Landing Page Optimization and its Importance in Marketing

Any shrewd inbound advertiser “gets” that once you’ve done all that diligent work to get visitors to your site, the next big step is to convert them into leads for your business. But what’s the most ideal approach to get them to convert? Landing pages , that’s what! They are the heart and soul of an inbound marketer‘s lead generation efforts.


Landing pages literally serve as the location your prospect “lands” on your website. They are focused on a single objective, either informational or transactional. Landing pages provide highly specific information in the form of text, images or other dynamic elements and the ultimate goal is to convert visitors into customers. In addition to prospects, many repeat visitors or customers will come across your landing page.This means that your landing pages need to be optimized for every stage of the marketing funnel for increasing conversions.

Here are the few simple tips for Landing Page Optimization:

  • Optimize every element of your landing page for conversions-

Headline: Find out if a punchier headline works, or if you are better off using a descriptive, clarifying headline. Does different language or messaging change your clickthrough rates?

Image: 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. If there’s anything these stats teach us, it’s that it’s always wise to include a relevant image on your landing page. Try to match then that image with the offer.

Privacy Policy Link: Include a link to your business’ privacy policy on your landing page or directly within your lead-capture form to give your visitors peace of mind.

Call To Action: At the bottom of your lead-capture form should be a submission button. This button is the actual call-to-action button on your landing page. Be sure this button employs specific action words so your visitors clearly understand what they have to do to obtain the offer you’re presenting.

Social Sharing Buttons/Links: Enable visitors to easily share your landing pages with their connections by including social media sharing links or buttons. Include buttons for social networks like Facebook, LinkedIn, Twitter, and the like. Don’t forget to include a share button for email, too.A/B test your landing pages

  • Do A/B testing:

A/B testing or split testing, is a method for testing two versions of a  webpage: version “A” and version “B”. The goal is to test multiple versions of webpages or one specific element that changes between variation A and variation B to determine which version is most appealing/effective.

Running A/B tests on your landing pages is a great way to learn how to drive more traffic to your website and generate more leads from current visitors. Just a few small tweaks to a landing page can significantly affect the number of leads your company attracts. In fact, A/B testing of landing pages can generate up to 30-40% more leads for B2B sites and 20-25% more leads for eCommerce sites! Such increases in lead generation can provide a huge competitive advantage for your company. In fact, chances are your competitors aren’t doing A/B testing right.

  • Optimize Thank You Page:

After your newly converted leads fill out a form, you should always send them to a “thank-you” page, which delivers the content you have promised on the landing page. This is where you bring back the navigation and direct people to other parts of your site, or more offers in which they may be interested.

(Complied by Sana Mokashi)

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