Increasing your conversions and improving your user experience can all be accomplished by making the most of your landing pages. Landing pages are often your brand’s first interaction with a consumer – and it’s important not only that they say the right thing about your brand, but also that they are capable of giving the consumer what they want.Whatever your brand sells or provides, landing pages should be an important part of your digital strategy; they impact both on the bottom line and on user experience (UX).
What is a landing page?
Though virtually every online brand will have them, there is often confusion as to what a landing page actually is. In short, a landing page is a page consumers arrive at when clicking on links external to your site, from pay-per-click (PPC) ads, search engine results pages (SERPs) or any other external link. As the first page a potential consumer will see, therefore, the landing page serves many different functions depending upon the business needs of your brand, yet – at its most basic – you can consider a landing page to be a kind of gateway, whether that is to the further exploration of your site, to conversion or to the completion of a designated goal. As such, landing pages can take various forms – even for the same product or service.
Although a generic landing page can sometimes be perfectly serviceable for a number of different levels of consumer interest or intent, it makes sense to ensure that the consumer is being well served by the page they see when first arriving at your site. The page consumers wish to see when at the various levels of the conversion funnel will contain different information (for more information on the conversion funnel, see our ‘PPC Buyer’s Journey eBook’).
A consumer at the awareness stage, for example, may be seeking information regarding the product – such as pricing, reviews or functionality, while at the purchase level they may simply need some refresher information to confirm they’re in the right place and a buy it now or add to basket button. As such, it is worthwhile considering matching multiple landing pages to your existing buyer’s journey.
What is landing page optimisation?
In this regard, landing page optimisation is the practice of ‘optimising’ a page to make it as easy as possible for the consumer to complete the action you and they both wish to – whether that is proceeding through various other pages, raising their awareness of your products or services or converting. This can take a number of different forms, from general SEO to PPC and CRO – these will, in turn, optimise the page for SEO, as destination pages for PPC advertisements and for increasing your rate of conversion. Landing pages are also great for use in conjunction with segmentation – allowing you to further personalise the user experience (UX) of your site.
The latest Click Consult ‘Beginner’s Guide’ gives you all you need to begin optimising your landing pages for:
- Organic search (SEO)
- Paid search (PPC)
- Conversion rate optimisation (CRO)
Why optimise for SEO?
It’s likely you’ll have taken the previous steps for other areas of your site – but why should you do it for your landing pages? The short answer is that you want your landing pages (pages which are always important for the conversion process) to feature as high in the rankings as possible for all applicable search terms and should therefore abide by SEO best practice. Even simplified landing pages, therefore, should feature useful copy below the fold to ensure that it does not fall foul of various algorithm or manual penalties for thin content.
Landing pages should:
- Be connected to all other areas of the site (easily navigable)
- Be unique
- Be substantial (in order to avoid appearing to contain ‘thin’ content)
- Be relevant to the search term
- Provide a useful and engaging user experience
The more able a landing page is to tick these particular boxes, the more likely it is to rank highly in SERPs, enabling your potential consumers to find the page early and therefore easier for them to convert.