Landing Page Optimization: That Results in Higher Conversion Rates

A perfect landing page helps you convert your visitors into loyal customers or subscribers. We create multiple landing pages for our marketing campaigns. We make sure to include each essential element to increase the conversion rate.

Still, we don’t get higher conversions and sometimes nearly zero. After creating and designing a landing page, there is more to do. We can’t make a landing page successful by only writing a compelling copy. There is a lot more to do after this.

Are you also going through the same problem? There you go. We are here to help you.

In this article, we will be telling you everything about Landing Page Optimization. We will help you optimize your landing pages with the best practices. Our main motive is to help you achieve good results by optimizing your landing pages.

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So, continue reading ahead and learn more about landing page optimization.

What Is Landing Page Optimization?

Landing page optimization is the process of improving and enhancing your landing pages to get higher conversions. Marketers look at the previous data to analyze their landing pages and make changes according to them. The first step is to find what is working on their landing page and what is not. Then, they decided to make some changes or improve the landing page to increase conversions.

Landing page optimization can only be done with the help of past information and anecdotal proof. Before publishing it, marketers also do surveys to know their landing pages’ good and bad parts. This helps them to save plenty of time and effort.

Landing page optimization is a subset of Conversion Rate Optimization. Conversion Rate Optimization is the process of improving and enhancing the conversion rate of your campaign. Marketers use A/B Testing and Multivariate Testing methods to analyze and optimize the landing pages.

Why Is Landing Page Optimization Important For Your Online Business?

We know landing pages are one of the essential elements of a marketing campaign. The primary goal of landing pages is to get more sales and conversion by converting visitors into paid leads. A company spends tons of resources, money, and time on landing pages to get traffic. If your landing page isn’t optimized correctly, there is no point in sending the traffic.

Landing pages help businesses to get more customers and increase their revenue. Besides, optimizing the landing page for visitors and crawlers is crucial to offer them a good experience.

Landing page optimization helps you get the highest possible conversion rate from the visitors visiting your landing pages. It assists you in decreasing the customer acquisition cost and maximizing the value of your advertisement.

Now, you must have understood why landing page optimization is important.

Landing page conversion rate

Landing page conversion rate is the key factor to analyze whether your advertising strategy is paying off or not. It is vital to see the ratio of how many visitors you managed to convert into buyers. Because if you’re not getting any conversions then there is no point in spending for paid advertisements. One must calculate landing page conversion rate to find out if they are moving in the right direction. But the question is:

  • “How to calculate conversion rate?”
  • “What is a good conversion rate?”
  • And “How to increase landing page conversion rate”

Well, to put it in simple words the landing page conversion rate may vary. Depending upon the industry you’re operating in. Some industries have a much higher conversion rate compared to others. So, the right question to ask here would be:

  • “What is the average website conversion rate by industry?”

We still can’t deny the fact that some websites are managing to get above-average conversion rates. Don’t worr

Average Website Conversion Rate By Industry

The average conversion rate across all industries is 2.35% to be exact. However, the landing pages in the top 10% have a higher conversion rate of 11.45%. Similarly, the top 25% landing pages are getting conversion rates of around 5.3%.

We have listed down the average website conversion rate by industry for your better understanding.

INDUSTRY AVERAGE CONVERSION RATE %
Higher Education 2.6%
Real Estate 2.9%
Health 2.9%
Home Improvement 3.3%
Legal 3.3%
Business Services 3.5%
Business Consulting 5.0%
Tavel 5.0%
Credit & Lending 5.6%
Vocational Studies & Job Training 6.1%

The difference of average conversion rate that you can observe. It is due to organizational behavior and environmental demand. After seeing the above table you’d be able to analyze your performance.

Why should we settle for an average landing page conversion rate when we can attain the best results? There is no such thing as best and we always have room for improvement.

Now we’ll see what measures can be taken in order to get from average to exceptional results. Take inspiration from those performing well in the market and compete.

