5 Steps to Optimize Your Landing Page

By Ravi Trivedi | @trivediravi | ravi@srijancapital.com Digital Marketer | Entrepreneur | Investor

5 Steps to Improve Landing Page Conversions

Conversion Optimization Tips

Summary of Elements of Good Landing page Live Examples

A) Headline should have clear value proposition

B) How do you come up with a Crisp version

Identify Your Target Market

What Business You Are In ? [ 2 Sentences] Who are you Marketing to?

Is It Targeted Enough? Is It Targeted yet large Segment

Hone your Messaging on the Page Create Messaging For Target Audience Broad messaging has poor conversion Create messaging for what the customers

CARE about, not features that you like.

Use a Phone Number from the Target Country Add Testimonials, Add Brands Who are Using Your product Add Safety Seals

Create Urgency to Act. Create Incentives

Limited Time Offer

Make Your Call to Action Prominent

Reduce # of Call to Actions

Color of Call To action Button

Keep Messaging Consistent. Make sure the

Call to Action matches the Headline

* Changing Button Color to Red Increased Conversions 21%

Source : http://www.quicksprout.com/2014/01/24/how-colors-affect-conversion-rate/

1. Reduce Friction Elements

1. # of Data Elements

2. Ease of Data Entry

3. Show Pricing Upfront

2. Anxiety - Asking for Personal Data

1. Reduce concerns in sharing data [ Spam]

Links Distract Users, so remove all unnecessary links on your landing page

Lot of landing pages even remove the complete navigation

1) Clear Value Proposition/ Crisp Messaging 2) Increase Trust 3) Clear Call To Action 4) Reduce Friction Elements/Anxiety 5) Reduce Exit Links

Which Step is relatively more important ?

Source

* Source : Marketing Experiments Model [http://www.marketingexperiments.com/]

* Source : Quick Sprout

1. HEADLINE – Concise and Clear

2. IMAGE or VIDEO - Visual Convert Better than Text

3. BENEFITS - Clear Value 4. CALL TO ACTION – Clear,

Increase Chance to Click. Color

5. ABOVE THE FOLD 6. REDUCE EXIT LINKS 7. DESCRIPTION - Features 8. TESTIMONIALS - Increase

Trust 9. TRUST ELEMENTS -

• Tell me the Startup/Company/Website you run/manage • Share Your Landing Page For Review

Good References

Marketing Experiments - http://www.marketingexperiments.com

Visual Website Optimizer Blog - https://vwo.com/blog

100 Case studies on Conversion Optimization – https://blog.kissmetrics.com/100-conversion-optimization-case-studies/

What is A/B Testing?

Comparing two versions of a web page to see which one performs better.

Optimize for CTR, Conversions [Macro or Micro]

What Can You Test Headlines

Sub headlines

Paragraph Text

Testimonials

Call to Action text

Call to Action Button

Tools – Google Website Optimizer [ Now

Content Experiments ], Visual Website Optimizer, Optimizely