The landing pages on your website should be as unique as the consumers who click on your native ads. By personalizing your landing pages and optimizing them for conversion, you can increase your sales, improve the customer experience, and achieve a greater return on your investment.<\/p>\n\n\n\n
Below, we\u2019ll explore what makes landing pages different from other parts of your website and how you can build a landing page that converts.<\/p>\n\n\n\n
A landing page is a highly focused page on your website that people find through external sources.<\/p>\n\n\n\n
Landing pages each have a specific purpose. For example, you can create a landing page for email campaigns, native ads, and keyword searches. Then, when people click on links from these locations, they arrive on a page designed around their unique intent rather than the general website homepage.<\/p>\n\n\n\n
Landing pages are essential in paid advertising campaigns because they lead your prospects from the ad to an offer. This will increase your conversion rate by eliminating distractions. You can create a dedicated landing page for each campaign and design it to be relevant to that audience\u2019s unique needs.<\/p>\n\n\n\n
A landing page is a final destination, while your homepage is the doorway to multiple destinations. The difference between the two is similar to walking into a mall versus a boutique.<\/p>\n\n\n\n
When you walk into a mall, you don\u2019t step immediately into a store. Instead, you enter the main building, which contains several shops and vendors. You can then use the map on the mall\u2019s main floor to explore different stores and find what you need, or you can simply browse around.<\/p>\n\n\n\n
Similarly, when you enter a website\u2019s homepage, you can use the navigation bar to jump to what you\u2019re looking for, or you can browse the site to see what they offer. You can take multiple actions or go several places throughout the website from the homepage.<\/p>\n\n\n\n
A landing page, on the other hand, is like a boutique. It\u2019s narrowly focused on a targeted product, action, and customer. A landing page might target a sub-group of your audience with a special offer exclusive to that group\u2019s needs.<\/p>\n\n\n\n
Use these ten strategies to optimize your landing pages and increase your conversions from your native advertising content.<\/p>\n\n\n\n
Your call to action encourages your audience to respond to the offer on your landing page. It is critical that each landing page only has one target action. Centering your entire page around a single action increases your conversion rate by reducing distractions.<\/p>\n\n\n\n
If you offer too many options, your audience might get distracted and not take any action. When you add competing offers, you can decrease your conversion rate<\/a> by 1.5%.<\/p>\n\n\n\n For example, your call to action might be signing up for a free trial. To encourage this action, your page might discuss the benefits of your software, which will pique your audience\u2019s interest. The sign-up for the trial should then be easy to access and complete directly from that page.<\/p>\n\n\n\n Even though your landing page should have a targeted action, you can include a smaller secondary action at the end of the page. This action shouldn\u2019t be above the fold, where it competes for your reader\u2019s attention. Keeping it at the bottom of the page can help capture any prospects who read all your content without stopping to act.<\/p>\n\n\n\n By providing a less intimidating alternative to the main action, you don\u2019t have to lose the lead entirely if they aren\u2019t ready to exchange their information.<\/p>\n\n\n\n The sales funnel moves your audience through three primary stages: awareness, evaluation, and purchase. Depending on your ad\u2019s purpose, you should create landing pages for each of these stages.<\/p>\n\n\n\n If you asked someone in the awareness stage to sign up for a free trial, you would get a very low response. They might not even know they have a need, so they wouldn\u2019t be willing to exchange personal information in exchange for your product.<\/p>\n\n\n\n Understanding your audience\u2019s stage in the sales funnel will guide your landing page\u2019s target action. Here are some examples of what you might offer for each stage:<\/p>\n\n\n\n To keep your audience on your landing page, remove anything that doesn\u2019t enhance your main message. This includes sidebars, widgets, and even the top navigational bar. If your audience sees alternative options, they are more likely to navigate away from the page, which will considerably decrease your chances of converting that visitor.