The Best Tactics for Landing Page Optimization

Est. Reading Time: 3 minutes

We sometimes become so lost in colors, buttons, navigations, keywords, and KPI’s that we forget for whom we are building optimized landing pages.  Let’s return to the basics of Website Making 101.  For starters, the websites we make and optimize are not for us; they are for our customers.  They serve as the tools the end users utilize to learn and engage with our clients and ourselves, so they need to meet their needs and appear in a way they like. When entering a website, visitors want to feel comfortable; therefore, we need to provide them information in a clear and easy way that will make them happy and confident enough to spread the word.

All landing pages, which for the record are any pages someone lands on—organic, paid, or whatever, should have the following:

1)      A call to action or focus of the page

2)      Information for the user

3)      Images to draw their eyes

4)      Contact information for support; you must be available with nothing to hide.

When you have a larger website, it can often be an overwhelming challenge; nevertheless, you should always be testing.   To make sense of the chaos, I recommend you do the following:

1)      Data mine for pages to focus on that are non-converting, high-traffic pages. Research their current conversion performance metrics as a benchmark.  You need to know your base conversion rate before you try to improve it.  This way the numbers speak for themselves.

2)      Learn about how current visitors react to these pages.  We eat, sleep, and breathe Crazy Egg to see where they are clicking to know what they deem important to them and better evaluate the real estate of the pages.  If you or your clients don’t mind some constructive criticism, I also recommend utilizing a survey on your website to understand what its visitors are thinking.  Also, if you are thinking about rolling out a brand new site, it is very important to be invasive with your visitors to gain a clear understanding of what they are looking for so your changes will be for the better.  If you don’t want to bother them during the user- experience session, you should consider doing a follow-up survey to all email captures you receive.

3)      Test out new options in an attempt to improve the KPI’s you have chosen.  Old school GWO is still awesome and free.  If you need a quicker fix and are not so great with code, I have used both Unbounce and Optimizely, which are great, except for the fees they charge!

4)      Roll out the optimized changes and begin again.  Once you optimize a page, it doesn’t end there.  Take some time away from it, but remember to return to it again for revision.  Making improvements should be a continual process.

5)      Last on the list, the step that everyone usually forgets to complete is the results report —good or bad—to your clients or bosses.  If a test turned sour, it is not a problem; it is an opportunity from which to learn.  Communication is key for steady improvements to take place.

One Comment

  1. Paul Blaser
    Posted November 18, 2010 at 7:04 am | Permalink

    Great point. I heard an analyst give a presentation on optimization & testing a while back who said that before they start to even think about testing methodology for a given page it has to pass the customer clarity test. Each page, he said, has to have as its dominant feature the very clear answers to the following questions that the customer will unconsciously ask. Where am I? What can I do here? What SHOULD I do here? It’s a handy way to keep some perspective when page design starts to get over crowded & everyone’s focused on what’s happening behind the interface.