As the holidays near and you kick your campaign planning into high gear, don’t forget to put some thought into your landing pages. After all, landing pages have a big impact on your online marketing success. A recent survey by Atlas OnePoint found that the average conversion rate when companies used their homepage as the destination for an advertisement or link was only 6 percent. However, companies that used targeted landing pages had almost double the conversion rate, with 12 percent of their visitors converting. Landing pages should be given as much time and effort as any other marketing tool you use.
Here are a few tips to help you create effective landing pages:
Clarify the Purpose of Your Landing Page
Before you dive headfirst into creating landing pages, take a step back and ask yourself: What is the overall goal that you want to achieve? Is it to sell a product, provide users more information about what your company does, fill out a form or push users to your social pages? What message/image/tagline will drive a visitor to action? All of these goals need different landing pages with different messaging that gives consumers a reason to convert, the ability to convert, and resolves any concerns or questions they have about your offering. All of the content on this page should support these specific elements; if it doesn’t, get rid of it.
Match Your Messaging
Each ad campaign should have a complementary landing page that matches your ads:
- Headlines and secondary messaging
- Image
- Call to Action
Start by creating a basic template page. Avoid clutter - keep messaging and layout clean, simple and direct. Then, begin tweaking the content to complement the messaging of each individual ad campaign.
For more advanced landing pages, try testing dynamic content substitution for keywords. This automatically updates the copy on your landing page with the copy of the ad users clicked on.
Create Special Segments
Landing pages should be viewed as a tool to move interested consumers down the conversion funnel. Segment landing pages by offer, product feature and/or need. As the holidays near, and the pressure to purchase builds, now is the perfect time to play off where consumers are in the buying cycle by changing the messaging on your ads and landing pages.
Don’t forget about mobile
Mobile shopping is expected to increase this holiday season. Marketers will be creating mobile ads to target mobile consumers. That means mobile-optimized landing pages are a must! This will prevent drop-off from users who click on ads or email links via their mobile device. The same rules as online landing pages apply.
Consider Chat
Consider providing customers with live online support or “chat” on your website. This can help push customers further down the purchasing funnel. It allows you to engage with them during their peak time of interest which can be exceptionally helpful. If you have the bandwidth, try testing this feature on all or a few of your landing pages.
Social Landing Pages can be Effective too!
The majority of your landing pages will focus on driving sales and generating leads BUT there is another type of landing page that can help you capture consumers for future communications – social landing pages. Creating a landing page that pushes interested consumers to your social outlets is a great way to capture them for future promotions.
Landing pages are a great way to build up your digital marketing success when done effectively. Remember, it is best to keep things simple, clean and direct as clutter and inconsistent messaging can turn off prospective consumers for good. Provide customers the information they need and a clear call to action - you’ll be on your way toward turning visits into conversions.. The time and effort it takes to set up and maintain your landing pages will be worth it.
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