Promo Landing Pages - Your Marketing Engine
Marketers know the fundamentals of Home landing page best practices: 1) Relevant and Compelling copy, 2) Top-right form placement, and 3) Social presence. The following simple actions can also boost your page conversions.
Speak to Their AOI
The old one-size-fits-all content doesn’t work today. To achieve real engagement in your landing pages, use lively content that speaks to this audience (area of interest), as if they are a new friend and you are getting acquainted. Define a message based on what you already know about them—mention things they relate to such as their work or industry or even hobbies then define how you share common interests.
When you set yourself apart with text that doesn’t sound like it just came out of a jar, more times than not they will stop and read on … because you are different! And, they know that your attention is aimed at them.
Up Your Image Game
Humans process visual information way faster than reading text. That’s why it pays to spend more time choosing images that appropriately impact for those you are pursuing. Rather than show them a picture of your product, your headquarters building or company President, consider who you really want to attract – then use images that appeal to them. If you spark an emotive response that they relate to, they will stop and check out the message.
Use Forms or Not
With more buyers using mobile devices and social media platforms, it’s harder to stay connected. Meaning forms may not be the best way to capture data anymore since people don’t really want to fill out a form ‘right now’.
There’s a bunch of non-intrusive ways to gather prospects’ information that capture registration and lead information through social media channels. By integrating your paid ad campaigns with your marketing automation tool/CRM system, you capture the data you need without hassling your prospects or redirecting them to another “Form” page. And, when prospects aren’t required to fill out form fields up front (yet know that their information is being collected), they appreciate the shortcut.
These tips can be fixed right now; if you do you’ll start seeing more responsive results very soon. So, before you send out your next marketing message, think critically about your landing page. Ask yourself:
- Is the image really impactful?
- Is my text personalized and targeted?
- Have I minimized the number of form fields?
Do some or all of these things and you’ll begin to notice high-converting campaigns. And by testing and optimizing each element as you go, you can push your conversions even higher. Happy landings!