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How to Optimize Your Landing Pages for Higher Conversion Rates

A great deal of money and attention are spent on driving traffic, but there are times when on-page conversion optimization is just what your program needs. Here are some tips to help ensure that your landing pages are driving the highest conversions possible.

Is your main promotion at the top of every page?

While optimized homepages and the product pages are fairly obvious, oftentimes category, hub and content pages are forgotten or ignored. To optimize page performance for all of your pages, be sure to include your main promotion(s) on every one of your landing pages and put them in a place where your visitors cannot miss them. Great things to feature include shipping promotions and any member discounts you offer.

Is your site’s functionality tailored for your audience?

Is your site relevant, clear and engaging? Does your page navigation encourage users to browse? Usability is one of the biggest conversion killers. A site that flows poorly can generate ample frustration with clients and negatively affect profits, costing you more in the long run.

Do you have a clear call to action?

Are your visitors clear on what you want them to do? The biggest, clearest item on your product pages should be how to buy the item being promoted.

Have you tested your layout?

Data is the best decision-making tool you have at your disposal. Make sure you test different elements on your site to see if changes in font size, layout and other aesthetic factors influence conversion rates. Your landing pages are a great testing ground, so do not be afraid to explore your options.

Does your page content align with your overall brand strategy?

When designing your landing pages, think about what elements you can add to your pages to keep visitors engaged and interested enough to make a purchase. Do you have engaging video content to share? What about positive reviews and testimonials from satisfied customers? Adding these personalized touches can have a huge impact on visitor perception of your brand/product and drive them to purchase.

Now, that you have assessed these key considerations, you need to measure your success. This can be done by monitoring your analytics closely.

Consider the following when gauging the health of your landing pages:

  • Bounce Rate
    • The bounce rate is the percentage of visitors to your site that leave after only visiting one page. Has your bounce rate on your landing pages dropped in the past few months? Is it lower than the overall site average? These are things you'll want to keep an eye out for.
  • Time on Page
    • Has the average time spent on page/site increased for your pages? Do you see a correlation between time spent on page and conversion rate? Theoretically, the more time a visitor spends on your site, the higher the likelihood of them converting so be sure to keep an eye on this metric.
  • Conversion Rates
    • How does the conversion rate for your landing pages compare to your homepage? It is higher? Lower?

Do not forget to leverage your long-tail SEO to improve (or create) on-site content to support consumers looking to make purchases. Change on-page content and meta tags as new and relevant data comes in - after all, optimization is all about continuous improvement.

By making sure your site is as relevant and optimized as possible, both you and your consumers will benefit.

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