Whether you are launching your website for the first time or have an underperforming landing page that needs a marketing boost, you can improve your web pages and your site.
If you pay attention to two different types of data and use those metrics to shift focus and improve optimization, you can elevate traffic numbers from your target audience and reach new levels of success.
Pay Attention to These Two Metrics to Judge Performance
The two most important metrics to track when determining the effectiveness of your landing page optimization are click through rate (CTR) and conversion rate.
These show how many people clicked on your search engine listing and navigated to your site and how many took some type of action once they got there.
Possibilities include signing up for your newsletter, buying products, filling out a form, and similar activities.
Obviously, a high CTR and conversion rate is the ultimate goal for any website. If you already have these levels of attraction and action, you might not need to do any optimization at all.
Move forward carefully to add new pages or make changes to lower performing content but do not mess with anything already bringing in great results.
If you have a high click through rate but low conversion, something about your web pages is putting people off or not encouraging them enough to take action.
Conversely, if you have a low CTR and high conversion, your pages work well but initial SEO, PPC, or other marketing efforts remain weak.
Of course, many other key performance indicators (KPIs) can help you learn more about your landing page’s ability to rank high and get attention.
Things like on-site searches, entry and exit pages, and bounce rate all factor into the decision of what optimization tasks to perform first.
Optimization Tips for Your Landing Page
Once you have gathered all the data and looked at the different metrics carefully, how do you know what to focus on first when it comes to optimizing your landing page? The ability to define smart objectives and set key result goals will inform the process overall.
The actions you take to improve landing page marketing results depend on the above-mentioned metrics. In general, you may change your keyword list, content focus and length, offers, and calls to action.
Low CTR – If not enough people are clicking on your search engine results and getting to your landing page, you need to do one of two things.
First, you can choose keyword phrases with higher search volume or lower competition that are still of interest and relevancy to your target audience.
Second, you can improve the on-site optimization of your page to make it more valuable in Google’s eyes.
Is it possible to understand exactly what the search engines are looking for? No. However, if you focus on providing maximum value for the type of people most likely to be interested in what you have to offer, you cannot go wrong.
Low Conversion – If you are not getting the best rate of conversions, you need more or better calls to action.
This can include anything from adding a slide in newsletter sign-up box to simply changing the wordings on your special offer announcement.
Other important efforts could include adding extra content that increases engagement or builds trust. Testimonials or demonstration videos can help, for example.
Consider addressing fears or pain points clearly on your landing page. This demonstrates an understanding of the issues that your target audience cares about. Then you can show how you can change their negative experience into a much more positive one.
If you have both low click through and conversion rates, it may be time to go back to the drawing board and explore your entire landing page building process, keyword focus list, and content creation strategy.
Remember that the most important factors in success online these days are relevancy and value. To deliver both these things, you need to first identify your target audience specifically. Only then can you give them what they want and need.
Geo-targeted optimization is especially important if you run a brick-and-mortar company. Marina Turea with Digital Authority Partners reveals that location landing pages are one of the most powerful ways to attract people who are most likely to use your services or buy your products.
Always include state, city, or neighborhood keywords in your SEO plan when they specifically matter to your audience.
Search engines value local keywords and community focus quite highly when it comes to these types of businesses.
Focus on the Best Outcomes for Search Intention
The complex and secret Google algorithm that decides where your website will appear in the search engine result pages looks for an amazing number of different signals.
Every time someone performs a search, it creates tons of data that helps the search engine decide what results to serve.
Many of these have to do with the intention of the searcher and not necessarily what they actually type into the field before hitting Enter.
With this in mind, it is easy to understand why simple keyword inclusion, hitting a few content recommendations, or avoiding common SEO mistakes will not get you the results you want to find the levels of success your business needs to grow and thrive.
Instead, you need to understand searcher intent and boost the user experience so that people stick around on your website for longer.
This is one of the best indicators and most important pieces of data that Google and other search engines collect to judge if your site is worth ranking high or not.
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