When asked to create landing pages for clients, we stop and think about what the user experience is when landing on the page. How did they arrive on the page? Did they click a paid search ad? Did they come from a social media platform? No matter how a user ends up on a landing page, we strive to make sure each landing page is designed to get the highest conversion rate; either a sales conversion (typically on e-commerce websites) or a lead conversion (typically on B2B websites).
There are really two types of landing pages we are referring to: a landing page that is a standard product page or category page on a website, and a landing page created specifically for a unique traffic source. Today we are going to discuss how to best convert visitors on both types of landing pages.
Why are landing pages important?
Landing pages offer a place for compelling content that will inspire your customers to convert. This content may not only answer questions or provide information they are looking for, but it can also help your visitors make a decision. Landing pages play an important role in matching the needs of visitors with compelling calls to action, which can make all of the difference in a successful or failed digital marketing campaign.
- Define the goal of your landing page
It is important to focus your landing page on one specific goal so you can track outcomes directly and not worry about the user getting distracted, lost, or quickly bouncing from the page. Setting goals and KPIs is important to use as something to measure against throughout your marketing campaign. Without clear benchmarks established, it will be hard to know if your campaign has been successful.
- Capture email addresses at the beginning
Many times, when visitors land on your website, or on a unique landing page, they will not complete the process of requesting a quote or completing a purchase. Capturing their information up-front gives you the opportunity to follow up later, either with more information, a discount code, or even use this information for retargeting on social media.
- Improve Landing Page Layout
The attention span of visitors on your landing page is short, so it’s important that the header of the page, both copy and images, are relevant and engaging. Does the copy and imagery match an ad they clicked on? Does it make sense as the next step in their journey?
The length of your landing page is also crucial. Are visitors trying to learn more about your business? Are they comparing your with another company? Providing the right amount of content is important, as is the layout of the content. If the messaging is too long, too short, or laid out in a strange way, visitors may quickly bounce after not finding the content they assumed they’d find after clicking through to the landing page. If you click an ad for discounted hotel rooms, you’d assume you’d land on a page featuring discounts, not the hotel landing page. Keep in mind what content the user expects to see after reading ad copy or clicking a social media post. Lastly, make sure that your content is not too complicated for visitors to understand, or they will quickly bounce.
- Understand Your Audiences
Every landing page has a range of audiences, all of which need to be considered when creating landing page copy. Identify your audiences based on buying patterns, demographic information, lifestyle or business size. Once these audiences have been defined, make sure the landing pages focuses on each of them as the customer. Is the visitor a student or a teacher? How can you provide information to these different audiences while providing value to each? This is particularly important for landing pages where there is only a single choice, but paths should be available for visitors who don’t want to respond or convert right away. Rather than booking a hotel room, perhaps visitors just want to compare prices. Offering them the opportunity to do both is a way to reach both audiences from one single landing page.
- Test Your Landing Pages
Just because you created a landing page for one campaign that worked well doesn’t mean it will perform the same way for your next campaign. A/B testing is the comparison of two versions of the same content with a slight variation changed, which is used as the dynamic variable in the test. Testing your creative, copy and calls to action, can provide valuable data for you to use in the future with different audience segments. There are many tools out there to help run A/B tests on your landing page to help achieve higher conversion rates, increase sales, increase engagement and understand your website visitors.