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Landing Page Optimization Tips

The First Meet: Landing Pages

There's something special about first meets. A first meet could be as simple as the first time you met your bestie at school bus stop or as nerve wrecking as the first time you accidentally bumped into your future in-laws.

Well for whatever reason, these are incidents that remain in our memory forever. So I thought of applying this simple psychology of First Meets to online businesses as well. That is, simply making the first meet between you and your customers a pleasant one to think of.

In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, 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.

– Wikipedia

Breaking down the Landing Page

In most cases Landing pages are the first point of contact that your customer interacts with. Any source be it emails/ social networks/ search engines all of them direct your customers to none other than the Landing Page.

This automatically raises the amount of smart work you need to put in optimizing this page or let's just say create a great first impression.

Back to Basics

To begin with, identify your Landing Page. BTW, You can create dozens of landing pages – each catering to a specific target audience.

One Page. One Action

A Landing Page is that page on your website that makes your customers take one specific action and that too repetitively.

What mistake businesses often do are they overcrowd their landing pages with multiple different CTA's. This not only distracts the customer from focusing on one particular aspect but also makes it sound like too much information and hence too much work.

A way out of this is, choose the most appealing aspect as your CTA. If you are a blogger it could be your newsletter subscription – i.e use an email optin.

In case yours is a ecommerce store show the hottest offer as the CTA.

In this way you are making sure your customer is not distracted and has seen the very best of your offering as well.

A/B split test your CTA's and settle for the most successful ones.

Repetition

Now the next thing you do after choosing the most appropriate CTA is use it multiple times throughout the landing page. Repetition helps reinforcing the offering in your customers mind. It could work as a snooze alarm and could force your customers to click on it at most once.

Repeat it after regular intervals. Use different ways to deliver the same CTA. Icegram could be of use here. (a toast notification, a popup, a sticky or badges are message types that could be used for better reinforcement)

Design / Copy / User Interface

The design is something that decides how much time your customer spends on your landing page. A well written spotless copy could also go in for a toss if it doesn't visually appeal to the customer.

Keeping the design neat with ample of white spaces helps keeping users focused onto the main areas of the page that is the CTA's.

Practice and Keep Improving

Enough of theory isn't it? It's time to put the learnings to use on your own site now. Try out these easy, ready to use mix of strategies and enjoy a great first customer meet today 🙂



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