As much as we love the back end analytics of advertising campaigns – the CPCs and CPMs of the world – it all boils down to one thing: revenue. Is your campaign generating the impact that your business wants it to? At the core, this is what any decision maker tries to answer every day.
We have good news – There’s no need to reinvent the wheel. The solution is simple, and marketers have been using it for years.
Enter: How to build a landing page that converts.
Pull In The Right Traffic
At face value, you might be saying “duh!” However, there’s more to it than you think. One of the biggest issues we find potential clients doing during our brand discovery process is that they are casting too wide a net. Landing pages should be built for very specific audiences, and it’s important for the success of your campaign to be pulling the right people through your advertising funnel, or risk low conversion rates and wasted ad dollars.
Understand The Thought Process
Products and services vary from business to business. Understanding the thought process that goes into buying your product is critical for creating a truly effective landing page. Higher priced offerings will likely require more time and thought before converting. Naturally, this means that your landing page should contain more information than normal. The same goes for lower price points. Stocking stuffers don’t necessarily warrant a dense landing page, but rather, a simple layout instead.
Calls To Action
You’ve got your audience laid out, and the landing page also has the proper information. So what now? Let’s activate that traffic. Often, if someone clicked on your ad, he or she is waiting to be primed on the next steps. Creating a clear, concise call to action, which is easy to execute, is really important. Tell your audience what you want it to do, and make it as easy as possible to do it. Avoid using wordy language, or making the call to action hard to find on the landing page. Think of it similar to the keystone on an arch. The CTA is what holds everything in place.
For any landing page to convert, it needs to be in line with both your company’s brand and the ads that sent them to the page. This is especially important for smaller organizations which may have less of a presence online. We have to understand that users are flying blind. They’ve likely never been sent to this landing page before, and this may even be the first time they’ve ever been exposed to your brand or advertising efforts. At this stage, credibility is key, and it’s necessary to create a cohesive experience across platforms. You want your audience to see the same colors, messaging, and design throughout the whole lead nurturing process.
More than 20 percent of businesses have reported that they do not have an effective strategy for landing page testing.
Don’t get left behind, work with KWSM to develop a powerfully targeted digital advertising campaign that will expand your reach and generate leads and more potential customers.
CONTACT US for a complimentary brainstorming session on how to create your next landing page