Your homepage is a landing page, your product features page is a landing page, even the pricing page is a landing page. Any page that features call-to-action buttons to signup as a customer can be considered a landing page, but certainly others are more concise and specific than the rest.
Typically it is the product's main feature page that gets the most optimization care, because that's the page that drives the most sales, based on the fact that it has an actionable intention.
Landing page optimization is all about User Experience and User Interface, although our product can be amazing and solve a lot of problems for our customers, a poorly executed landing page will not drive the same amount of leads that a fully optimized landing page would. And what is the criteria for a good landing page anyway?
1. Setup an analytics platform
is a good start, it will give you all the necessary insight about your visitors and some of their demographic information, but for more concise analytics it's best to look into specifically built marketing solutions that can analyze data such as user live interaction, their browsing history on your landing pages, as well as their potential previous interactions with your landing page. All of which will give you a much more broad and clear understanding of how your landing page is being used.
2. Optimize for sales
There's little to no value in optimizing a landing page for search engines, if the landing page doesn't perform well in front of live visitors. Search optimization is only a means of acquiring new and organic visitors, what happens next is their live experience with the landing page that you're offering. If the experience is poor, so will be the number of sales.
The best way to go about optimizing for sales is to understand basic principles of UX and UI, GoodUI
is one such resource that offers several dozens of concise User Experience and User Interface tips that will let you optimize your landing pages for maximum conversion potential.
3. Remember the basics
"What problem are you trying to solve with your service and whose problem is that exactly? The answers to these questions will help you identify who your target audience is. And once you’ve found that out, you then need to spend every waking moment researching on what exactly your audience wants." - Fahad Muhammad
Your first landing page will be bad, there's no other way to go about it. Mistakes will be made, and changes will need to be done on almost daily basis, until some time a solid landing page forms and you can begin to start testing its performance.
However, we have to emphasize the fact that all landing pages share common traits, components that make a landing page what it is, and without these components, the customer can easily get lost:
- Headline, and sub-headline (optional).
- Description that explains the value behind the offer.
- A self-explanatory image to reflect the product.
- A number of elements that portray quotes and/or testimonials.
- A form that can be used to gather visitors details. (pre-sales)
Any other components are completely up to you and your own personal preference and/or experience, since there's no shortage of landing page examples on the web, inspiration can be gained everywhere.
4. Limit the navigation options
The job of a landing page is to keep the visitors attention focused on the copy of the landing page and what it is trying to offer, having a full-blown navigation menu available at the top of the page might be used as a means of exiting the page and thus eliminating any possibility of a sale to happen. This can also be seen as distraction. If you're serious about making sales and increasing conversion rates with your landing page, get rid of the menu and see what happens!
5. Social proof
One of the best ways to optimize a landing page is by enabling social proof. This can come in forms of testimonials, quotes and case studies that come from your existing customers. You might be wondering, how do I gain access to these? The best way is to reach out to your existing customers and ask them kindly to do some reviews for you so that you can use them on your landing page. This has been a proven technique for increasing sales through your landing page by the means of establishing credibility.