Landing page optimization is one element that all businesses should focus on when it comes to online marketing in Phoenix or any other city throughout the country. Your landing page is crucial because it is the first place a visitor “lands” after clicking on your link, so it’s important to make a good first impression. Not only should you aspire to have the best website design in Phoenix, but your landing page should also give your visitors a compelling reason to complete the action you desire, such as joining a mailing list or purchasing a product.

If your landing page isn’t leading to conversions, immediately analyze your page metrics to determine what could be going wrong. There is a lot of data available on analytics programs, so it may be difficult to know where to start. While there are a number of statistics you should be monitoring, one of the most important in regards to the landing pages of your microsites are the bounce rates. If your landing page has a high bounce rate, typically 35 percent or higher, this can be a cause for concern. High bounce rates mean that your visitors don’t feel the immediate need to interact or request more information, which is a problem. Not only are you losing potential customers, but your search engine optimization program can be negatively impacted.

In addition to looking at metrics, you should also be running tests on the landing pages of your microsites to increase the chances of converting visitors to customers. When your landing pages have high bounce rates and low conversions, testing is the best option to discover why you are not making a connection with your audience. The following are two popular tests used for inefficient landing pages, which can have a large impact on search engine optimization program:

  • A/B Testing. With this form of testing, you create two different landing pages for your microsites. Half of visitors will land on page A while half will view page B. Landing page A is your control, typically the landing page visitors are currently viewing, and landing page B is created with a tweaked element to see which of the two pages, A or B, receives a better response from visitors. You should only change one element at a time on landing page B to keep you from guessing which element encouraged the favorable or unfavorable response.
  •  Multivariate Testing. This form of testing allows you to tweak multiple sections of one page as opposed to creating two separate pages, as with A/B testing. With multivariate testing, you can test various elements throughout your landing page, such as buttons, forms, headlines or text. A system used in your program for online marketing in Phoenix will then randomly generate the various changes you made to each section of your landing page and run tests in real time.

Analyzing data and running tests, as suggested above, are essential for successfully optimizing landing pages that will result in a strong connection with visitors. If you have high bounce rates, you should begin to investigate the causes as soon as possible to avoid loss of potential customers as well as the negative impact on your efforts for search engine optimization in Phoenix.

If you are interested in creating high quality landing pages that capture leads and increase conversion rates, consider working with the professionals at Fasturtle, specializing in online marketing in Phoenix. For over a decade, we have worked with businesses to create campaigns for email marketing, social media and search engine optimization in Phoenix and other cities throughout the country. For more information on landing pages and all other needs for online marketing in Phoenix, call Fasturtle at (888) 468-8785 or contact us online.