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 1 – Level-Up Your Layouts.
Website Optimisation
Website 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 slow page loading), barriers or distractions on your site, they are likely to leave your page within the first few seconds. This negatively impacts your conversion rate and massively wastes your ad spend and marketing efforts.
This article is the first part in our newest 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.
Site Layout & Content Optimisations
We optimised our page layout and site content to focus on the right things
What Have We Done
Improved Landing Page Conversion Rates
By minimising distractions, we have increased the attention given towards the most important page element – the registration form. Take Just Senior Singles for example (below) – the landing page conversion rate sky rocketed when we took away distracting content. The page is now successfully converting more traffic because they are focused on one goal or call to action – registering. Too much content can cause the reader to become unfocused and abandon their efforts.
Increased Page Load Speed
Not only has removing distracting content 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).
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.
A second optimisation that contributed to the faster loading times was the size reduction of images. Large and high definition images take lots of time to load. It was extremely important for us to find the balance between speed and aesthetic. We highly recommend tackling your large image files first as these are often the main contributor to slow loading pages. By starting here, you will often find quick wins and be able to considerably improve the loading process, preventing future issues.
The Results
Website layout and content optimisation 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. If that isn’t the sign you were looking for to get started on your own website optimisations, I’m not sure what is.
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.