When it comes to driving traffic to websites, landing pages often become an afterthought.
You see an ad for an event, it catches your eye so you click on it to find out more information - the page you are then taken to is the homepage of the business participating in the event, but you don't see anything about the event itself. Given this, you will most likely click away right?
Right. Most people would.
A landing page for something specific, like an event, needs to have specific and obvious information alongside call to actions to get the signup or enquiry you need from them.
Considering the short amount of time you have to capture your users' attention, the importance of landing pages becomes all the more clear. Leading people to a page that doesn't have all this information is a no-no when it comes to online marketing.
Relevance is key - in fact, it's King Of Conversions.
Getting a visitor to buy something, send an enquiry or go through to another page on your website is all well and good, but to get users to actually do it you need to tell them what they need to do and where. Your website is another tool you use to sell what you do, your services, products - it's a salesman without the pay packet, it needs to meet KPIs just like a sales person.
So if a good landing page encourages action, what should a landing page have to get to that end goal?
E Commerce examples are easy - if the SEM ad, social media post or Email Marketing mentions shoes - make sure that the landing page has shoes on it. If it's a specific shoe you are promoting, the user should land on the page for that specific shoe - simple.
Where this aspect of digital marketing gets difficult is where you rely on the additional actions of the user to complete your required action. The less steps people have to take to get to what you want them to do, the more likely they are to do it.
So, to ensure you tick all the boxes for getting that action - make sure your landing page includes the following points.
What do you want to get out of your promotion? This will set out what it is that you need to communicate on your landing page
Once you have this idea firmly in mind continue on with...
Alongside your call to action copy, having a button reinforcing your CTA indicates to the user exatly what they need to do as the next step eg. enquire here, buy now or more information.
The design of your page should draw the eye to the most important information - the benefits of your product, the CTA and the action you need the user to take.
This needs to work in sync, with an uncluttered and direct design - ensuring that the attention of the user won't be interrupted and they have all the information they need to do what it is you need them to.
Copy is what gets the conversions, direct and clear works better than something trying to be flowery or complicated.
Headlines should cement the offer and purpose of your offer. Short, direct sentences that easily and clearly explain what you offer and why people should choose you over the competition will get more conversions than huge slabs of text.
Layouts that include dot points, lists and subheadings will help people easily grasp the benefits and in the end perform the action you've been guiding them toward - it'll also help make your content scannable, a plus in the time and attention deficient online realm.
Last, but most importantly you need to be tracking how many people click through to your website from your campaign. How many of them click the button/fill out the form/buy something.
If you don't have this tracking set up you have no concrete way of knowing how your campaign is going. Google analytics is an awesome and very powerful online marketing tool and it can be daunting, but it is imperative to your campaign that you have as much information as possible to optimise and improve in the future.
The above points are a good guide for what you should have on your landing page - but as every landing page and audience is unique, it's difficult to know exactly what is going to work - this is where A/B testing comes in handy. You can create two different pages or elements of a landing page to test which gets more conversions, you will the be able to point your finger at what is causing more people to convert - information you can use to get better and better results for your campaigns.
Want to know how your landing pages stack up? We know a thing or two - shoot an email through to firstname.lastname@example.org!