Landing Page Optimization Equals Success

The Crucial Link to Your Ability to Convert Someone has just clicked on your advertisement and ended up on your landing page for 10 seconds, and then they were gone. You check out your landing page metrics and you note that a decent number of people are getting there and then exiting quickly. What’s going on? Why aren’t you converting these visitors? Why are your conversion numbers so low, why aren’t people staying on your page and why are they not returning? The Coffy Group can get your landing page optimized so that you’re converting more visitors than you ever thought possible. There could be various reasons for your inability to get people to download your ebook, sign up to your member list or purchase your products or services. Obviously, your ad is catching the attention of web surfers. In fact, perhaps you are driving a boatload of traffic to your site. If that is the case, what could the problem be? What Needs to be Fixed? The initial question that must be answered is ‘what needs to be fixed?” There are three basic choices on-hand. Your landing page optimization has to be adjusted, your advertisement must be altered or both are in need of work. The first thing we’ll do is figure out where the problem is. It may very well be the landing page, but in order to determine if your page has problems, we’ll first look at it in connection with what type of content is enticing people to click to your site? Is your advertising or link setting up expectations that you’re not meeting, are you targeting the wrong people with your ad or is your ad deficient in terms of the information it’s providing to those who click on it? A basic example is an advertisement that promises low prices and once people get to your page, they find the prices are actually a lot higher than anticipated. Optimizing Your Landing Page For the sake of having a basic example, we’ll acknowledge that the advertisement or link that’s motivating people to go to your site is accurate, setting up realistic expectations for the visitors. You are indeed driving the right traffic to your site. The problem is in the landing page. The Coffy Group will undertake a step-by-step process to evaluate, alter, redesign and/or rewrite, test and continue to adjust your landing page for maximum optimization results. Considerations We will study your landing page in association with your advertisements/links and consider various aspects in relationship to your Value Proposition. Your Value Proposition, which is found in your advertisement or link, is basically your selling point. It may be “We offer quality and low prices.” With that in mind we will consider your landing page and its: • Flow: is the movement of the page working towards creating an overall organized effect connected to your Value Proposition? • Continuity: are any elements missing that may make the visitor doubt your Value Proposition? • Congruence: is the Value Proposition stated in or supported by each element of the page? These include: o Design o Logo o Images o Copy o Colors o Price In this manner, visual and written content will be analyzed in relationship to the overall performance of the page. We will be looking to see if visitors are landing on a page that contains the information they need to make a decision, that makes them want to choose to convert and that offers them an organized and consistent message. Testing Landing Pages There are two types of testing that may be used to determine the best way to optimize your landing page. The first, which is the simplest, is Split A/B Testing. This involves two landing pages with one element at a time being varied between the two. The second, which is much more complex and in some ways definitive, is Multivariate Testing. Split A/B Testing We’ll develop two pages with the goal of ultimately choosing which is best in supporting your Value Proposition. With basic A/B testing, one element on your site is changed at a time. Various elements may be altered over the course of time. Once both pages are online, the Coffy Group will monitor: • Length of time spent on page • Conversion rate • Return rate Working with you, we’ll continue to change elements until we achieve the best results possible. Multivariate Testing With Multivariate Testing different sections of elements of your landing page are altered such as web copy, product images, call to action and headline. Variations are then offered in each. One section, such as the headline, may have three different versions, while the product image may have five. All the different permutations of these landing pages are put online and each is monitored and the results are compared. This type of testing allows for the combination of many different elements with the definitive version of your optimized landing page being the one that converts the most visitors. If you decide to have three versions of your headline and five of the product images then (3 x 5 = 15) 15 different versions of the page will be tested. Once test results are compared, with testing usually lasting from three to four weeks, we’ll determine in consultation with you which is the most productive landing page. Once your lading page is optimized, the results should continue to be monitored to ensure it is still providing you with the conversion rate you desire. Peak Performance Utilizing the services of the Coffy Group in the optimization of your landing page will result in a more robust conversion rate and enhanced performance. Contact us today and we’ll work with you to create the most efficient and profitable landing page possible