10 Top Landing Page Optimization Tips to Boost Conversions

10 Top Landing Page Optimization Tips to Boost Conversions

Top 10 Tips for Landing Page Optimization | Online Expert 360

10 Top Landing Page Optimization Tips to Boost Conversions

Landing pages are a crucial element to any marketing strategy. They are also a big challenge for marketers. It takes a lot of experimenting, optimizing and observing to get things right.

But companies who do succeed, see the growth in conversions. For example, a study concluded that companies with more landing pages could generate a 55% growth and, even though, most landing pages have about 1-3 percent conversion rate, there are a lot of cases in which the numbers are well into the double-digits.

Here are some tips and tricks on how to optimize your landing pages:

1. Test Your Landing Pages

There is no better way of knowing what appeals to your audience the most than experimenting.

Create two identical landing pages and change details like font color, images, videos, CTA etc. This method is most commonly known as split testing or A/B testing. It will make it easier for you to track how your audience behaves and which page works better.

This is not a one-time thing since you’ll have to continuously update and optimize the pages to come-up with a good end-result.

Another thing that you should definitely test and pay attention to is the loading speed. If it’s anything more than two to three seconds, potential users will take off. Even though it’s optimal that you add imagery and videos to your landing page, you should try to make them as fast as possible. In other words, sometimes speed outranks images.

2. Implement Social Proof

Social proof is a good way to get people to trust you more. If you say that, for example, a lot of people have already used your service and have been satisfied with it, more people will come. This is pure psychology – people feel safer if they know that something has been tested before.

You can take it a step further and put a few customer reviews in there or a newspaper article about your achievements, certificates, badges etc.

All of this is to create a sense of safety for your customers and invite them into this community of happy consumers.

3. Understand Your Goals 

This is a pretty obvious one, but many companies and websites don’t quite get the hang of it completely. You see, the point of the landing page is to achieve your goal – one goal, not more. These companies include multiple offers and CTA’s and it can be quite confusing for the user.

The key is to present them with one solution in order to keep them focused and not let them get distracted.

Velaro, for instance, does a great job of talking about and presenting only one offer – the importance of live chat and how that could benefit a business. They offer a free download in turn for some information.

4. Use Images and Videos

In today’s fast-paced world, it’s hard to get someone to actually read what you have to say. People would rather skim through than pay attention and stick to a body of text. This is why you need to bring out the necessary emotions by using compelling imagery and informative videos.

When it comes to images, you should always keep them in sync. Your page header should complement the rest of the images. They should represent what you are trying to say and help you achieve your goals. You can find images on photo stocks or hire a photographer to take pictures specifically for that occasion.

Code Academy are masters at this – they use simple images with a lot of meaning. Breather, a website that finds meeting rooms for companies, is another great example as they introduce the viewer to peaceful and calming environments in their pictures.

Videos are a great way to provide information in a human way. Video content is popular and a great way to introduce your customers to an influencer who can make your business seem more trustworthy and inviting.

5. Create a Compelling Aesthetic

It’s all about your landing page looking good.

Along with videos and images, there are a few other important things that you can do:

  • Create a seamless flow of text
  • Make your page easy to navigate
  • Use clean designs and plenty of white space
  • Use complementary and contrasting colors
  • Use beautiful but easy-to-read fonts

There are plenty more things that you could do to optimize the visual aspects of your landing page. You can talk to designers, other companies or marketers and figure out what will work for you. There are plenty of community blogs that offer just this – Word Stream, for example.

6. Work on Your Written Content

Quality written content is easily the key to a successful conversion. It takes a lot of work to come up with the perfect lines of concise and appealing text.

There are a few things that you need to keep in mind:

  • Landing Page SEO – make sure that your landing page is SEO-friendly

“Many companies forget this entirely but it’s extremely valuable for your landing page to be SEO-friendly. There are a couple of reasons for that – it will make your page easier to find and it will help your overall SEO ranking. Don’t forget to optimize your landing page or to follow the best practices in landing page SEO just because it’s not a priority,” says Tina Jerrod, a SEO specialist from BestAustralianWriters.com.

  • Proofread!

