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Landing pages play a critical role in digital marketing, driving leads and revenue by giving potential customers what they need, when they need it.
Whether your goal is to generate leads, sell products, or collect data, landing pages are where the action happens. Optimizing your landing pages ensures they’re planned, designed, executed, and always working correctly to provide your visitors with the very best user experience (UX).
This chapter of the LPO guide gives you a list of actionable steps—along with landing page optimization best practices and tips—so you can start boosting your site conversions today. Ready to get started?
5 steps + best practices to create high-performing landing pages
Many great user experiences begin on a landing page, setting the tone for how visitors will engage with your business moving forward.
Outstanding landing pages help convert a higher percentage of website visitors into customers. The question is: how do you optimize your homepage and landing pages to fulfill these promises?
Follow these steps to give your landing pages—and your business—an edge.
1. Analyze user insights and behavior
The best way to improve your landing page performance is to understand how—and why—your visitors really use the page.
Knowing your users and analyzing their on-page behavior is critical to LPO. It helps you understand what drives, convinces, and persuades users to take action and puts you well on your way to developing a unique plan for optimization.
2. Draft hypotheses
Pinpointing the barriers and hooks your users encounter should bring major conversion issues and opportunities into focus. The next step is to develop strategies to minimize the barriers and maximize the hooks while considering your users’ unique concerns and desires.
Formulate hypotheses about how changes to the landing page might address these areas and improve the user experience.
3. Implement and test your changes
With your hypotheses in mind, it’s time to implement your changes and create and execute tests to measure their impact on the landing page.
A/B testing—or split testing—any changes you make to your landing page lets you scientifically measure their effect on your conversions and determine their short- and long-term impact on your user experience. It’s also a great way to be bold and take risks without applying one hypothesis to all of your page traffic.
Use A/B testing tools like Optimizely and Omniconvert to implement and test changes to the landing pages you’ve drawn from the research stage. The more you test your landing page elements, the more accurate your data is.
Remember that A/B testing doesn’t have to be a complete redesign—it can be smaller landing page iterations tested over a few weeks or months.
4. Analyze results and measure performance
Once your experiment is complete, track and monitor the performance of your landing page variable to ensure the optimization efforts have been effective.
If you don’t see a significant uplift in performance from the variable, that’s okay too! You can still gather data from this experiment and go back to the drawing board with other iterations. Your experiment only ‘fails’ if you don’t learn something from it.
5. Iterate and continue optimizing
Landing page optimization is iterative: your job continues after the first round. Once you’ve started making changes to address your visitors’ drivers, barriers, and hooks, and testing their effectiveness, it’s time to go back to Step 1 and uncover your next big opportunity.
This step-by-step guide to effective LPO is a great starting point to help you construct your best first attempt at an optimized landing page. After that, experiment! Let your customers decide—and tell you—what the best-converting page looks like.
Keep testing user experience and reiterating the continuous discovery process to improve results even further as your products and the needs of your target audience change.
This optimization process ensures each high-converting landing page is adapted to suit the users you’re targeting, the conversion goals you’re reaching for, and the means you need to get there.
As you continue to iterate and optimize based on test results and user feedback, you invest in a user experience that will help you create a truly valuable landing page that solves problems for your users and helps them reach their objectives.
Before starting a campaign, specific metrics are set to measure. Ensure that you are selecting the right and achievable goals for yourself. Answer the following questions before you set campaign goals-
Which pages generate the maximum page views?
Are the goals relevant to your success?
Have you set the specific objective for your campaign?
Do you think it’s going to be time-consuming?
Are the targets aligned with your personal goals?
Answering these questions will help you state real and achievable goals for yourself and the organization. It will also help you work efficiently and keep you focused & motivated toward the target.
Here are a few important attributes of Landing Page Metrics-
It helps analyze which Page gets more viewers and conversion rate.
It lets you identify for how long a viewer stays on the Page.
Let’s examine if targets were achieved, i.e., Conversion Rate=Investment in the ad campaign.
Analyze the average Landing Page Conversion Rate.
What was the Bounce Rate?
How do we calculate Conversion Rate?
Data speaks louder than words. Hence, one should know how to calculate the Conversion Rate to identify the landing page further.
Conversion Rate is the percentage of the visitors who take action on the website. The simple formula for Conversion Rate is-
Number of Conversions/ Total number of Visitors * 100
What is a good Landing Page Conversion Rate?
Track Landing Page Metrics That Matter
One shouldn’t ignore the importance of landing page metrics for any campaign. These metrics can help you build an efficient and successful landing page for the customers. Measuring metrics timely can help you clutter out the page and keep only informative things.
At Apexure, we design high-converting landing pages that can increase your conversion rates, drive additional traffic, and simply help you gain access to the landing page metrics that are most important to you. Contact me today!
What Tools Do You Use to Measure Social Media Engagement?
Your Social media standing is the currency of today’s age. The number of followers tell us how big your influence is. Unsurprisingly, every person and brand is racing to get more followers. But looking at the followers is just half the equation, as you also need to know how active and useful these followers are. This is where social media engagement comes in, adding another dimension to the formula.
What is Social Media Engagement?
