So why is landing page optimization so important? First impressions mean everything and any visitor to gets to your site whether it’s from search engine optimization, paid search marketing, banner advertising, affiliate marketing, social media, email marketing, or any other way needs to convert at the highest rate for you to be successful. It is a very big goal but it is ultimately the goal you or your client really cares about. When you think about you or your client’s online marketing programs rise or fall on the outcome of your landing page optimization and the testing strategy you have implemented.
So let’s start with the basics:
Element optimization – Basically an element is something on your landing page. It can be a button, headline, copy, search function, or anything you can single out on your webpage. You can test these elements to find the best version. It really is the lowest level of landing page optimization and it is important to a specific page but in the global view it has the smallest value.
Page optimization – When people talk about “landing page optimization” they talk about the combination of the best elements optimized including the best landing page template of the page. You can make a significant impact on the conversion rate of a specific page which in turn can give you a tremendous boost to you Internet marketing’s results. For most this can make or break your business.
Trail optimization – Have a great converting landing page starts with serving the right expectation. I have talked in a previous post about this and it is something I feel this is extremely important for you and/or your client to understand in order to maximize conversions. The trail starts with the entry point like an ad, banner, or email and sets the expectation of the visitor. Management and optimization of this expectation to make it the best it can be will keep you further ahead of your competitors and help you convert at a higher rate.
Segment optimization – As we all know, not every person is the same and not all clicks are the same. Visitors arrive to your pages from different search engines and website, see different ads and banners, and have different needs. The goal here is to cater to the different segments and gather valuable insights on them to improve your conversion rate to that specific segment. Visitors who come from Google will act differently from Bing visitors, return visitors will act differently than new visitors, and weekend visitors will act differently than weekday visitors. Finding what converts best for each will make a big impact!
Campaign optimization – Hopefully your Internet marketing strategy has multiple campaigns such as SEO, paid search, banner ads, ETC. Each one of these campaigns can be optimized to match the right trail and page to improve the overall campaign’s effectiveness. This is not easy by any means and takes a tremendous amount of coordination but can really accelerate you and/or your clients’ success while making outcomes very visible to executive management.
Production optimization – This is about optimizing the efficiency of producing, organizing, and optimizing across different campaigns. The more optimized your production process is the more optimization you can achieve.
Strategy optimization – Does your overall strategy allow you to develop highly segmented strategies quickly and to use those learning’s to maximize the overall strategy?
So what does this all mean? Simply put the further you can optimize from the element level up to the strategy level the better results you can achieve. Start off by signing up for Google website optimizer. This is a free tool offered by Google to help you perform basic landing page optimization. Then start off with basic page element tests on your top trafficked page like button shapes, colors, and messaging then move on to content type elements like headlines and body copy. Give the tool a chance to work and you are on your way to achieve higher conversion rates for you and/or your client’s site. Most of all have fun with testing and landing page optimization.
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