Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

Ariel Geifman
May 19, 2013

Bummer! you just missed another one. Someone clicked on your ad, took a few seconds to look at your page… But then, his mouse started going slowly upwards… and left… and before you know it he hits the back button and he’s gone. Probably forever… This is why you need to master landing page optimization techniques. The more landing page optimization you practice, the less back buttons you’re going to see.

Landing Page Optimization Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

It takes only a few seconds for the landing page visitor to decide whether he or she is going to convert or add up to the grim statistic called “bounce rate”. This mere fact makes landing page optimization such a crucial process for every business aiming to increase online sales or lead generation.

In his 2005 book “Blink,” Malcolm Gladwell presents an idea from psychology and behavioral economics of a mental process called “blink”—an unconscious process that allows people to make decisions rapidly and automatically with relatively little information. On your landing pages “Blink” can work for you or against you—which is why some well-optimized pages get off-the-chart performance while others muddle along.

The main challenge when optimizing landing pages is that traditional web analytics tools offer very little insights to what users are doing on the landing page and what drives them to convert or leave. Conventionally, the best web analytics tools are designed to measure traffic between one page and the other, while stopping short of any analysis of what happens on the landing page itself. Web analytics reports are great if you want to measure traffic, but for measuring user experience you need something else…  Here are 5 tips that marketing pros leverage for optimizing landing pages:

1. Mouse Move heatmap

One of the major breakthroughs in user experience analytics is the discovery that there is an 84% to 88% correlation between mouse moves and eye movement.  Therefore, website mouse tracking offers an affordable alternative to costly eye tracking studies. In fact, mouse tracking can be one of the best ways to see what users are doing once they reach your landing page and is an invaluable tool in landing page optimization.

One of the best ways to optimize your lading page is to look at segmented mouse heatmaps. Examining the mouse movement tracking heatmaps for users who converted against heatmaps of users who did not convert can reveal powerful insights about the parts of the landing page that drive conversions and those that do not.

2. Mouse Movement Recordings

Bring the popcorn and sodas, you’re about to watch what your users are doing on your landing page.  Mouse movement recordings allow you to optimize your landing page by watching visitors’ mouse movements step by step. This is one of the best tools for understanding user experience—almost like looking your visitors over the shoulder.

This is also one of the more simple types of analysis that you can do in order to optimize your landing page.  No numbers, no reports, just putting yourself in your visitor’s shoes an trying to understand what makes them tick on your landing page.

3. Web Analytics Click Through Analysis

Here is a surprising fact—most of the clicks on your landing page are actually in places where there is no link… It’s not that you landing page visitors are not smart; it’s more about unclear user experience.  Click heatmaps can show you whether users are finding your landing page unclear, or think that some of the images or graphics are clickable.

Another important landing page optimization tactic with click through analysis is to see whether users click on your call to action. If the call to action is under the fold or users just don’t notice it, a landing page redesign may be in order. Your click heatmaps are a great tool for fixing these users experience issues and optimize your landing page.

4. Landing Page Form Analytics

The form on your landing page is the moment of truth.  All of the blood, sweat, work and tears, including tons of advertising dollars and web design effort went to this one crucial moment, which will determine whether you landing page will get another conversion or not.

You cannot complete a landing page optimization process without conducting a thorough form analysis.  This tool tells you which fields generate the highest abandonment rate on your landing page form. You can see the statistics for the proportion of users who’ve decided to abandon the form after each step. In some cases, removing one field can do wonders for your landing page conversion rate.

Another benefit of Form Analytics for your landing page is the ability to spot form validation problems that are hard to find any other way. For example, some international visitors have postal codes with more digits than what your form permits. All in all, form Analytics is crucial for every landing page optimization project.

5. Traffic Sources Analysis

Not all traffic is created equal.  With different advertising channels and keywords, it’s important to optimize your landing page to the different traffic sources. There are two ways that you can work on the optimization process:

First, see which traffic sources deliver the best value. If you can optimize your budget by moving some of the investment from channels with lower conversion to channels with higher conversion you immediately improve your ROI.

Second, conduct your landing page optimization by channel—examine your heatmaps, visitor recordings and form analytics to see whether you need to create additional landing pages for some channels. Just remember, “Blink” means that if your landing page didn’t resonate in the first few seconds, it probably never will.

Are You Ready to Optimize Your Landing Page?

Just a few seconds—and they’re gone.  This is what makes landing page optimization such a crucial endeavor for online marketers. Mastery of landing page optimization is what makes marketing superheroes.

These five tools offer a great foundation for increasing your landing page conversion, sales and leads. Just remember, landing page optimization is an ongoing process, and if you don’t convert everybody, you always have room to improve.

 

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  3. Achieve a Healthy Website with Heat Map Analytics
  4. New ClickTale Conversion Funnel Optimization Product Launches for 2011
  5. 600% Increase in Form Conversion – A Case Study

8 Comments

  1. John Stewart Says:
    May 19th, 2013 at 9:01 am

    Very interesting article.

    Another important tool for landing page optimization is A/B testing. A/B testing allows you to come up with different landing page designs and choose the most effective one, which is also statistically significant.

    A/B testing is crucial whenever you launch a new landing page and can improve performance significantly.

    John

  2. Ariel Geifman Says:
    May 19th, 2013 at 9:07 am

    You are perfectly right John. A/B testing is an essential tool for every online marketer, but it should be used with caution. Marketers are running too many A/B tests without any clear hypothesis, just in order to test. This can be a waste of time, money and actually lowers performance.
    A better approach would be to do the analysis with the tools I described above and only then, once you have a clear hypothesis, run an A/B test to see what works and what doesn’t.

  3. Anna Kitowska Says:
    May 20th, 2013 at 8:53 am

    These tools are certainly useful (cannot stress enough testing online forms). You could also add to the mix automated testing with which you can compare your website to others and see how easy (or difficult!) it is to complete given tasks on the website. Anyway, great write-up.

  4. Ariel Geifman Says:
    May 20th, 2013 at 9:17 am

    Thanks Anna! Great advice

  5. Top 25 Inbound Marketing Articles of the Week: May 24, 2013 – UpCity Says:
    May 24th, 2013 at 6:30 am

    [...] you’re talking conversion rates, landing pages are usually a part of the conversation. ClickTale has some killer tips for nailing your landing page [...]

  6. Max Says:
    June 20th, 2013 at 4:39 pm

    Great article, much thanks. And very cool service – I often write about conversions on our Teledini blog and will be sure to include ClickTale in an upcoming post!

  7. Ariel Geifman Says:
    June 23rd, 2013 at 12:10 am

    Hi Max,

    Glad you enjoyed it!

  8. Foursteps Says:
    September 16th, 2013 at 5:52 am

    Useful. I had no idea that you could record mouse movements in this way. It would certainly give insights into how much copy on a page was potentially viewed.

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