Best Practices for Designing and Optimizing Landing Pages for Conversions
Posted on 25-01-2023
Are you tired of seeing low conversion rates on your landing pages? Are you struggling to figure out how to design a landing page that truly converts? Look no further! In this article, we’ll be diving into the best practices for designing and optimizing landing pages for conversions.
From layout and color scheme to headlines and calls to action, we’ll be covering everything you need to know to create landing pages that convert well. So, if you’re ready to take your landing pages to the next level and start seeing real results, keep reading!
What are Landing Pages?
Landing pages are typically standalone web pages that are created specifically to drive a particular action from visitors, whether to purchase a product, subscribe to a service, download an app, sign up for a software, register for an event, or do other activities.
Unlike other web pages, what is common to landing pages is that they have a singular focus, which is to drive conversions. This goal is achieved by utilizing a call-to-action (CTA). A call to action can be in the form of a button, a text link, or even a simple statement, and it is always prominently displayed to communicate the desired action to the user. Examples of calls to action are “Sign up now”, “Download our Ebook”, “Claim your discount” or “Book a demo”.
Landing pages have become the primary way of driving targeted traffic, especially via marketing and advertising campaigns. Hence, they have become a crucial matter of interest for SEO professionals as well.
Landing pages are an important component of SEO because they allow for specific keywords to be optimized, which can improve the chances of that page ranking for those keywords. As such, a well-designed and optimized landing page can enhance your website’s domain authority and improve your SERP rankings.
In addition, a well-optimized landing page can improve the bounce rate, increase the average time on site, and increase the conversion rate. These factors can all have a positive impact on search engine rankings, as search engines use metrics like these to determine the quality and relevance of a website.
The Eye10 Rank Checker tool enables you to check the performance of your landing pages from an SEO perspective once you create a group and enter your domain. It shows you the following information for each respective keyword:
Landing Page Optimization
Landing page optimization is the process of improving elements on a landing page to increase the likelihood that visitors will take a desired action, such as making a purchase or filling out a form.
This can include testing different headlines, images, layouts, and calls to action, as well as analyzing data on user behavior to identify areas for improvement. The goal of landing page optimization is to increase conversions and improve the overall performance of the page.
When optimizing landing pages for maximum SEO traffic, there are two important aspects to consider: the design angle, and the content angle. Both will be equally explored in this section.
Layout and Design
Design factors play a crucial role in landing page optimization as they can greatly impact the user experience and the likelihood of visitors taking a desired action. One of the most important design factors to consider when optimizing a landing page is the layout.
The layout should be clean, clear, and easy to navigate, with a clear hierarchy of information that guides the user toward the desired action. To check if your landing page layout aligns with the best practices, the Eye10 On-Page SEO tool comes in handy, showing technical information on content analysis to report on issues present on a webpage, such as this screenshot of heading issues.
Another important design factor that is often overlooked when creating landing pages is the use of whitespace. A landing page that is cluttered with too much information can be overwhelming for visitors and may cause them to leave the page.
By including ample whitespace, the page becomes easier to navigate, and the important elements stand out more. However, white space is only effective when the typography complements it. That means the font should be easy to read, consistent with the website’s branding, and have good contrast with the background. Plus, the use of headings, subheadings, and bullet points where necessary can help to break up the text and make it more easily readable.
When it comes to the content on a landing page, the most important factors to consider are relevance, clarity, and brevity. Make the headlines clear and attention-grabbing, and they should accurately reflect the content of the page. The body of the page should be concise, and it should provide enough information to educate the visitor while still being easy to read and understand.
This means using the right keywords. If you seek keyword ideas and suggestions based on your website’s SEO strategy, then use a tool such as the Eye10 Keyword Planner, which even suggests some ideas from Google Keyword Planner.
Another important content factor is the use of calls to action, which we have mentioned above. The page should have a clear and prominent call to action that tells the visitor what action they should take next, whether it be making a purchase, filling out a form, or signing up for a newsletter.
Additionally, the calls to action should not just be placed in strategic locations on the page, but they should also contain a keyword that you are trying to rank for. And so should the rest of the body of the page. Likewise, use persuasive languages, such as power words and action words, to encourage visitors to take a desired action.
In conclusion, designing and optimizing landing pages for conversions is an essential part of any digital marketing strategy. By following the best practices outlined in this article, you can create landing pages that are visually pleasing, easy to navigate, and most importantly, converts well.
It is also important that, as you carry out landing page optimization, you have tools with which you can optimize progress. This is what Eye10 offers, with its tools that focus on various aspects of SEO including landing pages, keyword planning, and on-page SEO. To upgrade your landing page optimization capacity, get started with Eye10 now.
How do I know if my landing page needs optimization?
If you're not seeing the conversion rates you want, or if you have a high bounce rate, it's likely that your landing page could benefit from optimization. Furthermore, note that if you're not sure how to improve your landing page, it's always a good idea to conduct user testing and gather feedback to identify areas for improvement.
How often should I be testing and optimizing my landing pages?
It's important to continually test and optimize your landing pages to see what works and what doesn't. It's recommended to conduct A/B testing on a regular basis and make updates as needed. You can also use analytics tools such as Eye10 to monitor user behavior and identify areas for improvement.
What is the difference between a landing page and a homepage?
A landing page is a standalone page that is designed to convert visitors into customers, while a homepage is the main page of a website that serves as an introduction to the site and its content. A homepage often includes links to other pages on the site, while a landing page is focused on a specific action or goal.
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