Let’s start by looking at the positives, by clicking on the ad, the visitor has demonstrated that they have connected to the image and copy and that your offer is something that’s of interest, the ad has been a success. But what’s the point in spending valuable budget and time on an ad if the landing page fails to convert just because it doesn’t meet the visitor’s expectations?
Here are our top tips for a Landing Page that will help increase conversion:
Headline and copy should match the headline and copy of the ad. If you don’t have a message match visitors won’t trust you. We’ve had clients that opt for one page fits all landing page, unfortunately, their visitors arrive at the page and question if this is where they should be. It should be instantly clear that when they arrive at the LP it is to obtain the offer that complemented the ad.
Images should also have some visual representation of the offer - preferably the same image that appears in the ad. Visual consistency goes a long way in helping to support the ad’s authenticity.
Perhaps the visitor is still one step away from converting and is looking for that final reassurance before purchase/download, for this reason, it is a great idea to include a testimonial. Demonstrate that you’ve helped other customers achieve fantastic results and this could be just the hook your visitor needs to convert.
Keep distractions on the page to a minimum, lose the marketing spiel, navigation toolbar and other offers you might want to cram in there just in case they’re interested. Keep the page clean to keep the visitors focus on what attracted them to the page in the first place, this should help see fewer carts abandoned/bounces.
Don’t try to suck your visitor dry of information, do we really need postal addresses, date of birth, job titles if the CTA is to download a checklist or voucher. Of course not, we’re in digital marketing for a reason and capturing an email and name is more than enough for us to nurture that lead in the future. Let the visitor get in and out as quickly as possible before they have time to change their mind.
Above all, keep in mind that it’s all about the user, give them what they were looking for in a clear concise manner, you can always save the upsell for the Thank You Page (TYP). If you’d like tips on TYP development ...Ask Naira!