LANDING PAGE OPTIMIZATION
What Is Landing Page Optimisation?
Landing Page Optimisation is the process of improving a visitor's perception of a website by optimizing its content and appearance in order to make them more appealing to the target audience, as measured by target goals such as conversion rate.
How Does Landing Page Optimisation Work?
Businesses may not generate many sales through their websites, even when they have an attractive offering for both their products and business because they fail to effectively communicate their offering to their prospective customers.
Thinking holistically about communicating your message through the sales funnel involves two key elements: Continuity and Congruence:
- Continuity: Ensuring each step in the conversion process either states or supports the offering and is consistent with every other step in the conversion process.
- Congruence: Ensuring every element of your page either states or supports the offering and is consistent and harmonious with every other element on the page.
The Conversion Efficiency Index formula:
C = 4M + 3V + 2(I-F) – 2A |
illustrates that the probability of conversion (C) is a function of the buyer’s motivation (M), how strong our value proposition (V) is, and the combination of friction (F) and incentive (I) elements that make up our registration process, further mitigated by any anxiety (A) experienced by the customer during the process.
How Does Landing Page Optimisation Benefit You?
Landing Page Optimisation is of critical importance when you are running paid campaigns to generate traffic to your site. Without optimizing your landing pages, the cost of acquisition can increase considerably, making your campaigns less attractive on an ROI basis.
Landing Page Optimisation is an important bridge between traffic acquisition and conversion in you web sales funnel.
Emagin’s Landing Page Optimisation Solution
When conducting landing page optimization, Emagin will:
- Determine the information you need to capture for each customer.
- Determine the minimum information you need to capture “up-front” in order to minimize Friction and Anxiety and optimize Conversion. Ask for additional information no earlier in the sale process than you need it in order to accomplish your primary objective.
- Test groups or “clusters” of changes, such as email capture location and Call-to-Action design that may be combined to achieve gains that neither might produce alone.
- Test different designs and experiment with the timing for basket-recovery email campaigns.
See Also
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