Conversion optimization is the key to continually improving landing pages. Your landing pages have only one purpose – driving sales. Regardless of whether your landers collect email information, pop up a chat box, inform people about your services or simply brand your product – or all of these things – landing pages are there to sell you and what you have to offer. For some small businesses, landing pages are so poorly optimized that a potential sale is dead in the water less than 30 seconds after a new customer hits landing pages.
Conversion Optimization and Landing Pages
One of the biggest problems with conversion-optimized landing pages – and web design in general – is that the design expectations of the business owner don’t fit what customers need to see. Many business owners don’t make an aesthetic distinction between what their personal website and business website should look like. The result is two-fold:
- The landing page doesn’t meet the needs of the consumer. Meaning the look, general appeal or feel of the site are a turn-off to the user. This can happen when the business owner goes for a site that matches their own preferences and aesthetic rather than meeting the needs of his/her target audience.
- The landing page doesn’t meet the customer’s needs for conversion optimization. This can mean several things, including lack of a clear path to leave an email, no contact information for the business, sales copy that isn’t compelling or missing listings of key product features.
Don’t Just Use Your Imagination
When it comes to conversion optimization, let the data speak for you. Google Analytics is one way to get an idea of how users are moving through your website. Marketing automation like Lead Liaison can give you a fuller picture by identifying web actions with a particular user or company. This sort of deep analysis and business intelligence can help you ensure your conversion optimization is timely, cost-effective and enhances your website.
Business owners should also remember that multiple pages on a site have multi-functional purposes. Running an Adwords campaign that sends people to a business index page isn’t always the best way to go – for starters, index pages often aren’t keyword or service themed and using a .com index page as an Adwords destination URL can decrease your quality score. This can drive up the costs of your advertising and CPA when using Adwords.
Instead, create multiple pages that speak to all your services, then practice good conversion optimization on those pages over time as data comes in. In this way, you can ensure your customers get what they need and your business keeps closing sales.
For more information on how a well-placed marketing automation platform can inform your conversion optimization efforts, check out Lead Liaison today!