Think going online solved marketers’ problems? Measurement and accountability did finally arrive on the scene with digital marketing, but a bigger, multi-headed monster was born along with it. World, meet conversion optimization.
If there is a single phrase that has been abused beyond recognition, it is conversion optimization for websites, emails, and yes, landing pages.
We’ve heard all the to-dos for great conversions over and over again. Use clear CTA, the right colors, enough white space, convincing copy, large and legible fonts, and so on.
Yet, we sometimes forget the most fundamental things that take a landing page from good to great. Here are three such things:
Solve a Problem
This is so obvious that it’s taken for granted by most marketers. Of course we’re solving problems. Of course the user is lucky our product is around. Of course.
Well, that may or may not be the case, but it definitely doesn’t hurt to tell the user exactly what problem you will solve and how.
Gmail for Business does it beautifully. This is a product that needs no introduction to most users. And yes, it does solve user problems remarkably well.
However, that hasn’t stopped Gmail from telling the user exactly how it does it. No over-the-top promises, no disturbing graphics, no flashing signs and banners. Just simple and clean communication.
The average visitor spends about 15 seconds actively looking at your page before they decide to stay or go. That’s your window to grab their attention, stoke their interest, and convince them to buy whatever it is you’re selling.
Forget about the Headline > Subheading > Supporting Copy drill. Get right to the point and tell the user exactly how you can make their life better. Make that the focus of your page and you’ll see conversions suddenly become oh-so-easy.
Make it Personal
One of the many reasons I prefer my neighborhood coffee place to the Starbucks at the mall is that the barista around the corner never fails to remember that extra dash of whipped cream, which is a unique touch I can’t get just anywhere.
You may not be best friends with your users (yet) but that does not mean you know nothing about them. See if there is a way to put to use the reams of user-specific big data that simply collects over time and sits idle in every organization.
National Car Rental does a spot-on job of personalizing their landing page. Not only do they factor in the weekend (this search was done on a Friday) into the main landing page copy, they also offer a personalized coupon code for an instant discount. It gets better. The coupon code is already pre-filled into a booking form that they’ve built into the page, making it even easier for the user to hit buy.
Instead of a one-size-fits-all philosophy, create multiple landing pages for the same call to action to suit the user’s preferences. This can be done in multiple ways:
- Based on search history: If your user arrived on your landing page via search, make sure the page reflects the keywords they searched for.
- Source or referrer: Create separate landing pages for users who come from an email campaign versus those who come in via social media versus the ones who clicked on a retargeted display ad. Your landing page must mirror your original ad or email the user clicked on, to prevent a rude dissonance when they see your offering.
- Geographical location: This is easy enough to do, with user IPs available so easily. Tailor your content to the language, convention, and regional quirks of the place the user is located in to make the conversion smoother.
- Time of day: This becomes important to your landing page if your business has a clear dependence on time for offering service to customers. Think restaurants, pubs, dentists, and doctors’ clinics.
According to Pew Research, about 64% of all adults in the United States own a smartphone today. Additionally, Emarketer claims that by next year, 2 billion people on the planet will be smartphone users – that’s close to 25% of the total world population. Smartphones are the first source of internet access for millions of users, especially in developing economies. Even in the U.S., around 7% of smartphone users use it as their only means of getting online.
All of these factors were instrumental in Google making mobile friendliness of a website a key factor in their mobile search ranking factors. While most websites have buckled down and gone responsive or offer a mobile-only website option to mobile device users, the shift in terms of landing pages still seems a long way off.
As always, Netflix remains ahead of the curve with their responsive landing page that works wonderfully on all kinds of devices. Notice how they have one long button as their CTA? Perfect for people with fat-finger-syndrome on mobile devices.
Having a mobile optimized website is not enough. Users are consuming your marketing messages largely on mobile devices. It follows, then, that your corresponding landing pages need to be mobile optimized as well.
However, don’t worry about extra expenses on design and development of responsive landing pages. Freemium publishing tools such as Spaces allow you to create perfectly optimized mobile landing pages with some simple and quick drag-and-drop editing, at zero cost.
While you’re at it, use these principles to make your mobile landing page user-friendly:
- Use large buttons.
- Keep the page uncluttered. There just isn’t enough real estate.
- Avoid too much copy. It’s a strain to read teeny-weeny copy on small screens.
- Use images that are optimized for mobile.
Don’t confuse a landing page with an average webpage. Once a customer clicks on your ad or email, the landing page is your last lap in the race to the customer’s wallet. Make sure you put in your all into this final burst. The returns will be worth the effort.
Featured Image: skeeze via Pixabay
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