Tips that you won’t see on most landing page optimization checklists and practices that significantly impact your page’s effectiveness.
If you’re looking to improve your landing page’s performance, it’s essential to optimize it using landing page best practices and page optimization practices. By doing so, you can significantly increase your page’s conversion rate and achieve your business goals.
In this article, we’ll explore five lesser-known landing page optimization tips to help you optimize your page and take your conversion rates to the next level. So, let’s dive in and discover how these tips can help you improve your landing page’s effectiveness to convert your visitors into happy customers.
1. Define how much you have to say.
What???
How do you mean to define how much I have to say? And how do I know that?
Only some visitors come from the same destination and with the same intention.
For example, Let’s say you have a Roof Repair company. A visitor who clicked on your Google Ads and came from the keyword “emergency roof leakage repair” has a higher and different intent than some who click on your ads with the keyword “best roof leakage repair companies.”
The message for the Visitor with the high intent (keyword “emergency roof leakage repair”) should not be long; I bet a landing page with enough text to prove you are legit and a cellphone number will get them calling, or even an ad with your cellphone number will be enough.
For the Visitor with lower intent (keyword “best roof leakage repair companies.”), you need to have a longer message because they need to understand why they need to choose you and what value you can bring them.
So, to define how much you have to say, you need to understand the customer’s level of awareness:
- Are they problem-aware and not solution-aware
- Are they solution-aware but not aware of your brand
- Are they brand aware (do they already know your brand)
After identifying the awareness level, you can decide on the length of your message.
2. Filter out 99% and plant the seed. (For the Problem aware audience)
Did you know 5 billion people have internet access? But companies need more customers.
Be specific to succeed.
With the cost of Digital Ads rising and the ad platforms adjusting to privacy, your focus should be on making your ads more specific.
You should:
- Earn your audience’s attention by letting them know you understand their pain, problems, and desires.
- Position yourself as their trusted adviser.
- Add value instantly.
- Filter all those that are not your ideal audience.
- Build enough motivation and trust to send them to your landing page.
3. Turn them into the hero of their journey
Most people think talking about their product features and benefits would be enough.
This could work for visitors with a high awareness level, but you need a different approach for those with low awareness.
If I could get the one with the highest awareness, why would I go for the one with the lowest awareness? The one with the highest awareness might cost you more and have the lowest visitor volume in marketing. The one with the lowest awareness might cost you less, and once you position yourself as a leader in their minds, it will be hard for anyone else to take your place.
A visitor with a high solution awareness means high competitor awareness, and you have to compete against potential competitors. At the same time, a visitor with only problem awareness (low awareness) also means low competitor awareness and less competition to win their trust.
So, how can you turn them into the hero of their journey?
If we use the Fogg Behavior Model:
Motivation,
Ability,
and a Prompt.
We increase motivation by making the Visitor aware that we understand their pain, problem, struggle, and desire and showing that there is a different way, one they have yet to try.
Highlight how your product or service will enable them to overcome challenges, get things done, or acquire what they need. We make ability easy.
This will inevitably lead to action (prompt).
You do this with:
- Storytelling
- Using the structure of implanting belief
- Add value
- Address Objections
- Reduce perceive risk
4. Show proof of how life will be.
When it comes to proof, we get stuck in reviews only.
But proof can be
Images or videos of workers trying/using your product/service
Pictures or video of yourself using your product/service
Images of your family or friends using your product/service
It isn’t something other than the customer or an influencer reviewing your product.
If you are confident enough in your product/service, you will not be afraid to show or share it.
5. Optimize the after page
The next step after a customer converts to your landing page is crucial. You need to capitalize on their trust and avoid buyer’s remorse.
It all depends on what type of landing page you have. For a newsletter sign-up, create a confirmation page and remind them of the value they’ll receive.
A good post-conversion page has two goals: tell them what to do next and give them more value. Optimize it well for success!
Conclusion
Optimizing your landing page is crucial. It helps increase your conversion rates and achieve business goals. Implementing landing page best practices and page optimization practices is key.
Utilizing lesser-known tips such as defining your message length and filtering out the ideal audience can help. Turning visitors into the hero of their journey and showing proof of how life will be are also effective strategies.
Optimizing the after page is crucial to avoid buyer’s remorse. By providing value and understanding your customer’s pain points, you can become their trusted adviser.
With these landing page optimization tips, you can take your page’s performance to the next level and achieve your business goals.
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