When was the last time you cleaned up your content?

Landing Page Conversion Optimisation Blog Series – How we optimised our landing pages to improve core website performance metrics, boost our conversion rates (site visitor to registrations) and save on our acquisition costs. Part 2 – Content Cleanup.

Website and Landing Page Optimisation

Website and landing page optimisation is incredibly important for marketers and website owners. When you optimise your website and landing pages you’re making it easier for users (potential paying members) to sign up to your service (your dating site in this instance) – getting them one step closer to subscribing to a paid membership.

If users encounter a poor user experience (for example, too much irrelevant content or just too much content in general), they are likely to leave your page within the first few seconds as it can be overwhelming. This negatively impacts your conversion rate and massively wastes your ad spend and marketing efforts.

This article is the second part in our blog series where we’ll share how we optimised our landing pages to improve core website performance metrics, boost our conversion rates (site visitor to registrations) and save on our acquisition costs


Content Cleanup
We removed excessive and redundant written copy across our landing pages

What Have We Done

Removed excessive content 

This weeks blog isn’t dissimilar to our most recent article in this series. Having too much content on your website can overwhelm users. But we don’t just mean having too many sections. When there is too much written copy on your website, users don’t know where to look, where to scroll or what action to take.  But it won’t only frustrate your audience, it will also confuse search engines. Having excessive content – although you may believe it will – won’t increase your status as an authority in the field of dating websites. 

We wanted to minimise distractions, so we removed a tonne of written content that simply wasn’t needed. On our landing pages, we got rid of anything that was duplicated, or didn’t help guide the user to take the action we wanted them to take – creating a profile on our dating site.  

Take Just Senior Singles for example, the page consisted of too much content that was distracting users from registering. Last week we talked about removing the sections that were causing distractions. This week we want to share the importance of optimising the content within the sections that remain.


Increased Page Load Speed

We mentioned in part 1 of this series that removing distracting page components not only  improved the conversion rate of the landing page, it has also considerably increased the time taken for the page content to load. Our page speed score has increased by 43% on mobile and 12% on desktop – ranking them good by Google (the highest ranking). This impressive result would also have been impacted by the 

Page speed is an extremely important metric to measure when optimising your site. It is great for SEO, PPC quality scores and overall user experience (UX). Minimising and refining a large amount of the previous onsite content means the browser is now able to download the files and show the page much, much faster.

The Results

Ensuring you regularly clean up your written content is extremely important and our recent results demonstrate why  . As a result of our initial testing we have seen a huge +15% increase in the number of site visitors that are creating a free member profile (becoming a registration on our dating sites), as well as an impressive +10% saving in cost per lead (CPL) on Google Ads – the amount we are spending for each registration that comes via Google Ads.

These results have come solely from optimising our landing pages – not making any changes to our ads.

What Does This Mean

This means that more users are converting to members from our landing pages. Our dating sites are therefore achieving more upgrades, which in turn leads to increased revenues. Is it time to get started on your own landing page content optimisations?

Stayed tuned for our next article in this series where we will delve into how we implemented sticky content to drive user action


Want some help? If you have any questions about anything mentioned above, or you would like support with your own landing page layouts, contact our partner support team directly here.

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