Marketing campaigns don’t need extensive budgets and high levels of complexity to achieve great returns.
Now the internet is a part of daily life – what did people do before social media, online shopping or Google? – the marketing playing field has levelled out. A lot.
Internet-based campaigns allow companies with limited budgets and resources to achieve much more than they ever could. Online advertising plus smart strategy can deliver as well as TV, radio or newspaper campaigns.
So, let’s talk landing pages… What are they, why would you want one, how do they figure in marketing campaigns?
Landing pages, sometimes called microsites, are standalone web pages. The key difference is they’re laser sharp in their message and audience focus.
The audience comes first
To create a high performing landing page, you have to first think about your target audience. Consider what issues they are dealing with, what services or products they are looking for, and what incentives they might respond to.
Here’s a great example of a landing page…
They’ve addressed everything we just wrote about: the service – an application to build an online store; issues – ease of use, trust, security, price; and incentive – 14 day free trial. However, there’s more to creating a great landing page than just this. And we get to those elements in a minute. Meanwhile, let’s look at why landing pages work…
High focus, no distractions
A landing page might offer just one product in a range. Or it might focus on an offer, like ‘buy two, get the third free’. These types of landing pages usually have a link to the particular product page on an existing website. The reason they work so well is that they allow the reader to focus – there’s no competition for attention. They also allow for discussion of a product’s benefits and features, whether in short or long form. If you’re selling something that requires a high level of trust, like something related to finances or health, long form is the way to go.
Or it might be used for lead generation, exchanging something of value for a name and email address. Maybe you’re an accounting firm, looking to grow your forensic arm, so you offer an ebook on corporate fraud in Australia. You can target these people as your next clients.
Lead generating landing pages are also great for nurturing pre-launch sales and buzz. Imagine you are six months away from launching a new product. However, you need a final tranche of funds to get you over the line. With your landing page delivering you registered, ready-to-commit purchasers, you have the projected sales figures your bank or investor wants.
6 essentials for landing page design – plus 1 more to up the persuasion
To create a high performing landing page, you need a:
- Strong, easy to understand value proposition as your headline
- List of the benefits and features
- Reworded headline about halfway down to reinforce the message
- Social proof (eg client logos, recommendations, awards, stats on users, etc)
- Button with a clear call to action
- Eye-catching image dominating the page, either still or video
- Subhead below the main headline (this is optional) to support it and persuade further.
Here’s another landing page example that has all of the above.
It has features and benefits – so what
You need to identify the benefits that truly motivate your audience – those that tick emotional, not rational boxes. To do this, imagine you’re underwhelmed by the product or service and adopt a ‘so what’ attitude… “That’s your feature? So what… what does it mean for me? Is that the benefit? So what… it might save me time but that’s not enough. You say I can go home to my family earlier every night? Now I’m interested.
Keep it simple and see better results
Your landing page needs to repeat the message and imagery that has driven traffic to you. This will help to strengthen trust (by delivering what your initial advertising promised), reduce bounce rates and build brand recognition.
Your call to action button should let people know what will happen when they click on it – ‘click now’ doesn’t help to build customer engagement or trust! If you have to provide a lot of information before your audience will consider making a purchase, it’s best to have this button further down the page and then repeat it again at the end.
If you’re collecting leads, keep the information you require from people to a minimum. Most people are happy to give an email address and name in exchange for a download; very few will give a phone number. A simple looking registration form will get you more conversions – and a blinking cursor in the first field will catch their attention.
With this landing page example, they’ve cleverly placed the benefits within the sign-up box, giving additional weight to the offer of a fully featured trial.
Get those leads and maximise your conversions
Driving traffic to the landing page is the same as driving traffic to any website. You could use social media, online advertising like Google Adwords and banner ads, or traditional media, such as press, depending on your budget.
What happens after someone clicks on your call to action button is important too – and not just because you should thank people for their interaction. If you’re collecting leads, you could have a pop-up page from where they can download their reward. Don’t waste this opportunity, you could add another download they might like. Or, if your landing page drives traffic to your online store, this pop-up might include a function to opt-in for emails or share a purchase on social media.
The effectiveness of landing pages is backed up by their widespread use – according to Marketing Sherpa, 68% of B2B businesses use them to gain new sales lead for future conversion and 48% of marketers build a new landing page for each marketing campaign.
To talk with us about developing your next landing page, website or digital strategy – get in contact.
Phone +61 (0)8 7127 4881