Website optimization has become essential in the wake of the e-commerce boom. With more online consumers than ever, it’s time for business leaders to start prioritizing site-based user experience to see their conversions skyrocket.
In fact, 61% of smart marketers have revealed that improving their online presence and site SEO has become a top priority in 2022. After studies showed that nearly all user traffic is directed at the first five hits of an organic search, a high-ranking website has become the key to maximum demographic exposure.
As e-commerce competitors continue to invest in new forms of search engine optimization, widescale automation and video content creation, a new “digital first” arena has been born.
The digitally demanding generation now requires a fast-loading landing page, mobile-friendly enhancements and high levels of consumer personalization. In a competitive landscape full of startup ventures, user experience is the key to keeping customer retention high and reducing user bounce rates.
To keep your consumers clicking in 2022, your website must stand out from the crowd. As we navigate the digital trends revolutionizing the future of marketing, read on as we divulge our best-kept site SEO secrets for a webpage that keeps your users coming back.
Is Website optimization The Key To SERP Success?
A successful website is not defined by aesthetics and the products/services you’re selling. Instead, site success is directly attributed to accessible usability, site speed and the quality of your content.
Prioritizing a site’s UX/UI design and optimizing its functionality not only boosts SERP scores and organic ranking but also reassures your consumer that you are a credible, authoritative player within your industry.
“A site that ranks high on search engine results pages is typically considered high-quality and trustworthy by search engines, and this, in turn, boosts the credibility of your business,” states 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-generating strategy by over 59% of marketers.
Focusing on inbound tactics such as blog writing, SEO optimization, site-based lead nurturing, and prioritizing site strategy can generate the highest quality conversions for a business.
How To Optimize Your Landing Page
Now we’ve gathered 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. This is the first thing your consumers will see when interacting with your business, making it quite easily the most important page on your site.
Landing pages need to 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 one chance to tell a consumer why they should choose you.
Upon first viewing, a consumer should be able to identify a clear navigation path to their search intention while also remaining hooked by the content in front of them. The key here is to cover each and every detail.
Why not include direct visual links to your most popular products, or introduce a piece of gripping video content that aims to provide more information about the brand?
Here are some of our top landing page tips for website strategy designed to keep your consumers converting.
Prioritize UX/UI Accessibility
Did you know that a slow-loading site could cut up to half of your conversion leads? A study by Backlinko found that landing pages taking more than three seconds to load experience a 32% bounce rate, with over half of all users disappearing in just five seconds.
Frustration is one of the leading causes of company switching. Even if a user is satisfied by the products/services you’re offering, a flaw in the site’s UX design could be enough to steer them towards a competitor.
Therefore, website builders must have an accessible strategy in mind when designing a landing page. Your landing page needs to be clean, structured and accessible for all search intention purposes.
Navigation systems should be clearly labelled, content should stand out yet not overwhelm a 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, but well-optimized components improve site speed and functionality, both contributing to a positive user experience.
Keep The Keywords Flowing
While your landing page may be visually appealing at first glance, it’s important not to forget the power of written content when designing your site structure.
Not only can keyword optimization improve content readability but investing time adhering to best SEO practices will keep your site climbing up the organic search string. From blog content to product copy, all aspects of your written content should be optimized with leading search trends and keywords.
If your content can answer a user’s question, it is three times more likely to be interacted with.
However, many site owners make the common mistake of only including high search volume keywords within their content. While these keywords generate high traffic, the competition to rank for them is fierce.
Instead, why not focus on long-tail keywords. Accounting for 70% of searches, pooling content efforts into lower-scoring keywords could result in more consumer clicks over time.
Investing time in crafting longer keyword phrases that highlight the specifics of your content could see your site ranking higher over time.
Introduce Video Content
Providing active consumers with a highly accessible visual experience is paramount if you want to keep them engaged. In fact, a recent study by DemandGen found that a whopping 91% of all online users rank visual content as their primary source of information delivery.
If you don’t believe us, just look at the stats. Banklinko predicts that users spend, on average, 2.6x more time on landing pages with a video than without.
(Image Source: Backlinko)
In fact, embedded videos can decrease site bounce rate by 11%, making the visual aid a must-have in your design strategy.
“Consumers are more likely to convert into paying customers after viewing video content due to the level of information and the connection that can be developed whilst they watch a video,” claim experts from Gotta Be Marketing.
From creating brand-related content to sharing influencer-based videos that boost brand awareness, displaying landing page information in a video format is the key to keeping customers’ attention.
Make It Sharable
Last but not least, it’s time to get sharing. In a social media-dominated landscape, over 4.6 billion people currently find themselves active on at least one social media platform.
Including a social media widget or sharing link on your landing page is essential if you want to boost site interaction and engagement.
Allowing users to share your page within their own private networks is a fantastic organic outreach strategy and is likely to drive up your conversions.
The Landing Page Of Tomorrow
As we move into a digitally dominated future, where success is measured in consumer clicks, landing page optimization can no longer be slept on. In fact, 46% of all marketers now rank their landing page as a leading source of conversion-based revenue.
As we step into an increasingly competitive landscape, the landing page of tomorrow must expand in line with demographic trends.
Not only should we be seeing clear connections to social media, but a landing page’s visual experience should be engaging, fast loading and immersive for a digitally active audience.
While a large majority of all e-commerce traffic is now attributed to mobile users alone, over half of all business leaders still fail to optimize their sites for mobile engagement.
The landing page of tomorrow must be adaptable to all devices and strive to keep the consumer clicking in 2022.