A landing page is a webpage in which you offer a valuable resource from your business in exchange for a visitor’s contact information. It could also refer to a special page in your website that encourages visitors to a take a particular desired option. You can also get this information using an opt-in form where a user can enter details such as their first name and email address.
Landing page optimisation is the process of improving various webpage elements with the objective of increasing conversion rate. It is a form of conversion rate optimisation that relies on methods like A/B testing to increase the effectiveness of your marketing campaigns.
Here is a video on the anatomy of a high converting landing page.
Source: Neil Patel
Types of Landing Pages Used by Businesses
The following are the most common types of landing pages used by businesses in Singapore.
Click-through Landing Pages
The only objective of a click-through landing page is to convince users to join the conversion funnel. It does this by providing information about a product, an offer, or a service, as well explaining its value to the visitor. Once the users clicks on the call-to-action, they get redirected to webpages where they can complete the transactions.
Lead Capture Landing Pages
Also known as squeeze page, the objective of lead capture landing pages is to collect information from website traffic. The sales and marketing team then uses the collected data to generate leads. Ideally, a lead capture landing page should not have exit paths. Instead, it should only have a call-to-action where the users submit their details.
Viral Landing Pages
These are landing pages used for brand promotion through word-of-mouth marketing. The objective is to use existing visitors to promote a business to friends and family.
A microsite is essentially smaller version of a website. These landing pages typically have designated URLs depending on the timing and relevance of the campaign. Unlike standard landing pages, microsites have several pages. The reason why people regard them as landing pages is because they intend to increase conversion rates.
Features of an Ideal Landing Page
The ideal landing page is on that addresses all the demands and need of your target audiences. More importantly, it should also be in line with your business objectives.
When you design and optimise your landing pages correctly, you can significantly increase your revenue, attain your business goals, and improve your conversion rate optimisation strategy.
The best landing pages follow a set of processes to ensure they achieve their objectives. The five critical stages of building the perfect landing page are functionality, accessibility, usability, intuitiveness, and persuasiveness.
The first characteristic of an ideal landing page is functionality. When a user visits it, they should not experience any technical issues.
Your landing pages should be easy to access. This means that visitors should not face any difficulty when trying to find your landing page. For this reason, it is essential to invest in SEO and PPC to increase the visibility of your landing page. Also, ensure that your pages are accessible across all platforms, especially mobile devices.
Once you make your landing page functional and accessible, the next stage is improving usability. It should be easy to scroll, free of clutter and the copy should be readable. When your landing page is easy to use, users are likely to act faster.
The organisation of your landing page elements must be in a way that makes sense to the visitors.
Lastly, your landing page must persuade your website traffic to convert into leads and loyal brand ambassadors. Make sure that your copy is convincing and the call-to-action is compelling.
How to Get Started with Landing Page Optimisation
Even if you observe all the qualities mentioned above, it is almost impossible to create a perfect landing page at the first attempt. It takes time and a series of test to perfect the art of creating the best landing pages.
The average conversion rate for landing pages is 2.3%, but the top-performers have slightly higher numbers.
The following table shows the average conversion rates achieved by different landing pages.
The following are helpful tips on how to get started with landing page optimisation.
1. Limit the Number of Actions on the Landing Page
Many marketers wrongly believe that using multiple CTAs on landing pages increases its conversion rates. The reality is that most visitors prefer webpages with a few functional elements. By removing redundant forms and other unnecessary elements, you can improve your conversion rates significantly.
2. State Your Offer Clearly
An excellent headline and value proposition can improve your bottom line. Make sure that the copy on your landing page uses a language that is familiar to your target audience. If needed, use long form copy to explain to your visitors that your offer is better than your rivals’.
3. Match the Expectations of Your Visitors
The keywords used on your landing page copy should be similar to the ones on your ad listing. Also, make sure that you know the online platforms that are popular with your target audience. This ensures that what you post on the internet aligns with what is on your landing page.
4. Make Your Business Credible and Trustworthy
Your landing page should have various forms of social proof to increase the credibility of your brand. Some of the ways of doing this include user reviews, partner logos, and case studies, and so on. You could also include trusted badges that confirm your status as a legitimate business.
5. Use Different Incentives to Get Customer Information
If your current offer is not generating leads or improving your conversion rates, it is time to use alternative methods. For instance, if you were previously offering free trial to your products and services, you could start giving free eBooks. As long as your new free resource offers value to your visitors, you are likely to get better returns.
