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The Beginner’s Guide
to Landing Page
Optimization
How to increase the success rate your landing
page drives traffic, leads and close sales?
MashWebby
Hi there! I’m Zoe Chew
Digital/Technical
Marketer
Twitter @whizzzoe #codetheweb
#electronicmusiclover
Zoe….
24/7 talking about
SEO, inbound
marketing & growth
hacking
Ninja at
MashWebby.com
I’m here, let’s get in touch!
How to optimize your
landing page to drive
more traffic, leads
and sales?QUESTIONS?
MashWebby
What are the must-have
elements of an effective
landing page?
QUESTIONS?
MashWebby
I’ll show some
examples so you
can execute them
in your campaign
Ready to cook some
knowledge?
Home Page
Website home page
A website home page delivers
generic information about
your products/services
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Website home page
Created for awareness
purpose, which is to
drive traffic and attract
visitors to your site.
MashWebby
Website home page
Created for awareness
purpose, which is to
drive traffic and attract
visitors to your site. It introduces about who
you are, what
products/services you
have, what you do -
without being focused
on one particular
purpose.
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Landing Page
Landing page
A landing page delivers
information about specific
offer, created to drive targeted
audience and leads
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Landing page
Created for
conversion purpose,
which is to convert
unknown visitors
into known leads.
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Landing page
Created for
conversion purpose,
which is to convert
unknown visitors
into known leads. E.g.: visitors sign up
for newsletter,
download eBook,
subscribe to
membership, etc.
MashWebby
3 Ways to Optimize
Your Landing Page
3 Ways To Optimize Your Landing Page
Optimize For
Conversion Rate
Optimize For
Search Engine
Optimize For
User Experience
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1Optimize
Landing Page for
Conversion Rate
Increase sign up rates or number of
leads generated
Grow your email list
Engage with your potential customers
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Benefits…
#1 Create compelling offer
Research your target audience for
the offer (their roles, age, interest,
motivation and challenges)
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#1 Create compelling offer
Offer something your ideal customers
want to look for in order to solve their
problems.
Research your target audience for
the offer (their roles, age, interest,
motivation and challenges)
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#1 Create compelling offer
Offer something your ideal customers
want to look for in order to solve their
problems.
Compelling headline: “How to
(solve ideal customer problems)
using (your secret source)
Research your target audience for
the offer (their roles, age, interest,
motivation and challenges)
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#2 Entice visitors using calls-to-action
Use actionable words like:
“Get, Download or Sign
Up for free trial”
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#2 Entice visitors using calls-to-action
Use actionable words like:
“Get, Download or Sign
Up for free trial”
Make your CTA buttons
stand out with contrasting
colors
MashWebby
#2 Entice visitors using calls-to-action
Use actionable words like:
“Get, Download or Sign
Up for free trial”
Make your CTA buttons
stand out with contrasting
colors
A/B test to measure the
impact of CTA on your
conversion rate
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#3 Use sign up form
Make it easy for people to
understand and fill out the form
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#3 Use sign up form
Make it easy for people to
understand and fill out the form
Include email privacy policy (i.e.
“We will not spam your inbox”)
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#3 Use sign up form
Make it easy for people to
understand and fill out the form
Include email privacy policy (i.e.
