Your digital strategy is all about driving traffic to your website – your online home base. Taking time to make the pages you send people to – your landing pages – a great and well presented experience can create the engagement and conversion you are looking for.
When visiting your site, customers expect an experience that is fast and well-designed — no matter the device they’re using. In a recent study, Google found that 81% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find what they’re looking for.
Optimize for Mobile
Think mobile with your landing pages. Optimizing the web pages for mobile usage is a requirement, not an option. To make your site mobile friendly, run your landing pages through Google’s Mobile-Friendly Test, which will give you the insights and resources you need to improve your pages’ mobile performance.
Use Google Analytics as a Guide
Which areas of your site are performing under expectations? Are certain landing pages turning leads to more sales? Where do site visitors linger? Where do they leave?
Google Analytics offers detailed reports that are specifically designed to help you better understand the performance of your landing pages. In Analytics, follow this path: Behavior>Site Content>Landing pages report. Use the data to understand which landing pages are doing well and which need improvement.
Test Landing Pages
Google Optimize enables you to make multiple versions of your site and see which version performs best. You can test different layouts and content to see if the changes impact conversion to your desired outcome.
Testing with Optimize helps you build pages that offer better user experiences, drive more conversions, and provide a higher return on ad spend as a result.