Optimize Your Landing Page!
Here is a word you may have never heard before: “Attention Ratio!”
Attention ratio is basically the ratio of the number of things you can do on a given page to the number of things you should actually be doing on a page. In an optimized landing page, your attention ratio should be 1:1 … this means your landing page must serve one sole purpose: to complete the goal that you want your visitors to complete!
When creating your landing page, always ask yourself, “What am I trying to achieve and how can I better optimize my page to so that I achieve it?”
Here are 5 very simple tips to optimize your landing page:
#1 Know your Purpose and Focus your Call to Action (CTA)
Every landing page must have one main goal or Call to Action (CTA)? What are you trying to get your viewers to do? Should they be filling a form? Should they be purchasing your product? Should they be contacting you? Should they sign-up for your newsletter?
Narrowed down your goal so that your Call to Action (CTA) leads your visitor to complete the desired goal!
Always remember that a landing page and other pages of your website serve different purposes. In paid advertising, you get to choose where you take your visitors. So, logically, you would want to lead them to a page specifically created for that purpose.
Having one call to action on your landing page will increase your conversion rate, simply because there are fewer distractions and your attention ratio is 1:1.
Look at the example below of a website’s homepage versus a campaign landing page:
#2 Create a Content Structure that Works!
No body reads everything on a page! Ctrl F is my best friend … I am the master of searching for the information I am looking for. I don’t read any other information on a page.
When you create your landing page, you have to be mindful that your content structure is laid out for your visitors to quickly and easily scan your page and find what they are looking for! This means that you have to get your point across in a blink of an eye! Always keep “Attention Ratio” in mind when creating your Keep in mind that people’s attention ratio is. Here is an example of good structurally laid out landing pages.
#3 Mark-up Your Phrases
With Search Engine Optimization, we put keywords in our titles and meta-descriptions so that our website can tell Google what your page is about. Then, Google bolds the description on search results for click through.
This is the same concept that should be adopted when optimizing a landing page. When visitors land on your landing page, they should see exactly what they are looking for. The headers and content should be bold on the relevant keywords so that the visitor can instantly hone in and find what they are looking for.
#4 Optimize your Landing Page for Mobile Devices
We cannot stress how critical it is to ensure that your Landing Page is optimized for mobile devices. Your visitors know that they have options, so what is stopping them from bouncing from your landing page if your page doesn’t provide them the user experience they want?
Think about it! What is your behaviour when a web page doesn’t give you a pleasant experience?
Statista reports that there were over 120 million mobile buyers in the US in 2015, and by 2019 this number will significantly increase to 168 million.
Make sure your landing page is optimized for mobile devices! This alone will optimize your conversation rate exponentially!
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