D2C trader must see LPO! Landing page optimization measure for sub -skops

In recent years, we've seen business transformations across various industries, and D2C (Direct to Consumer) is one notable example. In the D2C business model, where everything from manufacturing to sales is handled directly and brands connect with consumers without intermediaries, LPO (Landing Page Optimization) to boost consumer awareness is extremely important. Additionally, LP strategies will differ based on the service format, such as subscriptions. In this article, we'll explain key points for D2C-oriented LPO and for subscription-based LPO.

The site that users first arrive at from web ads or search engines is called an LP (Landing Page). LPO stands for "Landing Page Optimization," which refers to methods for optimizing LPs. The main goal of an LP is to prompt users to take actions such as requesting information or making a purchase—in other words, to increase conversions. For this reason, LPs often contain everything from product descriptions to purchase options and contact forms all on a single page.

By implementing LPO, such as improving the design and content of LPs, you can expect to increase the effectiveness and ROI of your advertising.

D2C business models and subscription services are said to be a good match. Of course, depending on the product, some may not be suited for subscriptions, but many D2C brands appear to be adopting subscription services.

With a subscription, you're not buying the product itself, but rather purchasing the right to use the product or service for a set period of time. Because of this, the way the landing page (LP) is presented is a bit different from a typical one. Below, we'll explain subscription services and LPs tailored for subscriptions.

A subscription, short for subscription service, is a model where you pay a recurring fee—monthly or fixed—for the right to use a service or product for a certain period of time. For example, music streaming services and video streaming services are examples where subscriptions are being used.

A subscription model is a popular method with many advantages for both sides: consumers benefit from low initial costs and can use the service freely during the subscription period, while businesses enjoy stable profits.

A landing page that leads to success in subscription businesses has the following features:

・Service details and pricing are immediately clear at a glance

・Users don’t leave easily, and the bounce rate is low

・Clear and easy-to-follow guidance leading to conversions

・A simple, impactful design

On an LP, it’s essential to have easy-to-understand guidance to conversion and clear product explanations. For subscription business LPs, it’s also necessary to explain the service itself. Implementing the above LPO (Landing Page Optimization) strategies will lead to success in your subscription business.

There are various strategies to improve conversions. Below, we will explain in more detail what specific merits LPO offers and how effective it can be.

The ultimate goal of LPO is to increase conversions, specifically to improve the conversion rate for your products or services. To drive conversions, it’s important to keep users engaged and interested, meet their needs, and ensure they stay on the page until the end. Concretely, this involves strategies such as ‘reducing external links to prevent users from navigating away’ and ‘ensuring all necessary information is provided within the landing page,’ which help prevent users from leaving.

In LPO strategies, controlling the user's eye flow (the order in which things catch their attention) is also important. An effective landing page is designed to be simple and easy to understand to prevent users from leaving, with clear guidance to request materials or make a purchase. To prevent user drop-off and guide them smoothly toward the desired action, be sure to create an eye flow that effectively captures and maintains user interest.

In LPO strategies, controlling the user's eye flow (the order in which things catch their attention) is also important. An effective landing page is designed to be simple and easy to understand to prevent users from leaving, with clear guidance to request materials or make a purchase. To prevent user drop-off and guide them smoothly toward the desired action, be sure to create an eye flow that effectively captures and maintains user interest.

In LPO strategies, it’s important not only to look at the number of users, but also to consider specific user attributes such as age, gender, current location, and the times when your landing page gets the most traffic. By analyzing each piece of information in detail, you can better understand which segments your products or services are reaching and where there may be unmet needs. This deeper understanding of your user segments can lead to new insights for advertising, sales strategies, or even new product development.

LPO measures are carried out in five steps. When implementing LPO strategies, try following the steps below.

First, set a goal by asking, “What specific results do we want to achieve with this LP?” Here, “results” refer to conversions, which can include the number of submissions, actions taken, ad effectiveness, and other metrics. By clarifying your objective, you can enhance the value of LP analysis and implement more effective measures. It’s recommended to set concrete numerical goals, as this makes it easier to assess the results.

