Your social media posts might be engaging, your email marketing might be generating a high open rate, and you may even have great copy for your Adwords campaigns, but you still might not be seeing results.
Business owners and marketers alike tear their hair out when this happens. Where are things going wrong? Sometimes there’s a complex issue with offerings and target audiences. Sometimes it’s something as simple as a poor landing page.
Landing pages are the final destination that connects your marketing strategy together. If they’re not clear and concise and eye-catching, it can be difficult to get your potential customers over the line. In this blog, we cover a few key points that will help you to make successful landing pages, giving you the tools you need to start generating conversions.
Make It Relevant
One trap many marketers fall into is having their landing page ‘too generic’. Surely all of your campaigns can lead to the same one, right? Wrong. Think about where your customers for clients are coming from. Think about the offers you’re advertising. There should be a landing page for every offer and for every audience segmentation in order to truly grasp your customer’s attention. By keeping your landing pages relevant, you’re increasing their chances of a successful conversion. To do this, have consistent messages and imagery to your ads.
Keep It Simple
While a good landing page should be eye-catching, it’s important to not get too carried away. The form you want your clients to fill in should be first and foremost in display, making it simple for your potential customers to fill in their details quickly and easily. Any graphics on the page should enhance the page design and keep it visually interesting. Too much information or flashy things can keep your user from achieving the goal – a conversion.
Write Good Copy
Copywriting is a fundamental part of any marketing campaign and it’s no less important on your landing page. Prioritise clear, convincing copywriting with a focus on sales. Make sure your call to action is direct so your customers know exactly what steps you want them to take and what they’re signing up for (a free consultation, a free download etc).
Be Prepared for All Devices
Whether it’s a desktop, laptop, mobile or tablet, we access websites on a variety of different devices. It’s important that your landing page is dynamic and can scale depending on how your potential customers are accessing it. Speak to your developer about this, or if you’re using a template, find out if there’s settings you can adjust.
Test and Review
You can follow all of these steps and finish with an amazing looking landing page that’s still not generating conversions. This is a risk that business can face. That’s why it’s always important to test different landing pages and to keep reviewing your results.
The best way to do this is by viewing your analytics. If there’s a high bounce rate, are they bouncing from your emails, your social media posts, or from everywhere? Don’t be afraid to do AB tests, make tweaks to the copy, the graphics or even the field types in the webform.
Ultimately, digital marketing is fluid and your campaigns and strategies will always need to be reviewed. If you follow the above steps for your landing pages, though, you’re far more likely to improve your business’ chance of conversions and run a successful campaign.