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8 Quick & Dirty Tips for Landing Page Optimization

Landing pages, lead capture pages, or squeeze pages … they are mean the same thing.  According to Wikipedia the definition of a Landing Page is:

is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and conversion rate to determine the success of an advertisement.” 

So where to do you start? Below are some quick tips to optimize your landing pages for conversion:

1. Limit The Number Of Offers

Put one offer on your landing page – don’t make people choose from multiple offers. Every time you make a person choose you risk losing them.

2. Limit The Number Of Links

Limit the number of links you put on your landing page – even try removing all the links leaving only the registration form. If you have multiple links on a landing page you risk taking a person off the landing page and losing them.

3. Keep The Registration Form On The Page

Whenever possible put the registration form on the landing page. The goal is the fewest clicks possible. Don’t make the prospect go to another page to fill out the registration form.

4. Test Form Fields

Test the types of fields you use on your registration form:

  • Simple text box (i.e. asking for name or email)
  • Select box or dropdown list
  • Open text area

A simple text box requires less work from your prospect than picking from a dropdown list of options. And a dropdown list is less work than answering a question by filling in an open text area – for example “describe your biggest challenge.” The dropdown requires less time and less thinking.

5. Test Number Of Questions On Your Form

Three form field questions on a registration form might be the optimal number. You may want start there and test adding additional form fields.

6. Test The Call To Action On Your Button

Call to ActionDon’t use the word “submit” on your registration form button. Try words like “Click here” and “go.” The word “submit” has a negative connotation and other words can generate more from submissions.

7. Try Splitting The Form Into Two Parts

On the first page ask for the email and note that this is step 1 of 2. On the next page ask for additional information – and be sure to carry over the email address from the first page. This allows you to re-market to the people who abandon the form on the second page.

You’ve already paid for the click at this point so do what you can to capture their email.

8. Save Time By Testing Multiple Changes At Once

I’ve you’ve got a lot of changes to try on your landing page, implement them all on your test page for your first test to see how much of a change you can get versus your existing landing page. You can always go back and test each individual element later – but that will take more time.

Disclaimer – none of these tips or ideas are set in stone. Every business is different, so it’s important to test any changes against your current landing page and registration form to see if they work for your audience.

Original Article:  Wordstream.com Author:  Kathy Lamphier

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