Landing pages are an important element that can make or break the success of a marketing campaign. Too often I’ve seen marketing campaigns dump their ads on the home page and leave the customer to click through the page to find what they were originally looking for. Like the picture above it can feel like you asked the librarian where you can find a book and she dropped you in a great big section with hundreds of books.
Without a proper landing page, you run the risk of losing that valuable paid traffic that you brought to your site. If you’re a large clothing store and someone searches for a pair of men’s pants and your ad directs them to your homepage as the landing page they then have to look for men’s pants . . . again! Whereas it would have been just as easy for the ad to drop them on a page dedicated to men’s pants!
There are certain elements that help with the success of a landing page that we employ on our campaigns that help drive higher conversion rates. Do they work all the time? No. Do they work almost all the time? Yes!
The call to action is often missing from the landing page, or it is buried or hidden in some obscure place of the web page. Make it simple for the person landing on the page to know what you want them to do. If you want them to call then place the number more prominently on the page. If you want them to fill out a form, put the form somewhere close to the top.
Also, don’t put “submit” on your button. People aren’t programmers and they don’t feel like submitting to you. One trick is to finish the sentence that starts with “I want”. For example, I want to Get A Quote or I want to Book A Meeting.
In this example, see where we’ve put the form? It’s evident that we want the person to call or start an SEO strategy.
Most searches today are happening on mobile devices. If your landing page is not mobile friendly you should almost consider blocking ads from showing on mobile because people won’t pinch and zoom to navigate your site, they’ll just leave.
Second, you need to consider the context of the visit for mobile versus desktop. When someone is on a desktop they have a lot of screen space, if they’re on mobile they do not. There are plenty of web pages that look gorgeous on a desktop but are a big mess when seen on mobile.
Take out any unnecessary pictures and fancy stuff from a mobile page, make sure the page flows nicely from top to bottom and that it loads fast. Finally, consider that the person is on a phone. Make the phone number easy to see and a simple tap to call.
As you can see, our Factor One home page looks very different on mobile than it does on a desktop. Click the image to enlarge it.
An effective landing page should only have one or two links which only allow the visitor to do one thing. Convert. A landing page is not supposed to duplicate your website. Somebody asked a question to Google, our ad responded to that question, they clicked it. Now that they are here, we don’t need to confuse them with stuff they don’t want to see. We paid for this traffic, we want it to convert!
Think of the click to attention ratio. If I only have one click that I can do on a landing page then my click to attention ration is 1:1. Now, think of a website home page that is full of information, menu’s, social media follow buttons and other links that are designed to help you navigate the site.
If your landing page has many links then the visitor has that much more to distract them from doing what we want them to do, which is to convert. A home page may have a click to attention ration of 150:1, so that is 149 other potential paths they can take instead of calling or filling out our form!
To give you an idea of how effective this can be, consider a campaign we were running for a client of ours. We were three months into the campaign and had really begun to optimize our traffic. We were getting good quality keyword search traffic but once the people were getting to the landing page they weren’t calling or filling out a quote request form like we wanted.
For the fourth month we decided we needed to have a better-focused landing page, so we created one using some of the principals we just discussed. The results surprised even us.
Without a huge change in traffic or keyword optimization, the month-over-month comparison was exciting to see.
We built a landing page that implemented some of the items we pointed out above that were difficult to do on the actual website.
- We moved the call to action to be more prominent at the top of the page so visitors didn’t have to scroll down and could request a quote immediately.
- We put in a tap to call button that only showed on mobile devices and it was easy to see before scrolling down.
- The only thing a visitor could do on the page is complete a quote request form or call.
- We removed much of the unnecessary information and images that were featured on the website and stripped it down further for mobile.
Month Over Month Conversion Improvements
Do you think a landing page could help your campaigns? Contact us and let us know how we can help!