Advice on Landing Page Elements from the Masters
Advertising and digital marketing – much like SEO – are very broad, encompassing concepts that require knowledge across several areas in order to be successful. The concept of conversions is a popular topic in digital marketing and SEO discussions due to the fact that it can represents one of many forms of concrete engagement or commitment with your brand. Landing pages are commonly used as a way to collect information or commitments from individuals, whether that be in the form of a mailing list or product offering. Fine-tuning your landing pages to be as efficient as possible is a needed element of proper marketing in today’s online world; we’ll discuss some tips provided by the best in the business to help you ensure your landing pages are functioning as they should.
Target Users by Service
When you think about ways to promote your product or service to a particular group of people, what groups do you traditionally consider? You may think by age, location or some other demographic, but taking advantage of large existing companies with millions of users can also be a good targeting method. By providing a discount or coupon to users of Facebook or Google, for instance, you will not only be able to attract them to your product, but you’ll also be able to legitimately ask them for additional information and engagements (such as a Facebook page like or their Gmail address). The amount of the discount or the extent of the perk provided will obviously determine how good or poor engagement rates end up being, but pinging search engines and social media with these offerings can be a great way to boost landing page engagements.
Simplify Your Landing Page
All too many times, we hear that a landing page needs to be fancy or should strive to collect as much information as possible in one fell swoop. While this is ideal in some situations, it can be a bit of a pain in other cases. Especially if your landing page utilizes pop-ups, simplifying your design into something that is guaranteed to work across all devices and format properly is a safer bet. In exchange for doing this and simplifying the amount of information requested, you’ll likely discover that engagement and conversion rates increase. Nobody wants to be asked to fill out 20 different fields, so always keep in mind that balance/trade-off.
Utilize Multi-Page Forms
While this may seem in contradiction with the advice given immediately above, it is not when done properly. If your form is asking for 10 different pieces of information, then consider breaking this up across two or three separate pages. Especially if your sign-up or conversion process has to be lengthy, breaking the form up into multiple pages will actually increase the likelihood that individuals will complete the process. A psychological element is obviously responsible for this, as you are merely making the amount of information requested seem smaller by not presenting all of it at once.
Whether you are pinging search engines with your landing page offers or circulating it via social media, you can gain a lot by following the advice given above. If you utilize multi-page forms to make longer sign-up processes more bearable, simplify the landing page to include only necessary elements of persuasion and information collection, and target users based on the services they already use to create more incentive to engage, then you will be able to reap benefits and conversions above and beyond your current levels.