Whether you’re a beginner affiliate marketer focusing on lead generation and sweepstakes offers, or an experienced media buyer driving thousands of dollars worth of traffic to your sports betting sites, you must have a landing page.
Landing pages have many functions but one goal only. That goal is to make visitors convert. To make them click on that call to action (CTA) button. And to leave the page convinced they need the advertised products. In many cases, landing pages are the main advert and that’s exactly why they need to be good.
Want to learn about landing page optimization? Read on to discover the best tips, tricks & tools that will help increase your landing page conversion rates!
What is a landing page?
Landing pages are usually standalone websites with limited functionality. They are not intended to be explored but merely to provide information about something. Most often, the purpose of a lander is to sell its visitors something or to collect their emails.
Depending on the funnel and a type of offer a landing page might function as an advertisement. It can be the first thing a customer sees about the product or service but visitors can also land on it from an ad in the form of push notifications, banners, interstitials, or any other format.
A good landing page will provide the customer with exhaustive information about the product. If you chose to use clickbait strategies on your ad, the landing page is your chance to explain or elaborate on the idea. The point of that additional step between a catchy ad and the product page is to explain, inform, convince, and finally to sell.
How to design a great landing page?
A landing page might not be the same as a website but it doesn’t mean you should skip on the design and planning elements. It might not have tabs and sections or outgoing links but it has a mighty purpose – to bring you conversions.
Although there can be all kinds of landing pages depending on the offer, target audience, type of traffic, and other factors, we want to discuss the two ends of the spectrum.
Simple design for lead generation/email collection
The simplest offers that usually belong to the surveys and sweeps vertical, often utilize landing pages with straightforward designs. The purpose of such a landing page is to offer a chance to win something in exchange for filling out a survey, spinning a wheel, or just ‘signing up’ by leaving one’s email address and some basic data.
The call to action should be simple and clear, for example, ‘Register for a chance to win ___!’. A visitor needs to know exactly what they need to do to qualify for the prize, and the prize needs to be clearly presented without infringing the campaign guidelines of a network. That last part is especially important as using logos without the brand’s permission can get you in trouble with your ad network.
In short, the simplest form of a landing page should have a clear CTA, a value proposition, and an attention-grabbing part in the form of a survey, scratch card, boxes with hidden content to choose from, and/or a simple sign-up form.
Advertorials for selling products and services
On the other end of the spectrum, we have landing pages in the form of a blog post, article, web page, or a review. They are also known as advertorials. While in the case of simple offers that don’t require upfront payment, simplicity works in favor of your landing page, when there are serious purchases involved you need to anticipate the needs and questions of the visitors.
If we take into consideration offers such as crypto, nutra, finance, gambling, or e-commerce, the purpose of the landing page becomes more complex. Your CTA is no longer self-explanatory, and your landing pages need to turn visitors into paying customers. That often takes more convincing.
If you consider your target audience, and the journey a visitor needs to take before they are ready to make a purchase, you will find a couple of points to consider. To start with, an ad with a catchy phrase like ‘Click here to earn thousands overnight!’ explains absolutely nothing. When someone clicks on that ad, it will be your job to explain on the landing page:
- What is it that you’re offering?
- Is there anything special about your offer?
- What is the price?
- What are the benefits?
- Why should the visitor trust you?
- And finally, why the need to make the purchase right now!
To sum up, if you’re selling something (e-commerce), need users to subscribe to a service (cams, streaming, nutra), or need the website visitors to make a deposit (gambling, casino, crypto), your conversion rates will be much better if you create an advertorial landing page with a clearly visible call to action. Just like the example below.
How to optimize your landing page for conversions?
Now onto the most important part. No matter what landing page design you go for, if you want to optimize your landing page conversion rate you need to optimize your landing page looks, design, elements, and copy. There are many ways to do that though if you have a particularly simple design some tips might not apply to you.
Still, sooner or later you will run a campaign that needs a jaw-dropping lander to convert so it’s highly recommended that you don’t skip on this part.
Audit your landing page
When auditing your landing you need to look at it from your perspective first. If you know a little bit of coding this won’t be a difficult task to do. Check if the page doesn’t have any unnecessary lines of code. Especially if you downloaded the site from a spy tool. Sometimes there can even be malicious code that would steal users from your site to someone else’s offer so it’s important to audit the page with attention to details.