6. Increase Page Loading Speeds
Page loading speed is one of the leading ranking factors on Google because it affects user experience. The same applies to landing pages. As more people start using smartphones to access the internet, page load times increasingly become a crucial element of landing pages. A faster page translates into reduced bounce rates, which increases the chances of conversions.
The following graph shows how page loading speeds affects the performance of a landing page.
Source: John Chow
7. Optimise for Search Engines
Optimising for your landing pages for organic search is much better than relying on paid ads to increase visibility. Search engines tend to give preference to landing pages that employ SEO over those that use PPC advertising. This means that you are better off investing both, but more efforts should go towards SEO.
The Elements that Influence the Performance of a Landing Page
The primary objective of a landing page is to provide an experience that encourages visitors to convert into customers. As mentioned earlier, most marketers think that overemphasizing visuals guarantees more conversions. It is worth noting that excellent graphics without the right message are useless.
The following are the critical elements that need improvement for you to succeed in landing page optimisation.
1. Headlines and Subheadings
Your heading should aim to establish a connection with your target audience and convince them to take the desired action. Make sure that you mention the most significant benefit of using your product or service. More importantly, keep it catchy and compelling so that visitors stay on your page and browse your offers.
After the heading and subheadings, you need to create exciting copies for your landing pages. The text should be clear, concise, and relevant. You could use bullet points to highlight the best features of your product and make information easier to digest.
Since humans perceive visuals faster than text, you should use attractive images on your landing page. The images should encourage engagement and tell more about your brand. Also, they should set the tone for the entire experience on the page.
A click on your call-to-action is often stands between you and a conversion. It is vital to create CTAs that are clear and compelling to encourage a higher click-through rate. You can do this by using striking colours, using legible text, creating a sense of urgency, and leaving adequate workspace around the CTA button.
Forms are a popular way of generating leads from landing pages. If you use this method, make sure that you place the form at a strategic position on the page. Moreover, you should use a simple design and ask for information that is vital for your business. Nobody is going to fill a form that asks for irrelevant data from them.
6. Social Proof
The essence of social proof is to confirm the legitimacy of your business operations. It comes in many forms, but the most prevalent is user reviews. The testimonials on your landing page must be relevant to the persona of your target audience. For instance, if you are targeting IT professionals, you should feature testimonials from people working in the industry to enhance your credibility.
7. Live Chat
Integrating a live chat functionality on your landing page can improve the performance of your landing page, especially if the value proposition is right. When visitors can get prompt responses on your landing page, they feel that you care for them and start trusting your brand. A study conducted by eMarketer showed that 63% of users are likely to return to a website that supports live chat. Also, chats are the most effective method of moving your website traffic down the conversion funnel.
8. Trust Badges
Security badges are useful for building trust in your brand. Besides social proof, having a few security labels on your landing page can make it more credible to visitors.
9. Colour Contrast
The best landing pages make an excellent use of contrasting colours to make the CTA more noticeable. Consider using brighter colours on the button against a background with a darker hue.
The following graphic shows how to use different colours on your landing page call-to-action buttons.
10. Prioritise Above-the-fold Content
In newspapers, the most captivating piece of information appears on the top half of the page. You should do this to your landing page. By placing the most important content at the top, you make it more noticeable.
Important Landing Page Metrics that You Need to Monitor
Similar to other marketing strategies, it is essential to track the performance of your landing page optimisation campaign. These metrics provide insights on what is working and how to improve your tactics for better results.
Although different marketers track different landing page metrics, the following are the most critical.
Page visits refers to the number of people who visit your landing page in a specified period. If you are getting a high number of visitors, you have an increased chance of getting more conversions. The best way of increasing your landing page traffic is by promoting it on multiple channels, such as social media, email and your website.
Bounce rate is a statistic that shows the percentage of users who visit your landing page but leave without completing the desired action. The leading reasons behind a high bounce rate include irrelevant offers, unconvincing copy, and poor structuring of elements. You can identify the cause of these problems by using heat maps and conducting A/B testing. These show you how visitors behave while browsing through the landing page.
The graphic below shows how page loading speeds affect the bounce rate on landing pages.
Sources of Traffic
As a marketer, it is vital to know the sources of your landing page traffic. Such information enables you to know where you need to improve your efforts and also improves your targeting.
Submission rate depicts the percentage of visitors who fill and submit the forms on your landing page. A high submission rate indicates that your page has the right optimisation. If the rate is low, make use of A/B tests to identify the cause of the problem.
Form Abandonment Rate
Form abandonment rate refers to the percentage of users who started to fill your forms but left without clicking on the submit button. A high abandonment rate is a sign that the form filling process is not straightforward. In that case, you should conduct tests to identify the elements that are affecting the smoothness of the form filling process.
