Landing page optimization

Where and how visitors end up will determine your success!

It does not matter how good your campaign, SEO- or online marketing-measures are: First of all you “only” bring additional visitors at your website. More visitors are however, rarely the real goal, rather more product purchases, more enquiries or more applications are expected. This is exactly the task and purpose of a good landing page.

Landing page-optimization increases your success

Additional visitors at first only cause additional costs. It does not matter how expensive or inexpensive, nor which measures, as for example search engine optimization (SEO), AdWords, banner displays or newsletter, you use. The marketing measures lead the additional visitors on certain pages (landing pages). The task and objective of a landing page is only fulfilled when a good percentage of visitors have turned into customers. The increase and perfection of a conversion rate is the stated goal of all the operations of a landing page optimization.

You need to turn visitors into customers in order to make profit

Successful landing pages put the visitor into the centre of their considerations and options. This may sound banal but landing pages are mostly developed from the offering company’s point of view and not from the potential customer’s point of view.

Strategies for successful landing pages

It is valuable for a landing page to make the following steps within the optimization process, in order to turn visitors into customers, with the highest possible percentage rate:

1. To quantify something means to know why and what you do!

Only those who can exactly measure the behaviour have a solid basis for optimization and improvement strategies.

2. Share and dominante!

Target group segmentation
Which different target groups are you addressing? Which message did you convey in a campaign?
Source access segmentation
How did the visitors get on the landing page? What promises or messages have been conveyed before the visit?

3. Keep and lead the visitor!

It is necessary to fully utilize the resulting- and already existing willingness to act.

This will be best achieved through the following measures:

Clear communication
Surplus values, advantages and differences to the competitor need to be cleary communicated. Lead the attention to important points and those which are willing to act in text, image and layout.
Reduce doubt and create confidence
Create confidence for your offer and for those visitors who are not registered customers yet. You even need to convince those visitors who might not know your company. Convince and satisfy your visitors.
Offer a “soft landing“
A visitor who can not immediately find what he is looking for (or what was discussed about before), is looking for it at your competitor’s page right away.
Guide visitors
Do not confuse your potential customers by too many options; rather make use of the willingness to act by focusing the attention on those who are important for the successful process. Information which can lead to confusion will be eliminated or formulated in a transparent way. Clear call-2-actions help visitors to carry out the next step. Increase the desire and guide the visitor to the conversion they are looking for.

A/B-tests and multivariate tests: reach the optimum

Nobody is able to define a landing page only through experience, personal assessment and aesthetic feeling. Tests will be made to reach the optimum. Landing pages that only differ through one attribute will be tested with A/B-tests. Let your visitors decide which methods are going to bring the most success. With multivariate tests you can achieve success through various attributes in various ways, at the same time. Often only small things decide about leap or conversion and about success or defeat. You can derive successful strategies for your business from the reactions of your visitors. We can achieve significant surplus profit for our customers through landing page optimization.