Blog: 5 Ways to Increase Landing Page Conversions
So you’ve FINALLY created your marketing campaign. You’ve got your slogan, the flashy graphics, heck, you’ve even got some fun social media plans in the works! Maybe a giveaway or two. But now comes the truly hard part--where oh where are you going to send your audience to stay engaged in the campaign?
Sure, you could use your website and home or about pages. But what is that going to tell your customers about your campaign? Not much. It’s only going to share the information they could find on any other given day. Instead of just linking your website, you have to remember this: NSAMCWADLP. No, it’s not gibberish. It’s not even another language. It’s the key to your marketing campaign success:
“Never Start A Marketing Campaign Without A Designated Landing Page.”
Without a landing page specifically on your website for your campaign, including specific conversion goals for the page, your customers will be lost and the campaign will end up fractured and disorganized.
So how do you create your landing page? It’s as simple as your ABCs. Or ABCDE for that matter.
(1) ATTENTION DRIVEN DESIGN
In order to be successful with your landing page, you need to balance the amount of content on the page with what your audience needs to be focused on. Instead of creating clutter, friction, or distractions with too much content, the page should focus on what the ad or campaign is working toward, not all of your company’s content all at once. Too much clutter can be linked to lower conversion rates, meaning the entire purpose of your landing page will fall short.
Keep in mind visual hierarchy! Things like proximity, consistency, and continuation are important to make sure your customer follows your content well. Use visual signifiers and structure to tell a story about your campaign. By using your structure and space effectively and efficiently, customers will follow your campaign copy straight to your conversions!
(2) BE SURE YOUR AD COPY MATCHES YOUR LANDING PAGE CONTENT
Whatever your ad copy and message includes, be sure it continues into your landing page content! If your ad emphasizes your happy hour specials during the month of May, your landing page should also include this information in a prominent fashion. If your ad shows photos of your happy hour specials, those same specials should be featured in a recognizable way on your landing page.
A great example of a Google Ad showing matching copy and connection to the copy on the landing page--as well as great conversion--is Grub Hub when you search “food delivery near me.” The ad copy emphasizes finding new restaurants and ordering online. By requiring an address or zip code when reaching the landing page, the landing page connects to discovering new restaurants and actually requires conversion in order to order online. The page effectively connects to both ordering online and discovering new restaurants.
(3) CALL-TO-ACTION FOCUSED
Your goal of the landing page should be conversion of some kind. Whether that’s collecting email addresses, zip codes, or getting your customer to sign up for a special offer, the landing page should be converting them into a goal. When you create your landing page, the call to action, aka your conversion plan, should be the focus.
For example, if your campaign is still pushing traffic to your happy hour specials--which is clearly stated in your ad copy--the conversion for your landing page may be an email sign up that will include reminders and specials about your happy hour while also getting a free side of fries by signing up for the email subscription. The coupon from signing up would be redeemable during happy hour, meaning it would connect directly to your campaign, all while creating the long-term conversion of the email subscription.
Your page should only be focused on conversion--that’s it! If you have too many pieces of content or too many categories displayed, especially above the fold, your audience’s energy will not be focused on conversion. Just as with attention driven design, users can only focus on so many things at once. Because your landing page should be working toward conversion, any other content should be on different pages to avoid distraction from your call to action. Even if it means multiple landing pages for different campaigns or different goals, keep in mind that each one should have its own purpose and call to action!
Make the structure engaging! Use media--including professional photos and videos--along with headlines, subheadlines, descriptions, and forms to build a page focused on converting. Remember that your users want it to be friendly and easy to follow. Think about how to keep them engaged for the whole page and thinking about your call to action.
And that’s it! It’s that simple. When you’re ready to test some strategies for your landing page, feel free to explore with user experience demos or A / B tests to see if certain structures or copy work better than others.
And when you’re ready, just remember your alphabet soup: ABCDE and NSAMCWADLP!
Sources:
7 Principles of Conversion-Centered Design (Oli Gardner)
Chapter 1, Section 2
Chapter 2, Section 1
Chapter 2, Section 3
