Best Practices for Landing Page Optimization

Traveling, or in this specific case flying, is a lot like searching the Internet. You start with an idea of where you want to end up, seek a ticket to get you there, and then execute your mission by boarding the flight and arriving at your destination.  When it comes to the Internet, you start by searching for what you want to accomplish on a search engine like Google or Yahoo, you find the result that seems the most applicable to your needs, and then you select that listing with the expectations that it should take you where you need to go. 

While there are definitely parallels in the processes, there are also some similarities dealing with possible destination frustration. What do you do when your plane doesn’t take you where you need to go? What do you do when your Internet search takes you to a landing page that doesn’t provide any useful information?  Here are some best practices to keep the user happy when he/she lands on a page that should complete the final stage(s) of an SEO or PPC campaign.

1.    Relevance:  Does the page communicate a clear and concise message to the user when they arrive?  If they are searching for steel-toed boots, make sure the page has something to do with steel-toed boots.
 
2.    Exclusivity:  Whenever possible, does your page exclusively talk about the topic from the search that brought the user there, or at least some very closely related keyword terms? Don’t let your stream of consciousness dictate your content.
 
3.    Appeal:  Is the landing page inviting? Does the page make the user want to stay? It is always useful to provide additional information that can help a user complete a task when they arrive at your page. Make sure you would want to stay on the page if you landed there.
 
4.    Limited-Navigation:  When you spend a lot of time making sure that your page is centered on a specific topic in order to best serve the needs of the visitors, make sure you don’t provide them with a variety of outlets to get distracted and leave that page. If you give them a plethora of navigation options, you are simply increasing the chances that they will lose focus on the reason they came to the page in the first place.
 
5.    Conversion-Focused:  All your work can be for nothing if you are not making it easy for the customer to complete an action on your page. Whether you want them to fill out a form, download information or make a purchase, make it as easy as possible for the visitor to do it. Including callouts, simple forms and easy checkout processes can help you complete your mission in the end and convert your user from a simple visitor to a loyal customer.
 
In the end, there are no right answers for what is going to work for every landing page every time. However, if you make it relevant, exclusive, appealing, simple and conversion-focused, you are already ahead of the game in ensuring your customers are getting a drastically better site visit when compared to those of your competitors who choose to ignore usability. You are increasing your long term success and ultimately giving the customer what they want, which is a free trip to the destination of their choice. While it might not be an exotic beach in this case, sometimes a quick trip to the paint shop or wedding dress shop can be just as important at that moment in time.

For more information on additional ways to increase the success rate of your landing page, contact us today.
 
By Brandon Turner