What Is Landing Page Optimisation?
Landing page optimisation is the process of improving the performance of various page elements to give your business the highest possible conversions from visitors who arrive on targeted pages. It is a subset of conversion rate optimisation.
It involves the use of methods such as A/B testing to improve the conversion goals of a given landing page. When done right, landing page optimisation in Hong Kong will help in maximising your ad spend value and to lower your customer acquisition cost.
To nudge you in the right direction, here are five types of high converting landing pages most businesses in Hong Kong use:
Click through Landing Pages
This is one of the simplest types of landing pages used in digital marketing. Their sole purpose is to offer on-site visitors with the necessary information about a service, product, or offer.
Moreover, this landing page design explains the advantages and the context of use to convince visitors to enter the conversion funnel. Such a landing page is created to increase click-through rates and guide visitors to specifically targeted pages.
Lead Capture Landing Pages
The sole purpose of lead capture landing pages is to collect visitor data and create a bank of prospects for the sales and marketing departments. According to landing page design principles, lead capture landing pages should not have any exit paths.
This means that the landing page does not have any internal or external links. It should only have the CTA button to submit user details.
Viral Landing Pages
These are landing pages that help businesses promote themselves through word-of-mouth marketing. The goal of this type of landing page is to get more visitors to sign up and spread the word about products or service offers.
Unlike other types of landing pages, viral landing pages should have social media sharing buttons. This way, visitors can subscribe and tell their networks about your brand.
A microsite is a supplementary website for a large website. This type of landing page normally has unique vanity URLs that are related to the relevance and timing of a digital marketing campaign.
While they are more than just single-page websites, they are termed as landing pages since the traffic is from paid digital ads as well as print and TV ads. Movie trailer sites are the most common types of microsites. They not only drive high traffic to the main site, but they only exist for the sole purpose of promoting the movie.
How do you optimise your landing page? When it comes to increasing website conversions, marketers recommend a variety of strategies meant to increase traffic. The top item on the list of these strategies is landing page optimisation.
However, we have seen many people get confused and cannot tell the difference between the homepage and the landing page. For this reason, we cannot talk about landing page optimisation in Hong Kong without outlining the difference.
Here is a video that goes through 6 tips for creating high converting landing pages for your business in Hong Kong.
Source: Wes McDowell
Difference between a Home Page and a Landing Page
Although landing pages might seem similar to homepages, there are significant differences. The goals, purpose, and traffic of a landing page are different from those of a homepage. For this reason, you need to optimise them for the intended purpose.
A homepage is an introductory page on a website, and it serves as a table of contents for the website. A landing page, on the other hand, is a page on a website specifically designed to convert site visitors into leads.
A landing page is different from other pages in that it follows this criterion:
- It has a form that allows you to capture your visitors’ information in exchange for a desired offer
- Its sole purpose is to convert visitors into leads
To get a better understanding of the differences, here are more things to consider:
Landing pages are ‘pages’ someone lands on after clicking on one of your paid ads. Anyone who views your landing page has already shown interest in your brand or product. They will be much further down the sales funnel than someone who stumbled on your page organically.
Homepages serve a general-purpose, such as introducing organic visitors to the website. However, you also need to optimise the homepage to avoid making your traffic feeling ambushed. Moreover, you can get away with using selling tactics on your landing pages than on your homepage.
Landing pages only have one goal, to convert, while homepages have a variety of roles. For example, a homepage has a navigation bar and several links in the footer as well as social media links.
A landing page, on the other hand, does not have all these things. The goal is to keep site visitors on the landing page until they convert, so, it will not have obvious and distracting links.
The content on your landing page ought to be specific to your paid ads and the products or service you are selling. For example, if you are an insurance brokerage firm offering a variety of services, you should create a landing page catering to life insurance, health insurance, to name a few.
The person clicking on your health insurance covers will not care about your auto insurance or renters insurance covers. A home page, on the other hand, will have information about all your services.
One of the most significant differences between a homepage and a landing page is the call-to-action. Landing pages are action-oriented, and they encourage visitors to convert. A CTA can be anything from calling a phone number, filling out a form, buying a product, subscribing to a service or newsletter.
Irrespective of your preferred CTA, it needs to be easily identifiable and straightforward. Often, having an offer tied to a CTA generates better conversions.
For example, instead of “Call Us Today,” try “Call Today for 15% Off.” This makes your visitors think that they are getting something for taking action. In comparison, a homepage does not need to have such a strong CTA.
Critical Elements of Effective Landing Page Design
Landing page optimisation is both a science and an art. To create a high converting landing page, you need to include the elements that give visitors a great user experience. They include:
- Headline (value proposition)
- Supporting copy
- Layout (design)
- Media (images, videos, audio, et al.)
