Challenge for this week - be dedicated and single purpose on your landing page
A landing page is about being fit for purpose. It’s like wearing your gumboots on a rainy day and your favourite sundress on a sunny day.
When you create a dedicated landing page for visitors to land on based on where they’ve come from a kind of magic can happen.
Let me give you an example. How many times have you clicked through from an ad or Facebook post and you got something completely different from what you were expecting?
Did you stay or go? I’m betting you left immediately.
Look at the below two images. These are in response to the search term in Google for “comparison website builders”. These two pages were the landing pages for paid search advertisements.
Wix got it wrong. They don’t reference any comparison with other sites and how they compare, they just leap in. Compare this with the other page, which lists all of the types of sites and compares them.
In terms of matching the keyword search intent and expectations which page do you think most closely meets the intent of the person's search term?
While you may be more kind in your assessment than mine, people do make snap judgement's on whether a page is what they’re looking for and trustworthy in less than 50 milliseconds of landing on a page.
Your page must immediately address the person’s expectations on why they clicked through to your site. Consider the following. If you're:
- running a paid search campaign and you’re sending everyone through to the home page, you’re likely losing the opportunity to convert that person into a lead.
- running ads on Instagram and you send them through to a page that’s not been written and designed for mobile (even when it’s responsive) then you’re giving them an experience that is annoying on their mobile and possibly a call to action that’s completely inappropriate - no one wants to fill out a complex form on a mobile device.
- sending out an email about an upcoming event and you send them through to the home page, you’re making them look for the information and that could be all it takes for them to leave.
There's a learning here. The digital version of a real life person is fickle. They don’t have patience, they’re cynical and untrusting until you prove otherwise and they have the attention span of a gnat with so many other things to distract them.
Therefore, a dedicated landing page that speaks strongly to the purpose and intent of why the person was sent/invited to visit your page should be absolutely aligned.
There should be minimal talk of anything other than the reason you sent them to the page. Don’t cloud the issue and have multiple call to actions. If you do then the chances of people completing your main call to action lessens with each ‘distraction’ you put on the page.
This week I’m challenging you to create a single purpose landing page for something that you’re currently promoting off your site. It can be from paid search or a Facebook post or an email broadcast.
It doesn’t matter what you’re promoting whether it’s an event, a special or just your normal services, your challenge is to create a page that is fit for purpose and magical in it’s ability to get your visitor to stay and want to know more and even possibly buy from you.
Select a promotion or something that you’re working hard to drive people to your site in other channels. It should be something that you’re currently sending to a generic page.
Now benchmark the success of this current page for the promotion by looking at your Google stats and noting the conversion rate on the page (ie. the sales or registrations) by channel.
What you want to prove is that tailoring a dedicated page to your specific promotion improves your conversion rate.
The reason you want to also look at the conversion rate by the channel is if you’re creating a specific page for a promotion that’s running across a few different channels such as Instagram and email, there will be important learnings based on how each channel performs for the landing page.
If the audience is significantly different between the channels then you would consider creating two different pages.
Now, create your new landing page. To make it single purpose and dedicated in intent to the people that you’re driving to the page, list out the following items:
- Your goal of the page - the call to action
- You’re visitors goal in visiting the page
- You’re visitors pain point, problem or desire
- How you can solve their pain, problem or fulfil their desire
- Any proof points to your claims on benefits eg. statistics, recommendations from customers.
Now ask if the promotion channel is a mobile dominant channel like Instagram? If so, then have a read of Challenge 1 - about mobile and how to optimise your page.
Now create your content. Use the following as your guide and checklist to create a great converting landing page.
Show your visitor that they're in the right place straight away
Match the intent and words of the promotion that drove your audience through to the page. If you said “Best widgets at good price” in your Google paid search ad, then make sure you’re saying something very close or the same on your landing page. Let them know immediately that your page is about what they expect it to be.
If possible work it into the headline on your page. It should be a great headline that immediately conveys what the page /service/ product is about and be short and attention grabbing.
Be persuasive with a follow up subheading or text. Show that you understand their problem, pain or desire.
The right images work a treat
Use compelling and emotive images to reflect your key point or concept that you’ve laid out in the main heading.
Make it all about them and how they benefit
Explain what you’re offering. Place the focus on the benefits to them by explaining the big deal for you them as a result of using/buying etc from you. This should reference and talk about how you can fix their problem/pain point. Follow this up with pointing out the pleasure they’ll get instead.
Expand and list all of the benefits to the visitor, using proof points, data or customer testimonials to back up your statements. This allows you to expand and dig deeper to help clarify and answer any queries or concerns the person may have about your product.
One call to action
Have one clear single call to action. You should place this strategically on the page making it dominant. However, if you’re page is a long page then you should include the call to action a few times to give people multiple points that they can buy or register from you.
No distractions and alternative pathways
Remove any other elements such as side navigation or sidebar promos. You want to minimise any kind of distraction that might divert your visitor from completing the call to action.
If appropriate, consider providing a money back guarantee or other forms of trust building, such as listing other businesses or people that have used you, social shares and pictures of friends that have also liked your page. If you’ve been featured or reviewed by a third party, then reference this as well.
Let them see you exist in the real world
Include contact information such as a phone number or click to chat so people know you’re a real and accessible and there’s substance behind the company.
Once your page is live, redirect your off-site promotional links through to the new page.
You’ll need to wait a week or so till you get significant enough traffic to see any results from your efforts that you can compare to your benchmark figure that you noted in step 1. Before you make a call on whether you've improved your conversion rate, make sure you’ve got a similar sized amount of traffic to compare to your benchmark. For example if over the benchmark period of a week you had 500 visitors, then make sure you get a similar sized number of visitors as well.
Examples of good landing pages
The first example is a landing page from a paid search advertisement that appeared on the term 'zendesk alternative'.
The heading on the landing page gets straight to the point. It references the search term that was used in the heading and the subheading explains succinctly the key benefits of using their product.
It’s a long page so they’ve got a call to action button there - right beside the customer testimonial on why they are so great AND why they chose to move away from Zendesk.
They include a number of social trust factors like testimonials and what other companies use their product.
The second example is also a landing page for a paid search advertisement on email broadcast systems. It's got a strong heading with a benefit statement below it. It’s a long page so the call to action appears multiple times on the page. What they do very well here is frame the same call to action in a number of different ways.
There are no side columns or navigation to take their attention away as well as no popup boxes or social call buttons to distract attention.
The use of a number of trust elements such as other companies that use them, customer testimonials and volume of other’s that have used their product.
They also use a lot of very compelling example images to help highlight the list of benefits that they outline.
Can you improve on these?
Send me your examples, I’d love to see them and feature them for other’s to see how it can be done better.
ONE LAST WORD
If this was of interest, you may like the upcoming free webinar on the '2016 digital trends and how they'll impact on small businesses'. Just 40 minutes of your time. You can register here.
So good luck - and go forth and prosper my friends.