Your brand’s online marketing activity is characterized as a funnel of activities involving the acquisition, conversion and retention of prospective and current customers. Each phase of the marketing cycle is influenced by your advertising campaign, efforts so it’s crucial to refine the nitty gritty of each execution.
Once your target audience has been explicitly defined and ads have been executed, the ultimate success of your campaign is reliant on an effective corresponding landing page. That being said, ad messaging and the landing page should be an immediate solution to the searcher’s query in order to advance the prospect down the funnel. This leads to optimization for conversions.
Each of your brand’s offerings should have a unique landing page, whether it’s for products, content offerings or sign up offers. An optimized landing page will have the following elements:
- Relevant, convincing headline
- Clear call to action
- Minimal, but convincing content
- Balanced design that fosters usability and accessibility
Conversion actions can be deconstructed to analyze consumer interactions at the macro and micro levels, and a micro analysis confirms that landing pages are the foundation of effective inbound marketing strategies. A landing page solely exists to reinforce a Pay Per Click ad’s messaging and compel users to interact with your conversion goal, so it should be an optimized environment that caters to the visitor’s task.
Landing pages aren’t necessarily an opportunity to flex design prowess, but the aesthetic should be coherent and organized around the conversions goal. Below is an example of a recent landing page created for Katana’s July webinar. The landing page successfully balances white space, text and color, providing enough information without cluttering the page with tiny text. The headlines and sub-headlines are clearly defined, creating a separation of content from the page shell (the text surrounding the body content).
TIP: Using non-white background colors for sections of the page shell offers simplified structure and content boundaries.
Katana’s Webinar Display Ad (on Facebook):
Corresponding Landing Page:
Desktop is still the highest converting medium (depending on the business), but mobile users are often conducting initial or secondary research on a product or service. In order to increase the likelihood of a completed transaction, the mobile landing page has to be optimized for screen size, device type and context.
Generally, the mobile landing page shouldn’t require additional scrolling or zooming for the user. Since studies suggest mobile users are in research mode, simplify the investigative process by substituting your CTA for a click to call button (which can equate to a 10-20% increase in phone calls).
Just as you would test ad copy, your landing page optimization should be A/B tested to determine impact and effectiveness. A/B test results are wildly unpredictable, so it’s a best practice to test:
- Call to action (CTA)
- Button color and design
TIP: use green for go, orange or red for emotional response and blue for links
- Copy length
Landing Page Analysis
Interpreting your landing page’s effectiveness is more than tracking conversion, although it is important to analyze user behavior, conversion rate, bounce rate and traffic segment variance.
Usually, if your landing page is receiving a bounce rate higher than 75%, the user is not satisfied with the content and solutions on that page. It’s important to analyze both organic and paid search traffic in Google Analytics by filtering out “Non Paid Search Traffic” in the Advanced Segments settings. Within your campaign, you can determine which keywords led the user to a specific landing page by analyzing “Keyword” as a secondary dimension.
It’s entirely possible for multiple keywords to initiate the same landing page, which could ultimately aggravate the bounce rate.