- Social proof
You need to keep enhancing these elements from time to time, which is the essence of landing page optimisation. Unfortunately, there is no way of designing the perfect landing page in your first attempt. It will take a few tries before you master landing page optimisation in Hong Kong.
However, why does it matter? According to Google’s research team, it takes 17 ms for a customer to form a first impression of your brand. A good landing page will help your brand to visually communicate trust, quality, and help you stay ahead of the competition. This results in higher conversions and new customers.
Trends Shaping Landing Page Design in Hong Kong
Hong Kong is evolving at a fast pace. This means that the best landing pages today will be obsolete in a matter of days, weeks, or months. However, you can optimise your landing page design to keep up with the times and changes in SEO.
Here are trends you need to know of that are shaping landing page design in Hong Kong.
When properly integrated, videos can make your plain and static design more engaging. However, adding videos to your landing page is a balancing act. Here are some basic rules you should follow:
- Do not take focus away from the value proposition
- Reduce video size. Preferably, it should be between 7 and 10 MB max
- Use videos that flow. Jerky videos with many cuts are distracting
- Use high-quality videos that are relevant to your message
Source: Business 2 Community
Using a much larger font than that on the rest of the page is one way of making your value proposition pop. This trend has become more popular as digital marketers begin to understand how people read online.
With changing online reading behaviour, you need to include the skim-ability of the content on your landing pages. However, working with font-sizes and typography can be tricky. Fortunately, you can find several tools available online that will help you decide on font sizes and improve your SEO.
There are many cases where the phrase, “Less is more” is true, especially when it comes to modern-day landing page design. Minimalism emphasises on streamlining both visual and written content to avoid visually overwhelming the visitor when they get to the page.
Minimalism design is clean, and it has two main benefits:
- Improved cognitive load, which means that people’s brains will understand the content much faster
- Web page speed optimisation: faster page load times tend to increase conversion rates
Answering your visitors’ questions in real-time via the live chat feature could help nudge them into converting. The livechat is also another way of creating a connection with potential customers by building rapport and trust. Moreover, the livechat feature will help improve your SEO and ranking.
To get the most out of livechats, you need to integrate AI and machine learning into your chatbot for a better user experience. The chatbot uses the answers to the frequently asked questions to provide instant feedback to the visitors no matter the time of day.
Moreover, machine learning and AI technology will allow the chatbot to understand how to answer new questions. The advantage is that you will eliminate the inefficiency caused by a human customer care representative, especially when the customer asks a question during non-business hours.
The current landing page design have exhausted the appeal of standard shapes such as squares, circles, and rectangles. However, we expect to start seeing the use of fluid and organic forms.
When these organic shapes are used correctly through proper pairing, they can create a visually appealing and directive page, yet soft to the eye. The forms also communicate approachability and friendliness.
Custom illustrations were a big hit in 2019, and they are expected to continue in 2020 and beyond. This trend was popularised by readily available quality and authentic-looking stock photography.
Besides, custom photoshoots can be costly. Custom illustrations can communicate a variety of aspects of your offer since they are original and eye-catching.
The best landing pages today have made great use of contrast, not only in colour but also in clarity. One of the best ways to apply this is to emphasise the CTA. To get the most efficiency, ensure that there is much negative space between the logo and the rest of the design elements.
Source: Bee Free
The 2020 decade will bring new products, services, and offers. Brands are integrating SEO and landing page design to increase conversion rates. With the above trends, you are sure to gain more out of your landing page optimisation efforts.
The Ideal Landing Page Optimisation Process
A properly optimised landing page has the power to significantly increase revenue, serve as an aide to conversion rate optimisation, and help in achieving business goals. You must settle on an experienced landing page creator who has a defined process with guaranteed success rate.
One of the best landing page design processes is the conversion pyramid, as suggested by the Eisenberg brothers. The pyramid has five critical stages:
This is the base level, and it states that the landing page should be functional. The landing page creator should strive to eliminate any technical issues that might create friction in a visitor’s on-site journey.
Once you have a functional landing page, you should ensure that it is accessible. This means that the visitors should not have a difficult time accessing the targeted landing pages. Here, proper SEO techniques, coupled with PPC, among other paid ads, will become essential.
Also, they need to have the same impact on all your visitors irrespective of the devices they are using.
Next, the landing page must be usable. This means that it should be clutter-free, and must not have any scrolling or readability issues, or banner blindness. The landing page creator needs to ensure that it has smooth navigation.
Moreover, it should prompt the user to take action as soon as possible after they land on the page.
The hierarchy of the landing page elements should make sense. This way, visitors will get the drift of the page instantly and be motivated to take action.
