A landing page can either make or break a campaign, ultimately acting as the point of conversion. Whether the campaign is led by email, PPC, social media etc. a landing page can act as a means of gathering information and closing the deal with potential customers in terms of getting them to sign up for a product or service, so it is essentially the most important part of many campaigns.
LANDING PAGES’ VS EMAIL MARKETING:
Whilst some have tried to argue that Landing Pages are unnecessary due to email marketing, there’s much evidence to the contrary. Email marketing is very limited with audiences, building up a contact list is often hard work through networking, or you can purchase email information but this is often ineffective, with many marking your emails as marketing spam. Even if a relevant email database is established, there is little room with email marketing to expand a product or services audience reach. Webpages are also a lot more versatile, emails only have one chance to be completely correct, once sent any errors cannot be changed however with a landing page feedback can be taken into account and mistakes can be rectified within seconds.
Traditional online marketing methods, whilst effective, can often lack information and need extra help to optimise their function, this is where landing pages come into play. Whilst collecting personal data through marked fields, analytical tools can also be used to find out more user information and help create a more detailed database on potential clients. Whereas with formats such as email marketing, such information cannot be collected, using a landing page in conjunction with this can collect valuable data, as with PPC tracking adding a landing page can help monitor conversion rates more accurately.
eConsultancy’s 2014 Conversion Rate Optimisation Report revealed 95% of companies that use customer journey analysis, segmentation and copy optimisation saw an improvement in their websites conversions.
HOW TO BUILD AN EFFECTIVE LANDING PAGE:
Whilst they can be helpful, getting a landing page right can be tricky, as your customers last point of contact and conversion the landing page has to be perfect.
Consistency – Ensuring continuity with information presented throughout the campaign is essential, making sure the transition from one part of the campaign to another is as smooth as possible. Whether it be from a blog to a video, or an email to a landing page, all information displayed must be relevant and consistent, new or distracting information may throw a potential customer off or lose their interest.
Visualise – Keep the written content simple and use visuals to help entice the viewer, an overload of information can deter an audience, pictures and other multimedia content is much more effective than an excess of words and information.
Simplify – Keeping information concise and to the point should help land a conversion without unnecessary hassle for a visitor. With information fields and forms only require the essentials, too many fields can be off-putting and make a viewer feel uneasy at the amount of information they’re giving away. There should also only be one call-to-action, too many requests and actions can overwhelm a viewer, or distract them from engaging with any of the call-to-actions.
Sell Hard – Whilst keeping it simple is important, you have to make the most of the information you do use, as the final page in most campaigns you need to sell your product or service harder than before in the campaign to achieve a conversion. Highlight only relevant and important information and really push the positives that the viewer could gain from giving you their information.
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The Totem Marketing Team.