Basic Techniques for Website and Landing Page Optimization

Basic Strategies for Optimizing Websites and Landing Pages

Below, we've highlighted some strategies for improving landing pages on your site, as well as techniques that can be used to improve the performance of your site overall.

Improving landing pages
When selecting a destination/landing page for your ad, above all, make sure the page is one where users can find the product or service promised in your ad. Keep your original objectives (sales, leads, downloads) in mind.

Refer to specific keywords, offers, and calls to action on your landing pages.

Make sure the landing page you select provides information that is tailored to the keywords a user is searching for. For example, if users typically reach your site when an ad is displayed on the keyword "digital cameras", your landing page would perform better if it displayed information specifically about cameras, rather than taking them to your homepage or to information about televisions and video players as well. Try to use the same terminology to align your landing page copy closely with your ad text, so it will meet the user's expectations (and interests).

Content
Relevant and original content attracts users and keeps them returning to your site. When it comes to landing pages, relevant content means content that's related to the ad or link a user just clicked. Pages with appropriate <title> tags are easier for users to find and search engines to index. You'll also find that other sites like to link to pages with useful information, which can improve your natural search engine rankings.

In some cases, less content is more effective content when there are so many choices that it becomes overwhelming. For example, if you have a long text list of individual products, try reducing the number of choices available on a page by switching to a shorter list of product categories represented by pictures. In general, swap dense blocks of text, where links can get lost, for short blurbs with important information highlighted or visually separated. In particular, streamline the text of headlines so they can be more easily scanned and understood by a user.

Transparency
Consider the audience, or audiences, of your site. How do you intend to build credibility and trust with them? To maximize transparency, you should openly share information about your business and clearly define what your business is or does. If your website requests personal information from the user, such as for a sign-up form, don't ask for more information than you really need, and be explicit about how the information will be used. Link to a privacy policy or give the option to limit how their personal information is used (e.g. to opt out of receiving newsletters).

If you use trust seals or credibility indicators intended to make your visitors more comfortable, make sure that they're effectively located. If they're hidden at the bottom of the page, they won't build your reputation with visitors; placing them near a purchase button or shopping cart is a better choice. Where possible, also use recognizable logos.

Navigation
When visitors come to your site, they should be able to quickly understand how to navigate your site and find the information they're looking for. Take a look at your sitemap or navigation bar, then make sure most users are able to find what they want in three clicks or fewer.

Keep your layout clean and simple, with clearly marked buttons and links that prospective customers won't have to puzzle over to understand. Buttons or links that are simply labeled (e.g. "Learn More", "Next Step", "Buy Now") can function as calls to action that gently lead visitors down the desired conversion path. Make sure these are in a high-contrast color and easy to see on the page without needing to scroll down. At the same time, try to reduce visual distractions that can confuse users or draw their eye away from the call to action, such as flashy or unrelated images.

However you choose to optimize your website, imagining yourself as your prospective customer and fine-tuning your site as necessary can result in a better experience for that prospective customer, and thus better results for you. And if you find it hard to put yourself in the mindset of a customer, see if you can find a customer -- or someone who is unfamiliar with your site -- to sit with you and walk through some simple tasks on your site. Getting the fresh perspective can reveal issues or areas of confusion you might never have anticipated.