landing-page-optimizationMost people who are new to the internet marketing game are focused on getting traffic to their website, whether it be through SEO, PPC, or other forms of advertising. And it’s true, traffic absolutely is an important piece of the equation. But an equally important part is often missed: What do you want people to do when they get to your website? Do you want them to buy something? If you’re an eCommerce site, that’s obvious enough. What about if you have a business website, don’t you want to capture some leads? You can do that through contact forms, newsletter signups, webinar signups, etc. Get creative and give them a reason to offer their email addresses or phone numbers.

If you don’t have a game plan, all the traffic on the world isn’t going to help you. It’s about telling visitors exactly what you want them to do when they visit your site; you want them to complete some type of goal, known as a converion. So how do you get them to do that?

It’s called landing page optimization or conversion rate optimization.

In order to make sure your landing page or pages are as effective as they can possibly be, you can perform what’s known as multivariate testing (testing multiple variables on the page). A great program for this is the free Google Website Optimizer. The nice part about the Optimizer is that it will test a bunch of different variables at once and present you with the best of each test variable in order to create an awesome landing page.

Once you have a clearly defined goal(s) for your website, you can start testing the following elements:

1. Headline: The headline of your landing page is considered one of the most important things to focus on. It needs to grab the visitor’s attention right away and encourage them to read on to find out what you have to say and see what you want them to do. Try out a few different headlines and see which one comes out on top. You’ll probably be surprised by which one performs the best.

2. Images: If you have an image on your page to jazz it up, experiment with a few different ones, as well as their placement. You never know which image might please the user more – and if they’re turned off by the image, they might leave the page without seeing what you have to offer.

3. Colors: Color is a very important part of the visual experience. For example, white text on a black background makes the eyes strain and is less pleasing to the eye. Words in red tend to get people’s attention, as well as those that are highlighted in yellow. It would also be wise to test the background color of the page. White or gray is usually safe, but you never which people prefer until you test.

4. Call to Action: This is sort of like the piece de resistance of the whole page (that’s French for “the best part” to any non-speakers). This is what is really going to entice them to buy, email, signup, etc. If they are downloading a whitepaper in exchange for their contact information, “Download Here” is not going to cut it as a call to action. “Learn How to Make More Sales NOW!” is a much better call to action for a website specializing in sales coaching. You have to makes people want to take that final step. Experiment with a few different CTAs, offering a rebate, something for free, etc.

And this is just a very short list of things to test – there are tons. I am doing a ton of testing with Google Website Optimizer for a couple and credit card processing sites and the conversions have already increased. There is no reason not to optimize your web page.

 

 

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