Spelling and grammar mistakes are easy to avoid and a text without them is nothing special. But just think about how people would react to a content full of mistakes. This could ruin your reputation in front of your customers. If you are not much of a proofreader yourself, use tools.

  • Keep your content informative but concise

A landing page is not a good spot for you to go on and on about your offer. It’s perfectly fine to implement a short text packed with information and add, for example, a FAQ option that will answer any additional question. You can find this on Lyft’s landing page and it provides an invaluable clarity for the readers.

  • Learn how to properly format your text.

A wall of text will never do Use bold font for everything important, emphasize certain parts with italic, use subheadings and bullet points to keep everything readable and good-looking.

7. Include CTAs

Calls to action can often seem like they are only a button, but that is the best way to push users into action. The conversion rate of visitors converting on a landing page is affected by the CTA. Everything about them should be impeccable.

Use bold color, readable font and a message that encompasses everything that you are trying to achieve. The size of the button matters as well – don’t go overboard with a huge button that will scare them away. Make sure that it’s visible and easy to click on – both on the computer and on a mobile device.

For more information about marketing strategies for calls to action, visit marketing sites like Marketing Land.

Also, take a look at some of the popular websites and see how they handle CTA’s. Neil Patel, for instance, represents everything that a CTA should be on his homepage.

8. Optimize Landing Page Form Fields

People don’t like filling out form fields, plain and simple. However, if you make that experience seamless and entertaining, you are on your way to landing page greatness. Create a fun concept, or segment your form fields where users can track their progress.

There are companies that handle this really well.

Unbounce, for example, doesn’t even have a traditional form field but they get information from their users through a chat window. Bills.com uses multiform to attract customers by asking them how much of debt they have and then move on to gathering information from them. Landbot does a similar thing to Unbounce but enhances it by providing emoji and gif options in their chat information-gathering window.

9. Develop Trust and Consistency

This one isn’t easy. It takes time and patience. However, there are some things that you can do immediately to improve the trust users have in your company or website.

  1. Display your contact info – phone number, email address, physical address, etc. MyHouse.com does this and it definitely improves their business results and conversion rates. Being straightforward and easy to reach gives you credibility.
  2. Don’t oversell. This is a sure way to disappoint your users. Be honest about what you offer and then, if you have a way, surprise your users with something extra. This will be unexpected and it will make your users happy. It’s always better to underpromise and overdeliver, than the other way around.
  3. Keep your campaign consistent. This is essential. Make sure that all the messages you are sending out through various funnels are identical. Being inconsistent is what makes your customers doubt you.
  4. Show a face. People like to see a human behind the brand. Show a picture of you with your team or someone from your organization. A smiling face is even better, it promotes trust from the get-go.

10. Create an Offer

To be perfectly honest, even if you do all of the things above, you still might not see a difference. People are sometimes just not that keen on giving their information if they can’t see what’s in it for them immediately.

Make them an offer that will pay off as soon as they subscribe. This could be a book, a helpful guide, a discount or something for free. People love those things and will gladly subscribe if you offer them instant gratification in some way.

Conclusion

Creating a perfect landing page is not an easy feat. It requires thoughtfulness and a lot of strategizing. However, it’s a good way to gather information and garner a faithful audience. Following these tips is just a beginning to what will be a struggle of optimizing and updating as technologies and preferences change. Being on top of things is a good idea.

For now, though, implement a few of these landing page tips – or all of them – and watch your numbers grow.

Rachel Summers

Social Media Professional

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How Long Does It Take to Rank in Google Top 10 [Infographic]

How Long Does It Take to Rank in Google Top 10 [Infographic]

How Long Does It Take to Rank in Google Top 10 [Infographic]

How long does it take to rank in Google?

Exactly. It’s a trick question!

There are many difficulties involved in trying to answer this question in a straightforward way. There are simply too many factors to take into account – from existing domain authority and competition to on-site and off-site ranking factors.

However, a comprehensive study by Ahrefs may be able to give a more concrete answer than ‘It depends.

The Ahrefs team first took 2 million random keywords and pulled data on the Top 10 ranking pages for each of them.

The data was clear: the average Top 10 ranking page is 2+ years old, while the ones that rank at position #1 are on the average almost 3 years old.