Improve Landing Page Conversion Rate

The appropriate way to find out how to improve landing page conversion rate is by analyzing those who are among the top 10%. The goal here is to gather the common behaviors among them and their strategies.

Improve Landing Page Conversion Rate

B2B Landing Page Conversion Rates

By analyzing the data from various companies. The average B2B (Business-To-Business) landing page conversion rate is estimated to be around 13.28%. Just like any other landing page conversion rate you can optimize to improve performance.

How to Optimize Your Landing Page For Best Results?

We will need to take care of two things to optimize our landing page. First, we will need to optimize the page for various traffic sources, and the next one is to play with the landing page elements. This might sound a bit tricky, and we are here to make it easy for you. In this section, we will be teaching you everything thoroughly to optimize your landing page.

Optimize Landing Page for Different Traffic Sources: We use different methods to send traffic to our landing page. Some of us use PPC and Social Ads to send traffic. In comparison, some use email marketing to send their audience to that particular landing page. Now, it’s obvious that all three audiences’ actions may vary from each other. For instance, your email marketing audience will trust you instantly without even checking the social proofs because you have already built some trust with them. But, at the same time, PPC ads and social ads audiences will take time to trust.

Play With Landing Page Elements: What does it mean by playing with landing page elements? Does it mean testing different landing page elements with time? Yes. Elements play a massive role in the performance of a landing page. An element can increase your sales as well as decrease the conversion. And, you have to test which one does it. You can add different value propositions, elements, and social proofs. For instance, you can try adding a countdown timer for a short time and check whether it increased the conversion rate or not.

Landing Page Optimization

Credit: Optimizely.com

We will need to consider these two things while optimizing our landing pages. To check how to understand your traffic sources, read the next section.

How to Understand Your Traffic Sources?

Before optimizing your landing page, it is vital to understand your traffic sources. Without knowing the actual traffic sources, we can’t optimize our landing pages correctly. Now, marketers use different sources to send traffic to their landing page. They run Google Ads, Social Ads, hire influencers, use TV ads, LinkedIn ads, and many more.

All platforms offer different types of advertisement functionality. They provide different advertisement sizes, and each works differently. It is evident that every platform’s users’ actions would be different.

Let’s understand this with an example:

For instance, you are selling woolen jackets. And, to promote your landing page, you are using Google and Pinterest Ads. Let’s say you are bidding on a keyword – Woolen Jackets.

On one side, Google Ads users would be looking to know the material used in the jacket, how it looks, etc. On the other hand, Pinterest users would like to see your product in detail and how it looks from different angles. For the Pinterest user base, you can build a landing page including your product hero image and customer reviews to build trust with them. You can make a landing page with all product information in detail for Google Ads users.

You will need to understand how your target audience thinks and what they want. You will need to be sure about your users’ intent. For example, if you use another platform like Pinterest, the user’s interest might be the same. But there would be a few minor differences between both audience types.

Are you ready to know the best landing page optimization tips? Read the following section to learn the best landing page optimization tips.

7 Best Tips On Landing Page Optimization

Here are the 7 best Landing Page Optimization tips. Read them below.

We have listed down some pointers for you to follow to help achieve your milestones.

  1. Draw Attention
  2. Reduce Risk Factor
  3. Clearly Convey the Value
  4. Involve Fear of Missing Out
  5. Reduce Any Delays
  6. Make a catchy headline
  7. Decrease loading time
  8. Less is more (in terms of content)
  9. Prominent CTA

Draw Attention

The very first thing to focus on while designing your landing page is to draw the user’s attention. Don’t let them get distracted and make sure their attention is drawn towards the core of your page. While optimizing your landing page keep things simple.

However, as soon as a visitor comes on your landing page their attention should be on point that you want them to notice. Implementing this is very simple. You just need to know two things.

  1. What do you want users to do?
  2. What users want to do after visiting your page?

This would make it easy for you to prioritize how to use CTA (Call To Action) buttons.

Reduce Risk Factor

It is a rule of thumb that people tend to think of something as appropriate when everyone else is doing it. The reason behind this is that people generally prefer sure outcomes. Instead of taking risks for something that can be valuable.

