It must be firstly understood that we are looking at how these pages are used as the destination for each of your inbound marketing channels. There are two driving benefits are evident from this strategy.
1) Obtaining higher conversion rates by having the message on each landing page targeted to your market segments.
2) Optimising page use through analysis of which page content and styles hold greater relevance to the specific marketing channels.
The aim of your landing pages is to ensure that visitors experience presentation of content that is directly relevant to their needs. Consistency in the message delivered is key to your landing page success in the conversion process. All roads must however lead to some form of call to action as determined by your initial objectives, there to capture of the automaker sale.
If you are running PPC campaigns is important that you direct each add to its own landing page and that the page content is not changed. To do otherwise will impact your quality score due to a disconnect between your ads and your landing page.
Understand the purpose of your landing page
As we identified in our previous article, there are two types of landing pages.
The mistake too many websites may is that they assume the visitor has already made up their mind to use your business by your products. This is particularly the case with e-commerce websites.
Sometimes you are best served by persuading your business first, educating them, making them feel confident in their decision or leaving them without any reservations.
A click-through landing page can greatly assist you in achieving these goals by warming your visit the termination of making a purchasing decision.
Once you have gained their confidence in a way that an ad fails to do, you can then lead them through to the relevant area your website to make purchase or subscribe to some offer you make.
These landing pages are used simply capture the details of your visitor to the purposes of future marketing. In general they entail some form of incentive to provide their contact details by way of a promotion such as a White Paper, an e-book, a product sample or a free ticket. Remember, if you are planning your marketing you will already know where they came from and why they are giving their details so don't after this information again but instead seek out additional information that will help you further refine your target profile.
Structuring your landing pages
there are seven simple sections that must exist in any landing page. How they are implemented and what actual content you use will vary from one page to the next, however, also in sections should exist to achieve your desired result.
The sole purpose of your page headline is to communicate your core value proposition. It should describe exactly what your offering is in a sharp, to-the-point sentence. It’s usually the first thing people will see on your page. Your headline is also incredibly important for paid advertising quality scores (such as Google AdWords).
2. Hero Shot
We’ve all heard the phrase “a picture is worth a thousand words.” Well to have an effective landing page, you need to add some powerful imagery or video that shows off your product/ service.
3. Benefit Statement(s)
The style with which you write to your page visitors about your product or service should be in the form of how it will benefit them or their business, not simply a list of features. Benefits should be in the form of bullet points to make them easy to read.
Limit the number of benefits to between 3 and 7 for easy scanability.
This only appears on lead capture type pagesYou can use encapsulation (surround it with a colored box), and contrast to isolate it from the rest of the page. To entice someone to complete your form you need to match the perceived effort involved in completing it (the length and personal nature of the form and it’s questions), with the ‘size of the prize’ (the item you offer in return, such as a discount, an ebook or a webinar registration).
5. Call-To-Action (CTA)
Your call-to-action is the intended conversion goal of your page. As such, your CTA should be the only thing to do on your landing page.
You also want to draw attention to the button using design principles such as contrast, whitespace, and the oft-debated choice of colour.
6. Trust Indicators
People need to trust you in order to buy your wares. A trust indicator shows that someone else has benefited from using your product and is vouching for its quality.
7. Post-Conversion Page
Strike while the iron is hot. You’ll want to take advantage of your newly happy lead or customer and get them to do something else after the conversion. Now is a great time to ask them to sign up for your newsletter, or buying something else at a discount.
Use your confirmation pages (the page that shows after your visitor downloads your eBook, or the page after a purchase in an ecommerce flow), to house the extra bits and bobs that you otherwise might be tempted to include on your landing page.