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Landing Page 101: Optimizing Landing Pages for Conversions

Mar 24, 2017 / by Isabelle Beaupre

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In a digital world saturated with ads, there’s no space to waste. This means that when it comes to your campaign, every element must make a meaningful impact. One of these key elements is your landing page.

 

Since landing pages are the destination that all ad-generated traffic is directed to, good impressions are in order. Most importantly, this page should be specifically designed with your goals in mind.

 

The landing page plays a pivotal role in the overall success of the campaign and is tasked with establishing credibility and providing value. Consciously or not, users scan the landing page for relevance and congruence that furthers the notion that they’re being led to the content your ad promised. If people feel like they’ve been led astray, they’re likely to leave as quickly as they came, yielding a high bounce rate.

 

HOME PAGE VS. LANDING PAGE

Understanding the distinctions between a homepage and a landing page, as well as their respective advantages, will help you build the most effective campaign possible.

 

HOMEPAGE


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The homepage of your site is the online headquarters of your whole brand, and its purpose is to serve as an introduction and a welcome point from which users can navigate the rest of your site. People often find themselves here after searching for you specifically from a web search engine, and this is where your About Us/Contact Us/ Gallery/etc live.                                                                                                                         

How is the above example separate from a landing page?

  •   It lacks the sense of direction that a good landing page implies. Like all goal-oriented                                        endeavors, direction is a key ingredient to the success of a campaign-specific page
  •   It’s a launch pad; consumers are free to wander around your site

 

LANDING PAGE 

 

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The nature of a landing page is far more specific to your campaign than your homepage. A landing page is entirely dependent on your goal and deliberately designed to provide the most relevant, informative experience possible to get your campaign to perform. A well mapped landing page makes for a good customer experience and organically encourages them to progress toward your campaign goal.

What makes the above example a good landing page?

  •   An intriguing headline
  •   The page features the exact content that the ad is promoting
  •   Good visuals
  •    The page is designed to drive awareness about the specific event

 

BEST PRACTICES

There’s no formula for the perfect landing page, but the best tend to follow a certain pattern. Below are suggestions on how to approach your landing page structure depending on your campaign goal.

 

AWARENESS

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  • Share eye catching content to reach big volumes
  • Feature vibrant colors that can stand out
  • Promote content that’s memorable

 

 

ENGAGEMENT

 

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  • Provide compelling content that will increase time on site
  • Feature articles, blogs, reviews that the right person would be interested reading

 

CONVERSION

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  • Feature a strong call to action
  • Make your content informative and clearly show its value (turn viewers into buyers!)
  • Include social proof by way of testimonials or user generated images that show how much your             consumers gain from your product

 

TECH TIPS TO OPTIMIZE YOUR LANDING PAGE

  • Nobody likes waiting! Make sure your landing page doesn’t waste your consumers’ attention by loading slowly. After four seconds of waiting for a page to load, 25% of consumers are ready to move on.
  • Is your landing page mobile friendly? Since mobile now represents 65% of all digital media time, optimizing performance means ensuring you’re landing page is accessible on mobile devices.

 

 

Optimize your campaign all the way down to creative!

Download our free ebook: CREATE BETTER CONTENT and brush up on your creative best practices with actionable worksheets! Click here to start improving your ad creative today! 

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 You might also like:  

 

3 Strategies for Optimizing Your Next Ad Campaign

3 Elements That Will Make or Break Your Next Digital Ad Campaign 

 

 

Written by Isabelle Beaupre

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