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Jill Ussery/GTG Ads Posting & Marketing Blogger
Jill Ussery/GTG Ads Posting & Marketing Blogger Get Your Marketing Kit Now
Monday, April 13, 2015
3 Ways To Optimize Your Landing Pages
April 13, 2015
Just like some words are more persuasive than others, some designs are more persuasive than others, too. A landing page's layout, the fonts and colors used, image placement, form length, and other design factors can have an impact on how many people actually choose to fill out the form.
Want to design a landing page that persuades people to convert? Then you'll need to take a step back from the aggregate data about site visits, conversion rates, and lead numbers, and think hard about the human behind the screen. What makes him or her tick? What are her or his goals? Only after considering these questions can we begin to think about optimizing our landing pages for conversion.
Conversion rate optimization (CRO) is, simply, understanding human behavior.
Easier said than done, you might be thinking. Well, let's break it down a little bit. According to the Fogg Behavioral Model for persuasive design, human behavior is a product of three factors: motivation, triggers, and ability. The more you keep these factors top-of-mind as you design your landing page, the more persuasive your design will be.
In this post, we'll explore these three factors of human behavior. For each factor, you'll come away with solid, data-backed takeaways that you can use when designing your own, high-converting landing pages.
And if you want to learn more data-backed CRO hacks, watch our on-demand webinar with Wordstream.
Monday's Marketing Tip
Focus The Topic
The more specific you can make your blog posts the better. You might think that writing on a broad topic can help gain even more visitors, but that's not always the case. You want to be getting qualified traffic, so by addressing their specific problems you're creating better content. If you focus on a specific topic, chances are you'll have even more ideas for future blog posts.
- Write about what your audience needs to know
This is what you need to figure out. At first, I wrote about my company and what we could do for the visitor. But this is not the right approach. Write to educate your visitors about your products, and not the ones you sell but about the type of product in general. People are looking for information. Create content they are looking for. Content that addresses their problems. The more informative your blogs, the more visitors you will get. - Approach topics from different angles
You might feel like you are writing the same things over and over again. And you might be! I know that I am. But if you are rephrasing and using different examples, that’s okay. The only time this may be of concern is if you have a large following reading your blog every day. They won’t want to read the same type of content over and over. But if you have a large following, you mostly will be writing more timely type content.
Since I don’t have a large audience that reads my blog on a daily or weekly basis, I continuously blog about the same topic. Most likely your blog is out there to capture the visitors who searched a keyword that you wrote about. So don’t worry about being repetitive.
Blogging can feel scary when you think of everything that is involved. By remembering why you need to blog and then breaking it down into small steps and practicing, it can be less intimidating and you can be successful.
Are you an inbound team of one? How do you find time to do inbound marketing? Share your approach and questions in the comments section below.
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