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How to Ensure Your Landing Pages Take Flight

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When running digital campaigns the landing page (LP) is any destination you choose to send your audience to once they click your ad. It can be as simple as your website, a custom made page or even your app store page. Depending on what you offer and how many products you produce, you may have a single site, or you could have many landing pages setup for each product, thus giving your audience a better experience by showing them something directly related to each ad. 

Your landing pages are one of your most important assets, and are usually your most maintained. It doesn't matter how well your ads perform, if your landing page has issues you'll feel it. It’s just like a physical store - you can hand out thousands of flyers and get hundreds of customers to walk through your door, but if they enter and are disappointed or feel mislead, they simply won't buy, plain and simple.

Sending customers to a bad landing page is not only a waste of your money and effort, but just as a good experience leaves a good impression, a bad one can cost you more than just immediate monetary loss, with bad online reviews tainting your brand. 

The days when a bad review in the newspaper would disappear the next day and people would forget about it are long gone.

So how do you know if your LP is any good?

The only real way to know is to test, but if you follow these best practices you'll undoubtedly improve your chances:

  • Make sure your LP is related to each, specific ad - People clicking on an ad should get to a page with the same vibe, messaging and focus.
  • Speed is one of the most important factors - No one wants to wait for your page to load.
  • Be very clear with your messaging - Don’t use sentences which sound cool but mean nothing, like “ Unique Solutions For Everyone”. People should know what you offer straight away.
  • Choose colors wisely - The colors you choose have a direct impact on users emotions - make sure you're setting the right mood for your customers. If they can see it, it's important.
  • Keep your most important information and offers above the fold - The visible part of the site, viewable without scrolling as soon as a user enters.
  • Provide information but limit the user's need to click to get to more info - If information is in another tab or page, you have to assume it won't be viewed. Your main page info therefore must contain the relevant info and pitch.
  • Provide benefits of using your product/service - As opposed to reasons why.
  • When possible make sure you use trust building elements -  Things like testimonials or examples of some of your clientele and press mentions.
  • Have an offer, don’t just build awareness - They're already on your LP, make them an offer they can’t refuse. Adding limits on your offer can help, such as first 50 buyers, limited to..., etc.
  • Have a Clear Call To Action (CTA) - Most people won’t undertake an action unless they're guided to do so
  • Make sure all your LP have conversion tracking pixels - Conversion tracking and re-marketing pixels can be hugely valuable and are easy to implement
  • Test each element - Make sure they perform as needed. Even the best LP won't help you if the form you're asking people to fill out doesn't actually work.

A/B testing

A big part of your LP success is related to consistently testing it's elements and optimizing accordingly. Many companies invest heavily in testing various elements on their LP’s, making small changes to see the effect, like changing the color of a call to action (CTA) button or shifting the elements around. One common mistake is continuing to A/B test a LP which is not converting well without coming to the understanding that changing the elements is not the issue. The issue could be the template design, the load time or any of the above listed points.

If your LP has for example a 1% conversion rate, any change you make to a button will only take you so far - understanding what the issues really are, is key to improving performance. Test the full funnel, mark optional issues for testing, hold a test group or any other method needed. 

If nothing works, it may be time to reconsider a whole new approach, and a new design. 

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