- Landing pages they rule.
- Improve your landing pages with A / B tests.
- Optimizing landing pages, watch the reaction of the audience.
Right. Trite. Long and not very effective. The standard approach brings standard results, right? Only teapots still remain standard. And real marketing warriors optimize landing pages in an adult way: purposefully and with a minimum of unnecessary movements.
In this article you will find a description of the adult approach to optimizing landing pages. Using this method, you are guaranteed to achieve above-average results and save time on endless split tests.
Adult Optimization Plan
The step-by-step plan for optimizing landings looks like this:
- First you must understand the role of landing pages in your marketing campaign. It can be compared to the role of imodium for a person suffering from traveler's diarrhea. Yes, the lack of effective landings and the right pills leads to the same final.
- After that, you have to realize that content is no longer king. Context is the name of the new king of internet marketing.
- Now it's time to learn about the meaning of conversion forms. They greatly affect the effectiveness of landing pages.
- Landing page will not be effective without good text. Find out what it means.
- “And draw on it ryushki, and then curl,” says the site owner to the designer. “Go to hell, site owner, the design has nothing to do with ruffles and curls. Learn what to do with landing design.
- Brutal marketers know that no matter how much vodka you take, you still have to run a second time. They use this principle in work situations: whatever the conversion rate, they are still not enough.
Why landing pages rule
Paid traffic should be sent to the landing pages. Only the last lamers use the site's main page as a landing page. To convert traffic, you need to do three steps:
- Attract the attention of the user.
- Motivate the client.
- Focus the visitor's attention on the conversion action.
For the first step the contextual announcement is responsible. Landing page is involved in the implementation of the second and third steps. Effective landing is created to motivate the client and focus his attention on one conversion action. The main pages of the site always give the visitor several options, so it’s not about focusing effectively. Note the following illustration:
The home page of the site usually looks beautiful. The user receives several options: look through the slider, go to the "About Us" page, familiarize yourself with the mission, see the price. Which of these actions is considered conversion?
Effective landing also looks like a peacock's tail:
Now the real eye of the peacock has become more visible, right? An effective landing page leaves the user with only one option. All elements of the landing work on the commission of conversion action. The main page is multifunctional. If you need a conversion, use specific landing pages in your PPC campaign.
Context is the king
The context is the king, queen, emperor and internet marketing boss. To see this, pay attention to two concepts:
- Dialogue moment
In classical mechanics, momentum or moment of force is the product of the mass of an object and its velocity. Freight train, rushing at a speed of 100 km / h, has a strong momentum. It can not be stopped instantly.
Dialogue momentum occurs when a potential client clicks on the contextual link and hits the landing page. Depending on the context, it continues moving and performs a conversion action or stops and leaves the resource.
To increase momentum, the marketer must, through the landing page, demonstrate respect for the choice of visitor. Pay attention to the following suggestions:
- Let me explain how this product A will help you solve everyday tasks.
- Thank you for your interest in product A.
- You will be interested to know that with the help of product A you get the advantages of B and B.
Please note that the phrase "product A" should be contained in the link of the contextual ad and in the title of the landing page. This provides a visual response and creates a conversion-friendly context.
Pay attention to lamer errors that can deprive the momentum dialogue:
- Let me tell you about our product A.
- Our product A is the best offer on the market.
Momentum disappears when the marketer stops thinking about the customer and starts talking about himself.
- Application context
This is a visual demonstration of the use of the product by the buyer. You must have seen on TV an advertisement for magic vegetable cutters, where experienced housewives show how to use this wonderful product. If you do not have a TV, look carefully around when you find yourself on the market.
For the landing page to create the necessary context for the conversion, strengthen the momentum of the dialogue and clearly demonstrate the capabilities of the product.
How to influence people with conversion forms
Conversion forms are among the vital elements of landing pages. However, these forms often become a barrier to conversion, however paradoxical it may sound. Figuratively speaking, an unsuccessful conversion form creates friction that prevents the client from going through the narrow entrance of the transaction.
The consumer faces two types of friction: perception friction and action friction.
