Landing Page Optimization posts focus on increasing landing page conversion rates and the tools to use in order to improve landing page optimization. Optimization of any web page starts with keyword selection. The optimization is done for particular keywords or search phrases and is divided into two categories: on-page and off-page.
- On-Page Optimization
Each page of your website should be optimized for keyword phrases that are specific to that page. Keep in mind that the search engines rank pages, not sites, so you want to optimize each page of your website to rank well for a specific keyword phrase. If you have a pet site, for example, you may have pages optimized for: dog training, cat grooming and parrot tricks.
- Off-Page Optimization
Your off-the-page optimization will actually carry more weight in Google than your on-the-page optimization. While the content must be relevant and the page elements need to be in good order, what your links say about your page is much more important than what your page itself says.
This is simply done by creating quality content that is focused around the target keyword. Quality, unique content is a prerequisite for any web optimization. The purpose of optimization is to emphasize one particular keyword in order to tell human visitors and search engines what this page is about.
The landing page is the most important persuasion point for the user because it must:
- Market to your specific users through market segmentation and persona development
- Persuade users through relevant copy and content
- Build Trust and increase user’s confidence on the page
- Engage by providing users with answers to their questions about your product/service
- Enhance customers experience through better usability
- Improve your site’s scent
- Test using multivariate or A/B testing scenarios
- Increase your conversion rates
- Maximize campaign ROI
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