Your landing page is the most likely funnel point to produce a conversion lift for your campaigns. Many of the reasons why landing pages work so well to improve conversions are similar to quality score factors. However, instead of appealing to the Google ad bots, your landing page is now responsible for persuading human visitors to become customers.
Here are some reasons why using landing pages to engage your paid search traffic will increase conversions:
Message Match & Influencer Match
When a customer clicks on your Influencer Content, they typically spend 5 seconds on your page before deciding whether to stick around or not. Provide a clear headline that strongly matches influencer message and will give people a sense of positive reinforcement – that they made a “good click”.
This allows you to survive the 5-second rule test and gain the opportunity to tell your story to your prospects.
Strongly related to message match is subject focus. Your homepage probably communicates multiple messages, or shows multiple products.
If you count the links on your homepage you might count 20-75 interaction points – this is focus dilution.
A correctly designed landing page should have only one.
Consider the example of a ninja tossing a throwing star at you. If you’ve got some decent reflexes you might catch it before it strikes you. However, if he threw 4 stars simultaneously, you’d be unlikely to maintain focus on any one of them, leaving you with a bunch of metal objects sticking in your chest.
Clearly that’s no way to treat a potential customer.
Effective salespeople are good storytellers. Effective landing pages take an idea (the ad) and expand on it to provide a clear and powerful motivational story. This is done through the implementation of persuasion design techniques. These include a hierarchy of content types or “chapters” including:
- Unique selling proposition (USP)
- A succinct and compelling overview
- Rich media showing context of use (video or photography that shows the product or service in use)
- A list of benefits and/or features
- Testimonials and indicators of social proof
- Directional cues to guide the user and direct interaction
- A seductive call-to-action (CTA)
The goal is to lead visitors through this series of “chapters” and persuade them to become your customer.
Your homepage often has to do this in a way that is generic enough to talk to multiple personas or to support multiple products – and would become too content heavy if it tried to accommodate the story or sales pitch for every campaign you are running.
Conversion isn’t about standards or best practices, it’s about experimentation and creativity. A landing page can use content in ways that breaks the structure or rules of your website (while still staying within the brand). Maybe a page with 15 testimonials will convert really well. Perhaps you just need a headline, a short list of features, and a video. You can test many variations of message and layout by using standalone landing pages without redesigning your website or seeking the consent of multiple departments.
Landing pages simplify and improve the influencer conversion experience for your prospective customers. They do this by enabling more focused messaging which boosts your quality score and reduces your cost-per-click. At the same time they reduce the post ad-click bounce rate which improves conversions.
All of these factors combine to produce a higher return on your marketing spend.
You will see a better ROI by optimizing your landing page for improved conversions than you would by increasing your influencer campaign budget.