We could sum this up in a single line; Keep your landing pages fast and straightforward. Job done!
The long answer, though, is a bit more complicated and deserves a detailed explanation, so settle in for the full details on landing page optimization.
Your landing pages aren’t meant to be a demonstration of your design or coding skills. They’re not intended to be a study in how many pretty fonts you can use or how many graphics you can squeeze in. Nor should they be a representation of everything you have to offer or a gateway to all your lovely social media accounts.
Landing pages should have one and only one purpose. To get your visitors to perform the action you want them to. That could be subscribing to a newsletter, joining your mailing list, signing up for an offer, or actually buying something from you. Anything, as long as your landing page funnels them to take that particular action.
Anything that distracts from taking that action is just noise. If it detracts people from your Call To Action, delete it. If your landing pages include options that take your prospects away from your checkout, don’t offer those options. Landing page optimization needs to be based on the KISS principle, Keep It Simple Stupid.
Think of a landing page as a continuation of the first message your visitors saw. If you’re sending your forex traffic to a landing page from an ad about “Best forex brokers,” don’t take them to a landing page that talks about “Little Orange Cars.” Your landing pages and your whole funnel needs to point in the same direction. If someone clicks an ad about the “Big Red Widgets,” it would be reasonable to assume they’re interested in that particular product, offer, or email. Your landing page optimization needs to be based around the continuation of a potential buyer’s journey to your call to action button.
Landing Page Elements
The elements you use on your landing pages also need to be a continuation of the buyer journey. The buying process is always the result of a question and an answer. Your potential customer asks a question. For example, “which forex broker has the lowest spreads.” How well you answer that question will mean the difference between getting a conversion or not. Landing page optimization is formulating your answer in a clear and concise layout, with a single continuation point, i.e., your call to action button, your signup form, or your checkout page.
How you design the answer is the optimization process. If you need an image to reinforce your answer, use one. If your answer improves with the use of a video, then add a video. Anything that makes your answer better use it.
Don’t go overboard, though. One adage says that when you’ve finished adding elements to your landing pages, go back and delete half of them!
Always keep in mind the final goal, though. Taking action. Don’t overdo the imagery to the detriment of your message. Don’t make everything the same color. Your call to action needs to stand out; otherwise, it will be overlooked. Speaking of calls to action, don’t be afraid to experiment. A rule of thumb used to be that Green was the best color to use as it signifies “Go.” Take a few minutes to Google color trends, and you may well be surprised. Red, which would be counterintuitive, actually comes out as one of the best converting colors for CTAs.
That leads nicely into another facet of landing page optimization, Split testing. Taking the CTA color as an example, make one version of your landing page with Green buttons and another version with Red. Send some traffic to both versions and see which one converts the best (Are you interest to know how to work with forex affiliate programs and covert traffic there? Read more our expert guide.). That will be the best color to use!
Internet users are used to seeing certain things. Reviews and ratings, for example, or social media links or client testimonials. These can reinforce your message and are valid elements to use on your landing pages. Again, these elements shouldn’t detract from your base message or move your potential clients away from your checkout button.
Anyone reaching your landing page is one click away from your call to action button. Links to social media or rating pages take your potential clients two clicks away from your call to action button. If you do have links to your Facebook page on your landing pages, always make these open in new tabs. Once someone leaves your landing page and gets to Facebook, chances are they’ll find something to distract them. If your Facebook pages open in the same browser tab, then your traffic probably won’t come back.
Remember, your landing page’s goal is to point your traffic in one direction, and that’s the direction that makes you an affiliate commission. Your landing page is there to reinforce your message and, hopefully, affiliate commissions. Facebook can take care of its marketing, so let them worry about that.
There is a direct and demonstrable link between page speed and conversions. If your landing pages are slow to load, your conversions will suffer.
- Under 1 second – 7% conversion
- 2.4 seconds – 1.9% conversion
- 3.3 seconds – 1.5% conversion
- 4.2 seconds – less than 1% conversion
- Over 5.7 seconds – less than 0.5% conversion
Across all niches online, on average, every 1-second reduction in load time resulted in conversions increasing by 2%. That’s across all industries. Traffic and forex traffic, in particular, can be expensive. If your conversion rates are low, you’re losing money. Simple.
So how do you optimize your landing pages for speed? That starts at your choice of hosting. Apart from your hosting package’s power, the physical location of the server is an important consideration. For example, if you’re running a campaign for traffic in the United Kingdom, choose a server located in London. If your targeting European traffic, situate your server in Germany. The closer your server is physically to your traffic, the faster your landing pages will load.
Optimize the elements on the page. You don’t need to have images at huge resolutions or in sizes that won’t be served by your landing page. Use lossless compression to optimize your images, and that will make an immediate improvement to your load speeds.
Use a CDN (Content Delivery Network) to serve your images or other static landing page elements. With a CDN, features on the page will load in parallel instead of sequentially. That can make significant improvements to your landing page load speeds.
Landing Page Security
One of the few times, Google admitted to a ranking element was when they started using SSL as a signal. Over and above the Google signal, SSL certificates are essential for landing pages, particularly in the forex niche.
In most cases, you’ll be asking your traffic to enter personal and perhaps financial details on your landing pages. That makes the use of an SSL certificate an absolute necessity. Serving your pages over https:// instills a sense of security. Serving landing pages without an SSL will lower your conversion rates as your page visitors will be actively looking for the SSL.
One of the traps you can fall into with landing pages is to overthink what you’re trying to achieve. Setting up split tests is easy to do, and the amount of feedback you can get from the simplest of tests is invaluable.
Don’t be afraid to ask your account manager about your landing pages. At Forex Ads, we collect a vast amount of data about what converts and what doesn’t. Our staff always ready to help our forex affiliates, so just schedule a call with your account manager and get the best-converting pages for your particular GEOs. Send us your landing pages, and we’ll be more than happy to give our feedback. After all, the better you do as an affiliate, the better we do as a network!