A targeted campaign with a clear focus all the way through to the end, gets better results than simply driving people to a homepage.
The aim of your homepage is to be a great summary of your website. It should include teaser information appealing to your target audience with links leading to other pages of your website and a clear way to contact you.
Your target audience might be interested in your product or service for variable reasons which means you need to cover all variables and make your homepage interesting for all of your audience types. Hopefully, you will have drilled down user journeys and call to actions depending on where you predict the user will be interested in clicking next.
If you are driving a campaign audience to your homepage you would probably include a prominent feature which ties in with the rest of your campaign, so that you effectively 'continue the hype'. However, if your campaign-related content is competing for attention against the other stimulus on your website, you could ultimately lose your visitor’s focus and your campaign will be less likely to end in conversion. Unnecessary distractions and noise around your campaign goal essentially dilute's the campaign experience.
A successful campaign should be a by-product of your overall offer and it should be targeted to one selected type of audience whilst highly focused on one goal. A great campaign should lead with a strong message which makes the target audience aware of a specific USP or a particular set of benefits in a way which speaks to them and ultimately compels them to take action and convert.
Therefore, it makes sense to send your audience to a dedicated landing page which is purely dedicated to continuing the momentum of a specific campaign. A bespoke landing page will provide a truly focused experience and therefore convert better than if you sent your audience to any other page of your website.
A successful campaign conversion experience delivers the following:
Captures the visitor’s attention
Maintains the visitor’s attention
Focuses the visitor’s attention
Compels the visitor to act
A conversion optimised landing page should have an Attention Ratio of 1:1 which means it carries information relating only to the campaign's sole message and goal. Your company logo can always link back to your homepage if you wish, but with a strong campaign message this is not necessary. Including the rest of your website’s navigation is also unnecessary. The success of a campaign is usually measured by completion of one single call to action.
Think about the following when creating your dedicated landing page
Match the design and the message of your campaign completely. To build really strong message match, use the headline of your landing page to reiterate the main point of your campaign ad title/description. If your brand or message is strong enough, you could tease the audience in your campaign with a mysterious yet attractive message, then repeat your teaser along with the rest of the information on the headline of your landing page.
Use the rest of your content to explain your message in a positive and friendly way with a voice that speaks directly to the visitor. If in your campaign message you asked a question, answer it. If you made a bold statement, justify it. You could even start by expressing gratitude to the visitor for showing up and end by offering a further helping hand over the telephone or in person. Showing you care and creating a friendly experience will evoke warmth which is a very good start for a budding relationship.
Include a visual demonstration of your product or service with an aim to show the visitor exactly what the outcome and experience will be like. This could be a video, a flow chart, case study, testimonial etc. If you know your audience well enough (do your research) then you will know exactly what questions they will need answering in your demonstration.
Audience research is an essential and beneficial part of campaign planning and provides true information to base the context of your campaign on rather than pure assumptions. Analyse the data you already have (Google Analytics, CRM etc) and put out surveys, get involved in discussion forums, do some social listening and even create focus groups.
4. Call to Action
Forms are a popular (and the best) to use for this as they also capture important data, allowing you to build a database. Keep your form short and concise, include a headline to compel the user and use multiple choice answers where possible by use of drop downs or radio buttons. Open questions and long-winded forms will give your visitor too much thinking time and increase the chance of drop-offs.
To increase the chance of action, include an incentive in exchange for your visitor's personal data. This could be things like ebook/whitepaper/report, webinars, newsletters, consultations for professional services, discount coupons, contest entries, free trials, product launch notifications.
- The form is your last chance to compel the visitor to act. A good form might look like this:
- Headline to sell the reason for the form
- Description or bullets to highlight the benefit of what you're giving away upon completion
- Simple form with descriptive fields (original labels and questions can capture attention)
- Submit button with context (create a free account, get my guide to landing pages, give me a free trial)
- Trust statements or links (to reiterate why you are the best)
- Closing urgency or context-enhancement statement
Measure your results
Don't forget to set up event tracking or conversion goal in Google Analytics and use a unique clean URL in your campaign driving material so that you can measure your campaign results. If your campaign is multi-channel you can also use campaign tagging using the Google URL Builder to segment your results in Analytics by campaign medium and see which channel was most effective. These links will be lengthy so you will also need to use Google Link Shortener or Bitly to turn them back into clean URLs.
Follow these pointers and let us know how it goes - happy campaigning!
To optimise your website landing pages for better conversions, speak to us about user testing, user experience, split testing and conversion optimisation.