How to Optimise a Landing Page
How to Optimise a Landing Page – CRO Tips
So, let me quickly just go through how I optimise my clients’ landing pages. So the first thing that I do is I review the metrics on that page. I use tools like heat map, session replays tools to understand what exactly the click-through rate of that page is.
And then I try to understand where people are clicking on the page. You need to understand what elements you have on a landing page that that is not interesting to people and what elements on your landing page they actually engage with. The things that they engage with. You want to keep it or increase the influence and the things that they do not engage with on your landing page, that’s a waste of time.
You want to remove it. Then you also want to understand by looking at other competitors’ websites, what is missing on your landing pages. Then the next step is you want to determine the page objective. Some page has multiple objectives. You always have a primary objective and a secondary objective. The primary objective is if the page is, for example, is to make people buy, that’s the primary objective.
The primary objective for a blog section, for example, is to engage people by educating them. That’s the primary. The secondary objective is to make them buy. So after a landing page, like a blog section, for example, has kind of fulfilled the primary objective, you want to nudge them towards another page that is aiming for them to convert.
That is the secondary objective. And then what is the most effective way to accomplish that objective? That’s the question you need to ask yourself when you’re optimising a landing page. And then the next section is you go and identify the friction and anxiety on that page. Identify the source of customer friction
and anxiety on the page. And then you make changes after you’ve identified what people are not engaging with or where within the page people scroll down to and leave.
Then you want to make changes on that part of the page to reduce that whatever anxiety or concern that is making them leave. And then you want to create incentives, value proposition, and motivation. You research a customer’s thought process. You use tools like usability testing and search or replace tools to understand what content elements on the page that they’re interacting with.
What do you need to include on the page to increase the motivation for people to buy? And then you want to review competitor pages, as I mentioned earlier on, to determine the top five pages that are ranking in SEO and Google Ads to kind of look at what lessons you can learn from those pages to help increase your conversion. You also want to look at your competitors’ conversion funnel.
You want to look at their checkout funnel to see that, okay, what are they doing that is making it easy for people to convert on those funnels that you can learn from and implement? You just don’t want to copy your competitors because they might be doing a terrible job. They might not be converting. So just going in there and just say, oh, because the competitors have all this, I’m going to do the same thing.
You’re setting yourself up for failure. And then as I mentioned earlier on, you want to design A/B testing variation for all the ideas to make sure that you have two variations that you can test and ensure that you have data to back your hypothesis. You just don’t want to say, because I think this is going to work, I’m going to implement it on my landing page. No, you want to create two variation with those ideas in them, some variations are radical redesign.
Some are just minor tweaks on the landing pages to kind of create those variations again so people can click on the parts that they like and then you can see what page is converting the most. So you run the A/B testing, you review the A/B testing results, and then you publish the winning result. I believe if you use all these elements that I’ve discussed in this video to optimise your landing page, you’re going to get increase in your conversion rate.