The landing page is the first page of your site where your visitor “lands”. This could be any page on your site and it doesn’t have to be the homepage. If you are running PPC campaigns and email marketing campaigns, you can direct your visitors to any landing page you want them to land on. Search engines display relevant pages that contain products and services that people are searching for and your landing page can be one of them. Therefore, when visitors click on one of the search results, they will be directed to the page shown and this means that every page on your site is a landing page.
What is landing page optimization?
When you develop your landing page and improve it to boost its conversion rate, then that is what we call landing page optimization. The goal of your landing page can be having your visitors engage into your site, inquire about a certain product, create an account, sign up, or buy your product. When visitors perform these actions, then they are making conversions. You should make sure that your landing page should fulfill its purpose and this to get your visitors to convert.
The importance of landing page optimization
Studies show that out of 100 visitors, only 5 convert, and this only applies to landing pages that have been properly optimized. Obviously, web pages that have not been optimized resulted into very low conversion rate. This can cost you a lot of money most especially if you have other marketing campaigns running and you do not get potential customers to perform your desired action. If you really want your business to succeed, then you should spend time and effort to enhance your landing pages.
Put yourself into your visitors’ shoes
The very first thing to do with landing page optimization is to determine and understand what your visitors need. It is true that every visitor is unique as well as their behavior, but they have the same expectations. Make them see that your product can help them in their needs, other people who visited the site and bought the product are satisfied with it and that your site is legitimate and trustworthy. Also, do not forget good page loading time.