You’ve done the hard yard, built campaigns around the product or service you want to sell and written a killer advert. Your client/customer has typed in and searched for your product and clicked onto your ad. But when it comes to sealing the deal and turning a visit into a conversion, your landing page isn’t up to scratch. Money lost, time wasted. And all this could have been avoided in five simple steps to creating a dynamic landing page .
Keep it short and sweet
Remember that your aim is to convert. Your customer wants information about the product or service and whilst you should provide, you shouldn’t drown them with information. State the name of your product or service and its unique selling point and a clear call to action such as, ‘Buy Now!’ or ‘Sign Up to Our Newsletter!’ Whilst this information will probably have been mentioned in the advert, it’s worth noting again as the customer will recognise the information and identify more closely with the product.
Do what it says on the tin
Ensure that your landing page provides what was promised in the ad you created. No one likes a Pinocchio and your customer will leave once they realise that you can’t deliver. If applicable, include some pictures of the service or product that you are trying to sell. It’s a lot easier for a customer to believe in something that they can see.
Clean and Clear
It seems a straight-forward point, yet is important nonetheless. A dynamic landing page will contain some nice and simple static images of the product and enough white space around the text so as not to cloud the customer’s ‘objective’ to buy into your service. Whilst flash images are engaging, they are also off-putting to the landing page’s aim of creating a conversion. Make sure to clean-up your page from any unnecessary information that detracts from generating conversions.
‘To buy or not to buy?’
‘Buy!’ The customer apparently has the choice of whether to buy into your service or not. A dynamic landing page is dynamic for the pure reason that it eliminates choice. You should remove any risks of your customer exiting the page. This includes getting rid of any navigation bars to other areas of your site and also placing all the content related to your product or service in such a way so that your customer doesn’t have to scroll down the landing page to find it.
Test and Track
Don’t be afraid to experiment. Create two or three landing pages, rotate their usage and track which landing page creates most conversions. Another useful way of tracking conversions is to create funnels that provide data so that you can follow where your customers enter and exit your website. There is a lot of software out there that can aid you with the tracking process, including Google’s free services when you sign into your account: Google Website Optimiser and Google Analytics.
A final note…
The creation and linking to landing pages is an essential and sometimes neglected area of the marketing and purchasing cycle. From a pay-per-click (PPC) perspective, landing pages should be selected carefully in order to maximise conversions and/or ROI. However, keeping in mind your customers’ wants and needs whilst considering the five steps outlined above should aid in creating and choosing a dynamic landing page.
4Ps isn’t just another analytics agency. To discuss how data and content are evolving together in order to keep pace with new developments in user interaction and PR, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about search, marketing and user behaviour across all inbound channels. What could a 4Ps web analyst do for your business?