Tips to Optimize Your Landing Page

Are you searching for tricks to optimize your landing page? If so, then you are at the right place to find the solution for better conversion from your digital marketing campaign.

In this article you will find the best hacks that will sky-rocket your conversion rate. Let’s start…… J

Landing Page Optimization

Be it your paid campaign or the pages that rank for your keywords in organic search, every webmaster knows the importance of a well optimized landing page. The internet is full of tips and tricks on how to create an engaging landing page. You can find more, what Google says about understanding landing page experience.

landing page optimizatoin

While Google is more concerned about Relevant, useful and original content, Transparency, trustworthiness and Ease of navigation, but there is lot more things you need to address in the landing page to engage your visitors to take the required action.

No matter how well presented and informative your landing page is, there are certain important measures that need to be taken care of, which will help you availing a better edge for your landing page over your competitor.

Here is a list of 5 important features; you need to check for a landing page that really converts.

Trust – the credibility of your BRAND

Let’s look at a real life example. Will you buy a product form someone whom you don’t know and heard about? You’ll never take the risk to buying something from a barely credible resource that is only having an online existence. That includes me too. We always search for the trustworthiness.

So the bottom line is, none of your visitors will fill out the form or put his personal information (credit card details, phone number, and address) to sign up if they don’t trust you. Trust is a very fragile thing and when it comes to online interaction; visitors will have very little trust to spare.

So, your landing page must have elements that can lessen their anxiety and doubts and convince them.

  • Relevant trust icons, like certificates form Better Business Bureau, Antivirus badges, Licenses/Permits form government organizations, anti spam elements or media connection.
  • Testimonials/Reference form real people/customers
  • A clear privacy policies describing all you do with your customers
  • Relevant guarantees/replacement etc.
  • Others include social share/download count/review form third party sites

The Message/Propose – The Most Important Part of Landing Page

There would be hardly any second thought that the message/offer in the landing page plays a vital role in the conversion. Yes, this is very second point I would like to write about.

Your visitors may get impressed by the wonderful layouts, but the non-availability of a well described and well presented offer will make them to think for other options.

For scoring better at landing page optimization, you need to consider the below things:

  • Your offer should be clearly explained
  • Targeted at the right audience
  • The offer needs to have an optimum visual impact

Your visitors will be looking for benefits that they will be getting and your offer should be targeted at that need. Let the offer speak about the benefits the visitors will be getting after taking an action.  For example, what will they get by signing up for an eBook or free consultation or video series?

Visual Hierarchy – Page Layout should direct Visitors to take action

Visualization works better than anything else when it comes to making your visitors convert. A well optimized landing page will help visitors see the benefits you are offering in a better way. In other words, the landing page visuals should make things easier for the visitors by pointing them at the right direction – your call to action button.

  • Compelling images to aid in conversions
  • Using location, coloration, and visual cues to make the content and most importantly the call-to-action button more prominent.

Forms – What Benefits the Visitors Will Get By Filling It Up

 Most of the visitors will not have time for lengthy or complicated forms – unless they are really interesting. A landing page form should be appealing enough to make the visitors want to fill them up. Don’t create form just for the heck of it. Just like the offer, your form needs to be correlated with the benefits.

  • Strong call-of-action
  • Match the number of field to the benefits
  • A compelling headline
  • Easy scrolling and returning to the form.

A well optimized landing page form will help your business grow by helping you gather information about the visitors.

Speed – Make it as fast as possible

It is important that your landing page has less loading time or else you will be losing your valuable conversions. If it takes too much time to load the webpage when someone clicks on your link, there are chances that he/she will move away from your page. At the same time this will signal Google that the user experience with your landing page is poor hence you may even get drop your ranking/ad rank. So you need to make sure your landing page is super fast.

  • The images and pictures shouldn’t be larger than they need to be
  • cache tools helps in fast page loading

Landing page is important for every business. They are the best way to interact with your future customer. However, only an optimized landing page is the one that actually converts a visitor.

3 Takeaways for Google Panda 4.2 Update

Recently Google updated its panda algorithm, PANDA 4.2 in the mid July. Here are some takeaways for you.

panda 4.2 update

>> Panda 4.2 is a site-wide action. Different pages of a website will show different results if hit by panda 4.2 as the very slow and pagewise roll out.

>> This is the slowest ever algorithm update by Google, taking several months and the reason is described as technical but not to confuse webmasters or website owners.

>> There is nothing new about panda 4.2. So the recovery process is same as suggested by google during the first panda update.

You have to wait for several months until the completion of the whole rollout. Else you can check your analytics right away here and check the organic traffic changes for your website. As per Google information, this refresh will only affect maximum of 3% of search queries, which is 2% lower than the previous refresh of maximum 5% in September last year.

Here are couple of more resources:

  • https://blog.seoprofiler.com/2015/08/google-panda-4-2-update-slow-technical-reasons/
  • http://contently.com/strategist/2015/07/31/3-things-content-marketers-needs-to-know-about-googles-panda-4-2-update/
  • http://www.thesempost.com/google-why-the-panda-4-2-roll-out-is-so-slow/
  • http://www.inc.com/peter-roesler/why-you-should-care-about-google-s-panda-4-2-update.html
  • http://www.brafton.com/news/seo-1/panda-4-2-big-marketing-mystery

Google Structure Shakeup, Now Alphabet Inc Is the New Parent Company

Google is no more the parent company for all Google products and ventures. They got a new parent company, Alphabet with ultimate power that would board Larry Page as CEO and Sergey Brin as president. So along with the new name many of the Google’s business are now separate entity under Alphabet while the core internet business will stay as Google Inc.

Larry page describes they liked the  name  Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations, and is the core of how we index with Google search! We also like that it means alpha-bet (Alpha is investment return above benchmark), which we strive for!

Businesses that will stay a part of Google:

  • Search
  • Apps
  • Advertising
  • YouTube
  • Maps
  • Android

Shareholders will get one Alphabet share for every Google share they previously owned, while Alphabet includes the following entities and will be managed separately.

  • Google Inc.
  • Calico – biotech research
  • Nest – Nest Thermostat and other smart home products
  • Google Ventures and Google Capital
  • Google X – self-driving cars and delivery drones

Larry Page the founder of Google wrote, “Our Company is operating well today, but we think we can make it cleaner and more accountable. So we are creating a new company, called Alphabet  (http://abc.xyz). I am really excited to be running Alphabet as CEO with help from my capable partner, Sergey, as President.”

You can read the whole article here: G is for Google.

In the meantime Chennai, India-born Pichai Sundararajan, better known as Sundar Pichai has been appointed as the new CEO of Google Inc.

Larry also wrote, “I feel very fortunate to have someone as talented as he is to run the slightly slimmed down Google and this frees up time for me to continue to scale our aspirations. I have been spending quite a bit of time with Sundar, helping him and the company in any way I can, and I will of course continue to do that. Google itself is also making all sorts of new products, and I know Sundar will always be focused on innovation — continuing to stretch boundaries. 

SO it is clear now with Alphabet Larry plans to control over all communication and the future of business growth.

3 Results Instead Of 7 – Google Updates the “Local Pack”

Yes, the 7-pack is now the 3-pack. Google has made it short and redesigned it to fit more with the mobile user interface. Due to the ever-growing importance of mobile devices, so the change in the local SEO SERP is more about mobile responsiveness now.

Here is a picture of the new local pack, displaying only three results:

google 3 pack result

Here is a screen shot showing what the local results looked like a week ago.

Google 7 Pack Removed

Ahh, bad news for the websites those were there in the 4 -7 places. So they will have now a fewer sales or leads on those keywords for those they used to be appeared in the 4th or lower position.

Google explains it as “We are constantly exploring the best way to bring a better search experience to our users. This update provides people with more relevant information, including photos, reviews and prices, for searches that have multiple results for a given location.”

Mike Blumenthal has a great post here: THOUGHTS ABOUT THE NEW LOCAL STACK DISPLAY.

You can find some more valuable advice here by Jennifer Slegg: Google Local Shakeup: 3-Pack Only, 7-Pack Removed; Addresses & Phone Numbers Gone

Another great post by Brian: Google goes to Local 3 Pack

My take on the change: With the update the competition for the three spots is going to heat up the local search engine optimization and digital marketers will have to work again on their local SEO strategy.

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Instant Messaging Apps – New Avatar in Digital Marketing

Reaching out to the right segment with right message instantaneously is the actual real time marketing

Digital space is getting broadened within twinkle of eyelids! Marketers in digital era are often ending up in mess while planning resources for a certain project. Marketing in digital world, is a competition within itself with every new resource outdating the previous ones. Moving on with the trend isn’t the only thing, what actually matters are, how well we are making out of that trend.

instant messaging apps

Instant messaging Apps have reduced the scope of SMS to quite a huge extent, but will it soon take over SMS in aspect of marketing? Recent survey by the search analyst team of Google suggests that Mobile Tsunami has just conquered the World Wide Web, and it’s ramification is the usage of the mobile apps are just like drinking water , eating, breathing and so on. Everything seems to be within virtual reach, with the suitable app installed in mobile! But undeniably, instant messaging apps are just the ones which can actually facilitate marketing while other apps are needed to be marketed.

Now, let’s throw some light on how these apps can be integrated with the marketing strategy:

Instantaneous Effect – Enhanced Real Time Conversation

Every digital marketing campaign gets planned on some goals, the purpose of the goal may vary but the basic principle remains the same i.e. earning of needful data from relevant psychographic segment of audiences. Very often in landing pages, the data field for mobile no are marked as optional, but now it shouldn’t be any longer. Creating a group on WhatsApp with the earned mobile numbers is quite worthwhile rather than launching an email marketing campaign with earned emails, with quite uncertainty.  Creating a group on Whatsapp is quite seamless and undoubtedly it even encourages the audiences with in-market segment to invite new contacts from the specific niche. The transparency in the communication is what makes it prospective than email marketing campaigns. Even in social media, it’s not possible to tap into real time conversations unless we are keeping a hawk’s eye on the news feed or using social mentioning tools! But in instant messaging apps, we can instantaneously hold on to the key factors of the audience overviews and can optimize the conversation accordingly.

Non – Apparent Brand Promotion

Yes, it is! Whereas in social media, the company profiles or business pages are likely to convey information on behalf of a brand, but herein the messaging apps, the audiences are getting known to the face/s behind the brand. Usage of Social media in marketing is actually spreading the awareness of the brand across of the social circle of the targeted niche! So, therein the brand speaks itself and the impact left on the mind of the audiences is about the brand and not any individual. But, in messaging apps, it’s not about the brand rather it’s about the individuals who interacts with the prospective audiences and thereby strategize the plan and publicize in the niche using social media.

Personified Interaction:

Whereas, in social media every followers of the brand may not share same level of affinity with it, hence gradually every update may not reach the news feed of every follower. After a certain span of time, those who haven’t at all interacted with the updates may stop receiving any updates. But, in messaging app, the opportunity gets widened to interact with as many as contacts possible! Since it’s not about the brand, it’s about a generic discussion of some ongoing trends in niche, so it encourages people to share their overview, which thereby reveals a lot that what they expect from a brand.

Wide Spectrum of Reach Every time:

In social media, apart from the promoted posts, the organic reach of the regular posts may vary and drop in accordance with the affinity level of the followers with the page. Hence, unless we are promoting the posts, we can’t be sure that how many attentions it will fetch! But with IM Apps, we can reach out to every members of a group or as many as connections possible within our niche.

Enhanced Engagement

So called engagement in social media, develops with the brand and its components! Analytics professionals often wonder about the consistent low engagement rate, in spite of targeting the right segment. But, using IM apps it’s quite possible to reach out to the audiences an individual, not as a brand itself. Engagement begins at the moment, when a discussion starts in a group and thereby getting engaged with the core of the discussion and sorting out the key points from it. Engagement is not just the ones which get revealed by calculative metrics in the Analytics dashboard, but how effectively we can get engaged with the prospective audiences and how we can understand what aspects can actually trigger the engagement in our marketing strategies.

Bottom – Line

Although, IM apps are yet to take the full swing in the digital marketing arena! It may not be fruitful for every business and its impact may vary from niche to niche. But the undeniable aspect is , it’s the avatar which helps when we need to take instantaneous decisions and it is not the media where we can convert the prospects , but undoubtedly we can delve deep into the ongoing trend in the certain niche.