Saturday, June 19, 2021

Landing Page User Experience Optimization: Why is It Important and 5 Steps to Do It

Page experience includes many signals on which base Google generates search results. Page experience evaluates how your users interact with a single web page. These signals include Core Web Vitals. Web Vitals focuses on real user experience by measuring page load performance, page interaction, and stability of a page. Besides, there are few signals that Page experience considers along with Core Web Vitals like HTTPS, mobile-friendliness, safe browsing, No intrusive interstitials. 

However, there is a wrong perception when it comes to landing page design, almost all emphasis is put on the content. But it is also important to pay attention to the user experience. If the page’s user experience is not optimized, the content alone can’t help you achieve the maximum ROI on your campaign. Besides the above signals, we have found a few tips that will help you to optimize your landing page experience in Google Search Result.

Why is it important to optimize your landing page experience?

Optimizing your page experience has always been important for every website owner. If it’s not easy for your visitors to browse your site, why would they want to spend even a minute on it?  Why would they not want to purchase from your competitors? In this era of hyper-competition, there’s no reason not to do that.

However, the threat of competition is not the only reason why user experience optimization is important for your landing page. In the coming days, it’s also going to be important because Google is planning to integrate some ranking factors related to page experience in its algorithm. Once it’s done, your landing pages may struggle to rank in Google if they don’t offer a good user experience. The update is also not too far in the future – Google will start its gradual rollout from June!

That’s why it’s super important to optimize your landing page experience. With that in mind, now let’s see what you can do to optimize it. 

5 steps to easily optimize your landing page experience

#1: Implement Core Web Vitals

If you’re not aware of it, Core Web Vitals are a set of 3 key performance indicators (KPIs) announced by Google that its search engine will track to determine the real-world user experience of a webpage in the upcoming update of its algorithm. These KPIs include:

  • Largest Contentful Paint: Measures loading performance of your webpage. In an ideal situation, LCP should occur within 2.5 seconds of when the page started loading.
  • First Input Delay: This KPI aims to measure the interactive experience of your page. FID should be less than 100 milliseconds to provide a good user experience.
  • Cumulative Layout Shift: This one measures visual stability. A CLS score of less than 0.1 is necessary for a great user experience on the landing page.

If you want your landing pages to thrive in Google’s rankings in the coming days, then you need to ensure that the scores of these Core Web Vitals are in line with Google’s requirements.

#2. HTTPS and SSL

The second most important thing for your landing page is loading over HTTPS protocol. By default, all web pages load over HTTP, but that is not a very secure protocol for the safety of your customer data. Suppose your webpage loads over HTTP, the data that your customers submit (i.e. username, password, Name, Address, etc.) can be stolen by someone through a Man-in-the-Middle attack or phishing attack.  HTTPS protocol prevents it from happening by encrypting the data packets before transit and also by adding a unique identity to your official domain in the form of a green padlock so no one can create a clone of your website that’s difficult to be identified (phishing).

That’s why Google has made it a mandatory requirement for all web pages, and if you want your landing page to rank well in Google’s SERPs, then you need to purchase an ssl certificate for your website from the reputed SSL providers like RapidSSL, Thawte SSL, GeoTrust, Comodo SSL, etc. as they provide trusted premium SSL certificates at unbelievably low prices.

#3. Mobile-Friendly

Your landing page should also be mobile-friendly to provide an intuitive user experience. More than half of the web traffic today is from mobile devices, so this point becomes very important. If your landing page is not mobile-friendly, Google will not give you a priority in its mobile search results. If you want to avoid it from happening, you must optimize your landing page for mobile devices. Some of the key steps that you can take are as follows:

  • Use a responsive theme
  • Make your images as light as possible
  • Use as little JavaScript as possible, and eliminate flash content
  • Make sure your buttons and links are touch-screen and smartphone friendly
  • Use a readable font
  • Increase the loading speed of your landing page.

Finally, Google also offers a Mobile-friendliness Testing Tool to help website owners check how friendly their website is with mobile devices as per the systems of Google. You can use this tool to gauge your position and implement the suggestions made by it to increase the mobile-friendliness of your landing page.

#4. Safe Browsing

Google will also be checking your website’s reputation before ranking it in the top few search results. It will check whether your site is infected with malware, phishing, hacked content, and other such threats that can harm your visitors’ devices. And if any such thing is found, your website may struggle to rank despite all the necessary SEO steps taken in the right way. So it’s also important to keep your website secure by installing all the necessary security tools (i.e. malware scanner, real-time threat monitoring, alerts, firewall, etc.) and regularly updating everything installed on your server.

#5. No Intrusive Interstitials

It’s also important to avoid using large pop-up ads and other similar obstructions that interrupt the visitor from accessing the main content of your webpage. All your pop-up lead capture forms, large banner ads that temporarily cover the content, and other such obstructions may be generating the dollars for you at this moment, but they won’t work for too long. If your website is full of such intrusive interstitials, then you need to ensure that you take them down as soon as possible. Because once Google’s update is live, your site may be penalized based on that.


So this was our guide to help you optimize your landing page user experience. As long as you implement the steps outlined here, you’ll be in a pretty good position concerning your landing page optimization. If you still have any questions regarding the same, feel free to share them in the comments. And if not, then start optimizing your landing page today!

Thanks For Reading 
More Read On Forbes Magazine 

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