As a marketer, you are likely aware of the importance of having a SEO strategy to ensure that your brand rises to the top. However, if your landing pages aren’t optimized to ensure that incoming visitors travel further through the marketing funnel, you may very well lose out on the qualified traffic you worked so hard to get.
In today’s post, we’ll discuss best practices for optimizing your landing pages for lead conversions.
Only about 22% of businesses are satisfied with their conversion rates, and in the end marketing success is all about strong conversion numbers. One of the most critical ways to improve your landing pages is to run rigorous A/B tests. These tests give you a clearer view of the details that impact a site visitor’s decision to leave your page without taking action — or to offer you their contact information in exchange for your content.
A/B testing allows you to run two versions of your landing page to different audience segments and compare their performance against each other based on a specific metric. This offers insights into the impact of slight variations in a given element on the page, whether that be a headline or button. Are users more likely to click on a call-to-action button that says “download our white paper” or “learn more now”? A/B testing can tell you.
By monitoring how your users interact with your site in this way, you can best adapt your landing pages to align with the behaviors that drive your most qualified leads. You may want to work with a marketing partner to ensure that your tests incorporate appropriate sample sizes and your decisions are based on statistically significant results.
Aside from A/B tests, maximizing the user experience through relevant content and imagery will also help you avoid high bounce rates and help keep qualified traffic on your site.
One way to do this is through customized landing pages, which show users certain landing page content based on the path an individual user took to your site. For example, if a user clicked on an ad for a specific segment of your business, that landing page would contain information on that topic only. In fact, one company that tested generic and specific versions of the same landing page saw its ad-specific landing page increase form submission on the page by 115%.
When your landing pages are optimized to meet your users’ needs and expectations, qualified users are much more likely to convert to leads. For more information on converting leads, don’t hesitate to contact us.
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