Let’s not forget about optimizing the speed of your landing page. Changing image formats, deleting unused code, and upgrading your hosting are some of the improvements that you can make to decrease your landing page bounce rate and increase the conversion rates.
Lastly, it’s time to look at your page from the perspective of the visitors. Is the page easy to navigate? Are there no spelling mistakes? If it’s a translation, does it sound native? Does the site look professional? Is the CTA button clearly visible? Check the site yourself, read through the text, and think about the needs of the target audience.
Once you walk through the user journey and check your code, it’s time to list what’s wrong.
Identify the problems
Most of the pain points of your landing page will not be difficult to spot. The code needs to only reflect the landing page elements necessary for its functioning and the landing page content needs to be as simple as possible without skipping on the necessary parts.
Unfortunately, not all problems are easily spotted and some can only be identified through a/b testing or external tools. While you might not think about something as a problem, e.g. a design element or a color scheme, if you pair the landing page in question with a different one, it might become clearly visible that one has a much higher conversion rate.
Implement the solutions
After doing all the tests and checks and looking at the landing page from every possible angle you should have a list of potential (or necessary) improvements. If you know how to code, you probably don’t need any instructions here. Just keep the code simple and minimalistic but don’t forget about additional helpful bits such as a subscription collection script or interactive elements.
But, not every entrepreneur needs to know how to code, however useful that skill might be. So if you’re in that second group you will need affiliate marketing tools. This brings us to our next section.
What landing page optimization tools should you use?
If you want to optimize your landing page for maximum affiliate conversions you will definitely need some tools. There are usually both paid and free options that can be used by internet users with various degrees of tech skill. Starting from none, of course.
The tools mentioned below, including the examples, are suggestions based on community recommendations and they should not be taken as the only ones you need. There are plenty of affiliate marketing strategies, hence, the recommendations for tools will be different depending on who you ask.
Nevertheless, here are the tools you should use to improve your landing page conversion rates.
Affiliate ad trackers
Tracking solutions are multifunctional tools that gather data. You can start with tracking the landing page views and the clicks on your CTA button but most advanced trackers (such as Voluum or RedTrack) will allow you to track other data metrics such as average time on page, where the data is coming from, conversion rate, sign-ups to your email list, and more.
It is also thanks to trackers that you can do a/b testing. If you’re unsure what website visitors would find more clickable, in terms of the headline, product description, home page colors, or the placement of the call to action button, trackers will let you play with the parameters of your PPC and PPV campaigns so you can compare the results and discover the winner.
Behavior analytics tools
Heatmaps are a great example of such a tool. Depending on your marketing strategy and the type and complexity of your landing page, getting insights into the behavior of your site visitors can be very beneficial. Sometimes, identifying what spot on the page gets the most attention from a customer can bring immediate results. Just place the call to action there and your landing page conversion rate is bound to increase.
The point of tools such as Crazy Egg, Smartlook or Hotjar, is to give you additional insights about the customer journey and if you want to adopt the best practices for landing page optimization, a behavior analytics tool should be in your arsenal.
Despite keyword research being helpful for all kinds of affiliate marketing, you might not need an SEO tool for sweepstakes landing page optimization. SEO tools are best for conversion rate optimization on blogs, websites, and blog posts where the effectiveness of your ads depends on how many visitors are coming to your site on a daily basis.
If you are advertising a product for which you prepared a complex blog-post-style landing page with a headline, product description, CTA button, timer, and a good-looking domain, you should definitely do some SEO.
Page speed optimization
I hope we don’t have to explain why focusing on the load speed of the site is a crucial part of landing page optimization. It has already been proven that about 40% of visitors will leave a landing page if they had to wait for it to load for longer than 3 seconds. Do you really want to lose so many potential customers to a slow website?
If the answer is no (as it should be), you need to make sure your loading speed is up to par. You can do this by using some of the freely available websites such as Page Speed Insights. They will take a couple of seconds to run a check on your site and tell you what’s wrong. Including the tips for landing page optimization.
Once you know exactly what to do it’s time to simply do it.
Landing page builder
Last but not least, a landing page builder. If you want to design converting landing pages, using a lander builder becomes a necessity. Well, it’s either that or coding, so take your pick.
The point of investing money into a landing page builder is to gain access to a powerful tool that will make the process of landing page optimization significantly easier. Whether you’re building a business or running basic affiliate campaigns, you need to reach the right target audience and gain customers.