This could be very helpful in increasing conversion rates. If you assure your visitors that it would be of great benefit and many others have benefitted from it. This could be done by

  1. Reviews
  2. Testimonials
  3. Ratings & FAQs

Clearly Convey the Value

No doubt that writing the best copy is valuable for conversion but keep in mind that CTA doesn’t overshadow the benefits. You must clearly convey the benefits of CTA. If your visitors don’t find any value to them on your landing page. Then it would cost you a conversion.

  1. Clearly highlight the benefits
  2. Don’t be too pushy

Involve Fear of Missing Out

Give a limited-time offer on your lead magnet (benefit against CTA). This would give them a FOMO (fear of missing out) and no one wants that feeling. This would give them a push to avail the offer immediately.

Landing Page Conversion Rate calculate

Make sure that what you are offering is in demand and gives value to your visitors. Whenever there is a deadline it triggers the person to hurry in taking action.

  1. Use Keywords like (limited time offer, hurry, instant and now).
  2. Display the timer for the deadline.

Reduce Any Delays

Don’t use any tactic that would delay the process of visitors taking action. This is usually because of long forms that users have to fill when they click on CTA. It is observed that when you decrease the form fields it positively impacts on conversions.

How to Calculate And Increase Your Landing Page

According to a study the landing page conversion rate is increased by half when form has fewer fields. Implementing this would make them feel that they don’t have to give much to receive benefits.

This also makes it easy for visitors to know what’s expected from them. It is like removing the barrier between you and your potential customers/buyers. Some pointers to keep in mind:

  1. Keep it short and simple
  2. Make it visually appealing

Make a catchy headline

Make sure that your headline grabs the attention of the users and highlights your marketing agenda. It should be intriguing and not boring or generic. It must reflect what the content is about and what you are offering.

  1. The headline should be specifying a message
  2. Just long enough to convey your message
  3. Gather attention of the visitors

Decrease loading time

If your B2B landing page is taking longer than three seconds, then 40% of users would leave. In a fast-paced world no one has the time to wait for a page to load. It has a physiological effect on buyers and they are not likely to visit again.

B2B landing page conversion rates could result in huge monetary losses. Imagine a website earning $10,000 per day then a delay in load of 1 sec would bring it down to $6,000.

Follow some basic guidelines to avoid losing a conversion:

  1. Test the loading speed of your landing page from different servers
  2. Avoid using any unnecessary images and text.

Less is more (in terms of content)

Your content length should justify your goal within 5-10 seconds of reading. It would become easy for the visitor to understand your perspective. Having too many lengthy paragraphs would only confuse the reader.

Think from visitors’ point of view and follow some of the point mentioned below:

  1. Highlight important aspects of your product or service
  2. Make use of Bold & Italic
  3. Prefer using bullets and quotes

Prominent CTA

Around 45% of the landing pages contain more than one offers and Call to Action buttons. This would only distract them instead of giving you a conversion.

It is a proven statistic that pages that have multiple lead magnets have much lover conversions. Compared to those offering a single offer. Note a few tactics that can be of great help for increasing conversion:

  1. Easy, prominent, and convincing Call to Action.
  2. Use contrasting colors for CTA.

Reduce the Number Of Actions On A Landing Page

The primary objective of a landing page is to grab users’ attention and convert them into paying customers or subscribers. A landing page should include zero distractions. Distractions are hazardous for any landing page. Distraction could be internal links, external links, or any element distracting users from taking action.

To optimize your landing page for better conversions, try removing the primary menu, unnecessary form fields, unnecessary buttons, or any other unnecessary feature. You can try removing everything which is not helping in gathering users’ information in any way. This will make the landing design more clean and straightforward. As a result, you might see a positive change in the conversion rate.

Test Different Headlines And CTAs

Headlines and CTAs are some of the most important elements of a landing page. Your headlines and CTAs won’t always perform well. You have to test them regularly and make changes accordingly. You have to learn from your mistakes.

