When it comes to online advertising, there are many different ways to attract new customers, strategic choices such as different brand logos, promotional callouts, and new messaging can be the difference between a new customer and a lost click.
But what happens once a customer clicks through your ad? According to a study, for every $92 spent acquiring customers, only $1 is spent converting them.
And although only 22% of businesses are satisfied with their online conversion rates, many consider landing page optimization one of the most technically challenging changes to make.
However, testing and optimizing the landing page experience can create huge improvements in conversion rate. Below are our top five tips for an ideal landing page strategy.
1. Display Only One Offer
Although it may sound like a great experience to give your potential customer multiple options of where to book, it can actually lead customers away from a conversion. Landing pages with multiple offers get 266% fewer leads than pages with single offers. The best practice is to make it as easy as possible for your customers to follow through and complete their conversion.
2. Embed Videos
Because you will want to avoid your customers leaving your landing page, embedding videos is a great way to deliver engaging content within the current experience. A study from Eyeview revealed that embedding videos on your landing page can increase conversion by 86%, while also creating a unique way to tell your customers about your brand.
3. Optimize for Mobile
Mobile usage has been increasing steadily in the past few years and now represents 65% of all time spent engaging with digital media. In metasearch, mobile opportunities have growth 31% year over year. But even with the increased popularity and opportunity on mobile, only 50% of advertisers have sites optimized for mobile. Ensuring mobile-friendly landing pages is key to capitalizing on the growing mobile trend.
4. Shorten Your Load Times
No matter how engaging and highly-optimized you make your landing page, it won’t lead to more conversions if it doesn’t load quickly. Even a one-second delay can lead to a 7% decrease in conversions. Today’s consumer expects pages to load instantly and advertisers with slow load times lose customers.
5. Invest in Testing
A/B testing is thought to be the most effective testing method for discovering your ideal landing page. Determining the right content, call to action, and branding can be key to making clicks count towards conversion. For more on landing page testing, check out step #4 in this blog post.
These five tips are a great place to start for optimizing your landing pages.