Engagement is the ratio of how many people interact with your content when compared to how many view it. That interaction includes likes comments, shares, tags, etc, which signifies that the person enjoyed the content, and is interested to see more. For every platform that implements an algorithm to determine your feed, engagement plays a big role in deciding how many people get to see your posts. So that is one big reason on and you should try to improve your Social Media engagement.
Accessing your platform’s Insights/Analytics will show you most of your basic stats, but if you want something more detailed or granular, you might need to use 3rd party software to get inside it.
Why Do You Need Social Media Analytics?
Since social media platforms have become a means of earning, tracking the performance parameters contributing to accomplishing goals has become important.
By conducting a social media analysis, you become aware of the trends and predictions your social presence is following. Hence, it makes you even more capable of filling in the loopholes and improving your overall marketing strategies.
Additionally, the critical evaluation of customer data helps you know the audience persona that helps you interact with them better. So, there is no way to restrict yourself from not looking into the social media analytics of your brand.
We will start the list with our very own tool. Unbox Social is a powerful social media analytics and reporting tool, with a simple and easy to understand interface. It provides social media managers with important metrics for all their profiles in one place, which can be accessed by your team. The results can be segmented on the basis of audience, stories, and posts to better track your progress.
What sets Unbox Social apart is the ability to have a customized newsfeed to track the influencers, competitors and other related profiles that you wish to, so you are always up-to-date with what’s happening with them!
If your content relies more on images, and Instagram and Pinterest are your most preferred platforms, Tailwind’s visual marketing tools will seem very useful. Apart from scheduling posts in advance, they also provide useful analytics like the best times to post and how to reach your target audience. The inbuilt analytics are needed for Social media monitoring and engagement. You can add collaborators to work together as a team as well. Inputs such as how to optimize a campaign, which hashtags to use and when to publish are all provided to remove any guesswork at the time of uploading.
This one is a specialist for Twitter analytics. They provide data on twitter engagement, along with easy to understand graphs and charts, and also help you optimize them. Their universal search feature can help you reach the correct people via searching for keywords in people’s bios. To know your fans better, Followerwonk also provides a breakup of your followers based on demographics, locations, who they follow, what they tweet about etc. Other information like competitor’s performance can also be tracked.
Buffer is the starting point for many users to social media monitoring and engagement because of the vast feature set provided in its free package, before you need to upgrade. It has an easy to use post scheduler that works on Instagram, Twitter and Facebook, without needing to leave the app. Along the same lines, analytics of these posts can all be viewed in the same place. Multiple people can access the dashboard, making this ideal for teams. The app supports LinkedIn, Google+ and Pinterest too.
Iconosquare is a Social media engagement tool, which focuses on using data to make better campaigns. It tracks insights like engagement and growth while understanding your audience better. Details like demographics, age, location, preferences etc of your follower base are provided. The tool also measures your engagement metrics such as posts and stories. Iconosquare also suggests the time when most of your followers are online. You can measure your social media engagement or your performance by analysing these metrics together.
Tracking Social Media Analytics with Tools
Now that you know the elements of a tool that can be best suited for your business, let us grab some key points you can implement to track social media analytics with the usage of social media analytics tools.
First step is to gather data from all the available and relevant resources so that you can set statistics and operational parameters for the company.
Generate A Social Media Analytics Report
Generate social media analytics reports of the trends and analytics with the integrated features of general reporting, one-off reporting for specific campaigns, and real-time insights on customizable dashboards.
Search for Trends
Keep a vigilant eye on the changing trends and incorporate them as soon as possible within your marketing strategy. Find insights into customer behavior and identify emerging trends in social data, trace customers’ preferences, and pitch them your product and services accordingly.
Look Out For Loopholes & Get Better
Track the actionable insights from your social media analytics and generate reports. Share those with your team members, and work on the areas that need improvement.
Share and repeat a similar cycle to improve your strategies and get promising results for your business.
Choose the best social media analytics tool for your business
Social media marketers need their data. Data is the difference between running marketing campaigns that generate positive ROI versus flying blind with your marketing efforts.
Social media analytics help you gather a wealth of information that can assist you in improving your marketing strategy. And there are many tools that make gathering this data easier. The key is to find one that is right for your needs and gives you the necessary reports for your business.
If you’re a big company, Keyhole or Quintly are great choices. If you mostly use Twitter, then Followerwonk is your guy. Options like Audiense, BuzzSumo, and Google Analytics are great for content marketers. If influencer marketing is a huge part of your growth strategy, TapInfluence will work well for you.
But if you are a fast-growing brand and you’re looking for a social media analytics tool that can accommodate all your needs as you grow, Hootsuite is the one for you.
People Also Ask
What is a social media analytic tool?
A social media analytic tool is simply software that helps you measure different metrics and KPIs for your social media, so you can measure the performance of your actions and come up with numbers to calculate your ROI for social media.
What is KPI for social media?
KPI stands for key performance indicators. These metrics help businesses measure their performance over time, see if goals are being met, and analyze whether changes need to be made. They are simply metrics used to determine if a business’s social media marketing strategy is effective or not.
How can I track social media analytics for free?
Many tools are available that allow users to track analytics for their social media. Almost all the platforms do offer a native analytics dashboard, but there are also some free tools such as Social Champ that allow users to track analytics for their different social media handles.
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