When it comes to a landing page, first impressions count. Whether you’re an ecommerce business looking to increase conversions or you’re launching a new product or service, a well-designed landing page ensures you’re bringing in the right kind of traffic. But if you’ve been successful in your efforts and you’re experiencing a rush of web traffic, how do you ensure you’re not wasting the opportunity? In this article, we’ll explore how to make the most of a rise in landing page traffic so you can maximize its potential.
Assess the Traffic You Have
Before looking at what to do with your increased traffic, you need to understand where it’s coming from and the conversion rate. A rise in traffic may look great on paper, but it’s worthless if it’s not converting and bringing in sales. You want to know how a user navigates your site, the browser they use, the items they look for and the search terms they use, their demographic, and so much more.
Being vigilant about how your customers or web users are behaving on your site gives you the advantage of updating and optimizing your site. Once you understand where the primary source of your traffic is coming from, you can focus on creating a smoother journey for your audience and a more enjoyable customer experience.
Landing page sources, such as social media posts, and email newsletters, typically let you track the URL so you can clearly see where that traffic is coming from. Data that enables you to assess trends and behaviours that one can use in the future. And if the page isn’t performing as you’d like once users land on the page, you can make changes to increase conversions and make the best use of that rise in traffic.
Add Social Proof to the Page
When a customer lands on a new site or looks at a new-to-them business, they want to know they’re investing their money wisely. Social proof is evidence to your site users that other customers recommend your product or services and that they do what you say they do.
It’s a way of instilling trust in your customer base and proving to them that you’re not making claims that genuine customers can’t back up. With an influx of traffic to your site, chances are that some, if not many, of those users, will not have used your business before. So building trust straight away is essential for them to return to your site again in the future.
But while faking those 5-star reviews to boost up numbers quickly may seem like an easy way to game the system, it’s something to avoid. Not only is it technically illegal, but it compromises the trust you’re trying to build with customers and studies show that over half of customers wouldn’t purchase from a company again if they suspect foul play when it comes to reviews and testimonials. Instead, add authentic social proof in the form of genuine reviews, testimonials and feedback which bolsters trust on the page, increases conversions and builds customer loyalty.
Optimise with SEO for Long-term Results
A rush of traffic can be good for your business in the short term, but if you want to maximize the impact, you need to optimize your site for key terms related to your business and industry. SEO is the best way to sustain long-term results for your business, helping to ensure your content shows up where your target customers are searching.
In addition to ensuring the landing page is optimized with a relevant page title and meta description, which contains those target keywords you want to show up for, you also want to optimize images with alt text. It’s also worth going back over other pages of your site to fix any broken links, check that you have internal links to blog posts or resources and make sure that you have clear call-to-action text to encourage people to take action.
Naturally, these are just the basics when it comes to SEO. But even minor updates to your site can positively impact organic traffic over time, setting your site and your business up for success. It’s also worth monitoring Google Trends regularly so you can take advantage of any growth potential from search terms that are related to your industry.
Implement Nurturing Campaigns
Your website is a collection of your entire content marketing, so nurturing leads to make full use of this is essential for long-term results. Research suggests that lead nurturing can help businesses generate 50% more in sales-ready leads, at over a third of the cost. Ensure that lead nurturing is tied to every one of your campaigns to keep the momentum going once the initial rush has died down. The information you can gather from CTA click-throughs and forms can be used significantly later on, so it’s precious.
Connected to this is content planning for your site, as this will change as a result of an increase in web traffic. Content marketing spans a wide breadth of tasks, but if you’re bringing in more targeted traffic to your site, you want to be sure that the content you display is relevant to them and will enhance their web experience and increase the chance of them converting.
When there’s an increase in web traffic, you don’t want to hit a pause on blogging and social media content. Instead, ramp up your content creation and develop engaging posts for your ideal audience to nurture those opportunities.
Increase in Landing Page Traffic – Final Points
Growing pains are to be expected as your business expands and your site experiences an influx of traffic. But make sure that you’re ready to adapt and don’t be afraid to invest in your business to maximize your traffic, whether that’s installing tools to track customer behaviour, building SEO into your content for long-term traffic or moving the customer journey forward with lead-nurturing campaigns.