Turn More Users Into Customers With Landing Page Optimization
Management Summary
Landing page optimization increases the conversion rate
Now pay attention to everyone who is thinking: Why do I need my own landing page, I have a lot of subpages on my website – there is a suitable page for each of my topics. Unfortunately, I have to disappoint you: these pages are not landing pages. The aim of a landing page is to provide all the information the user needs at a glance. The user should feel in good hands and immediately know what to do on a simply structured page. Ideally, a landing page leads the visitor to become a satisfied and paying customer – without having to click through several sub-pages of your website. Landing page optimization can therefore sustainably increase the conversion rate.
What sounds simple is not that easy to implement. As the owner of your website, you know it inside and out, which can lead to operational blindness. This means that ALL existing information is often viewed as important. When it comes to landing pages, the shorter and crisper the better. You should always keep this motto in mind.
The purpose of landing pages
Every website has one or more goals – otherwise it would have no right to exist. Of course, every landing page also has a goal. This varies depending on the area of application – and there are a variety of reasons to set up a landing page:
– Generate user data for special discount campaigns
– Sales of certain products
– Collecting user data for your newsletter
– Providing product information / introducing new services
– Competitions
– and much more.
Different content is relevant on every landing page and therefore different paths lead to success. However, there are basic rules that you should keep in mind when creating any landing page. We have summarized 7 general tips for optimizing your landing pages for you:
With 7 tips for the optimal landing page
Existing collections can be adapted just as easily. To do this, for example, click on “Edit Collection” in the “Life cycle” collection and you will be taken to the same editing menu. In the following screenshot, we have completely removed the monetization area for demonstration purposes and adjusted the order of the topics within the “Life cycle” collection.
1. Crisp headlines & subheadings
What is the core message of your landing page? Is it about a promotion, a competition or product information? Say it straight away in the headline. The user therefore knows that he has landed in the right place. Be sure to also include subheadings. Here the user can continue working and always see immediately what is going on.
2. Get to the point
Don’t beat around the bush. Long introductory words about you and your company have no place on a landing page. Since a landing page is not read completely but rather scanned, short texts or bullet points are recommended. Always explain as little as possible, but as much as necessary.
3. Short form
First, think about what facts you would like to know about the user. You must provide a separate field in your form for all of these points.
Complete? Then think again about which fields youreally absolutelyneed. Be happy when someone gives you their little finger, don’t grab the whole hand. If you can get by with the last name and email address for now, feel free to leave out all other fields. A form that is too long and therefore requires additional effort to fill out has a deterrent effect on the user.
4. Meaningful calls to action
Would you like visitors to your landing page to fill out a form so you can test a product cheaper? Then show the user that they can achieve this by clicking on the button.
5. Clearly communicate added value for the user
If the user doesn’t realize what benefit they will get from filling out the form, they won’t do it. Nobody likes to disclose their own data without knowing the benefits. Clearly communicate the added value for the user.
6. Instill trust
Trust boosters, testimonials and voices from satisfied customers help the user to trust your company or your product.
7. Do not allow distractions
Many websites offer a visitor countless options to get to their destination. Avoid this on your landing pages. Offer exactly one option and avoid anything that could distract the user.
There is no generally valid recipe for the perfect landing page. The landing page must be tailored to the respective industry/product/service. The structure of the landing page for a product that requires explanation must of course look completely different than for a simple service. Often a few terms and images can say everything and the user provides their email address. In other cases, it takes more to convince the user.