<\/p>\n\n\n\n Simplifying your landing page can also increase the page load time<\/a>. The ideal landing page load time<\/a> is between zero and four seconds. For every second after that, you will see a 4% drop in your conversion rate.<\/p>\n\n\n\n Each campaign deserves its own landing page. For example, you might have seen incredible results from the landing page you created for an email campaign. However, that doesn\u2019t mean the same page is a good fit for your native advertising campaign.<\/p>\n\n\n\n Optimizing your page for each campaign\u2019s target audience<\/a> and platform will maximize its impact by ensuring that it\u2019s always relevant to the people you want to reach.<\/p>\n\n\n\n Your landing page should answer a question or a solution to a problem. If you don\u2019t consider the motive behind why your audience clicked on the landing page, you will miss the mark with your call to action.<\/p>\n\n\n\n For example, a consumer who reads an article on data management challenges would expect the landing page link to bring them to a page that offers a solution. If you didn\u2019t link to a product that addresses issues raised in the source material or topics covered, you would miss the consumer\u2019s intent. Then, that potential customer wouldn\u2019t convert, even if the product you promoted on your landing page would have been beneficial to them.<\/p>\n\n\n\n Your headline is the first impression your landing page has on the reader. About 80% of your audience will read the headline<\/a>, but only 20% will read more. Therefore, your headline should be catchy and offer something of value that will entice the consumer to continue reading. However, be careful about writing spammy titles that make lofty claims or startling statements for clicks if you can\u2019t actually deliver on the promise.<\/p>\n\n\n\n For example, you can\u2019t deliver on an unrealistic title that says the reader will become a millionaire by following your strategies. On the other hand, sharing a solution for generating quality leads is a promise you can fulfill, and it addresses a real concern.<\/p>\n\n\n\n Other tools you can use on your landing page to keep people\u2019s attention include:<\/p>\n\n\n\n The landing page doesn\u2019t have limitless space to convince and convert your readers. Therefore, it\u2019s essential to make every word count.<\/p>\n\n\n\n One of the most powerful persuasive tools is\u00a0social proof<\/a> from other consumers. About 93.4% of consumers look at reviews when considering a new brand, and 66% of consumers are more likely to buy a product with positive reviews.<\/p>\n\n\n\n You can incorporate social proof on your landing page by adding testimonials, a list of current clients, or case studies.<\/p>\n\n\n\n It\u2019s important to list the features of your product or service, but they shouldn\u2019t be your emphasis. Customers aren\u2019t interested in features unless they directly apply to their situation. For example, instead of saying a car gets good gas mileage, it\u2019s far more effective to say that you will spend 50% less on gas if you purchase this car.<\/p>\n\n\n\n One well-known example of a company that emphasizes benefits over features is\u00a0Geico<\/a>, with their famous slogan, \u201c15 minutes could save you 15 percent or more on car insurance.\u201d They aren\u2019t telling the consumer what they offer. Instead, they\u2019re making it clear how the consumer will benefit from their service.<\/p>\n\n\n\n A\/B testing helps you optimize your landing page for your audience in order to improve your conversion rate. Instead of relying on your instincts or basing your page on what other companies are doing, you can instead design pages based on what resonates best with your audience. Testing your landing page can increase your conversion rate<\/a> by 300%.<\/p>\n\n\n\n To perform A\/B testing, you need to run several landing pages. These pages will be similar, but each version will have a slight change. For example, you might switch the location or color of the call-to-action button. As you run the campaign, you can see which version performs best. That page then becomes your primary landing page.<\/p>\n\n\n\n2. Address Each Stage of the Funnel<\/h3>\n\n\n\n
3. Remove Distractions<\/h3>\n\n\n\n
4. Personalize Each Landing Page<\/h3>\n\n\n\n
5. Understand Your Reader\u2019s Intent<\/h3>\n\n\n\n
6. Capture Your Reader\u2019s Attention<\/h3>\n\n\n\n
7. Add Customer Testimonials<\/h3>\n\n\n\n
8. Focus on Benefits Over Features<\/h3>\n\n\n\n
9. Perform A\/B Testing<\/h3>\n\n\n\n
10. Prepare a Follow Up Strategy<\/h3>\n\n\n\n