In the modern business world, whether you’re running a brick-and-mortar retail store or an online company, customer experience will shape and even define the future of your brand. No matter how flashy your visuals may be or how amazing your products are, if your customers aren’t satisfied with the level of service, or if the landing page is not optimized correctly for maximum engagement, you cannot hope to realize the true potential of your business.
With that in mind, there is a need to take your landing page game to the next level by tending to proper optimization front and back, in order to boost customer acquisition and incentivize the visitor to take action right now. Let’s take a look at the four definitive ways to optimize your landing pages for top customer experience.
Align the theme with your brand
Brand-building is the foundation of a strong online presence, and an essential step towards recognition and long-term success in the competitive marketplace. With the power of brand identity at your side, you can differentiate yourself from the competition and establish an emotional connection with your demographic. Your landing page should be no different.
Where most marketers make a mistake is failing to align the theme of the landing page with the visuals, stories, and tone of voice of the brand. It might be a one-time offer, or it might be a year-long campaign, it doesn’t matter – what matters is that the landing page complements your brand’s identity as a whole. With that in mind, be sure to choose an adequate color scheme, display your logo, and set a cover image that will grab the visitor’s attention.
Create compelling content
Content reigns supreme in the online world, and it will be another crucial part of your landing page. Fail to craft compelling stories and messages to grab the reader’s attention, connect with them on a deeper level, and help them visualize using your product, and you will undoubtedly drive them away into the warm embrace of your competitors. The focus of your landing page content should be to craft compelling headlines, offer true value to the customer in the body, and build up the stories around your CTAs.
Keep in mind that there are many visitors that only read headlines and subheadings, so you need to craft strong titles that will entice them to stay and read on. In the body, you want to push for value and emphasize the benefits of your offering as opposed to other players in the field. Oftentimes, this will be a value estimation, or how much the customer will save by choosing your offer. However, the copy and headlines also need to be relevant to your keywords and ad text.
Make your landing page SEO-friendly
SEO is the name of the digital marketing game. On its shoulders rest the SERP rankings of every page on your website, including your landing page. Now, many marketers make the inadvertent mistake of not creating SEO-friendly landing pages, simply because the majority of visitors will come through PPC and social media ads.
That might be fine if you’re running a one-day deal, but if your landing page is supposed to remain online for days, weeks, or months, then you need proper SEO integration. Experts from digital marketing agency Online Marketing Gurus state that failing to split-test is one of the main reasons why digital marketing efforts can fail. By focusing on this aspect, you can significantly reduce bounce rates.
To make your landing page SEO-friendly, you can also stick to the following steps:
Publish a custom URL landing page. Instead of publishing to your service provider, you want to publish the landing page to a subdomain on your own website in order to build authority with the search engines and boost your brand’s online presence as a whole.
Research and implement keywords. This is one of the most important parts of SEO, and it will determine how search engines position your landing page relative to the terms people search for.
Include keywords strategically throughout the landing page. Make sure you integrate them in your title tag, your meta tag, the header tags, the image file names, and of course, the copy itself.
Build your landing page form
Landing page forms are another essential component of customer experience, and they could make or break a sale. This is a vital step that can significantly boost your conversion rate, so take note. You want to build a custom landing page form using a landing page builder tool that will allow you to customize its appearance and fields from header to footer.
Be sure to keep it simple, transparent, and as short as possible in order to give your customers the freedom they need to browse the page without further interruptions. While you will gain more lead information with longer forms, keep in mind that the modern customer will not waste their time filling out ten or more fields. Instead, leave the form-filling for when they’ve actually put something in their shopping cart, and don’t forget to create a thank-you page that will show them just how much you appreciate their business.
A parting word or two
Landing page optimization is a nuanced task that requires much more than just having a “buy now” button and a couple of mediocre paragraphs of text. Instead, it is about crafting compelling visuals and stories that will incentivize the visitors to make a positive decision, as well as optimizing the landing page for top SERP positioning with adequate SEO integration.
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