page = more leads

The conversion rate is determined by the actions a visitor takes on this page. Everything must be optimal on that landing spot for visitors to stay.

How to achieve it? Here are some tips that have worked for us from our experience… and others we’ve had to learn along the way…

17 Tips to Optimize Your Landing Page and Get More Sales

We have structured them into four transversal tips with detailed and slightly deeper shortcuts; and 13 practical and easy tips you shouldn’t forget.

1. Agility above all

In two senses: One: It’s not a topic we should fall asleep on; and, two, by the way, speed is one of the most valued attributes when optimizing your landing page.

“Users love fast sites”, warns Google in its Official Guide to Optimizing Landing Pages for Digital Marketers. In this case (as in most), it’s wise to follow Google’s guidelines because, besides, if you want to achieve a high conversion rate, you want Google to give you a high position in its search results. This is only achieved by following its rules and staying updated.

• Study the page’s performance using the Landing Pages site on Google AdWords. Ensure the page loads quickly. Use PageSpeed ​​​​Insights to find ways to make your site faster, especially on mobile devices.

One more tip:

2. Mobility matters

More than 50% of web traffic right now is generated by mobile devices. That’s why, it’s important that the mobile experience of a landing module is excellent.

We don’t want to see high mobile bounce rates or lose buyers because the page displays poorly on smartphones. For example, landing pages that render with tiny fonts are a conversion disaster.

What can be done?

• Ensure the page is mobile-friendly by running it through the mobile compatibility test of WebsitePlanet.
• Create an AMP version (Accelerated Mobile Pages) of your page. This is a web page with static content optimized for browsing on mobile devices.

3. Content is still king

No matter when you read this or what exactly we’re talking about. This will always be true.

As Google writes in its guide to optimizing landing pages:

“Landing pages optimized with relevant and well-targeted messages generally generate more conversions and provide a higher return on investment.”

In other words, you have to present the information users are looking for. Give them exactly what they expect.

But first, to do it right, it’s necessary to know who this user is, the target audience, as specifically as possible. If you know your key audiences well, you can communicate effectively with them.

After determining the persona, the sales funnel comes into play. The Lean analysis is an excellent and innovative method to optimize your funnel. Benjamin Yoskovitz and Alistair Croll introduced this method in their book of the same name. The central idea behind the analysis is this: by knowing the type of business, what it is, and the stage it is in, it’s possible to track and optimize the most important metrics for the business at this moment.

Therefore, here are some feasible measures:

• Test the landing page through Google Optimize, a tool that can be integrated with AdWords to test landing pages at no additional cost.

• Do brand personification exercises and try to know and define the target as much as possible.

• Determine the visitors' intentions. Look beyond keywords and create content based on the consumer journey.

• Run the Lean Analytics cycle to create a sales funnel and determine the KPIs.

4. Effectiveness cannot be assumed

After doing everything possible to optimize the page and the funnel, it’s necessary to ask the hard questions: is it working? Is the conversion rate as high as I want it to be? In this phase, you have to keep testing and improving. Without fear. The best way to optimize landing pages is to treat them as a living element, evolving as we test and measure results.

Extras:

• Conduct A/B tests and study the results in Google Analytics. Continue improving the landing pages based on this data.

• Optimize the sales funnel. It seems obvious, but it always needs reviewing because it’s not static either. They are always evolving too, both people and businesses. Can the number of steps in the funnel be reduced? Are there other ways to replicate the funnel? Analyze your users’ data and pay attention to each point of the funnel: what goes wrong, what goes right, where they are, etc.

So:

The landing page must be optimized to increase traffic, conversions, and encourage customers to make a purchase.

And this must be implemented across the board, in small, medium, large companies, blogs, or personal brands.

Just as with mass emails, it’s important to keep in mind that internet users are subjected to thousands of daily communications and are directed to thousands of landing pages. Standing out from the crowd with a clear, simple, and attention-grabbing landing page is key to boosting conversion.

Final practical tips

5. Keep the landing page text to a minimum

6. Organize your landing page

7. Use infographics

8. Don’t jump ahead to sales

9. Incorporate a unique, strong, clear, powerful call to action aligned with a specific business objective

10. Maintain a discreet brand presence

11. Incorporate colors

12. Use photos of people

13. Show your product in use or your service in development. Make it clear what it’s for and what people will get

14. Include Testimonials

15. Add directional cues that guide navigation easily and simply

16. Rely on multimedia resources, such as videos

17. Keep it simple

Conclusions

Let’s get to work. Optimize your landing page and get ready to make more sales.

Don’t let anxiety eat you up. There is no magic formula. It will take time and several attempts until you find the ideal formula for your business.

As with email marketing, the important thing is to keep moving, keep adapting, and evolve with people.

You create the content. We send it.