So you want to build an effective paid advertising campaign for your business? Great! Who doesn't want more leads? But where do you start? Often, the focus is on the campaign itself – keywords, copy, position, etc. This is a good place to start, but you can't stop there. Your campaign will never be successful unless your landing page can convert visitors into customers.
Across industries, the average landing page conversion rate is approximately 2.35 percent. That's a lot of wasted clicks and wasted dollars. What if your landing page could convert at a five or even 10 percent clip? It's not impossible. It all starts with understanding your consumers and giving them what they want.
Building a great landing page is similar to hosting a party. First, you diligently prepare for said party. Then, you send out the invites (aka beg people to come). Some will actually show up. Hopefully they stay for a while. Hopefully the ones that stay have a good time.
When you build a landing page you need to think of yourself as the party host. What is the hardest part of hosting a party? Making sure everyone is happy. Why is this so hard? Because everyone is so different. Consumers that land on your page are all going to be different.
More specifically, they are all going to be at different stages in the buying cycle. You must ensure that everyone is invited and that there is something for everyone. For each stage, we will discuss how to properly invite and what your landing page should provide for them.
Identify the searcher's need.
This is the stage where consumers identify a need or problem. Think about that awkward moment when uninvited guests show up. You want consumers to stumble upon your landing page, even if they weren’t specifically searching for your product or service. This all starts with your keyword list in your paid advertising campaign. To test the waters, try including some general keywords pertaining to your business. Some searchers may not be aware they have a problem (or they may not be aware that there's a solution to their problem).
A lot of us think super targeted keywords are always the way to go, but having some uninvited guests showing up isn't always a bad thing. Once these consumers are on your landing page, you need to make them aware of the need or problem they have. You need to show them how they could benefit your product or service. In other words, provide them with the solution to their problem.
This can be done subtly through content. For example, an auto repair shop may have some text discussing when it is time to get an oil change. Or you can be a little more aggressive with call to action buttons, perhaps one saying “It’s time to schedule your oil change” that links to a contact page or scheduling platform.
For example, check out UberConference's landing page. The obvious pain point here is unorganized and stressful conference calls, but did you know there was a better solution? Probably not. UberConference likely uses a general keyword list, because most consumers are not aware that a solution to bad conference calls even exists.
Tell them why you're the best.
You know those people that are hovering near the door, constantly checking their phone, trying to find a better party to attend? Those people are almost worse than the uninvited guests. Anyway, search queries for this stage should have words alluding to an evaluation, like “compare dealerships” or “best rated restaurants”. Furthermore, your landing page should tell consumers why they should choose your product or service – why it's better, more affordable, faster, tastier, more reliable, etc. This is your unique selling proposition. This is what makes your business unique.
If you don't give them a good reason, these consumers won't stay. The majority of consumers at this stage already have a few businesses in mind, but need to compare and contrast these options to make the best decision.
For instance, when consumers are looking at restaurants online, they want to see menus and pictures. These are the two most common criteria used to compare alternatives. This is a great opportunity for you to flex what makes your business the best. Make sure this information is clear and link to your main website or any other resources in case the consumer wants more info.
Check out Robin's landing page below. Robin clearly states its unique selling proposition with a strong headline, "A better way to manage meeting rooms." The message is clear and straightforward. It provides further proof of the benefits in the subhead, "Really simple room scheduling & analytics."
Remove the friction.
Okay, this one is pretty straightforward. These people are really having a great time at your shindig. They are dancing. They are eating. They are socializing. They are sold. You need to be prepared for consumers that are ready to buy. Don't make the goal of your landing page more difficult to achieve by including unnecessary content or giving your visitors too many options to choose from.
When they show up to your landing page, we can’t fiddle around; they need to be able to purchase very easily. How you make purchasing (or converting) easy is strongly dependent on your industry. If you are an ecommerce store, you will probably have a call to action button at the top of the page linking to your online store. If you are a gym, you will want an online application or downloadable registration form available. Get as creative as you want, just make sure it is easy for them.
Pretend you own a tree trimming service and you're running a paid advertising campaign to promote your services. The goal of your landing page is to collect leads by having visitors complete a free estimate form. However, if your form is located below the fold, underneath paragraphs of text, then your visitors are experiencing friction. They don't know what action you want them to take because your page's design doesn't highlight its intent.
Look at Asana's page below. It's clear what action you are being directed to take. Enter your email address to get started for free. There's no confusion or clutter. When designing your landing page, you should start with the end goal and work backwards.
Invite them back!
Your party was a hit! Seriously, people are raving about it; don’t you want everyone to hear? So it may not be imperative to get your customers back on this landing page ASAP, but you can certainly utilize the landing page so customers who did have a great experience with your product or service can leave feedback for all to see. This could be in the form of testimonials or a review feed. Any way you can use your existing CRM to follow up with customers, and push the positive reviews out on your landing page for others to benefit, do it.
Well, that is it folks, the secret ingredients to a killer party. You are all basically Martha Stewart now. But remember, if it were easy, everyone would do it, so make sure you are putting in the time to prepare. There is no one size fits all for the above strategies; you must tailor everything specifically to what will work best for your business and its industry.