Improving Digital Campaign Performance Through Landing Pages
One of the most common tactics that marketers working with advertising, branding and marketing firms overlook is the landing page. Oddly, many marketers think that just sending traffic to their website Home page is enough, but they’re risking fallout from people who have been lured by a specific offering only to land on a general website.
This is akin to going into a grocery store to find frozen peas only to have the manager point to the left in a general direction and saying, “Over there somewhere.”
Landing pages are web pages that are designed to capture leads or, in an ecommerce model, capture a sale. They are focused on getting the visitor from the page to convert to a either a prospect (filling out a form or clicking on a phone number) or, in e-commerce, to place their order.
Usually, landing pages are linked to advertisements that have a specific message and don’t contain any other content except that which is focused on the offer presented in the original ad.
Landing pages put your prospects where you want them to be rather than incorrectly assuming that they’ll find their way.
This means that landing pages need to be created with specific goals in mind. A robust set of landing pages can be the key to growing online lead generation. Let’s look at some components of an effective landing page that fulfills these goals.
1. Streamlined Website Experience
If your website is clunky, dysfunctional on phones, and takes ages to load — you’re essentially driving consumers away. If you don’t fix your core base code, your landing page performance will be just as bad as the rest of the site.
Your website should be bold with a unique design that’s clean and simple allowing your pages to load quickly and efficiently. This aspect of your site affects other digital marketing tactics like SEO and social media marketing, so fixing a slow, clunky site should be top priority.
2. Clear, Persuasive Copy
Landing pages don’t have to contain lots of text, so what little they do contain should count. Make sure whatever content you write is on point—from headings, body content, and pricing details to meta titles, CTAs and meta descriptions. Keep things concise and exact so that the viewer has a seamless experience from reading the messages on the ad to reading the payoff on the landing page.
There are also two main types of landing pages: 1) service or product pages and 2) transaction pages. For service/product pages you want to ensure that you get the consumer to be lured into your offer, so they convert.
For transactional pages, you should keep content more elusive, but compelling enough that viewers are compelled to fill a form or add their email to get more information.
3. Audio-Visual Content
Engaging consumers is also about diversifying what you put on your landing pages. A video can help viewers stay interested and learn more about what you’re offering more effectively, since people are more interested in looking than they are reading.
However, you need to ensure that the player you’re using buffers effectively, and that the video content is powerful enough to enable conversions.
4. Call to Action Tips
The Call to Action (CTA) can make or break the page—not to mention the entire digital effort. Whether you need the customer to fill out a form, send you their email or to click-through and make a purchase, the CTA is the key metric of success. Without it, it’s impossible to understand the ROI of your campaign.
Your CTA should be direct, bold, urgent and authoritative. Make it feel like an actual person is standing in front of the viewer asking them to do whatever it is you need them to on the page.
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