A landing page builder such as PureLander or LanderLab will give you unlimited options of adjusting and improving the customer experience. What you’ll find there are not only ready-made templates and various conversion rate improving scripts such as back-button, lead generation pop up, or auto redirects but also flexibility to design any landing page you want.
You can use the drag and drop editor to build a page from scratch but also to make small adjustments and alternate versions for a/b testing and overall optimizing your landing pages.
Best practices for landing page optimization
The process of landing page optimization is not straightforward. If you’re ripping a landing page straight from a spy tool it might take a while to determine what really needs to be optimized. Still, all your PPC and PPV campaigns might benefit from you sticking to the best practices for website/landing page optimization.
Take a look at the list of best practices below and make sure you’re keeping these points in mind.
✔︎ Track the most important metrics and make changes based on data not on your hunch.
✔︎ Always keep your lander congruent with the product page (colors, products, descriptions, angles).
✔︎ Keep things simple but don’t be afraid to throw in an extra script for additional conversions.
✔︎ Use the FOMO and ROMO marketing strategies.
✔︎ Make sure your CTA button is visible at all times.
✔︎ To increase your PPC/PPV campaign conversion rate always start with a/b testing and reject the underperforming landers.
✔︎ Do further a/b testing on the landing page that won the previous ‘round’.
✔︎ Add legitimacy to your sites by providing testimonials and a customer seal of approval.
✔︎ Add a work email or a phone number to appear more professional.
✔︎ Be clear about what you’re selling and why.
What is a good landing page conversion rate?
If you were hoping to find a one-sentence answer here then sorry to disappoint but a good landing page conversion rate is not that easy to measure. Every business is different and running PPC and PPV campaigns will have different expected results depending on the niche, geo, customer attitude, and many other factors.
According to WordStream, a good conversion rate is somewhere between 2% and 5%. The bottom 25% had a conversion rate lower than 1% while the top 10% reached a landing page conversion rate of 11%. The highest converting vertical here turned out to be finance while the lowest conversion rates could be observed for the e-commerce vertical. Although the research has been conducted using Google Ads, any other PPC/PPV advertising platform is likely to yield similar results.
Moreover, Unbounce has checked the conversion rates of lead generation landing pages across 20 different industries. Their average was about 4% and granular data showed that job-related landing pages have the highest conversion rates.
While the numbers for other traffic sources will, of course, be different, it’s worth noting that conversion rates are generally low. Out of hundreds of visitors that will find their way to your landing page, only a couple will click on the CTA and convert. Sometimes low conversion rates can be amended with landing page optimization, however, sometimes the best you can do is change the offer, stick to the best practices and trust the process.
How to optimize your landing pages for SEO?
Like we’ve mentioned before, in some cases, landing page optimization that focuses on Search Engine Optimization can significantly increase your conversion rates. By using a call to action based on one of the most popular searches, you increase your chances of advertising the product in an optimal way. What we mean by optimal is being tailored perfectly for the kind of customers you’re trying to reach.
Optimizing the home page of a business website will not be much different from optimizing your standalone landing page for conversions. You can use SEO tools or SEO plugins and with minimum effort increase the quality of your site.
In 5 simple steps, that’s what you should do:
- Research keywords (niche related, intent keywords, competition keywords)
- Implement them on your website
- Optimize featured snippets and meta descriptions
- Improve page loading speed
- Add internal and external links
Customers will be able to find you with ease and if your product will show up in their google search results, you are bound to score more organic conversions. After all, if you’re serious about the affiliate offer, landing page optimization for SEO might make you just as likely to attract users from affiliate pages as from organic search.
Your conversion rates might depend on the SEO landing page optimization so reading up on the best SEO practices and tips in 2021 can do you a lot of good.
Landing page optimization is often a crucial part of increasing conversion rates and turning more visitors into paying customers. Not all landing pages are equal, though. Some have a basic and simple form with a product photo, a form for collecting emails, and a CTA button, while others look like a home page of a website or an insightful article.
Best practices for page optimization include keeping the call to action button (CTA) clear and always visible, optimizing the speed, increasing the credibility and visual presentation value of your landing pages.
Conversion rate optimization is a process most often based on a/b testing so if you want to optimize your landing page it is best to start by comparing the data of two similar examples.
Are you ready to bring your landing pages to the next level?