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Landing page optimization is the process of testing, analyzing, and refining a website’s landing page to increase its ability to convert visitors into customers or leads. It offers two primary benefits for your business: increased conversion rates and better return on investment (ROI).
The goal of landing page optimization is to optimize the page to have a high likelihood of converting visitors into leads or sales. When we talk about conversion optimization, there are two aspects:
Conversion rate is a measure of how many users take some kind of the desired action on a form, such as making a purchase or filling out a lead form, compared with how many times someone visits the page.
Relevant, compelling, and creative titles and sub-titles are the first steps in connecting with potential customers. It engages users and encourages them to take actions such as watching videos, clicking pdfs, filling up the forms, etc.
increase click through rate
Example titles:
increase engagement
Engage customers with video
Adding video content can help visitors understand your product or service’s benefits, features, and functionality. By adding a video to your landing page, you are increasing the value of that page and improving the chance for prospects to convert into a lead.
Why you should include video in the landing page
Marketers who incorporate video into their campaigns experience 34% higher conversion rates.
Google says, ‘The average person spends more time on youtube videos s on their phones than it would take to watch’
Video is the best way to reach and engage customers. In fact, 60% of both B2B and B2C marketers use video for marketing (Content Marketing Institute).
The purpose of a landing page is to get visitors to take the desired action while they’re on your site. Keep your design simple with a single goal in mind and ensure the call-to-action (CTA) to take that action is clear.
increase click through rate
Example CTAs
| General | Learn More, See More, See How, Start, Find Out, Check it Out, Click here, Continue, Swipe Up, |
| Ecommerce | Buy, Shop, Order, Reserve, Save, Add to Cart, Pick, View |
| SaaS conversion | Try, Get Started, Subscribe, Sign Up |
| Non-profit conversion | Donate, Commit, Volunteer, Adopt, Give, Support |
| Newsletter or community | Subscribe, Join, Sign Up, Refer, |
| Freebie giveaway | Download, Get, Grab, Claim, Take advantage of |
Landing pages provide a direct line of engagement with potential customers. They’re designed to encourage prospects to take action based on a single call-to-action to initiate a conversion. By having a diverse number and types of landing pages, you can adapt your messaging and calls to action and form fields to the interests of each prospect.
Landing pages provide a direct line of engagement with potential customers. They’re designed to encourage prospects to take action based on a single call-to-action to initiate a conversion. By having a diverse number and types of landing pages, you can adapt your messaging, calls to action and form fields to the interests of each prospect.
With HubSpot and Google Ads campaigns, you can take advantage of the entire lead-to-sale journey by focusing on key actions and enabling a multichannel approach for your marketing team. Through syncing your offline conversions, you can see how your leads perform, import your offline conversions to understand the full value of the lead, then create personalized landing page messages for different segments of those leads. This can help you drive a 101% increase in marketing-qualified leads.