In order to create a great landing page for your online marketing campaign, you must be fully aware of the common mistakes that are made, and how to avoid them.
Firstly, you would be surprised at how many marketers have different messaging and branding in their ads and landing pages. To appear more professional, your ad and landing page should use the same messaging and imagery to build your brand identity. Having ads and landing pages that are not consistent will give a negative view of your company, and make you less memorable, which really is not ideal in a marketing campaign!
Secondly, changing the pathway in which users can convert on your landing page can make for bid results. Whether you are measuring form sign ups, demo bookings, PDF downloads, altering the ways in which users can complete this action is very effective in obtaining information from them. For example, using a question, with three possible answers all leading to the same action you wish for them to gives the user a sense of choice, rather than adhering to a linear decision.
Another aspect of landing pages that is often overlooked, is the testing of the position of forms. Most landing pages will include some kind of contact form, as part of measuring conversions in order to gather details of users who have visited. A lot of attention is often put into the forms themselves, making sure the language is clear and appealing, however, the position in which the form is placed on the page can also have a huge impact on its effectiveness. As well as testing the form itself, it is important to test this out too, change the positioning around to see which generates the best results.
Your landing pages need to be mobile friendly. Mobiles are used so much nowadays, and are an effective way of marketing directly to what the consumers want in the moment. Ads can be shown in real time, are therefore highly relevant and result in higher click-through-rates. Forms on your landing page must be easy to complete on mobile, otherwise you’ll see a steep decline in conversions compared to click through rates as users leave when they cannot fill in the form on their phone.
A strong call to action could be the difference between a bounce and a conversion…and yet so many advertisers put very little thought into it. Without a strong CTA, it does not matter how good the rest of your landing page is, your results will not be as good as if you have a strong, catchy CTA.
The copy is just as important as the design of a landing page. Using language that appeals to your target audience is key to ensuring they understand your messaging, and that it is appealing to them. Avoid using marketing buzzwords and overly techy terminology, this is more than likely to turn customers away. Get into the mindset of your customer, and emphasise your product from this point of view, in terms of what would be most appealing to them about your product. Include powerful works in your copy, appeal to users emotions to manipulate the way your users think encouraging them to covert.
Finally, use videos where possible. Videos are extremely engaging, but make sure they do not distract from the real focus of your page- your call to action. They can be used especially well in explaining complex ideas, as it reduces the amount of text needed on the page. If you’re feeling really adventurous, try putting your call to action as a button within your video.
For more information on landing pages, get in touch with SeeLocal to see how we could transform the way your business advertises locally online.