Online campaigns are one of the more popular ways to promote your brand today. With a multitude of platforms available to deliver your campaign - from Google to Facebook, Instagram and LinkedIn, just to name a few – and countless brands trying to get their message across to the same or similar audience, it can be easy for your campaign to get lost in the noise and not yield the results you were expecting.
Let’s start with a strategy
We cannot preach it enough! With any marketing activity, it is important to start with a strategy. A campaign strategy will ensure you are talking to the right audience, on the right channels and with the right messaging. It also highlights your objective – may it be brand awareness, consideration, engagement or lead generation.
Now what often falls to the wayside with an online campaign is a landing page. Landing pages should be part of your campaign strategy to optimise your campaign’s effectiveness and better align you to reach your objectives.
What is a landing page?
A landing page is a standalone page on your website, like no other webpage on your site – it cannot be found in the main navigation and is an extension of an ad or campaign. The purpose of a landing page is to help drive an audience to your campaign goal. For example, if your goal is lead generation, the use of a landing page can increase your conversion rate from 2.35%, the average website conversion rate, to up to 11.45% (Wordstream). This is because an effective landing page contains information that is closely related to the advertisement which the user clicked through. When the messaging of the advertisement and landing page are closely aligned, the audience already has an idea of what actions are expected on the landing page.
Alternatively, when you send users to the homepage on your website, for example, there may be conflicting messages and overwhelming options which don’t relate to your advertisement. This leads to higher bounce rates and low-quality website traffic since the expectation of what the user thought they were clicking through to, was not met.
It is also important to know your audience and segment them for each campaign, including only key information on the landing page that your audience needs to know.
Generally speaking, people do not come back to a landing page, so you need to make it as effective as possible. For all campaign goals, a landing page should be used for one of the following goals:
- Brand awareness: mainly used for a targeted audience or display advertising, where a landing page may be used to position your brand as an industry expert through resources or an e-book. With a brand awareness campaign, a landing page aims to identify audience trends and collect insights for future campaigns, like remarketing.
- Product / service consideration: Google search ads or remarketing, where a landing page may be lead generation focused or resource driven, like a free download or e-book signup.
- Lead generation: here landing pages aim to fast track conversions and reduce barriers to convert or purchase.
- Loyalty: email campaigns (eDMs) to a specific landing page to help convert a highly engaged and segmented audience.
How to optimise?
There are a number of ways to optimise your landing page to ensure it’s supporting your efforts to reach your campaign goal. Here are our top five ways to optimise your next campaign landing page:
1) Keep attention ‘above the fold’:
You may have heard this expression before in regard to webpage layout –above the fold. The concept goes back centuries to the beginnings of print press, where the top half of the newspaper was only visible to newsstand passer-byers. This is where the most important information, or headline, was placed to grab the attention as people walked by. The same goes for websites. 80% of users spend their time on a website above the fold, meaning only 20% of the time they scroll down (General Assembly). If you want an effective landing page, make sure your key information is above the fold, including your call-to-action.
2) Call-to-action (CTA):
An effective landing page should have a clear call-to-action or CTA. What do you want users to do on your landing page? Find out more? Get in touch? Buy now? Whatever your campaign goal, it should be reflected in the CTA. And - in case you need convincing - if your CTA is above the fold it can have an uplift of 304% in conversions – a simple way to yield results (General Assembly). Depending on your brand and tone of voice, try talking in the first person to make a personal connection – i.e. ‘download your free e-book today.’
3) Message match:
When it comes to the content and copy of your landing page, it is important to try and message match; using the same language from your ad or campaign. Trying to create a ‘one size fits all’ landing page will create confusing messaging. You want to maintain consistency and clarity, so your target audience knows exactly what actions you want them to take. Making a personal connection with the user, highlighting what’s in it for them, promotes trust and motivates users to engage with your brand.
4) A/B testing:
As with most marketing activities, it is invaluable to A/B test your landing page to get optimal results. This could include changing your headline, call-to-action text, hero image, form length, colours and contrast options. A good tool is Google Optimise. It helps by driving 50% of campaign traffic to one landing page and 50% to another, then defaulting traffic to the most successful page.
5) Clear and succinct copy:
Keep the copy on your landing page short and sweet. People read 25% slower on screens and 79% of people only scan web pages (General Assembly). You want to avoid cognitive overload, sticking to bullet points or short paragraphs with headlines so users can scan information quickly. There only needs to be enough information for the user to take the next step. Since we have shorter attention spans, giving users too much information or too many options can distract and confuse, causing high bounce rates and poor campaign performance.
A campaign strategy, including a considered and optimised landing page, will ensure your online efforts are working as effectively as possible to reach your marketing and overall business objectives. Speak to PIER about how we can help set you up with a campaign strategy and landing page today.
By Nikki Anderson – Google Certified, Digital Marketing Coordinator
1) General Assembly - https://generalassemb.ly/
2) Wordstream - https://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate