One of the most important features that needs to be configured properly is the landing page. A “pay-per-click” campaign can be flawless in drawing potential traffic to a landing page but if the landing page is confusing, unclear or just looks too complicated, the whole ad campaign could be a waste of your time and money.
The most important principle to keep in mind for a landing page is that it should be simple. Everything from information and call to action must be straightforward and not require any brainpower to navigate. None. It should be simple enough for your pet to use. How? Here are some basic fundamental pieces of a landing page:
Features & Benefits
Landing pages must immediately highlight the features and benefits of a product you offer. Visitors look out for ways a product or service will serve them so the landing page should help them to make decisions based on the provided features as soon as they arrive. If your landing page looks confusing or if visitors have to click around the site to find the information they are looking for, possibilities for a subscription, trial or sale can immediately be lost. A curious visitor looking for details for a spa promotion won’t click on an ad to only to be brought to the spa’s comprehensive history page.
Make sure to answer questions like:
–What is your product?
-What makes your product or service unique?
-Why could potential customers benefit from your landing page instead of shopping around?
Remember, many customers skim over information instead of reading every word. If your headline is non-descriptive or boring, visitors will lose interest and move on to other options. Make sure you come up with a strong headline that will stand out and stick in your customer’s minds, preferably something that will make them curious to find out more.
Call Tracking and Forms
Make sure that it’s easy for visitors and potential customers to contact you. If you prefer they call a number, make sure it can be selected to call on a mobile device. You may need to register for a call tracking service in order to close the gap between PPC and offline phone calls.
If you’re looking for potential customers to register with something more quantifiable like a form then there are a few things to keep in mind. You must request as little information as possible. If your form asks for name, date of birth, favourite colour, hobbies and other fields, visitors will be less interested in completing the form. Keep it as minimal as possible with maybe name, email and phone. Make sure to have a way to follow up promptly with the customer whether it is an email or phone call.
Don’t forget: free trials, samples, or monthly newsletters are great ways to capture a potential sale!
Proof and Offers
Proof that your product or service will guarantee the desired outcome for your customers is a must for your landing page. Anyone can say they’re the best of the best but without proof to back up that claim your word is as good as dust. Reviews, testimonials, success or case studies are excellent ways to demonstrate the value of your product or service. To sweeten the deal, free trials, guarantees or offering a valuable proposition is a great and compelling reason to help visitors to choose you over other options on the market
Call to Action
Finally, after making sure you have all of the above pieces for your landing page in a simple, clean and streamlined way, the call to action is the last move to motivate a customer to take the next step. If the customer is looking to understand where to go from your landing page, it’s important to include a call to action in order to guarantee the conversion to your product or service and/or keep the customer on your website.
Make it easy for your visitors to choose you!