Selecting How to Measure the Performance of Your Landing Pages
There are two popular ways of measuring the performance of landing pages, depending on what you are testing and the amount of traffic you are receiving. The most used method is A/B split testing, mostly because of its simplicity. The second technique is multivariate testing, which is more complicated but useful for pages that get many visitors.
In a layperson’s terms, A/B testing tools compare entire landing pages against each other while multivariate testing compares various on-page elements against each other in different combinations.
A/B Split Testing
A/B testing is the most used technique for measuring the performance of landing pages. It compares two pages, ideally with one difference, against each other. If you change too many elements, it is difficult to identify the adjustment responsible for the improvement in conversion rates.
The best tool for conducting A/B split tests is Google’s Content Experiments. It allows you to create up to five different variations of your landing page and test them against each other. During testing, you will see the thumbnails for the different pages to ensure that you conduct the tests on the right pages.
You have two options for running the A/B split testing code – doing it yourself or enlisting the services of a webmaster. Regardless of your choice, Google validates if your code is functional before you run it. If it does not work, you get an error message. If it works, you get redirected to a success page.
Multivariate testing is ideal when you want to test several on-page elements simultaneously and get quick results. The term multivariate means testing multiple variables concurrently. Although you can perform this test using Google Content Experiments, you will not have control over the results you get.
Ideally, your landing page should have a high number of visitors for multivariate testing to be useful. If you have few visitors, the results from multivariate testing are statistically insignificant.
Common Landing Page Optimisation Mistakes
Landing page optimisation is an intricate process that requires professionalism to achieve its objectives. The following are some of the common mistakes that you need to avoid when optimising your landing pages.
1. Too Much Text
Using too much text on your landing page is a sure way of reducing your conversion rates. Keep in mind that nobody has the time to read through lengthy paragraphs to see what you are offering. If a visitor cannot see what they are after in the first few seconds after the page loads, they will leave immediately.
You should avoid using too much text on your landing pages. Use short paragraphs and simple graphics to avoid cluttering the page.
The following graphic shows how an increase in the number of words affects the conversion rates for landing page in various industries.
Source: Neil Patel
2. Using Ambiguous Headings
As mentioned above, most users do not have the time to read through an entire landing page. This underlines the importance of using a descriptive heading on your landing page. The headline should be short, concise and relevant to the content in the page.
3. Lack of a Definitive Call-to-action
Even if you have a catchy heading and convincing copy, it means nothing if you lack a definitive call-to-action statement. The same applies if you have multiple CTAs on your landing page.
Your page must have a definitive call-to-action – having none or too many confuses the visitors and lowers conversion rates.
The following table shows the effect the number of links has on the conversion rate of a landing page.
Number of links
Source: Neil Patel
4. Absence of Social Proof
A considerable number of marketers assume that social proof takes up space without adding any value to a landing page. This is wrong since most people want to know if others are already using your products and services. When visitors can verify that other individuals have benefited from your company, they are more likely to convert into customers.
The table below shows the impact of social proof on landing page conversion rates.
With Social Proof
Without Social Proof
Source: Neil Patel
5. Using Stock Photos
Some marketers believe that using stock photos improves the visual appeal of their landing pages. The most crucial quality of an image is its relevance. Instead of using stock photos from the internet, you should capture your own and place them on the landing page.
6. Lack of Visual Hierarchy
Another mistake made by marketers is failing to implement a visual hierarchy in their landing pages. The style and size of your fonts and images should be in a way that guides your visitors down the conversion funnel.
7. Too Many Ads
This challenge was prevalent when Google AdSense was popular. Although it has since gone down, some sites still serve multiple ads with the hope of getting clicks. The problem with having too many ads on your landing page is that they distract the user form taking the desired action and increase your bounce rate.
8. Requesting Too Much Information
Lead generation landing pages are understandably notorious for seeking too much information from their visitors. The reason for this is that detailed information is need to deliver the best possible service to users. However, people are reluctant to share their data to avoid being spammed with messages.
If you ask for too much information from your visitors, you will discourage them from filling your forms. It is advisable to integrate trust seals on your landing page to show that you are serious about protecting confidential data.
Top 12 Must-have Landing Page Optimisation Tools
Every year, several landing page optimisation tools are introduced to the market. The advantage of this trend is that its presents more options to marketers. It also forces software companies to add more features to make their products outstanding. On the downside, it makes it more challenging to settle on a particular option.
Here is a shortlist of the must-have landing page optimisation tools for 2020 and beyond.