Finally, all your efforts must persuade visitors to take action and become leads. With time, you should employ proper SEO techniques to turn them into loyal advocates of your brand.
Getting Started on Landing Page Optimisation in Hong Kong
Before you go looking for a landing page creator in Hong Kong, you need to learn as much as possible about landing page optimisation. Here are two critical steps of your sales conversion funnel:
Optimise For Multiple Traffic Sources
The traffic that comes to your site from paid ads will engage differently than traffic that lands on your website from social media. For this reason, you need to optimise your landing pages to cater to each traffic source.
Experiment with Different On-Page Elements
In addition, you must assess and understand the different on-page elements. This involves testing different value propositions, including social proof, and change form fields to ensure maximum traction.
Landing Page Optimisation for Lead Generation
The most important thing when doing landing page optimisation for lead generation is to increase the number of sign-ups. To attain this, you need to collect and analyse data on your target audience. This will go a long way in creating a landing page that is appealing and relevant to your visitors.
Leverage on User Data
The first thing you need is to start collecting data and creating buyer personas. These will help you in making relevant decisions that will help you know what to optimise.
You will need to collect different sets of user data, such as their gender, educational background, personality, income, age, and more. You will need to brainstorm, create surveys, and share them on social media and attach a free giveaway to entice your target audience.
After this, you will need to conduct A/B tests, to engage your audience.
Create a Heat Map
While creating a landing page for lead generation, it is best if you identified problems before they arise. This way, you will have fewer things to worry about.
A heat map is will help you with data visualisation. It allows you in tracking user mouse movement and the data is represented using colour. This way, you will know when and where users clicked, hovered, or scrolled on your landing page.
A heat map is necessary to help you know where you should place the vital elements on your landing page.
Use a Scroll Map
Scroll maps are similar to heat maps, in that they show the most scrolled areas of the landing page in colours. For example, red, orange, and yellow will show the most popular parts of the page. Colder colours such as blue show the parts that receive the least engagement.
Using heat maps and scroll maps will help you know which part of your landing page will entice users. Moreover, you should assess your confetti reports. This will show you where individual clicks occurred on the landing page. List and overlay reports, on the other hand, give you click percentages of the various individual numerical data and page elements, respectively.
Tips To Enhance Landing Page Optimisation in Hong Kong
If you want to improve your landing page design, you need to look at the best landing pages and how they incorporate SEO to improve conversions and maximise their ad spend. Landing page optimisation starts the moment that you begin doping landing page design but lasts as long as your website is active.
Think of it as creating a product. You will not create a perfect prototype on your first day. Instead, you will fail several times before you get it right. Landing pages work the same way, and these tips will help you improve your optimization process.
Make Your Offer Clear
A quote that goes, good marketing makes the company look smart, but great marketing makes the customer feel as mart. This is the analogy used by the best landing pages in the world.
When you start working on your landing page optimisation strategy, think about how you will give the customer positive emotions. The goal is to make them feel smart, inspired, appreciated, and excited.
To make the offer clear, start by thinking about your customer’s specific goal, and then turn the goal into a headline.
Keep the Important Part above the Fold
“Above the fold” is a term that traces back to print. The most interesting stories are placed on the first page above the traditional newspaper fold. This is the number one tactic used to sell newspapers.
You can do the same by keeping you valuable landing page elements above the digital fold. This is the point where the visitor has to scroll to get more information. However, this is not as simple with the age of smartphones.
This is where a scroll map comes in handy. The report will show you the location of the average digital fold on a variety of devices. Ideally, you should keep your headline, a few sentences of the body copy, and a CTA above the fold.
Apply Scarcity Techniques
Scarcity will compel the people who land on your page to act immediately else they miss out. You can do this by activating a limited-time discount, or offer a lead magnet such as a live webinar or a free e-book give away.
To give a sense of scarcity, add a countdown timer to tell them how long they have left until the offer expires.
Make Your CTA Buttons Straightforward
The essence of landing page optimisation is to get the visitor to convert as soon as they get to the targeted page. Your CTA buttons should be concise and distinct. In addition, you should use phrases such as:
- Pick Up Here
- Join Now For 10% Off
- Try It!
- Join To Download
These simple, yet clear phrases are effective in getting visitors to take action.
Add Contact Information
While livechat is the trend to watch, it will not hurt to add your contact information on the landing page. This includes your physical and postal address, email address, or phone number. Some companies use a contact form or a link to their help centres.
Besides, visitors who know that they can always reach the company and get answers to the frequently asked questions have a higher chance of converting.
Going Beyond Conversions
Almost every other landing page creator focuses his or her landing page optimisation in Hong Kong processes on increase conversion. However, there is more to optimizing a landing page than that.
