Strategy

Landing Page Conversions

How to make a landing page convert?

There are many things that we as marketers use to persuade people to fill out their information on a landing page.  Typically it is a combination of need, want, and relevancy for the prospect or client.  If we provide a service or product that is needed or relevant, it will create a desire to acquire more information.  If we then offer a sample of that product or service only if they fill out their information, then we know they have intent along with a way to contact them for future nurturing purposes.

 

So, are landing pages dead or just dying a slow death?  I personally do not believe that this TOF strategy is completely dead. However, with all of the information that is readily available, it is getting tough to stand out in the crowd.  Even tougher is coming up with the right offer to a qualified lead that then submits their information for your “awesome” content.

 

I want to hit on just a few of the many actions we can take to help ease this process.

 

THE OFFER

We have to make an offer that not only interest people we consider qualified, but also make the offer good enough for them to take action.

 

So what goes into a good offer?

 

– Being extremely specific about what it is and whom it is for

– Using a relevant product or service to offer

– Speak to the desired end result of what your visitors need and how the offer will provide it

– Offer immediate satisfaction after they submit their information

– The offer should be perceived as high value

– The value of the offer should be good enough to keep retention during the nurturing process after the visit

– Rapid gratifying consumption of the offer that will not sit collecting dust

 

I won’t bore you with a long dissertation of all the above components that goes into a good landing page and offer because there are many.  Instead, I will include resources throughout this blog that you can read at your leisure and come back to reference.

 

A complete guide on the building blocks of landing pages can be found HERE at DigitalMarketer.

 

Some companies decide to direct all paid traffic to their homepage.  I would only use this as a last resort and only if there were not enough resources to build landing pages.  Notice I said landing pages as plural.  There should always be a specific reason that a person lands on a page from an ad.  The more you can create segments around these reasons the easier it is to have a more personal conversation that looks 1-to-1 instead of 1-to-many.  However, if that is the only place you can push your audience, then you will want to optimize it as best as possible.  Check out this resource for optimizing your website HERE.

 

Another great place to find information about landing pages is at Wishponds blog HERE

 

RETARGETING

Think of this as following up.  If someone had interest enough to click on an ad or organically make it to your landing page, you should have a way to follow up with them.  You have a lot of choices when it comes to delivering additional messages after someone has performed a behavior on your landing page.  The top two would be Facebook and Google search.

 

Go HERE to look at a step-by-step guide to set up Google remarketing

Go HERE to look at a comprehensive Facebook retargeting guide

 

CHATBOTS

Chatbots are the latest and greatest in marketing technology in this digital era.  Would it not be great to sit back and let a bot have the first discussion with a potential client that yields a higher success rate than a typical landing page?

 

The technology is fairly new, and marketers are still trying to grasp exactly the best way to use it.  I have seen some awesome examples, but I have also seen horrible ones.  Ask too many questions and people bail.  Not personal enough and you lose that one-2-one feeling you get with instant messaging.  There are even platforms that allow you to upload animated gifs during development, so when a lead connects it looks like the message app is waiting while you are typing to give it a real authenticity of a human on the business end is typing.

 

Specifically, Facebook chatbots are a great way to start a conversation that moves in a direction that is most helpful for the lead and marketer. It is much easier for a lead to get answers to their questions during a chat than filling out a form on a landing page.

 

You can also retarget anybody that interacts with your facebook chatbot.  Once they have interacted with your chatbot, they are a subscriber to your instant message, and you can market back via messenger.  You can also retarget those that interacted with messenger with traditional Facebook advertising.

 

I am keeping my fingers crossed that us marketers do not abuse the functionality of chatbots that then creates a burden for the masses and render it ineffective.

 

A great Chatbot guide can be located HERE

 

PSYCHOLOGY

The human brain makes decisions in complex ways. This is primarily due to the drivers that inhibit that decision making – two mental models acting in parallel.

 

The two modes are called Gut and Head, terms coined in Daniel Gardner book The Science of Fear.

 

Gut processing is sophisticated, intuitive, and quick” and typically uses more emotions. “Head processing, on the other hand, is analytical, slow, and rational” and requires the user to take a more educated approach.

 

We as marketers are always going for the gut reaction to motivate the lead in performing an action that moves them further down the funnel or to a direct sale.  When a decision moves from the gut to the head our marketing efforts slow to a screaming halt.  We must always be looking for strategies that offer quick, relevant wins for our customers or prospects.

 

Below is a checklist that I have used for years and has helped tremendously in optimizing my landing pages for conversion.  If you are having a conversion problem, it can more than likely be fixed with one of the following.

 

– The offer MUST be relevant and useful to the audience you seek.

– Make the call to action (CTA) stand out and position it above the fold along with any data collecting form fields. – Color/Size/Custom Text for the CTA button should be contrasting and stand out.

– Make it more mobile friendly than desktop

Disclaimer information at the bottom of the landing page.

– Limit the number of links to keep the end user focused on the single purpose of data collecting.

– All links are executed to the “_blank” HTML tag so a new window or tab is created and the user doesn’t lose the landing page or have to navigate back.

– Directional cues to direct attention to the CTA button.

If the page requires scrolling, have a second CTA and Form at the bottom of the page.

– For lead gen forms where the CTA is below the fold (e.g., due to a long form) – make the directional cue point down the page to the button.

– Congruence: every element of the page should be aligned conceptually with the topic and goal of the page. – Have context between the ads and landing page.

– Standardized video placement and size. Video has been shown to improve conversion by up to 80%.

– A landing page should have a single purpose and thus a single focused message.

– Placement of testimonials at the bottom of the landing page for trust and authenticity.

– Show social proof with like totals, followers, etc. via indicators of our social statuses.

– Test strategies using A/B testing.

– Simplifying copy with bullets.

– Enable sharing – while landing pages typically don’t go viral, some visitors will click a social share button, so we should always incorporate a way to share socially.

– Use the right forms for the right devices – credit cards/dates make sure the keyboard shows numbers and not letters

 

There is a tremendous amount that goes into a well-developed landing page that converts.  Include as much time as you can to build the right strategy and through testing to optimize every iteration.

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