Optimising the landing page of your internet business‘s web site should be an essential part of your search engine optimisation (SEO) strategy. But, what’s the best way to go about optimising your landing page?

That’s a question that’s up for debate and probably will be as long as there are landing pages to optimise. But, we’ll cover what we believe to be the best strategy when it comes to landing page optimisation.

A Little Bit Of Background

The keys to success when it comes to optimisation are testing your content and targeting your audience and the combination of these 2 is what’s needed to achieve success.

The way to approach landing page optimisation is on three fronts – data, testing and targeting, thus forming a triangle of elements, with data at the top flowing down to the other functions.

Setting Up Data Collection

A central location should be set up to collect the data, since it needs to constantly feed the testing and targeting functions. Two types of data need to be collected – firstly, general customer and purchase history information; secondly, behavioural information when a user is on a landing page, along with keyword and related entry points. The combination of these 2 types of data lays the foundation for testing and targeting to succeed.

Testing and Targeting Work In Tandem

Now that the database is set up, it’s time to start the optimisation process. An important point to bear in mind is that testing and targeting should be done together. For example, you may be testing your content and see the need to set up shipping rates based on geographic location. It’s important that you have the flexibility to change testing and targeting strategies in order to be able to adapt to the changing needs of the consumer.

Choosing The Right Software

As usual with software, there are many choices available for optimisation purposes, ranging from low-cost, minimal functionality to high-cost, maximum functionality. What’s needed is software that facilitates both testing and targeting, which usually comes at a price. Google’s Optimizer is a free tool that is fine for testing but has no targeting capability, so it wouldn’t be an appropriate choice. Many of the high-end tools provide testing and targeting, but at a prohibitive cost. As with most software solutions, the middle ground is always the best because of their cost and their ease of use.

Apply These Principles Elsewhere

A landing page is just one aspect of online digital marketing, albeit a vitally important one. But, with a database in place, the principles outlined here can and should be applied to all aspects of your marketing endeavours, from e-mail to mobile marketing. Proper optimisation throughout all your digital marketing channels is necessary and adds valuable user data that can then be applied to improve landing page optimisation.

With an optimised landing page in place, the benefits for your internet business should translate into increased conversion rates for either instant purchasing transactions or ongoing customer interaction, depending on the nature of your business.

Contact an internet marketing service for expert assistance in optimising your landing page and for help with all your search engine optimisation (SEO) needs.

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