This is obviously the most important step before doing anything and if you want to create a successful campaign that points to a landing page, you have to pay extra attention to this step. What is the goal of your landing page and how do you plan on achieving it? Our guess is that you wish to boost visitor conversions and get more “leads”, right? If this is the case, you better be prepared to offer the right content and in the right amount and at the right time. If you do everything right and get visitors to your landing page, you have to know how to get them to convert. Most of the time, the only way to do this is by offering them something of value in exchange for their information.
The most successful of these attempts is most always in the form of a white paper. If you want conversions you have to have something the visitors will want bad enough to give you their information. For New York Ave, an example of a good white paper would offer 10 more detailed tips on building successful landing pages and we would ask for your name and email address in exchange for the download link to the document. We could then use this information and add you to an email newsletter list. Whatever you do, just plan accordingly and offer something of value. You know what they say, you don’t get something for nothing.
Stop Making Changes, Launch the Page!
This is the hardest part for almost anyone. Many business owners and marketers typically tend to want to make their landing pages into a mini-website with lots of neat information and links. However, this is the number one reason a landing page fails. Like anything else with the web, you have to design a clear path for visitor conversion, you have to be sure your visitors aren’t distracted and go somewhere else.
Landing pages that are full of links and pretty clickable images will yield nothing more than a bunch of page views on every other page that wasn’t your landing page. It’s like attempting to land the plane but skipping right off the runway. Whatever you do, make your landing page as "to the point" as possible. This doesn't mean it can’t be pretty, it just means it needs to get right to the point with very few options for the user to exit. You spent all your time, effort and money getting them there… so do what you can to keep them there and get them converted.
In Print, Unique URLs Are A Plus.
You’ll get mixed results here as the typical IT guy will tell you that unique URL’s pointing to a page on your core website will only serve to screw up your analytics. However, we will tell you that they are wrong. If you are using Google Analytics, you know that you can create goals and conversion paths properly segment your visitor data. This is not hard to do, but for the sake of time and subject matter, we'll cover that in another post later.
Unique URLs really help in your print advertising because they are typically more memorable and can really be the icing on the cake for an interesting campaign. Remember that the success of your landing page rests in making it easy for people to get there and if they aren’t web-savvy, you have to get creative. However, if you are targeting your advertising online, the URL doesn't matter as much as it's typically never seen (banner ads are clickable). Try pointing to another page on your main domain (ex: http://yoursite.com/landingpage) and you'll get the same results. It doesn't work as well in print because chances are you don’t own a memorable and short domain like http://nike.com. An alternative to this would be a QR code but we always recommend pairing a QR code with a URL in case the individual isn't familiar with how to use them.
Bullet Points Matter, A Lot.
OK so you’ve got the visitors to your landing page and you’ve done everything correctly up until this point, why would you need to give them more information to get them to convert? Because they haven’t really made up their minds yet and when faced with a contact form, even if it’s a simple one, they begin to second guess and ask themselves if submitting their information is really worth it. Think about how you feel when you’re asked to give up your information.
There are several things you can do to reassure them that they need whatever it is you are offering and that it is worth their time. Remember not to overwhelm them at the point of conversion through. This is where bullet points come in handy – you can utilize them to convey some of the reasons why whatever information they will be getting is a must have. For landing pages, putting the information in the form of bullet points gives you the opportunity to quickly convince them again and again that they need what you have to offer.
Leverage Your Brand.
As always, you need to be sure you incorporate your branding into landing pages. There is a balance between leveraging your brand and drowning your visitors in it though. Believe it or not, this is sometimes quite difficult for most to get a hang of. At times, you may want the landing page to appear as if it’s part of your core website and this in itself can be a bag of tricks. If this is the case, you’ll naturally want to put the same header/navigation and footer on the page as you would any page, but remember… these are outbound links that only serve to pull visitors away from the landing page, or, point of conversion.
We recommend a minimalist approach when incorporating your brand into a landing page. Start with a logo and tagline as well as some of the other things that serve as good conversion points on your main website. For example, if a visitor were to start on your homepage, you may have a page for information about the company followed by information about the product that they were interested in followed by a testimonial followed by the contact page. In that scenario, you would add one line about the company, a testimonial about the product and/or item you are giving to them in exchange for their information, and the small contact form. If you build your landing page to fit in with your website, match the brand with your logo, colors and formatting. If it’s independent you’ll need to ask yourself if your brand is important here… which I promise you that it most likely is. Your logo doesn’t have to be huge, but it should still be present. In short, compliment your landing page with your brand… don’t compliment your brand with your landing page.
If you follow these simple steps and do what you do best, you’ll put together a very effective landing page. As simple as landing pages sound, you’ll learn something new with every one you put out. Learn from the successes and the failures, work out a formula that works best for you and work to continually tweak it until you reach your goal. Whatever you do, have fun! Landing pages can be as valuable to you as they are to your business.
Need help putting together a rock solid landing page campaign? Check out some of our services and send us a note, we can't wait to meet you!