Have you ever thought about the mass amounts of web traffic that click on one of your PPC ads, view the landing page, then quickly click away before you could even realize how much money was just wasted? With average conversion rates hovering somewhere in the 3% to 5% range, a lot of your advertising dollars are not yielding a return. Every click is valuable, and increasing your conversion rates by only a few percentage points can translate into incredible things for the return on your campaigns. To help you capture more conversions here are 5 tips for creating better performing landing pages.
1. Use Directional Cues
Directional cues on landing pages are like road maps for our eyes. They can direct our focus to important info on the page, and more importantly the conversion point (lead form, buy now button, etc). Often times marketers place so much content, images, and widgets on a landing page that it can be easy for the design to lose visual focus on the conversion point. Using directional cues helps point a visitor’s attention where you want it to go. Many times this comes in the form of arrows (or hands such as in the example below) pointing towards the conversion point.
2. Place The Conversion Point Above The Fold of The Page
Once a visitor has clicked on your ad, and has come to your page, you’ve got very little time to capture & pique their attention. With only a couple seconds to do this before they’ll lose interest and click away, it’s very important to place the most important/eye catching info along with conversion point above the fold on the page. If visitors have to scroll down on your page to see the lead form or download button, then it’s possible they may not see it at all.
3. Include Ad Message Continuity
The idea here is simple. If you’re advertising a free software trial in your PPC ad, then the messaging on the landing page should very clearly reinforce the free trial software offer. That’s likely a large reason they clicked on your ad in the first place. If a visitor hits your landing page and expects a different experience than what you’re providing them on the page, then it’s very likely they’ll lose interest and hit the back button. The example below does a great job of clearly reinforcing the value proposition from their PPC ad.
4. Clearly Tell Visitors What You Want Them To Do
You can build a landing page with incredible graphics, helpful info, and a sleek design, but if they’re not sure what they’re supposed to do when they’re on the page, then you’ve likely wasted your advertising dollars to get them there. If you want visitors to pick up the phone and give you a call, then including large “Call Now” text at the top of the page will help ensure they know how to get in touch with you. If you want them to sign up for a free trial as in the example below, then placing text at the top of the form both reinforces the value of why they should convert, and also clearly instructs the visitor on what to do next. Landing pages that communicate clearly, and specifically what they want visitors to do are the ones with the highest conversion rates.
And finally, testing your landing pages is the only way to discover how to create the best landing page for your audience. The testing opportunities are limitless. You could implement an A/B test to determine whether a multi-page website, or a single page experience converts better. Or, you could go more granular and test variations of headlines, different types of imagery, form layouts, and so much more. There are also software packages that can help save you a lot of time with the testing process. Simply doing a search for “landing page testing software” will yield you lots of options.
With the holidays and Q4 around the corner, all merchants should have a checklist to help them boost their sales during the last quarter of the year.
The following items should be considered for a healthy Affiliate program:
1. Set up auto deposit in anticipation of the increased sales you will see in Q4. Consider adding a secondary funding source to assure your affiliate links will not break.
2. Update and optimize your website for performance on mobile devices and computers.
3. Focus on getting special promotions and creative up and running before it’s too late for the affiliates. If you are planning to have a special sale during the season, don’t wait until a week before the promotion is running. Chances are affiliates won’t use it as they already have a calendar of all promotions they will be running.
4. Send a monthly newsletter to your affiliates with hot sellers, coupons, sales content, gift ideas, etc. Keep affiliates up to date with tips and ideas on how they can best market your products.
5. Book premium placements with affiliate sites when available to you. Some affiliates will charge you a fee to assure a good placement for your promotion or product.
6. Gain Exposure with Holiday Promotions:
7. Maintain Data feed
Pass along Gift Guides: Gift guides are a popular way to promote a specific selection of products. Create a storefront/collection of products or put together product recommendations for your Affiliates.
Creative Check: Double check that the landing pages for your creative are working and correct. Keep in mind that in some cases deeper landing links tend to convert better than those directing to the homepage, especially if the banner reflects a specific section or category of your website.
If your Affiliate Marketing Program is important to you as a merchant then what are you waiting for? See your affiliate sales boost and close the year with new orders and happy customers all around the globe.
One thing’s for sure: Steve Jobs was a brilliant marketer and knew how to sell. Just think for a moment of what he did with the iPod: before Apple entered the market, MP3 players had been around for years, but nobody bought them, as they were considered clunky and “uncool”.
Then came Steve Jobs. Unlike all his competitors, who had tried to sell MP3 players by promoting their features, Jobs introduced the iPod by simply describing it as “1,000 songs in your pocket.” And that simple statement changed the business of MP3 players forever, and with it the entire music industry.
Here are some of the most invaluable lessons from one of the greatest marketers ever that business owners should keep in mind when planning a digital marketing campaign.
First and foremost, make sure you know who your customers are. The more you know about what’s in your customers’ minds, the more you’ll be able to identify the keywords they type when searching for your products or services or, in the case of a display campaign, the websites they are most likely to visit.
Then, when you have identified who your customers are, make sure you attract them at the emotional level. In other words, sell benefits and not features. Steve Jobs was a true master of this craft. He believed you can attract customers at the emotional level in two ways: by inspiring them, or by addressing their pain points. For digital marketers, this means writing better “benefit-driven” ad copy, or banner ads that speak to the heart of your target customers.
Lastly, Steve Jobs knew how to “keep it simple.” He delivered presentations that were short but incredibly powerful. – Remember, people have increasingly shorter attention spans, so make sure to keep your message brief and engaging. In the digital world, this lesson can be applied to landing pages. Does your landing page convey a brief, engaging, and powerful message that converts a prospect into a customer? If that’s not the case, then remember Steve Jobs.
The next time you plan a digital initiative, make sure to remember these timeless lessons from a true marketing genius, as they may help your business to earn a higher ROI on marketing dollars spent.
To learn more about how we can help your business succeed online, contact one of the qualified Marketing Professionals at MoreVisibility.