Landing pages are also known as destination pages are a crucial component of marketing, advertising and SEO campaigns.
These pages are used for lead generation, that may include product or services sales, event registration, prize draw or free trial sign up and of course, the newsletter. Each and every page must be optimised for search engines and UX (user experience).
In theory, and also best practice landing pages should have a lower than usual bounce rate, due to their attractiveness to the visitor who is keen to stay on the page. Plus with investment in campaigns on channels that use Big Data to segment and target visitors who see the campaigns e.g PPC and SMM advertising, the bounce rate will be even lower than say your homepage.
Landing Page Design & Content
However, while you can target who lands on your destination pages, there is a lot of work to do to make sure they are ‘sticky’ and appeal to the visitor. Your focus remains on improving the conversion rate of your landing pages and the way to do it is with the design and the content.
The overall experience of your landing page will either win over or lose the visitor. Design the page with your targeted audience in mind, in other words, seek to understand what attracts your targeted audience and make sure your page provides the right experience and emotion. Therefore the starting point is thorough research on your audience.
Create a profile of your perfect visitor. Seek to understand their likes and dislikes. This can be achieved with a quiz or survey and as such this initiative is a precursor campaign to the main event – your actual selling landing page that captures prospective customers. Using interactive content like games, quizzes, surveys are a great way to learn as much as you can about your targeted audience.
Your content must attractive meaningful interaction between your landing page and the visitor.
Subtle revision of landing pages on a regular basis can result in much higher rates of conversion. Remember you’re learning about your visitors all the time and thus the content is always a work in progress, in much the same way as your marketing and SEO campaigns.
Plus the rules and requirements for attracting visitors to your website and destination pages especially via organic search change for many reasons. For example competition in your core industry will require your business to be on the front foot with fresh content and innovative strategies in all marketing to retain and attract new customers.
Landing pages can perform well in search engines like Google when they are sharing the right information and keywords are a vital component to match visitor search enquires. Some of the tools which would help you in searching the traffic around keywords are:
- Google keyword planner
Match the content to your intended visitors. If it is a poor match the visitor will bounce off quickly. The visual impact may intrigue your visitor but it is the content that will persuade them to sign up for your newsletter, download a report or register for your seminar.
Do your research, visit landing pages of competitors. Where you compelled to sign up? What got you across the line i.e. what converted you to provide your data? Don’t reinvent the wheel, follow the success of other businesses and do likewise. However, avoid duplication of content and never plagiarize another’s work or content.
Use free online tools to assist with checking your copy for duplication and also for searching keywords.
Plus do AB Tests with a couple of different styles of design and content to collate statistics on which landing page was more effective i.e. got a higher conversion. Then go with that style. Remember to continue to test and revise as need be to get a higher conversion rate.