Stick the Landing Page — Improving Your CRO
Numbers are the backbone of any business. At the end of the day, no matter the industry you serve, it’s always about meeting your bottom line. When it comes to measuring conversion rates and achieving those numbers, not all businesses are savvy to the ways of conversion rate optimisation (CRO). The growing trend of CRO in today’s digital marketing world means setting aside more focus on the way your business engages with its audience. It’s more than active social media profiles and intuitive customer service. It’s about delivering a seamless customer journey experience that ties back to securing a conversion.
One of the best ways of improving CRO across multiple channels is the landing page.
Pay-per-click (PPC) efficiency
PPC landing pages boost ROI by integrating the conversion funnel into the page design — an intuitive user experience that you just don’t get with a regular website. Customers are guided through the step-by-step process of the sales funnel to ensure a seamless transaction and guarantee a conversion. A PPC landing page provides the most direct line of contact for your customers with the product/service they need most to help solve their problems and fulfil their needs.
A good PPC landing page focuses on these things:
Specialised information and solutions
Manoeuvring through a business’ website can be tedious for customers. So many pages and dropdowns to click on — and oftentimes the wrong ones are clicked. A PPC landing page provides detailed and direct information that relates to your searchers’ intent without overloading their senses. The best kind of landing page is driven by single-purpose design — one driven action. Keep it short, sweet, and simple.
SEO keyword focus
Creating a single-purpose landing page design means knowing what to focus on. Capturing SEO keywords ensures that your landing page meets the current search term demands of your audience. Answering the questions before they’re asked shows your customers the effort and attention you’ve placed in delivering the right solutions. It also showcases your business’ ability to do the right kind of research and get the right kind of results.
A/B testing is vital to any digital marketing strategy. Econsultancy found that businesses with improved conversion rates over the last year were performing an average of 50% more tests with 47% more methods. Landing pages are all about efficiency and design. What better way to make the best landing page than with testing? A 1-second delay in page loading time can result in a 7% drop in your conversion rate if you’re not careful.
A/B testing also means you get statistical proof of your efforts. Numbers rarely lie, and numbers are what make your business grow. Building social proof builds customer trust and business credibility.
Conversion optimisation is an on-going process consisting of a myriad of factors to focus on and deliver for. It isn’t just about focusing on the end of your conversion funnel — it’s about finding the best ways of implementing these optimisation processes from start-to-finish.