As the Internet grows daily and more competition creeps into your markets it is crucial to maximize conversions that come to your website from organic or paid advertising. Landing page optimization (LPO) is a must in any business as it give valuable insights on how your website or landing page is interacting with them. We believe at FP Internet Marketing that LPO services is a must for any size business.
Reasons For LPO Services
We feel very passionate about landing page optimization. It is a must to perform but has to be done in the right way in order for LPO to be successful. Your path the visitor takes to get to your site must be looked at in order for true LPO services to be done. This is what some call funnel optimization in which consumer insights, web tracking, search data analysis, and competitive intelligence are all analyzed before your landing page optimization strategy is developed and implemented. The resulting strategy should be designed to:
- Drive results that make a business impact – what elements make the biggest impact?
- Optimize different marketing channels – different channels offer different motivation factors that must be met in order to earn a conversion that will hopefully will result in a sale.
- Engage the audience – what is the best way to reach the target we need to?
Funnel Optimization Services
Depending on where a consumer’s motivation resides in the funnel (e.g. awareness, intent, or purchase), the landing page must address that consumer’s mind set. This is needed in driving the target closer to converting for you. For example, to capture the attention of a prospect in the awareness phase of the funnel, a landing page must help the prospect identify the brand/product, why buy from you, to educate, what to expect as you move further to buying.
This funnel optimization tailors your brand or product’s unique selling proposition for top-performing landing pages along with the successful convergence of brand and media. This is the science of funnel optimization and something you can just set and forget!
Lack of knowing where the visitor came from can be detrimental to your business. Sometimes the landing page creative is not in sync with your conversion goals. As a result, elements conflict with conversion goals, page flow becomes problematic, and what may have been perceived as an effective landing page element actually turns into a stumbling block for the target audience. For example, your product targets women who are spiritual. You purchase advertising that has this target market covered and the traffic starts to flow yet conversions are very low. You have very little idea on why this is happening because you have used your highest converting page on your site, one that talks about the comparison between your product and your competitors. Why is this happening? Very simply you have not optimized the entire conversion path from traffic source to landing page. Landing page templates should be designed in a way that reflect the brand properly and engages the target audience to maximize conversions.
Continuous Landing Page Analysis, Optimization and Testing
Successful landing pages that outperform prior conversion rates are a great thing landing page optimization is never done. The process requires continuous analysis and optimization, including multivariate testing of messaging and imagery, visuals and media along with segmentation and other variant components that will optimize conversion rates even further.
The performance of the landing pages we create outperform the incumbents. We then work extremely hard to beat our own landing pages, by implementing further optimizing and testing. We never grow complacent because we know that landing page optimization is a continuous process as brands, consumers, and the competition evolve. Since LPO is a living and breathing thing, custom quotes are the only way to get a sense of your business, your needs, and what you can expect from our optimization services. Please contact us for more information and to receive your custom landing page optimization services quote.