There are many ways by which you can synchronize your landing page to align with your business goals. On this webinar, Lance Loveday of Closed Loop Marketing talked about these methods, and how you can maximize your options. In one of the clients that Lance used to work for, he highlighted the increase in conversion after the enhancement in that customer’s landing page was introduced. The revenue, according to Lance, increased significantly. But since he cannot divulged the exact figures or amount, he shared the percentage of increase in conversion. The numbers can pretty much tell you how much money that company was able to make – an increase from 14.2% to 36% conversion rate with a revenue of over a million dollars. Now, how can you not want that?
The big question is, how can you do it? Your landing page represents your company as a whole, all in that one page. That page needs to tell the best out of your product and why you are the best option among others. It also needs to present an image that customers will want to invest more time in.
Landing Page In A Nutshell
The landing page is made up of these two elements: words and images and these two need to complement one another. Deliver the message clearly in your landing page- set the tone, choose the right language and find the exact wordings.
Sometimes the message that you have in your landing page is not yet the message that you want to send out to your customers – you will be surprised on how you can still strip it down to a more convincing and interesting series of sentences. Read through it and if you feel that what you are reading is not enough, rehash. It doesn’t matter if you have to do it all over again. You can also craft the language carefully, and make sure that your keywords are there. You can insert the images or pictures after you are done with your description to ensure that the two are aligned.
Ways to Measure the Success Rate Of Your Landing Page
When trying to gauge how well your website is doing, one of the best ways is through measuring the success rate of your landing page. Listed below are the two ways to measure the success rate of your Landing Page:
- Innovative Test – Your measurement is based on the increase or decrease of traffic after a change was made in the template level. These can include a change in image or a swap in a headline or a call to action. If you do not see a particular trend, you can change the entire template and see how the response rate changes.
- Iterating Test – The test performed on the changes in traffic after certain wordings or pictures were removed from the page leaving only the essentials. For example, instead of mentioning the price of the item, you can remove that portion and indicate the savings and the benefits one will get from buying that product.
These two tests can show how conversion has increased or decreased, and you as the business owner can measure how the result can impact your organization as a whole. According to Lance, to see how you are performing on all angles, doing innovative and iterating tests at the same time is your right choice (see also this Unbounce article). If you want to learn more about this, or if you want to see the entire webinar, click here.