Put on your consumer hat for a second. Take a cursory glance at your landing page and ask yourself, “If I were a prospect, why would I download this offer?” If you can’t think of a good reason to take that next step within three seconds, then your offer needs to be improved. You only have approximately 3-5 seconds to capture a user’s attention.
If, on the other hand, you’ve done everything possible to make your offer appealing and you still experience measly returns, then there are specific steps you can take to optimize your landing page.
One of the many benefits of analytics is that it gives us the insights necessary to make better informed decisions. Take landing pages, for example. By measuring the right performance metrics, you can quickly ascertain how well a landing page is performing. You can then make adjustments – tweak the necessary copy or design elements and step back and observe.
Let's consider three common landing page issues and how best to tackle them.
1) Low Click-through Rate
Click-through is the amount of visitors who clicked through from your call to action (CTA) to your landing page. It’s a good gauge of your CTA’s effectiveness.
Problem: Low click-through rate.
Solution: Make sure your offer is aligned with the prospect’s motivations. If people are not clicking through, it’s likely that your offer isn't relevant to them. It's also critical that your CTA delivers on its promise when redirected to the landing page. Whether prospects are clicking through from an email or a PPC campaign, they expect to see exactly what you promised in your CTA. This means making sure that your copy, headlines, design elements and more are dancing in unison with your CTA.
2) High Bounce Rate
The bounce rate is the percentage of visitors who arrive on your landing page and leave immediately. Bounce rate is a strong indicator of how well your landing page is performing.
Problem: High bounce rate.
Solution: Make sure your landing page is consistent with the CTA that precedes it. If visitors are abandoning your landing page with optimum alacrity, you have an alignment issue. Check to make sure that the content on your landing page is aligned with the CTA.
3) Low Conversion Rate
The conversion rate is the measure of visitors who click through to the offer on your landing page. A user is converted after filling out a lead form and downloading an offer. A high conversion rate is an indicator of a well-performing landing page.
Problem: Low conversion rate.
Solution: A/B testing. There are many reasons why your landing page would stall—a busy layout, ineffective copy, elements of friction (a psychological resistance to your offer), etc. The best way to find out what truly works is to run an A/B test on your landing page. You can test virtually every element on your landing page: copy, art, design, layout, buttons, color and so on. Pick a goal and test it.
A) Set up the original landing page as the control, making sure to keep the unaltered design and copy intact.
B) Clone the control and label this as “treatment.”
C) Modify the treatment with new copy and design.
D) Test and analyze the results.