{"id":11151,"date":"2022-02-08T21:44:08","date_gmt":"2022-02-08T21:44:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/08\/5-ways-to-optimise-your-landing-pages\/"},"modified":"2022-02-08T21:44:08","modified_gmt":"2022-02-08T21:44:08","slug":"5-ways-to-optimise-your-landing-pages","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/08\/5-ways-to-optimise-your-landing-pages\/","title":{"rendered":"5 ways to optimise your landing pages"},"content":{"rendered":"

<\/a>\n<\/p>\n

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We talk a lot about email at Pure360.<\/p>\n

But there is another ingredient that is essential to marketing and can be just as flexible, creative, and adaptable as email.<\/p>\n

Landing pages.<\/p>\n

After time spent engaging and nurturing a potential customer, the landing page can be make or break. And a bad landing page can be the difference between securing a purchase or losing the interest of a consumer entirely.<\/p>\n

So to ensure businesses don\u2019t overlook their website, and instead get the very most out of their visitors, here are 5 ways to optimise your landing pages.<\/p>\n

1.<\/h3>\n

Dynamic banners<\/strong><\/h3>\n

Let\u2019s begin with the very first element of your landing page to catch a visitor\u2019s eye \u2013 the banner image.<\/p>\n

Static banner images are commonplace on many websites, often mirroring the content of the landing page. Dynamic banner images go one step further and immediately offer the visitor a personalised experience.<\/p>\n

Based on the demographic, behavioural, and purchase behaviour that a business holds on each individual, dynamic content<\/a><\/u> can pull through imagery that most reflects the visitor\u2019s interests.<\/p>\n

For instance, if a visitor regularly browses and purchases women\u2019s clothes, landing pages can focus on banners that only include the latest women\u2019s trends.<\/p>\n

And dynamic banners don\u2019t just have to be focused on imagery. They can also include personalised messages and offers that are highly targeted to the individual.<\/p>\n

\"Dynamic<\/p>\n

Source \u2013 www.airbnb.com<\/p>\n

2.<\/strong><\/h3>\n

Clear call to action (CTA)<\/strong><\/h3>\n

We\u2019re getting back to basics a little here. However, with many brands focused on the look<\/em> of their website, they can ignore simple user experience tactics, such as including a really clear call to action.<\/p>\n

But including lots of CTAs on a landing page, whether they are clear or not, can be counterintuitive and overwhelming for the visitor.<\/p>\n

Instead, CTAs should be used sparingly and at the most opportune places on the landing page. They should also stand out from the rest of the design so that they aren\u2019t easily overlooked or scrolled past.<\/p>\n

CTAs should also provide a clear action, such as \u201cBuy now!\u201d \u201cAdd to basket\u201d or \u201cGet in touch\u201d. There should be no room left for misinterpretation or confusion.<\/p>\n

If you\u2019re feeling particularly advanced, you can even personalise these CTAs to the individual visitor with the use of dynamic content. For instance, using their name, or referencing the specific item they are buying.<\/p>\n

\"Landing<\/p>\n

Source \u2013 https:\/\/www.audible.co.uk\/<\/p>\n

3.<\/strong><\/h3>\n

Live pricing and availability<\/strong><\/h3>\n

Manually updating the pricing and availability of products is an almost impossible task. But not keeping customers up to date when an item is back in stock or has gone up in price can be extremely frustrating for them.<\/p>\n

With the use of real-time data feeds and dynamic content blocks, brands can ensure their products, such as hotel availability, sale pricing, or items that are selling fast, are kept up to date.<\/p>\n

This data will refresh every time the landing page is loaded. Avoiding the risk of any outdated information.<\/p>\n

Live pricing and availability can also add a sense of urgency<\/a><\/u>, especially during a sale, and encourage recipients not to delay in their purchase.<\/p>\n

\"Live<\/p>\n

Source \u2013 www.booking.com<\/a><\/u><\/p>\n

4.<\/strong><\/h3>\n

Popups<\/strong><\/h3>\n

Popups have gained a bad rep over the past few years. But when used correctly, they can complement the user experience and increase engagement rates.<\/p>\n

There are so many ways that popups can be utilised, albeit this should be sparing.<\/p>\n

For instance, if a visitor is just about to leave a landing page marketers can automate an exit-intent popup<\/a><\/u>, encouraging them to stay on the page with useful information or a CTA.<\/p>\n

Popups can also welcome a visitor back to a landing page to help avoid them leaving without taking an action again. These popups can help the visitor to pick up where they left, including reminders of products they were browsing, or similar items.<\/p>\n

\"Pop-ups<\/p>\n

Source \u2013 www.made.com<\/p>\n

5.<\/strong><\/h3>\n

Recommendations<\/strong><\/h3>\n

No matter what your industry, if you are able to collect demographic, behavioural, and purchase data on your visitors then you can offer them targeted recommendations on your landing pages.<\/p>\n

These recommendations cut through the noise of all of your products and display the items that the recipient is most likely to engage with and purchase.<\/p>\n

This streamlines the purchasing journey for the recipient, whilst increasing the chance of conversion for the brand.<\/p>\n

Again, dynamic content blocks are key to ensuring that all of your landing pages display recommendations that are personalised to the individual. This could include specific destinations they frequently browse, products they buy on a regular basis, or specific items they have added to their basket before, but not checked out.<\/p>\n

\"Recommendations<\/p>\n

www.neomorganics.com<\/a><\/u><\/p>\n

Are you looking to give your landing pages a refresh?<\/strong><\/p>\n

At Pure360 we can help you to implement all of these ideas and more with the help of our all in one email and web marketing platform.<\/p>\n

Get in touch for a friendly chat with one of our experts to find out more.<\/p>\n<\/p><\/div>\n