You can try different heading and CTAs to check which one works better. Not only that, if a headline performs well, find the reason behind that. You should analyze why this one performed better than other headlines. This will help you write better headlines for your future landing pages.

We all know the importance of an action-taking and powerful CTA on our landing pages. Your CTA will encourage users to take action. Again, you can try different CTAs and figure out which performs betters. In addition, you can test adding CTAs in different places and figure out which gets the most clicks. This is how you can optimize your landing page.

Mold It According to Users Previous Interaction

Marketers advise us to use keywords from online advertisements and use them on our landing page. This makes the landing page more relevant for users and crawlers as well. Additionally, you will need to figure out where your target audience roams around. Another thing you should consider is their intent.

If you have created landing pages earlier, you should check the previous landing page performance data and what performed better. Try to perform the same action again with your current landing page.

Build Credibility With Your Customers

We always get this question – How to Build Trust With Your Visitors? The answer is also easy – Add Social Proof. You can add customer logos, partner logos, and a customer quote to make your business feel credible to them. Going with the trend, you can also add a case study on your landing page about how your product helped this business.

Nowadays, social proof has become an integral part of a landing page. Buyers use social proof as a personal recommendation. You will need to show that you are running a legitimate business. You can add a phone number and Verisign watermark to do that.

Don’t Stick to One Offer Only.

We know how difficult it is to gather users’ information with their consent. Business comes up with different offers to attract more buyers. One mistake we all make is sticking to one offer only. You have to introduce new offers and check which one is best for your business.

If your customers aren’t requesting a demo frequently, try changing it. Don’t stick to one offer only. You can offer them a well-researched white paper or a free ebook to get their personal information. Yet, don’t forget that whatever you are offering should be precious to attract more visitors. Exchange some value bombs with them; they will share their personal information without any hiccups.

Improve Page Load Time

How much time does your page take to load entirely? 3 seconds? 5 seconds? 10 seconds? Don’t know? You should check your landing page speed frequently. Sometimes, your landing page speed can drastically harm your landing page conversion rate. Not only that, it can ruin the user experience, and users’ won’t come again.

Less landing page speed can reduce your landing page bounce rate and other issues. You can use tools like GTmetrix or Pingdom to check your landing page speed.

Optimize For Search Engines

In our previous articles, we have gained a lot of information about Landing Page SEO. SEO helps you rank better on search engines like Google and Bing and is relevant for visitors. Optimizing your landing page for social ads isn’t the only important thing you should consider. Ranking on search engines is easy when you offer some value to your visitors.

10 Point Landing Page Optimization Checklist

Here is the landing page optimization checklist. Give it a read below.

  1. Include action words in your headlines to encourage users to click on the headline. Also, include SEO keywords in your PPC campaign landing page’s headline.
  2. Make sure your landing page body is easy to read and scan. You can use bullet points and numbered lists to shorten the paragraphs.
  3. Try using images and videos to hold users’ attention.
  4. Your landing page should be mobile-friendly, especially when using email marketing to promote it. Most users open their mail with their smartphones.
  5. Remove unnecessary elements like the navigation menu to stop visitors from visiting other sections of your site without any need.
  6. Add a powerful call to action to your landing pages.
  7. If you are offering certification, membership, or any other service, make sure to add customer reviews to build credibility.
  8. Remove the unnecessary fields from your lead capture form.
  9. Add social sharing buttons to your landing pages to encourage users to share about your business in their network.
  10. Double-check everything from landing page copy, design to thank you pages and autoresponders.

This is the 10 points landing page optimization checklist. Check out the next section to check out what a post-click landing page is.

What Is The Post Click Stage?

Post Click Stage and Pre Click Stage are integral parts of any digital advertising campaign. Every digital campaign includes these two stages – Pre Click Stages and Post Click Stages. Let’s know what the post-click stage and pre-click stage are.

In simpler terms, pre-click stage includes everything that decides whether a user would click on your advertisement or not. Pre click stage refers to the audience you’re targeting, the platform you are using to run ads, the design of your digital advertisement, your special offer, etc.

