When you are running PPC campaigns it is critical that you have a landing page optimized for the ads you are running in your campaign. When you are running an e-mail campaign it is as much critical to have an optimized landing page. Actually, for every campaign there must be a landing page that will extend the offer that is promoted before getting to the website.
Thus, very often marketers spend as much time optimizing a landing page as they spend trying to get the visitors to it. The bottom line is that the landing page is the last step before the visitor chooses whether to engage with the product/service. If the landing page is not optimized than all prior efforts are gone with the wind.
First of all, segment your audience. As you target your ads, e-mails or any other form of communication, you need to make targeted landing pages for each of the segments in your target audience. Put some effort in it, do not go with general landing page for all your segments. This may cover all your targets but the results will not be as good as when you have targeted landing pages for each segment.
Second, the content of the landing page must not repeat what the ad/e-mail had to say. It actually has to extend what the ad/e-mail said. If the visitors is at your website, they have already read your ad and they need something that will add value to it. You have just a few seconds to grab their attention, otherwise your bounce rate will go sky high and conversion rates will go deep down.
Third, focus the visitor with a concise headline. Make the headline clear, easily noticeable, and in a relevant position on the page. Imagine going down the street and seeing a newspaper with big teasing headline. It is very probable that you are going to stop and buy that newspaper. The same goes for your website.
Fourth, your landing page design needs to be consistent to your brand, to your website, to your ad, to your e-mail, to your audience. Yes, it has to be consistent to all of that. Marketing 101 says that your professionalism and trustworthiness is not only presented in the product you are offering but also in what and how you communicate with your target audience. Your landing page is the first thing the visitors see.
Fourth, what’s the goal of the landing page? When you get the visitors to your website your goal is to convert those visitors. So, the landing page needs to have some kind of call-to-action that will trigger a registration/engagement form that the visitors will fill in and convert into leads. If there is no call-to-action, then visitors will simply leave your website after reading what you have to say. You will not know who or why visited your website.
Fifth, motivate sharing. In the era of social networks not having sharing buttons in equal to suicide. Allow your visitors to be able to share your website/offer with their peers.
As I said, optimizing a landing page can be very long, scary and tricky process. But, as Conversion Rate Experts say:
“Increasing conversion rates is more exciting than having sex!”