In digital marketing, a landing page is a single web page that appears in response to clicking on a search engine optimised search result or an online advertisement. In practical terms, it’s every businesses online store window and centre of all inbound leads generation efforts and the link back to every campaign that is being executed or live.
Most businesses online put a lot of time and money in driving business to the landing pages through email offers, pay per click advertising, social media ads, search engine marketing campaigns with the aim of enhancing the effectiveness of their advertisement. With return on investment being key in every Marcoms department budget for cutting edge organisation now, neglecting and not refreshing your advertising landing pages could lead to bad returns for your advertising spend. Ignoring this could lead to high bounce rates and a lower conversion rate.
How many times have you clicked through an ad, specific to your needs and found yourself on a page that has no relevance to the link? What action did you take? Leave…off course! By spending time designing appropriate landing pages, tracking results, using data analytics to improve conversion, and consistently conducting tests along the way, companies will be able to create a more positive user experience and convert targeted traffic into qualified leads for maximum revenue.
Here are 5 easy tips that you can use to start converting more web traffic to qualified leads:
- Think Mobile Friendly and Be Responsive – With mobile devices now holding one third of all Internet traffic flow, businesses can no longer ignore the importance of designing mobile friendly landing pages. Customers are constantly on the move now and viewing content on their mobile devices (tablets, smart phones)
- Consistent Messaging and a Clear Call to Action – Make sure there is consistent messaging throughout the click-through process for the web user. The Call-to-action should be consistent from your online ad campaign to the landing page. The visitor wants to know what they will receive when they take the action you are pushing them towards. For example, if you are after capturing their data information by offering a free downloadable PDF document as bait, then make it clear – once they fill out their details they should receive the PDF momentarily. This builds trust between you and your customers, from the beginning of the process as they understand what you are asking them to do. Please avoid any hidden nasty surprises.
- Attention Grabbing Subject lines with Motivations – Having a click-worthy subject line is important in capturing early interest and engaging web visitors, encouraging them to continue reading and learn more is vital. Just like newspapers and magazines, the headline needs to be relevant and a teaser for what the content is going to include. Descriptive enough that the viewer will understand that it is relevant to them but still a little intriguing that it creates overall interest.
- Customer Testimonials and Reviews – Customer reviews are a great way of building trust and establishing your integrity as a brand. Another way of getting across your companies achievements and successes is highlighting current customer testimonials about your product/service or solution with how it has benefited other users.
- Build Trust and Reassure your Customers – often the traffic you have generated from your ad campaigns are unfamiliar with your brand sometimes but have reacted to your content. Including any recognisable industry awards, certifications, associated partners clearly on your landing page does help to reassure visitors of your credibility as a trusted brand.
Lastly, it is also important to have some value proposition, features and benefits somewhere on your landing page briefly being mindful of too much text as it makes the page too heavy.