On the other hand, the post click stage refers to everything that comes between a dedicated click to the “thank you” page after the conversion. It includes landing page load speed, trust signals, the message you want to convey, and more.

What Is Post Click Landing Page Optimization?

Post-click landing page optimization refers to the process of optimizing everything from that click to the dedicated post-click landing page to the thank you page.

Scannable: Every advertising campaign should have a separate landing page. You need at least a landing page for your landing page. In addition, you can create multiple landing pages as per your platform.

Segmentation: Your post-click landing page should be divided into small segments. It should be structured and appropriately catered.

Optimization: You will need to use the previous data or collect data with the help of surveys to optimize the post-click landing pages. You can use methods like A/B Testing to optimize and optimize your landing pages.

This is what post-click landing page optimization is. Read the following section to check the best landing page optimization tools.

Landing Page Conversion Rate Calculator

Calculating landing page conversion rate is very easy. You can do it yourself as it requires only two metrics. “How many people visited your landing page?” and “How many conversions did you get?”.

If you are not good at calculating, then don’t worry we have some tools that you can use to save the hassle.

WebFx Conversion Rate Calculator

It provides very easy and quick calculations. All you need is to enter your number of conversions and number of visits and click on solve.

B2B Landing Page Conversion Rates

Webinar Landing Page Conversion Rate

In terms of conversion rate for webinar landing page best conversion rate is estimated around 19%. According to the study 51% users who come across webinar landing pages go for a sign-up. And 36% of them actually attend it.

These stats won’t be the same or realistic for everyone as it depends on the interest of your target market as well. Some quick fixes for webinar landing page conversion are similar to any other.

Check out some easy and quick fixes for optimizing webinar landing page:

  1. Use statistics to show value.
  2. Promote the bio of the host and the panelists.
  3. Use social proof to endorse credibility.
  4. Explicitly mention the benefits for registrants.

The end goal for CTA’s may vary. But conversion rate is important to know if you are spending on the right marketing strategy. We must ensure that every penny spent brings you a conversion.

At the end it’s all about continual effort for improvement. This can be done by a lot of experimenting. If you are competing in a more mature domain for conversions, then testing is the key.

7 Best Landing Page Optimization Tools

These are the 7 best landing page optimization tools.

Google Analytics

Google Analytics is a free analytic tool to check your landing page performance. This tool monitors the performance of your websites and landing pages. You can quickly look at each metric in a few clicks with the help of Google Analytics. It tracks each factor accurately and makes it accessible to you with the use of an easy-to-use dashboard.

You can check metrics like bounce rate, top pages, pages views, impressions, and many more. You can gather more information about your prospective customers and modify the pages according to them.

Unbounce

Unbounce is one of the best landing page software suggested by marketers. It helps us build stunning landing pages with its easy-to-use dashboard. Unbounce has a drag and drop editor to create landing pages in a few steps. With Unbounce, you can make excellent landing pages and convert your visitors into customers.

You can build landing pages, popups, sidebars, and much more. It also provides the A/B Testing feature to analyze your landing page’s performance.

Google Optimize

Google Optimize is a free website optimization tool that helps online marketers increase visitor conversion rates. It enables you to improve overall visitor satisfaction by testing different combinations of website content. It offers an A/B Testing tool to analyze your landing pages and improve them.

Convert.com

Convert is an easy-to-use and robust landing page testing platform. It lets you test your landing pages with its intuitive dashboard. It offers exceptional features at a reasonable price. Convert is much better than other landing page test tools like Optimizely. In addition, you can integrate it with common analytics and optimization tools like Google Analytics, HotJar, and HubSpot.

HotJar

HotJar is an excellent tool and comes with plenty of features at an effective cost. Besides, it offers a few popular features free of cost. It means you don’t need to pay a single penny to get those features. With HotJar, you have got features like heat maps, session replays, polls, surveys, and form analytics. It is an all-in-one analytics tool for qualitative research for your landing pages.

