Create More Engaging Website Landing Pages

If you’re concerned that your current landing pages may be driving visitors away instead of encouraging them to engage further with your content, consider the following strategies to optimize your landing pages:

1. Create custom landing pages.
Keep in mind that you aren’t limited to a single landing page. You can create multiple pages, each customized to a particular type of visitor.

Ideally, a landing page should form a bridge between your traffic referral source — such as a link in an ad or from social media — and the rest of your website, providing information that’s tailored to the individual visitor’s needs. For example, if you run a pay-per-click (PPC) campaign promoting a specific product in your ad and then drop your visitors onto your home page, they may feel discombobulated.

 

2. Split-test your landing pages.
Landing page optimization isn’t over once you’ve created custom pages for distinct groups of visitors. To truly improve the performance of your website, consider running split tests on your individual landing pages. Split testing essentially allows you to compare two or more versions of a web page to determine which elements or features are most effective.

To determine which landing page features are more effective, you can do A/B split testing. You modify small variables on your landing pages and then serve up each variation randomly to visitors in a live environment.

The test variables could include:

  • Your landing page headline’s wording, font, color or page location.
  • Any images used on your landing page.
  • The design of your landing page, including background colors, column size or navigation elements.
  • The specific benefits described on your landing page.
  • Your landing page’s call-to-action.

Test as many of these variables as possible using the free Google Analytics “Content Experiments” program. Then, use the results of your experiments to make your custom landing pages more effective in converting new visitors into lifelong readers.

3. Experiment with video landing pages.
If you aren’t seeing the results you want on your plain text landing pages, you might want to try something different: video landing pages. A video landing page features a single video file instead of blocks of text. Engagement rates tend to be higher with interactive content than with text-based elements, so you may capture visitors’ attention better by conveying the same information via video instead of text.

The easiest way to create video landing pages is to use your computer’s built-in webcam and record your introduction with YouTube’s video recorder. Once your video has been recorded, it can be embedded into your landing page in place of your text.