You’ve come up with the best marketing campaign of all time. It has puppies and babies and appeals to millennials, and also to their parents. The graphic design is so pretty that creative directors everywhere weep when they see it. AdWeek is featuring you on their homepage and agencies flock to your door to understand how you came up with the idea.
But none of this matters, if you don’t give users a place to convert after clicking on your ad. We cannot stress enough the importance of a good landing page.
You must give users a place to go once they click an ad where they can:
- Get what they were promised
- Get in touch with you to purchase your product or service
If you don’t give them this, then your work is all in vain.
Of course there are the obvious points. Content will always be king, so you want to make sure any content you put on a landing page is compelling enough to keep the user’s attention. And a good design is key — something clean, simple, on-brand and user friendly. But here are a few other key things to keep in mind when you’re building the landing page for your next campaign…
Give people what they were promised
A good landing page is hyper-relevant to the ads that bring users to that page. First of all, if we’re talking an AdWords campaign, you must follow through on this. If you don’t, Google is going to knock you down in quality score, which could affect the number of times your ad shows up and what position it falls in. This means that it should include keywords that a user may have been searching to get to your page. The content should also match whatever the user was searching for, because that gives you the best chance to convert on quality traffic. The beauty of a PPC campaign is that you’re catching users in a high-intent stage — they are researching something because they want something in that moment. If your ads lead them to believe you can offer what they’re looking for and then you fail to deliver, you’ve wasted money on a click and your bounce rate has just gone up.
Same goes for any display advertising. It’s important that your creatives line up on the ads and the landing page. Include your logo, use similar colors and consistent language. If a user clicks on an ad and goes to a site that looks wildly different than what they clicked on, they may think they’ve come to the wrong page, and they’ve backed out before you ever had the chance to capture their attention.
Choose your primary conversion point
The downfall of many a good marketing campaign – an advertiser wants anything and everything. They want users to see an ad, and become so overwhelmed with joy that a user calls, fills out a form, sends an email, messages you on Facebook, mails you a letter and drives to your office to thank you in person.
Sorry to be the bearer of bad news, but that probably isn’t going to happen. You’ve given the user so many options to convert, they’re confused about what they should actually do, so they give up and find something easier to deal with.
At the beginning of a campaign, and before you build that landing page or decide where to send ads, you must decide: what do you want the user to do? What action do you want them to take as a result of your campaign? It’s important to decide, and equally as important to make it easy for a user to take that action.
Give the user a clear path to conversion
Say you want phone calls — put that phone number prominently at the top of the page. Even better if it’s sticky, so that as a user scrolls down, the phone number follows them. Of course you don’t want to make this intrusive, but you do want to make it obvious and easy to get to. Having a phone number that follows you down the page puts your users literally just one thumb tap away from converting.
Want form fills? Then your form should be “above the fold” on your landing page (meaning a user doesn’t have to scroll to find it). Only include fields that are 100% necessary — just need name and an email? Don’t ask them to also provide their great aunt’s cat’s name. No one wants to spend too much time filling out a form, and users simply won’t if it looks longer than the latest Game of Thrones novel.
Now of course there may be a few different ways a user can contact you. Maybe your primary conversion point is getting people to fill out a form, but you want to give them the option to call as well. This is fine, as long as the design of your landing page emphasizes the primary conversion you want users to make, and gives them a super easy path to get there.
If you consider each of these things at the beginning stage of any campaign, you’re setting yourself up for success. You’ve given the user a really clean and easy experience, and you’ve created a clear path to convert the way you want them to — giving you the best shot on goal for a top performing, conversion optimized campaign.
With help on any digital marketing campaign and landing page design, give us a call!