The more relevant and attractive the landing page, the more interesting it will be for the user and as a result, improve the conversion rate and increase the number of returning customers.

Landing pages can be optimised using the following methods:

•    Content is customised according to the information about the user’s search, Internet and purchase behavior, geographical location, etc. to improve conversion rate.

•    The landing page has variations in formatting, color and layout changes to appeal to audiences coming from different kinds of traffic sources

•    The placement of the content, and the use of images, buttons, banners etc. to make more users to make purchases or to explore the product(s).

Creating and Placing Content for Landing Pages

Content, its placement and SEO is an important part of optimising a landing page. The landing page needs to fulfill the search expectations of the user and do it in a quick manner. Unavailability of relevant information or bad placement of information that the user is looking for can increase the bounce rate. Depending on what led a user to the landing page, the page must satisfy the expectation of the user immediately.

On the Internet, the attention span and patience of users is just a few seconds and you literally have a very short span to grab the attention of the user and make him or her to stay on the page. For example, if the user clicked on ‘Buy Now’ after reading about a free offer with the purchase, the landing page must have the information about the product, the offer, product image, and the link to buy it. Essentially, every important piece of information that a user came looking for must be present before their eyes. If the user needs to scroll down for expected information, the purpose of the landing page is defeated.

After the expected information is provided, other relevant information such as product reviews, product description, keywords, etc. are often included lower in the page.

Landing Page Optimisation Techniques

Personalisation of landing page according to the search engine query, location of the user, past purchase behavior, clicks history, purchase history, etc. is conduced to provide relevant information to users when they visit a landing page. On shopping websites, for example, the use of ‘similar items’ on a landing page can increase sales, as people can see products that they are more likely to be interested in at a glance. More and more websites are now using personalised landing pages to improve user experience and increase sales.

Along with landing pages, optimisation must also be done for search engines. A/B or split testing is a method through which two copies of the same landing page with slight variations is tested to see which one will give better results for optimisation.

Consumer feedback is important to create a better user experience. It provides a company with an insight into customer expectations, satisfaction and disappointments. A landing page must have a comments section where users can ask questions if they require more information. Customer support must be easily found on the website and encouraged.