Once you’ve confirmed the objective, analyze the current LP’s problem points. For analysis, it’s recommended to use tools like Google Analytics provided by Google. By using Google Analytics, you can understand metrics such as conversion rate, click rate, bounce rate, direct return rate, and time-on-page, which helps you identify where there is room for improvement in relation to your goals.

Once we've analyzed the issues, let's discuss specific ways to make improvements. Potential ideas include: "Making the first view impactful (the part users see first)," "Highlighting our product or service's strengths more clearly," or "Simplifying the purchase process."

When implementing improvements, there are important points to keep in mind. Specifically, you should avoid changing more than one thing at a time. If you make multiple changes simultaneously, it becomes difficult to determine which change actually produced the results. So, let's incorporate improvements into the landing page one at a time.

Once an improvement plan has been decided, tests will be conducted to verify its effectiveness. For LPO, let's utilize A/B testing. A/B testing involves randomly displaying each version—“A: the improved version” and “B: the current version”—and comparing their effectiveness. Of course, don’t forget to compare not only conversion rates but also factors such as time frames and user attributes like area. Because A/B testing allows you to verify results in parallel, you can obtain data that is not influenced by time periods or dates.

After conducting an A/B test, analyze the results. Confirm the points of change and check whether the improvements have produced positive effects. If the results are not as expected, it means the improvement plan was either misguided or something is still lacking. If the results meet expectations, go ahead and implement the improvement plan. Then, continue to repeat the PDCA cycle, looking for further areas that can be improved—this is essential in LPO.

There is no end to LPO. The results of LPO are not immediate, and internet algorithms and trends are constantly changing. Therefore, regularly repeating steps 1 to 5, analyzing and making improvements, will help you brush up your LP for even better results.

Finally, here are some ways to improve your LP's conversion rate. We’ll explain four easy-to-improve points, so be sure to use them as a reference.

When users visit a website or landing page, the first thing they see is called the "first view." Users decide whether to scroll further based on this first impression. If the first view doesn't catch their interest, there's a high chance they'll leave immediately. That's why it's important to use impactful headlines or images in the first view, and to make sure users can quickly understand the benefits for them.

The goal of LPO is to increase the conversion rate for your company's products and services. To achieve this, it's essential to effectively guide users to the CTA (Call to Action) button that leads to the application form. However, if there are links in the middle of the product or service introduction that allow users to navigate to external pages, users may leave the page before reaching the CTA, resulting in lost conversions. To prevent users from dropping off before they reach the CTA button, it's important to minimize external links. By addressing all of the user's questions and concerns and creating a simple, easy-to-understand landing page, you can make it much easier to achieve conversions.

Most users arrive at the landing page (LP) through online ads. Therefore, it's important to keep the design of the ad, the LP's first view, and the LP's content all aligned in the same direction. If the impression given by the ad or the first view is different from the actual content of the LP, users may leave, thinking, "This isn't what I expected." It's crucial to check that there are no discrepancies or mismatched impressions between the ad and the actual LP. Be consistent in the messaging for each product or service.

The CTA button is the one that leads users to the input form, with labels like "Apply Now," "Request Materials," or "Contact Us." Since this is a key step toward conversion, make sure to give it special attention. The important thing is that the CTA is placed and designed in a way that's easy for users to find. If users can't easily spot the CTA button, there's a risk they'll lose interest.

Also, be particular about the color, size, and wording of your CTA buttons. Even small differences in these elements can affect conversion rates, so we recommend testing various patterns to see what works best. Using your brand’s image colors or characters can also be effective.

LPO is one of the most important marketing strategies for optimizing landing pages (LPs) to increase conversion rates for your company’s products and services. For D2C businesses, subscription models are essential, and how you present your LP is crucial. The more new customers you acquire through LPO, the more stable your sales will become. Try implementing LPO strategies to help your products and services reach more users.