Performance optimisation of your landing pages is the FIRST thing you should consider if you want to get more leads or sales from your website.
While you may be keen to start changing your landing page content, copy, images, colours or calls to action – the very first thing you should check is your page performance.
One reason visitors do not convert (turn into a lead or sale) is due to the loading speed of your page. If your page takes longer than 3 seconds you lose your visitor. Think about it, when was the last time you waited for a slow website to load?
If your page isn’t loading – your great sales copy, awesome images and amazing offer – well, they are just not being seen. So it makes sense to eliminate page performance first as a reason for low conversions.
There are three places to go to for your performance data.
FIRST PORT OF CALL – GOOGLE ANALYTICS
In your Google Analytics account (assuming your data has the spam filtered out) go to;
Behaviour -> Site Speed -> Speed Suggestions
Look at your page speed load times. If they are taking more than 3 seconds to load you are losing leads and sales and YOU ABSOLUTELY MUST improve your performance before you think about the copy, images or any other content on your page.
To identify the problems on your page that are affecting your performance – click on the link in the column ‘Page Speed Suggestions’. You will be taken to Google Page Speed Insights where your page will be checked and the recommendation will be shown to you.
The fixes might be technically challenging but YOU MUST FIX AS MANY AS YOU CAN! You will be losing leads and sales otherwise…
NEXT, IDENTIFY THE PAGES AREAS OF CONCERN USING GOOGLE PAGE SPEED INSIGHTS
Enter the URL of your page. Your page will be given a score out of 100 and a list of recommendations for fixes. Your goal should be to eliminate as many as the problems as possible and get your score as close to 100 as possible. This can be technically challenging so if you struggle with this part, please get in touch with me. Performance optimisation is the first thing I recommend when working with clients to increase their website and landing page performance.
FINALLY, CHECK YOUR ACTUAL LOAD SPEED USING PINGDOM
Put the URL of your page in the tool. Your page will be analysed and you will be shown the speed, a score and suggestions of what is affecting your performance. This data will be similar to Google PageSpeed Insights. Use the two sources of data to verify improvements in your performance. You want to achieve a Grade A and speed of less than 3 seconds.
Once you have optimised your page performance you are ready to address your page content. (I can also help you define an optimisation plan if you need help)
Remember, performance optimisation is the first step in optimising your site and increasing the number of leads and sales your are getting.
My motto is – test, don’t guess your way to online success. Don’t randomly change things in a half hearted attempt to improve leads and sales. Measure, learn and test and you WILL succeed.