Qualaroo

Qualaroo is the most powerful and best landing page optimization tool. Earlier, it was the first website poll tool. Qualaroo is more valuable than email surveys. It helps you ask the right questions to your customers and provide AI-powered analytics & reports. One of the best features of Qualaroo is it never slows down your website or landing page speed.

HubSpot

Who doesn’t know about HubSpot? HubSpot is a brand known for its marketing solutions. HubSpot isn’t a landing page optimization tool, but they have some services which help you analyze and optimize your landing page. HubSpot offers a variety of features like A CMS, landing pages, popup builders, live chat and chatbots, A/B testing tools, and many more.

These are the best landing page optimization tools. Read the next section to check 5 top optimized landing pages examples.

5 Top Optimized Landing Pages Example

These are the 5 top optimized landing pages examples.

Shopify

Optimized Landing Pages Example Shopify

Shopify is one of the best eCommerce content management systems. They offer a variety of features to create a stunning eCommerce store with advanced features. Besides this, Shopify has created a perfect landing page for new users to get a free trial. They have added a goal-oriented headline that is short and clear. Besides, they have optimized the content using bullet points to make it easy to scan. In addition, they have added a hero image that shows how their product looks.

Muzzle

Optimized Landing Pages Example Muzzle

Muzzle is a mac app that helps you silence on-screen notifications. Their landing page goal is to get more downloads. They have added message animation on the landing page, which shows how annoying it is to receive so many notifications while working. The animation shows how the application is helpful for users. They have added their application name as a headline. In addition, they have added supporting text to make everything clear.

TransferWise aka Wise

Optimized Landing Pages Example TransferWise aka Wise

TransferWise enables you to send and receive money in different currencies. In addition, they have created a perfect landing page. They have added an ideal headline on their landing page that conveys their USP. The main USP of TransferWise is to send money to any country at current currency rates. In addition, they have added the currency calculator to let users believe in their services.

Airbnb

Optimized Landing Pages Example Airbnb

Airbnb has created a perfect landing page to convert its visitors into hosts. Airbnb has added a personalized earning calculator that calculates the money a host can earn based on its location to attract more visitors. In addition, they have added a CTA on the top to insist that they take action. This will help in increasing the conversion.

Webflow

Optimized Landing Pages Example Webflow

Webflow is a known design tool for web developers. TThey have created a landing page with three fields, including a lead generation form. It also includes a GIF to make the page more attractive and informative at the same time. Webflow has added the brand logos they have worked with to build trust with the visitors.

Frequently Asked Questions

How Do You Optimize A Landing Page?

You will need to optimize your landing page according to your traffic sources and their intent.

What is Customer Rate Optimization?

Conversion Rate Optimization is the process of improving and enhancing the conversion rate of your campaign.

How Do I Optimize My Landing Page?

To optimize your landing page, determine your traffic sources and optimize them accordingly.

How Long Should a Landing Page Take to Build?

This depends on the landing page builder you are using and the experience you have.

When Should You Optimize Landing Page Views?

You should optimize your landing when you want to increase your conversion rates.

What Does it Mean to Optimize Landing Page?

Landing page optimization is the process of improving and enhancing the landing page to get higher conversions.

Are Landing Pages Good for SEO?

Yes, landing pages are neither or not bad for SEO. They never affect your website in a bad way.

Are Landing Pages Effective?

Landing pages are effective to attract a specific audience and convert them into customers.

Conclusion

This is all about everything you need to know about landing page optimization. In this article, we learned about landing page optimization in detail. Going further, we also shared the best landing page optimization tips with you. And, we also taught you how to optimize your landing page easily. So, this was all about everything you need to know about landing page optimization. We hope you understood everything correctly.

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About Author

Lito James is the founder of Massivepeak.com. He is an entrepreneur and marketing specialist who helps businesses to get more leads, subscribers, and customers. Massive Peak has been featured on G2, Cloudways, Sujanpatel, GetResponse, Renderforest, and many more. Follow on LinkedIn | Twitter

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