The bottom line is that you want more sales, either through higher-order volume or through greater revenue per purchase. You will need to access your bounce rates alongside your conversion rate.
You can find the bounce rate of your landing pages on Google Analytics on Content>Site Content>Landing Pages and then click on Comparisons view from the icons at the top of the page. After this, select the bounce rate from the drop-down menu.
Other than the bounce rate, you could consider other analytics such as:
- Percentage of new visits
- Average visit duration
However, you need to track different metrics to know when you need to optimise your landing pages.
Source: Disruptive Advertising
Overview of the Landing Page Design Packages in Hong Kong
Anyone with the will can optimize a landing page. However, it virtually impossible for business to get a 100% conversion rate, and the best you can do is to optimise the landing page to improve the conversions.
Unless you are actively involved in landing page design in Hong Kong, it will be difficult to optimize your landing page properly.
For this reason, you should use a professional landing page creator with experience in landing page design and optimisation services. The general rule of thumb is that experienced and resourceful professionals will be more expensive.
With that said, the average landing page design cost in Hong Kong ranges between HKD 300 and HKD 3107 per hour, depending on the landing page creator. Depending on the landing page’s form, a landing page creator could take between 8 and 16 hours, sometimes more.
With that said, here is a price overview of landing page design in Hong Kong.
|Landing page design Packages||Standard||Professional||Enterprise|
|Annual cost||HKD 28800||HKD 144000||HKD 596544|
|Monthly cost||HKD 2400||HKD 12000||HKD 49712|
|Hourly cost||HKD 300||HKD1000||HKD 3107|
The tables below highlight some of the critical services provided by PPC remarketing and management agencies and professionals in Singapore.
|Market Research||Target audience research||No||Yes||Yes|
|Keyword optimization||Keyword research||Yes||Yes||Yes|
|Negative keyword inclusion||Yes||Yes||Yes|
|PPC management||Daily ad management||Yes||Yes||Yes|
|CTA||CTA Button optimisation||Yes||Yes||Yes|
|Landing page Design||Background video||No||Yes||Yes|
|Google analytics||Bounce rate optimisation||Yes||Yes||Yes|
|New visitors analysis||Yes||Yes||Yes|
Questions to Ask A Landing Page Creator before Hiring
Picking the right landing page design agency or professional could be the difference between the success and failure of your online marketing and SEO campaigns. However, the first thing should be to collect quotes from mentionable agencies and professionals in Hong Kong.
In spite of this, price should not be the only thing of concern. Here are questions you should ask a landing page creator before hiring. The aim is to determine the level of expertise, experience, and professionalism.
What Trends Are Shaping Landing Page Design in Hong Kong Today?
Landing page optimisation in Hong Kong is evolving at a swift pace. For this reason, you need a professional or agency that frequently monitors the trends. This allows them to provide holistic services for the modern digital platform. However, you will need to have done your research to have prior knowledge of the trends disrupting landing page design in Hong Kong and the world.
How Will My Visitors Go To Other Pages on My Website?
While landing page optimisation should focus on getting the customer to convert, they could find more value on other pages on your website. However, there should not be an obvious navigation link on your landing page since it distracts the visitor from the task.
However, the creator could link your logo to the homepage. This ensures that there is a connection between your landing page and your web page without affecting conversion rates.
How Do You Go About Landing Page Optimisation?
Landing page optimisation is a crucial aspect of the entire digital marketing and SEO campaign. While it is economical to do it on your own for a small business, you will need extra support when you grow or start having multiple campaigns.
For this reason, you need to ensure that the landing page creator has experience in high converting landing pages. This will ensure that you reduce your remarketing costs while efficiently managing your ad spending and increasing conversions.
How Many Fields Should My Landing Page Have?
By this stage, the landing page creator should have taken the time to evaluate your landing page. The number of fields will depend on the offer you have on the landing page. For example, if you are asking people to subscribe to your email list or for a newsletter, one or two fields are enough.
However, if you are giving a 50% OFF on a high-value service, you can ask for more details. Ideally, six or seven fields are enough.
How Do I Ensure That I Get Authentic Details?
Unfortunately, the chances are that you will get some people who enter fake details, especially when you offer something free. To counter this, you should send a verification email that redirects them to the download page.
Another option is to send the offer in the email. You will avert sending freebies to people who do not convert.
Landing page optimisation in Hong Kong is a move that seeks to get visitors to convert as soon as possible. You also need to ensure that you extend value to the visitor on the landing page from the paid ads.
We hope that this guide will help you in optimising your landing page design. However, it is still a complex sector, and a professional landing page creator is what you need to guarantee success.
Contact us today for professional web design services, which include landing page optimisation in Hong Kong. Our customer care team is on hand to give you a quote and book an appointment with an experienced landing page creator.