While there’re established best practices for optimizing landing page elements that are conventionally followed to improve the conversion rates, there’re a few strategies, if used meticulously can help improving conversions steadily & consistently. Mindlessly optimizing landing pages without having right strategy in place would result in no significant improvement in conversions.

Keep Visitor’s journey first at all times: Your visitor’s journey can become your guiding principle in catering to your traffic inflow. Based on the visitor’s behaviour analysis, you can segregate your visitors into different segments as per the conversion funnel. Are they merely interested in learning about your product (awareness), or they are genuinely looking out for any solution (consideration) or they would like to buy your product/solution (conversions), which also means they could be already in the checkout page. Gathering these data/leads would give you a lot of insights in catering to this segmented traffic to push them down the funnel to increase conversions.

Creating Seamless & Consistent experience: Your brand should remain consistent throughout the customer’s journey from paid ads, social media posts, blog CTAs or emails to your landing pages. You send a clear & unambiguous message by staying congruent in your design, colour scheme, imagery & overall brand value which strengthens your brand integrity, making it high likely to convert your audience.

Facilitating smooth Purchasing Journey: Maintaining a seamless journey for your customers as they navigate their buying process is of the utmost importance. By using qualitative tools such as heatmaps, click-maps, scroll-maps and session recordings, you can pinpoint the issues that prevent users from navigating smoothly. By implementing the required adjustments, you can eliminate friction, guiding them effectively towards conversions.

Decrease Page Loading time: According to one of the studies, a B2B site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds. The ideal loading periods for maximum conversion rates are thought to be between 0 and 4 seconds. As a matter of proven fact, a single second delay in your page load time can have an impact of 7% fewer conversions. With each passing second, there is a potential of losing out on your prospective customers, esp. if they are at the top of the funnel. By using the right online tools such as Google Pagespeed Insights, GTmetrix and Pingdom Website Speed, you need to ensure that this aspect of landing page is not compromised.

Get your Sanity of Landing pages in place: This is basic but crucial to ensure there are no broken or dead links placed in the landing page, ensuring all your pages are crawlable and are indexed for SEO. Internal links need to be created within the pages. Monitor your page ranking performance and follow the right SEO tactics.

Keeping in place the right landing page metrics like Abondanment rates, Page visits, Bounce rates, Traffic sources and submission rates goes a long way in gauging the effectiveness of your strategy. Constant A/B tests & application of conversion research framework along with the aforementioned strategies gives valuable insights into how to optimize the various aspects of your landing page to greatly increase conversions.

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