Optimize landingpages: 10 tips

Based on the Dutch article 10 tips: maak van landingspagina’s een succes on Frankwatching.

Optimization of your campaign’s or se4rch action’s landingspage is essential for a high conversion (to the end-goal, for instance generating a sale or lead). 10 tips to be succesfull:

1. Define a concrete goal: what is the kpi (key performance indicator) of your campaign? Say you pay 0.10 cents per click for a Google Adwords campaign. You have 1000 people that click. Then you pay 100 dollar. Say you have a conversion of 0.2 %. That means that 2 people become a lead/buy your product. Then you paid 50 dollar per lead. Is this worth it? Is 50 dollar per lead an acceptable kpi for you? Define it and make (technically) sure you measure it.

2. Point out specific landings page. If you link to a productpage, make sure you optimize that page (leave out distracting info etc.). Never link to your homepage. Monitor which pages are frequently entered via search engines and optimize these pages.

3. Be sure you make a good first impression. Make it visually attractive.

4. Be sure your landingspage and campaign teasers (posters/banners/tv ads etc.) are visually and textual in line with eachother. People search for recognition and come for that one specific thing that they were teased by/that they were promised.

5. Minimize distraction. Make sure they reach the desired goal, increase conversion. Consider leaving out the main navigation or side navigation bars etc.

6. Create one clear call to action. Make sure it’s above the fold.

7. Communicate your claim (your campaign’s pay-off) on a prominent position.

8. Write short, effective copy. Use bullets to sum up features and advantages.

9. Gain your visitor’s confidence. Give guarantees/contact info close to the ‘buy’ button.

10. Keep measuring and improving.