“We will not spam your inbox”)
Match form length with the value
of your offer (the more valuable is
your offer, the more information
you can ask)
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#4 Set up analytics
Attach UTM code to a custom URL
that allows you to track a
campaign’s traffic source/medium,
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#4 Set up analytics
Attach UTM code to a custom URL
that allows you to track a
campaign’s traffic source/medium,
Metrics to consider: number of
visits on landing page, number of
leads converted, number of shares
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#4 Set up analytics
Attach UTM code to a custom URL
that allows you to track a
campaign’s traffic source/medium,
Metrics to consider: number of
visits on landing page, number of
leads converted, number of shares
Continue to improve landing
page performance
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2Optimize
Landing Page for
Search Engine
Drive organic (free) traffic from search
engine to your site
Improve search ranking for your
website
Improve brand exposure on SERP
(Search Engine Result Page)
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Benefits…
#5 Research the right keywords
Research your audience
and speak the same
languages/keywords as
your target audience
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#5 Research the right keywords
Research your audience
and speak the same
languages/keywords as
your target audience
Keyword research tools:
AdWords planner, Google
Trend, Wordtracker
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#6 Include keywords in page URL
Include keywords in
landing page URL
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#6 Include keywords in page URL
Include keywords in
landing page URL
For example:
“www.example.com/category/
keywords of your landing page
title”
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#7 Use long-tail keywords
Keyword phrases that are
more than 2 or 3 words
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#7 Use long-tail keywords
Keyword phrases that are
more than 2 or 3 words
Attract targeted niche/audience,
less competitive
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#7 Use long-tail keywords
Keyword phrases that are
more than 2 or 3 words
Attract targeted niche/audience,
less competitive
For examples, “digital marketing
vs. digital marketing for tech
startups”
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#8 Improve HTML elements
Include keywords in
your title tag -
<title>keywords</title>
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#8 Improve HTML elements
Include keywords in
your title tag -
<title>keywords</title>
Include keywords in H1
and H2 header tags
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#8 Improve HTML elements
Include keywords in
your title tag -
<title>keywords</title>
Include keywords in H1
and H2 header tags
Use Alt tag to give images
description:
<img src=“image.jpg"
alt=“keywords for images“>
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#9 Include meta description
Include relevant keywords in
meta tag to capture visitors’
interest on search engine
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#9 Include meta description
Include relevant keywords in
meta tag to capture visitors’
interest on search engine
Each landing page should have
an unique meta description
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#9 Include meta description
Include relevant keywords in
meta tag to capture visitors’
interest on search engine
Each landing page should have
an unique meta description
Keep your meta description less
than 160 characters
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#10 Get social
Contents that get shared =
get found easily on search
engine
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#10 Get social
Contents that get shared =
get found easily on search
engine
Add social sharing buttons on
your landing page
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#10 Get social
Contents that get shared =
get found easily on search
engine
Add social sharing buttons on
your landing page
Place social share buttons at
places that are highly visible
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3Optimize
Landing Page for
User Experience
Increase time on site = improve search
ranking
Lower bounce rate or drop-off rate
Keep visitors coming back in the
future = increase retention rate
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Benefits…
#11 Improve landing page design
Choose simple and clear
landing page templates
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#11 Improve landing page design
Choose simple and clear
landing page templates
Make sure landing page is
responsive on mobile device
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#11 Improve landing page design
Choose simple and clear
landing page templates
Make sure landing page is
responsive on mobile device
Keep color scheme consistent
and make sure it attracts visitors’
eyes easily
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#12 Include visual assets
Use relevant and
high quality images
on landing page
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#12 Include visual assets
Use relevant and
high quality images
on landing page
Provide whitespaces
between images and text
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#12 Include visual assets
Use relevant and
high quality images
on landing page
Provide whitespaces
between images and text
Include explainer videos on
landing page to make it more
interesting
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#13 Improve navigation experience
Remove distractions such as
irrelevant pop-ups or links to keep
visitors focused on the landing page
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#13 Improve navigation experience
Remove distractions such as
irrelevant pop-ups or links to keep
visitors focused on the landing page
Guide visitors where to go next
after they perform certain actions
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#13 Improve navigation experience
Remove distractions such as
irrelevant pop-ups or links to keep
visitors focused on the landing page
Guide visitors where to go next
after they perform certain actions
For example, tell them what to expect
after they sign up for the newsletters
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#14 A/B test your landing page
Choose one element to test
at one time (i.e. red CTA
button vs. yellow CTA button)
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#14 A/B test your landing page
Choose one element to test
at one time (i.e. red CTA
button vs. yellow CTA button)
Separate between control page
and testing page – which contains
the element you want to test
MashWebby
#14 A/B test your landing page
Choose one element to test
at one time (i.e. red CTA
button vs. yellow CTA button)
Separate between control page
and testing page – which contains
the element you want to test
Run the A/B experiment, track and see which design converts better
MashWebby
Digital/Technical
Marketer
Twitter @whizzzoe #codetheweb
#electronicmusiclover
Ask a Question?
24/7 talking about
SEO, inbound
marketing & growth
hacking
Ninja at
MashWebby.com
I’m here, let’s get in touch!
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