We are brimming with knowledge and insight from Unbounce’s PPC week! After all the seminars on boosting your campaigns & testing out new features – here is one of the big topics we thought were important to mention.
Back to the Basics of Landing Pages
We all love to try out new features or buttons on a landing page. Using a neat new animation or an intricate layout that has just hit the market will for sure make my customers convert, right? Not always.
If your landing pages can bake you a cake, walk your dog, & repair your leaking roof, it’s too busy. Unbounce defines a landing page as “a standalone web page distinct from your main website that has been designed for a single focused objective.”
There are two types of Landing Pages, Click Through and Lead Generation landing pages.
Click through pages entice a reader to click a button. A single button that will take them to the next page. A Lead generation landing page aims to get customer information like an email or phone number. In either case, you want the user to take one simple action.
‘Why not send my paid traffic to my main website? It has all of my important service information on it.’
Glad you asked!
Landing Pages that have too many button options or content can:
- Confuse the reader. If the reader is not sure where to take action after they have landed on your page because there are so many options, they may choose a link a link that directs them away from the desired action you want them to take.
- Overwhelm the reader. If the reader clicks on your page and they feel like they are in the Las Vages strip of fancy buttons or there is too much information to internalize, they may become overwhelmed and bounce off your page.
Neither of these options result in a lead & you can bet you still paid for the click to get the user there.
How to get back to the basics
Although we are talking about PPC, your PPC alone cannot make you millions. Your PPC efforts will be fruitless without proper SEO, they come hand in hand. If you have to pay to get a user to your landing page, you better make sure that page is completely optimized when they get there.
You don’t have to be content heavy here. Put forth your three points that provide your user with the reason they should choose your company over your competition. We call this, your three unique statements.
Three points may not sound like very much information to hold on a page, but landing pages are not indexed so users that are actively searching for your website will not come across them. You ONLY want people landing on it who come from a campaign you can measure.
Prepare for the Long Haul
The other part of this is in the long run. For the majority of customers, the first time they visit your site they do not convert. In fact, Wordstream recently released that 96% of people that visit a website leave without completing the desired action marketers want them to take (!!). This may seem like a discouraging number, but this is on the short term side.
The beauty of the customer journey is the next time they search for your company name, they will be led to your website instead of a landing page, when they are fully ready to internalize your important service information and explore the other services you offer.
This is where your SEO and User engagement need to be on point. If you have optimized pages and smooth user flow, you will see you form submissions and phones ringing with clients that are already half way down the marketing funnel and have had a great experience so far.
So, our advice for jumping into the future is to make sure that you don’t forget the past. You don’t always have to dazzle your clients into converting, lead (pun 100% intended) them there one simple step at a time.
Want to learn more about how to nail down your marketing strategy? Connect with Art Unlimited today!