Before optimisation, you must first build your website landing pages. Unbounce is the best tool for handling such a task, especially if you are not an experienced programmer. It allows you to create multiple landing pages affordably and timely.
The most significant advantage of Unbounce is its compatibility with other marketing platforms such as Google Analytics, WordPress, and the majority of email marketing software. This compatibility is vital because it allows you to gain insights on the performance of your landing page. It also allows you to promote the landing pages on other channels such as email and social media.
Another tool that is useful for building landing pages is Instapage. It is different from others in that it has several templates depending on your objective. However, its standout feature is its ability to learn and adapt based on the people that visit your webpages.
You can access analytical data in real-time and identify the strategies that are working while tracking vital metrics in your landing pages. Instapage is also compatible with third-party marketing tools and platforms such as Google Analytics, Facebook, Twitter, and several email marketing automation tools.
Leadpages has a drag-and-drop feature that allows you to build a landing page from scratch or using one of the templates available in its collection. Besides having a vast selection of templates, this tool allows you to sort them by conversion rate. This feature makes Leadpages one of the best landing page tools in the market.
Similar to other tools, it has an analytics section that allows you to test the performance of various landing pages on your website. It also allows you to add pop-ups to your landing pages. Lastly, it is compatible with leading email marketing services in the market.
Launchrock is different from other landing page builders in that it is mostly used to create ‘coming soon’ landing pages. This makes it ideal for businesses that are looking to launch a new product or service to the market. It is also easy to use – all you to do is choose a theme and edit your message.
Many regard Optimizely as the ideal entry-level landing page testing tool. That said, it has powerful features that can adequately serve established businesses. Its most significant benefit is that it allows you to run an unlimited number of tests, as well as personalization and mobile testing. You can also define goals for your landing page, and the tool will track each of them independently.
HubSpot goes beyond a standard landing page testing tool by allowing you to customize your pages to match the needs of your target audience. It does this by enabling you to create user personas, through which you can segment your audience and improve you engagement levels and conversion rates.
Moreover, HubSpot has a drag-and-drop landing page and form builder. Its software suite also comprises an analytics tool, email marketing platform and SEO, and so on.
If you like using a hands-on approach when creating your landing pages, Visual Website Optimizer is the best option. Its most exciting feature, however, is multivariate testing. It also allows you to conduct behavioural and usability testing using heat maps. These allow you to see how visitors are interacting with your landing pages and make the necessary adjustments.
Ion Interactive is a landing page testing platform that has several useful features. It enables you to create microsites, multiple engagement touchpoints, and it is entirely scalable with a range of customizable options.
Another exciting feature on this tool is the inbuilt scoring system that ranks your page against a 13-point checklist. A high score indicates that your landing page is ready for launch and can generate a useful conversion rate.
Optimal Workshop is a comprehensive platform that comprises of three tools – OptimalSort, Treejack and Chalkmark. OptimalSort allows you to see how users sort your content and navigation. Treejack shows you the sections that are likely to prompt users to abandon your landing page, while Chalkmark shows the first impression that your page gives to users.
Using these tools you can designate tasks to users to see where they would go to complete them. You can also generate heat maps to see the number of users who followed a particular route to complete the task.
CrazyEgg has impressive heatmap and visualization features that show marketers how visitors are interacting with their landing pages. At the click of a button, you can identify the sections of the page that are receiving the highest engagement rates and those that are not. It is essentially a more detailed alternative to Google Analytics.
Landing pages are challenging to create because many users are not comfortable with filling them. This makes it difficult to maximize conversions, which is the primary objective of creating landing pages.
It takes extensive editing and fine-tuning to create a landing page form that converts. However with Leadformly, you get access to a vast library of form templates that are optimized for conversions. It also comes with analytics and customization features that allow you to tweak the pages with time. Regardless, you are assured of getting results instead of starting from scratch.
One of the factors that affect the performance of your landing page is its loading speed. A slow loading page creates the impression that your brand is lazy and reduces the chances of conversion significantly.
Pingdom is a free tool that allows you test the speed of your landing page. All you need to do is type the address in the search bar and it will return its speed. The ideal loading time should be below three seconds.
If you are yet to invest in landing page optimisation, you are missing out on an opportunity to increase conversions and boost your revenue. Make sure that you create several landing pages, each for a different marketing channel in your strategy.
The internet has an abundance of options to help you with optimising your landing pages. In summary, the three main steps are identifying the critical elements in your landing page, improving the functionality and usability, and testing various elements to see if they work.
Get in touch with us for professional landing page design and optimisation in Singapore.