By Heartburst Digital, 9 July 2021
Very often when designing our marketing strategy we only think about the initial contact with our donors and how to drive them to a landing page, and the strategy and actual design of the landing page is in many cases overlooked.
Whenever a user clicks on a link in an email or an ad on Google, YouTube or Facebook, we are sending them to the actual page where we want them to take action. Making sure that the page where they land contains what they expect is crucial for them to complete the journey. If what they find it’s unlinked to the ad that took them there, then chances are they will be disappointed.
Today we are going to tell you all you need to know to perfect your landing page strategy.
1. Find the purpose of your landing page
Before you get on with the page creation process you need to determine what is the purpose of your landing page. Depending on your marketing objective, your landing page purpose will vary.
There are endless options depending on what you want to achieve, is it a Lead Generation? Are you after donations? Or are you looking for subscribers to your Newsletter? Find your purpose first.
Once you have decided on the purpose you will be able to determine what is the key information you should display and the data you want to capture from visitors. For instance, if you are looking to generate leads of people that may be interested in what your core activities are, you should focus on displaying key engaging information to grab their interest and attention. You should also include a short form to capture their details, with a strong Call To Action to subscribe to know more.
2. Determine your content
Now that you know what information you are going to display, we need to focus on the best way to do so.
First of all, plan your information, determine the specific information you are going to show in your page and its relevance, and plan it hierarchically.
The three most important information clusters you need to keep in mind are:
Make sure you are creating attention-grabbing Headlines. This is the most important copy of your landing page. You need to tell your audience what the value proposition is in the most straightforward way.
Create a persuasive body copy. You already got your audience's attention, now engage with them with a compelling story that will keep them reading and awaken their interest.
CALL TO ACTION (CTA)
Your audience is interested in what you have to offer, and they are hooked with your message. Now is the time to tell them what you expect them to do in a very clear and specific way. Do not overload your audience with multiple action requests, limit it to one single action. Once you have clarity on your desired action, create a direct and powerful ‘Call To Action’ that leaves no room to interpretation.
3. Find Social Proof that Resonates
What would make page visitors go from skeptics to believers? Stories that they can believe and relate to.
Think about social proof as a behaviour catalyzer. If you want your landing page to get people to volunteer their time with you, there will be nothing stronger than a compelling volunteer story that shows how desirable it is to be part of the team.
Different objectives call for different types of social proof. Whatever the desired action is, knowing that other people have been there before makes us comfortable making a choice.
4. Put it together into a memorable design.
Design is everything! Well not everything, but how you present your content is as important as the content itself.
Make sure that you are aware of the user behavior when interacting with websites on different devices, and that you create a friendly user experience.
Pay attention to hierarchy and colour readability. Make sure you are on brand, you want your audience to easily recognise who they are interacting with, and facilitate the retention in their memory of your brand.
When you are designing your page, you can use the interaction of different elements to signal importance or to drive the gaze of your audience towards a specific point in your landing page.
5. Create, analyse and optimise
If you can’t measure it, you can’t improve it. If you don’t want all your hard work to go to waste, you’ll need to identify which key metrics carry the most weight for your landing page before you start creating it.
It is obvious that you need to capture conversions, but there is more information than just that, and you will need to pay attention to it if you want to improve and have the best performing landing page you can.
Keep in mind the following
- Unique view pages
- Sessions by source
- Time spend
- Bounce rate (when do they leave)
Now you have everything you need to know to optimise your landing page and make sure those leads convert!
LET US KNOW YOUR “HEARTBURST” AND HOW WE CAN HELP YOU.
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