Ahrefs then randomly selected 2 million pages which were first seen by their crawler a year ago, and tracked the position history of each page for any keyword it’s ranked for.

After looking through the 1-year-old (or younger) pages at each ranking position, the Ahrefs team discovered that only 5.7% of them ranked in the best search results within 365 days for a minimum of 1 keyword.

Going into details on those 5.7%, it turned out that most of them took anywhere between 61 and 182 days to make it to the Top 10.

It was also clear from the study that pages from websites with a high Domain Rating (DR) regularly outperform those with a low DR. When the Ahrefs team analyzed data in terms of monthly search volume of keywords, only 0.3% of pages ranked in the Top 10 for a high-volume keyword in less than a year.

What this means is that you can rank for low-volume keywords in a very short time, but getting to the top with high-volume keywords will take you about a year.

Sorry, you gotta grind.

This data, however, only applies to the “lucky” 5.7%. For the overwhelming majority the climb is much steeper and slower. In fact, 95% of all the pages analysed in the study didn’t make it to the Top 10 within only a year.

So was it really luck then that got those 5.7% into the Top 10?

Not exactly.

The real reason has more to do with existing domain authority, hard work, and excellent knowledge of SEO than random good fortune.

Existing domain authority is a massive currency these days, by the way. It’s so important that we decided to write a detailed step-by-step guide on hunting down the best expired domains.

The question of how long it takes to rank in Google is the million-dollar question and while no study, including the Ahrefs one, can give us a one-size-fits-all answer, Ahrefs successfully demonstrated that for the vast majority of newly published pages reaching the top within a year is virtually impossible.

If you want to find out more about the results of the Ahrefs study, take a look at the infographic below.

how long does it take to rank in google

This infographic was originally published by The Website Group

João Aguiar

Head of Marketing at Mobidea

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Why SERP Analysis is Crucial for SEO (Step by Step Guide)

Why SERP Analysis is Crucial for SEO (Step by Step Guide)

Why SERP Analysis is Crucial for SEO (Step by Step Guide)

There’s a popular misconception about keyword research: that the process ends when we’ve found the ideal balance between search volume and keyword difficulty.

Newsflash: no, it doesn’t end there.

There’s this thing called SERP analysis, which is an inseparable part of your keyword research, and if done correctly, can be a true game-changer.

In short, SERP analysis means to check the results you get after you search for relevant keywords and decide if you’re going to optimize for these keywords based on your chances of beating the competition.

I’m not over-exaggerating when I say that it actually doesn’t matter if you’re 100% sure that you’ve found a great keyword with a reasonable search volume and level of competition.

If you skip the search results analysis, it can still be a huge miss that causes you to lose money or time, or both.

I’ve rounded-up the most important aspects of a SERP competitor analysis in 3 points:

  1. Finding the right keywords
  2. Understanding your competition
  3. Doing SERP competitor analysis

Let’s go!

Finding The Right Keywords

Wow, I found the right keywords for my website, they are not too hard to rank for and their aggregated search volume should bring me a lot of relevant traffic! But wait, look at the SERP. The results are different from what I would want to rank in. Oh, it looks like the search intention behind them isn’t what my customers would expect.

Yes, this can happen.

Here’s a simplified example that does not take the metrics into account.

Let’s say you’re optimizing a product landing page for a keyword research tool. Instinctively you may consider “keyword research” to be one of the keywords you’re going for.

But then look what happens on the 1st SERP:

All results lead to blogs and guides on keyword research.

The obvious intention behind this search query is to find free information, and not to buy a product.

If you want to rank for the correct user intention, you’re going to need a different search term. In this case, your best move is to include the word “tool” in your phrase.

The same applies the other way round.

Skipping SERP analysis is a common mistake when doing local SEO keyword research too.

A food blogger reviewing New York pizza restaurants won’t find it useful to rank their article for online pizza delivery services for the same reason as in the first example – the intention mismatch.

SERP analysis basically shows you what users mean when they search for something and it eliminates the need to blind-guess the search queries.

Taking a simple look at the search results for a particular keyword is enough to understand whether it’s relevant or not.

Understanding Your Competition

Let’s focus on your competition now.

What you’re aiming at is to rank on the 1st SERP or at least at the top of the 2nd SERP.

