Arena builders

Discover the landing page essentials that will get your consumers to click in 2022

Website optimization has become essential in the wake of the rise of e-commerce. With more consumers online than ever before, it’s time for business leaders to start prioritizing site-based user experience to see their conversions skyrocket.

In reality, 61% of smart marketers revealed that improving their online presence and site SEO has become a top priority in 2022. After studies revealed that nearly all user traffic is directed to the top five results of an organic search, a high ranking website has become the key to maximum demographic exposure.

hubspot
(Image source: Hubspot)

As e-commerce competitors continue to invest in new forms of search engine optimization, large-scale automation, and video content creation, a new “digital first” arena has emerged.

A digitally demanding new generation now requires a fast-loading landing page, mobile-friendly enhancements, and high levels of consumer personalization. In a competitive landscape full of start-ups, user experience is key to maintaining high customer retention and lowering user bounce rates.

In order to keep your consumers clicking in 2022, your website needs to stand out from the crowd. As we navigate the digital trends that are revolutionizing the future of marketing, read on as we reveal our best-kept site SEO secrets for a web page that keeps your users coming back.

Is website optimization the key to a successful SERP?

A successful website is not defined by aesthetics and the products/services you sell. Instead, site success is directly attributed to accessible usability, site speed, and the quality of your content.

Prioritizing both a site’s UX/UI design and optimizing its functionality not only increases SERP scores and organic rankings, but, in turn, reassures your consumer that you are a credible and authoritative player within your sector.

“A site that ranks high on search engine results pages is generally considered high quality and trustworthy by search engines, which, in turn, builds credibility for your business,” says the founder of Deviate Agency, Jonas Muthoni. “Spend time improving and adding content to your site, increasing your site speed, and researching keywords to help your site rank even higher.”

In fact, inbound marketing has been named the most effective lead generation strategy by more than 59% of marketers.

Incoming practices
(Image source: Hubspot)

Focus on inbound tactics such as blog writingSEO optimization and site-based lead nurturing, prioritizing a site strategy can drive the highest quality conversions for a business.

How to optimize your landing page

Now that we’ve figured out that web optimization is the key to keeping your consumers clicking, it’s time to start transforming your own site strategy.

A successful website starts with a successful landing page. It’s the first thing your consumers will see when they interact with your business, making it easily the most important page on your site.

Landing pages should stand out. First impressions are everything in a competitive e-commerce environment. With 10-20 competitors offering the same service/product as you, your landing page is your only chance to tell a consumer why they should choose you.

On first impression, a consumer should be able to identify a clear navigational path to their search intent, while remaining hooked by the content in front of them. The key here is to cover every detail. Why not include direct visual links to your most popular products or introduce engaging video content that aims to provide more brand information?

Here are some of our top landing page tips for a website strategy designed to retain your consumers.

Prioritize UX/UI accessibility

Did you know that a slow loading site could cut your conversion leads in half? A study by Backlinko found that landing pages that took more than three seconds to load had a 32% bounce rate, with more than half of all users disappearing in just five seconds.

Frustration is one of the main causes of business change. Even if a user is happy with the products/services you offer, a flaw in the site’s UX design could be enough to steer them towards a competitor.

Therefore, website builders should have an accessible strategy in mind when designing a landing page. As the single page that all site users interact with, your landing page should be clean, structured, and accessible for all search purposes.

Navigation systems should be clearly labelled, content should stand out without overwhelming the user, and all text, visual aids and interactive features should be accessible to a wide range of audience abilities.

Optimizing your UX/UI design not only builds website credibility and improves site professionalism, well-optimized components improve site speed and functionality, both contributing to a positive user experience.

Keep keywords fluid

While your landing page may be visually appealing at first glance, it’s important to remember the power of written content when designing your site structure.

Not only can keyword optimization improve content readability, but investing time in smart SEO practices will allow your site to climb up the organic search chain. From blog content to product copy, every aspect of your written content should be optimized for key search trends and keywords.

If your content can answer a user’s question, they’re three times more likely to engage with them.

However, many site owners make the common mistake of only including high search volume keywords in their content. Although these keywords continue to drive high traffic, the competition to rank for them is fierce.

Instead, why not focus on long tail keywords. Accounting for 70% of searchespooling content efforts in underperforming keywords with a long expiration date could result in more consumer clicks over time.

search request
(Image source: Crazy Egg)

Investing time in crafting longer keyword phrases that highlight the specifics of your content could help your site rank better over time.

Present video content

Giving active consumers a highly accessible visual experience is paramount if you want to keep them engaged. In fact, a recent DemandGen study found that a huge 91% of all online users rank visual content as their main source of information.

If you don’t believe us, just take a look at the stats. Banklinko predicts that users spend an average of 2.6 times longer on landing pages with a video than without.

embedded videos
(Image source: Backlinko)

In fact, embedded videos can reduce site bounce rate by 11%, making visual aids a must-have part of your design strategy.

“Consumers are more likely to convert to paying customers after watching video content because of the level of information and connection that can be developed while watching a video,” say experts at Gotta Be Marketing.

From creating brand-related content to sharing influencer-based videos that build brand awareness, displaying landing page information in a video format is key to keeping

Make it shareable

Last but not least, it’s time to share. In a landscape dominated by social media, more 4.6 billion people currently find themselves active on at least one social media platform.

make shareable

Including a social media widget or share link on your landing page is essential if you want to boost site interaction and engagement. Giving users the ability to share your page within their own private networks is a fantastic organic outreach strategy and is likely to increase your conversions.

Tomorrow’s landing page

As we enter a digital-dominated future, where success is measured in consumer clicks, landing page optimization can no longer be asleep. In reality, 46% of all marketers now rank their landing page among the top sources of revenue based on conversions.

As we enter a competitive post-pandemic landscape, the landing page of tomorrow must grow in line with demographic trends. Not only should we see clear social media connections, but the visual experience a landing page provides should be engaging, fast to load, and immersive for a digitally active audience.

While a vast majority of all e-commerce traffic is now attributed to mobile users alone, more than half of all business owners still fail to optimize their site for mobile engagement. The landing page of tomorrow must be adaptable to all devices and strive to make the consumer click in 2022.