Are you wondering why your website is not getting proper engagement from visitors and not converting sales–even if you are offering great products or services with excellent content?

Suitable products or services or content alone are not enough for better conversion unless you understand your user intent. Along with these you need to have an excellent presentation of your products and information that your users are looking for. The lack of knowledge of user intents and poor representation of products and services can create serious obstacles for businesses to achieve sales growth. This can even hurt businesses with good rankings on SERPs.

If your website is facing this issue, then this article brings a complete solution to landing page optimization. Here I will cover how you should represent your content and turn user behavior analysis to your advantage and ultimately boost your sales growth through converting leads to actual clients.

What is a Landing Page?

A landing page is any page that a visitor lands upon when they first visit your website. It is a page on your website with a goal to persuade the user to take a specific action. It can be a subscriptions for email newsletters, calls, requests for quotes, live chat engagements, etc. These means give the website owner an opportunity to further discuss their products or services with those visitors and close a deal. Therefore, to fulfill the goal, a landing page needs to be informative and engaging.

6 Important Steps for Landing Page Optimization

Here are the steps you need to follow when optimizing a landing page:

1. Google Analytics

The first and foremost step that you need to take to optimize your landing page is analyzing all the data currently available to you. The main goals here are to get a clear idea about how your pages are performing and try to find out if there are any leaks in your sales funnels and scope of improvements.

Google Analytics can give you an overview with reports of all the relative metrics that you must check thoroughly. The following checklist contains a general setup for Google Analytics you can follow for a better tracking report.

[one_half]

• Account audit
• Time zone
• Currency
• Default page set correctly
• Bot filtering enabled
• Site Search enabled
• AdWords account linked
• Google Search Console linked
• Exclude URL query parameters used
• Goals set and tracking correctly [/one_half] [one_half]
• Content grouping enabled and correct
• Internal / agency IP’s filtered
• Self-referrals excluded
• Payment gateway referrals excluded
• Tracking on all pages
• Mobile site being tracked
• Tracking code in correct place
• Tracking code not duplicated on any page
• Tracking on 404 pages
• Self-referrals
• Cross domain tracking
• UTM tagging
• Referral spam excluded
• E-commerce data [/one_half]

2. Watch your users

Analyzing the heat maps is the most important part of tracking user behavior when designing a landing page. Hotjar is a great platform that provides heat maps, session recording and scroll maps for webpages. Heat maps and recordings clearly show how your visitors are landing on a page, what they are doing, which part attracts them most, which part they are skipping and if there is anything on the page causing distraction. This data will help you determine the parts you need to improve. The main motive here is to represent the content in a better way by analyzing user behavior and increase engagement as a result. Additionally, the scroll maps help you find where the attention of the users start to diminish. This way you can get a rough idea about prioritizing your content in a necessary way.

3. Analyze if the page meets customer’s requirements

The main purpose of a landing page is to answer all the queries of the users and draw their attention to take action. Optimize your landing page to fulfill user satisfaction as well as for the rankings on Google’s first page. Get to know the concerns of your users and their stories. It’s easy to get traffic but much more difficult to keep them on the site and convert them into customers. People care more about “WHY” rather than “WHAT”.

4. Carry out customer surveys and take interviews

You will never know what your customers are thinking about your products or services unless you interact with them. Today customer surveys play an important role in the establishment of any business. Effectively addressing customer’s wants and needs have the power to be difference between success and failure for your business.

To add value to your current content, you must be in touch with your customer. You can achieve this by conducting short customer surveys. Customer feedbacks can help you understand the drawbacks in the quality of your products or services as well as representation of content.

Here is a list of the questions that you can ask in your customer survey:

• How would you rate our product/ service from 1 to 5? (5 being the highest and 1 being the lowest)
• What problem does the product/ service help you to solve?
• What compelled you to sign up?
• Do you have any suggestion for us to improve?

5. Content layout design

Now that you have a better understanding of your audience, it’s time to redesign the layout for how you are going to present it on the page. A landing page must be interesting from the headline to the conclusion with attractive call-to-action. Your headline must be specific and should depict the content on the page. According to the ideas collected above, make a priority list and present them accordingly.

6. Lead capture form

A lead capture form is just the beginning phase of customer acquisition. Lead capture form differs from one niche to another. Here are a few examples:

• Download form
• Newsletter sign-up form
• Survey form
• Quote form
• Customer feedback form
• Contact form

Any registration form is the first place where you ask for visitors trust with your service and then perform actions. But people often do not feel safe about sharing information. Your website should have a clear and definitive “terms and conditions” about the data policy.

Your form must be made considering the following factors:

• The form must be easy to fill in on mobile.
• Terms & services must be mentioned (if they apply).
• Immediate Response about the received information.

Conclusion

When all of this is done, you will have a more engaging approach towards the users. When you are offering a better product or service with the right solution, then you can expect continuous sales growth. In one sentence: “Landing page optimization is the way of presenting a web page so that users would more likely take it as you are offering a solution rather than just sales”. Now, execute these steps and get the sales boost you desire.