A landing page is the page on a website where all traffic is directed to, from a specific search, display or email campaign. It is important because the page is optimised to achieve a specific goal such as drive sales or increase signups and normally consists of a specific message and a call to action at the top of the page and at the bottom.
There are several steps you can take to ensure maximum optimisation of your landing page such as implanting tracking measures, utilising appropriate copy and design for websites and constructing user friendly navigation.
Developing a specific landing page for your marketing campaigns can help to drive traffic, minimize clutter, and keep the visitor focused on your marketing message.
I recently ran a campaign for a charity, where the aim was to increase donations by 50%. Results showed that by removing clutter i.e. unnecessary navigation, and minimising the need to click through to make a donation. It increased not only the number of donations, but increased the average amount of the donations made.
Using a dedicated page for specific marketing and/or advertising messages makes it much easier to measure the effectiveness of a campaign. If you are running an email campaign and sending traffic to a specific page created for this purpose, it is easier to measure effectively.
Increase Quality Score
Many of the larger search engines now use algorithms to rank not only organic search results, but paid search results. Part of the algorithm will analyse ad copy, landing page and search terms used for the ad copy. That being the case if the ad copy matches the landing page and the search terms (or like terms) found in the landing page, your ad can appear higher in the paid search listings for a lesser bid price.
Inserting dynamic copy into landing pages (dictated by the paid ad) will help increase position, drive more traffic and optimise your spend, decreasing the cost of each click.
Limit the navigation on the landing page, keep your visitor focused.
Do this by decreasing clutter. There is no need to distract visitors with banners and navigational elements, sending them to another section off the site or to another site all together.
Quick loading Page
A landing page strategy will work best for low cost high turn around items, so you want a quick loading landing page. If the page takes too long to load because of images or the sheer length, you risk losing traffic.
Landing Page Copy
Ensure that there is enough copy on the page to empower the visitor with sufficient information to take the next step. 200 – 400 words is enough copy for the landing page. The copy needs to engage your target audience, provide the necessary information to make the sale, create trust, but not too much to disinterest the visitor.
Message Coincides with the Banner or Search Ad
Ensure that the message you are displaying on the banner or advert, is the same as on the landing page. Not doing this can confuse the visitor, resulting in them clicking the back button, leaving the landing page. This wastes an opportunity to convert, as well as costing you money if you are running a CPC campaign.
Call to Action
Your landing page must have at least two calls to actions i.e. “Buy Now”.
The first call to action should be positioned towards the top of the landing page for the spontaneous buyer. The second found at the bottom of the page for the more fastidious buyer who requires more information.
Stream Line the Conversion Process
Don’t complicate things; keep the conversion process quick and simple. If you sell multiple products on your website do not send the visitor through to a large order form with other products. The order form should only list the one product, avoid up selling, this can be done at a later date i.e. when you make your follow up call.
Creating landing pages for online marketing campaigns is a highly effective way of optimising results for your marketing spends. Remember, make your call to action clear, a quick page loading, minimize clutter, limit navigation, and make it easy for the customer to buy.
In essence what we are doing is optimising the visitor’s time, helping them get the most out of your website and deliver them the product or service they want.
Remember to test, and keep testing your landing pages until you find the approach that works best for your business.