- The friction of perception is a shock that a client experiences when he sees a long form on the landing page. In order to level it, the marketer can significantly reduce the form or divide it into several pages.
- Friction occurs in the process of filling out the form. The consumer experiences frustration in the following situations: a large number of open questions, a drop-down menu with inappropriate answers, a complex captcha, etc.
Tribologists say that friction can be reduced with a lubricant. The following methods can be used as lubricants:
- Learn user data. For example, make sure that the first positions of the drop-down menu are the most popular answers. Discard open questions if, instead of answers, you often get replies.
- If you really need detailed data, exchange form filling for prizes, bonuses, discounts.
The effective conversion form includes six elements:
- Title explaining the meaning of the form to the consumer.
- A brief description of the benefits that the client receives by filling out the form.
- Questions and answer fields.
- Call to action.
- Trust element or link.
- Message about the validity of the proposal.
Landings do not work without good text.
Landing on the landing page, the user first draws attention to the text. However, he is the last to study it when making a purchase decision.
The secret to creating good texts for landing pages is revealed by this formula: spend 50% of the time working on the text to create a headline, and leave the remaining 50% of the time to create a call to action. Everything else can be written in between.
The header draws the attention of the visitor. If it doesn't work, forget about the conversion. You can find a detailed guide to creating killer headers here. On landings, double and triple headers work well, designed as a main headline and subtitles. The formula for a complex title may look like this:
- The main title (message about the uniqueness of the product).
- A convincing statement (confirmation of successful use).
- The final argument in favor of the transaction (announcement of the limited duration of the offer).
Call to action - this is the last point of customer interaction with the landing. Having reached the conversion button with the CTA, the consumer is faced with the Hamlet issue: to press or not to press. To create effective calls to action, use the following guidelines:
- Directly describe the benefits (get a discount of 10%).
- Use verbs in the imperative mood (subscribe to the newsletter).
- Use possessive pronouns (pick up my prize, download your book).
- Underline urgency (sign up today for a discount).
Pay attention to factors that can kill Landing conversion. For example, excessive security assurances can alarm customers. Note the following example:
Landing Design Theory in Three Minutes
The above said ryushki and curls are not related to web design. Of course, this is an exaggeration. It is correct to say this: web design is not only ryushki, curlicues and other beautiful pictures. Design is responsible for the form, aesthetics and functionality of the web page.
Landing design should drive visitor attention and focus on conversion action. The following guidelines will help you create landing pages that meet this characteristic:
1.Use guide signs. Arrows, pointers, images of characters pointing to the desired element of the page - the possibility of using guide signs is limited only by your imagination.
2. Turn the conversion element into the most visible page object. The conversion form should look like the only illuminated window in the house for a night passerby.
3.Use contrasts. Color conversion button does not matter. It is important whether you were able to highlight it on the surrounding background.
4. Leave free space on the landing page. Check out the following examples of landing pages:
Once on this landing page, a visitor may become confused and even frightened. About any concentration of attention can be no question.
This landing page looks better than the previous one, right? It's all about free space. For more information, see the landing page design guide.
Conversion rate is always low.
An adult marketer never says that he is satisfied with the conversion rate. A good specialist is always trying to increase the conversion of landing. One way not to stop there is post-conversion marketing. It is about the continuation of interaction with the consumer after committing the conversion action.
One of the tools of post-conversion marketing is the confirmation page. Here is an example confirming the effectiveness of this approach:
This is the landing page with which the advertiser invited the audience to a webinar. 2500 people participated in the webinar. Thanks to the confirmation page, 40% of them subscribed to blog updates.
Use the step by step plan to increase your landing page conversion rate.
Well, do you feel like a mature optimizer of landing pages?
Kettle from an experienced marketer can be distinguished at a glance. Lamers look for more complicated tools, carry out endless and aimless A / B experiments, play Andy Warhol, interfering with the work of the designer, make children's mistakes.
Adult optimizers always know what and why they change. They purposefully improve the pages. They often know the result of changes without conducting split tests, but they still use this unconditionally useful tool. Join adult professionals, it will increase the effectiveness of campaigns and save you time.