Transcript:

A landing page on your website allows you to focus the attention of your audience on to one specific task or action.

So how can you maximise this landing page to make sure more of your audience complete the task and you get that promotion/pay rise/recognition quicker?

Well, it’s your lucky day, I’m going to tell you now, so get ready… because Wednesday’s are about to get GIANT.

 

Hello, my name is Luke and welcome to Giant Wednesday, the only place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.

So, we’re here to talk landing pages.

A landing page is a page on your website has been designed for a one of specific purpose, with a pure focus of capturing leads or getting the user to complete a certain action.

For example, someone clicking on an ad on Facebook might then be directed to a campaign-specific landing page to get them to buy or sign up, rather than a page that’s usually found in your main navigation menus. 

The content of these pages should be targeted and structured with your objectives and audience constantly in mind

They’re used as the middle step between showing interest by clicking your ad, and committing to that purchase or sign up or whatever it is you want from them to convert.

From that overview you can probably tell, that landing pages NEED to entice people to take action… to convert. 

So how can you make sure your landing pages are performing at their best? 

I’m going to take you through four points to help you make sure your landing pages are…. GIANT!

 

First up, let’s think action.

You’ll want your landing page to be action oriented. After all, that’s the reason you bought them there right?

Whether it was to enter a competition, sign up for a newsletter or apply for a free sample – you want to make sure the copy on the page emphasises this.

Having action orientated copy will drive actions and motivate people to engage with your brand one way or another.

How can you do this? It can be as simple as starting sentences with verbs, a natural ‘doing word’.

Maybe you could even emphasise the benefits of the user converting? Make them want it.

But keep in mind, landing pages have some of the highest bounce rates of any webpage on your site. Keeping it clear, concise and enticing is more important than usual for landing pages.

To summarise, action-focused, short & snappy – that’s the ticket!

With that in mind, my next point is that simplicity is king.

People don’t like to get confused.

If your landing page is too convoluted then the user is likely to bounce around a bit before getting frustrated and leaving. 

Obviously, this isn’t what you wanted them to do and you may miss out on that conversion.

So, keep it simple. Make sure your landing page is full of clear information and instructions. Listing really simple next steps too so they don’t get lost along the way. 

You know what you want them to do, or at least I hope you do… so make sure the user knows it too.

These pages are used to convert so make sure, from your layout to the words and images used, that you make it an environment to do that. 

To summarise, clear, simple and structured is the way to do it.

Ok so now we’ve covered how to style the main body of text on your landing page we’ve got to make sure you don’t lose your call to action.

We’ve already worked out by now that conversions are the aim of the landing page game.

So of course, calls to action are the most important elements on the page. 

People’s behaviour when online tends to involve skim reading content, scanning for the information they want rather than reading the whole thing top to bottom. 

So what’ve you got to do?… Stand out!

How can you do this? It can be as simple as changing the colour of the button on your landing page. Something which was found to lead a 36% increase in sales for brands.

Why not experiment with different coloured and shaped buttons or different locations on your page?

To summarise, stand out and experiment with colour! That sounds like the emo phase we all go through at school… 

And finally, test and test, and test.

I’ve just said how experimenting is best to find out what works, so with that in mind, make sure you’re monitoring the results based on different variations of what you’re doing.

Analyse in real time to see what is and isn’t working. 

Use UTMs on different links, labelling if it’s the pink button or the blue one, see which works best with your audience.

Adjust and adapt according to the results and there will be no reason why your landing pages won’t be awesome.

Just make sure to keep your KPIs in mind and ensure the pages are doing what you want them to. Otherwise, what’s the point?

 

And that’s what makes a good landing page.

There is no exact science behind landing page success, its a case of trial and error to see what works for you? A blue button, a red button? You decide.

It’s as simple as understanding your audience, their motivations and yours and making sure you’re clear, concise and conversion focused. 

Don’t let your landing pages be your last thought. You could have a killer ad strategy planned, but it can all fall apart if your landing page isn’t equally as killer.

Invest some time and voila!

Got any more advice? Share it in the comments below.