The CTR study chart below shows the average CTR on the 1st and 2nd SERPs. The stats for the top positions on the 2nd SERP are a bit higher compared to those of the last positions from the 1st page.

Turns out it’s not such a bad idea to appear on the second page of Google after all (as long as you nail the top spot).

However, your #1 priority is to have as many engaged organic users as possible by ranking high for similar middle and long-tail keywords in multiple SERPs.

This is what we’ll try to discover now about your competition.

To analyze properly, you’ll need a lot more data than what shows in the search results, that’s why free tools come in handy.

Back in the days there weren’t too many keyword research tools that included SERP analysis. One of the pioneers was KWFinder, and it’s their tool that I used to research “best pizza in new york”.

Thanks to the SERPChecker integration, I can analyze:

  • Link profile strength (LPS)
  • Domain Authority (DA)
  • Page authority (PA)
  • Citation Flow (CF)
  • Trust Flow (TF)
  • Facebook shares (FB)
  • Alexa Rank
  • Number of external backlinks
  • Referring Domains (RD)
  • Referring IP Addresses (RI)

Check what all of these metrics mean here.

Now, let’s talk about Moz. As you see, a bunch of the metrics above refer to them.

These guys produce a range of wildly popular SEO tools and their metrics are still among the most used by SEO managers who want to calculate the authority of websites.

As we all know, the URL link profile remains one of the top three ranking factors. By having all this data you’ve got a chance to outrank high-authoritative sites which have strong backlinks even if you don’t have any backlinks.

All you need to do is produce super relevant and well optimized content. Be useful, offer value and Google will pick you up! That’s the magic of the Google algorithm.

If you don’t work with Moz, you can still check their metrics directly in Google SERP for free with the MozBar extension available for Chrome.

Here’s a glimpse:

Not bad, right?

In a nutshell, the strongest benefits of running a SERP competitor analysis are evaluating your chances of dominating the organic search, and what’s even more important, understanding the search intent behind a keyword, which will give you additional reasons to optimize for it.

Having said this, it’s time to move on to the real action.

Doing SERP Competitor Analysis

You have 2 options:

  1. Analyze Google Search results manually
  2. Use keyword tools with integrated SERP analysis

Doing SERP Analysis in Google Search

It’s all done directly in Google Search and you get to see the results in the same way as any other user. What you’ll do differently than the average searching user, however, is to employ various SEO extensions to get an overview of the most important metrics around your competition – their DA, PA or the number of external links.

Keep in mind that since Google has updated their local results, you won’t be able to inspect the SERP for specific locations unless you use specialized tools or know a couple of hacks.

You can use Nightwatch Search Simulator for instance. It’s a free Chrome extension that helps you simulate search engine queries on Google and compare the rankings of your website to these of your competitors.

Using keyword tools

In order to analyze location-specific SERPs, we have to use either keyword research tools with SERP analysis for selected locations or tools designed to generate accurate search results for these locations.

The few I mentioned earlier – KWFinder (Discount Coupon) or SEMrush (SEMrush Free Trial) can do this and I noticed that Long Tail Pro has incorporated this feature too.

In my opinion, the biggest added value of these tools is that you can do everything in one place. Not need to manually inspect the Google Search or use another tool and stretch your attention.

More and more keyword tools include this single dashboard organisation, so thumbs up for their developers.

They must have realized how important it is to do the SERP competitor analysis in the process of keyword research, so we’ll surely see even more improvements in the future.

Conclusion

To sum it up, here’s a list of things to keep in mind during a SERP analysis:

  • The SERP analysis helps you decide if you’re targeting a relevant keyword
  • Additional SEO metrics will help you analyze your competitors and if you have the potential to beat them
  • Inspect location-specific search results. It is a good idea to use keyword research tools which offer SERP analysis
  • Google SERP features such as answer boxes, featured snippets, AdWords, etc. may lower the CTR of organic results

I hope that this piece gave you new ideas on how to improve your keyword research. If there’s one thing that’s absolutely fundamental to take from this article, it’s to remember that SERP analysis isn’t only about your competition – it’s a crucial step of your own keyword research process.

Maros Kortis

Head of Marketing at Mangools

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