#1. Helps target or understand a specific audience or visitor
A landing page is typically linked to an offer. An offer can be advertised through a call-to-action button on your site, a link in your on-page text, a PPC ad,
A visitor to your landing page would usually have responded to a tweet or specific pay per click campaign. This means that you know exactly the type of person that has responded and can therefore make some meaningful assumptions about them and what they want to do when they visit your website.
So if they had responded to a tweet or pay-per-click (ppc) advert about donation, you are best taking them DIRECTLY to the donation page rather than the homepage where they would to navigate there themselves reducing the risk of losing them through too many clicks to their goal.The same would apply if they were interested in supporting or volunteering.
Given that you will have already targeted a certain type of user by writing a tweet or ad campaign and linking to your landing page, you know that anyone who follows your link is interested in what you wrote. You know what type of user they are and where you want to take them on your site.
If you tweet about donating to your cause and simply link to your homepage you are not maximising on the fact that you already know these visitors are happy to donate. You risk distracting them with other content losing them altogether by requiring too many clicks from them to reach the goal.
Landing page helps you target visitors or audiences with a specific interest or ‘persona’
#2. Increases conversion rate by making visitor take one specific action
The content of your landing page should be specific and focused. Landing pages have just ONE role – to get your visitor to take the ONE action you want them to take. We call this ‘converting’. They should be having no doubt what this action is, and your page should contain no additional unnecessary information.
This means that you should think hard about the heading of the landing page because it should give an indication of what that action should be. Trim the fat and don’t link to any unnecessary information. Landing pages will sometimes even leave out the header and footer navigation in order to keep the visitor focused.
The landing page should spell out the action you want from the visitor
#3. Content will help reinforce your charity’s or cause to the visitor
Visitors will often need convincing before they are willing to take your specified action. That is where the copy of your landing page can make the difference. By stating your cause and its benefit through direct and succinct words and imagery you can give a short snapshot of what you do without recourse to your website. By make sure all necessary information about your charity is included in a not too overtly persuasive or emotive manner the visitor will have the fullest confidence in taking the specific action you want them to take.
The body of the text (copy) should say clearly and succintly why the visitor should take a specific action
#4. Deeper insight into the emotional intelligence
of your visitors or donors
By creating different versions of a landing page and changing ONE element only and then analysing the responses to these individual changes, it is possible for the charity to gain valuable insight into what content and visual appeals to their audience. Armed with this information, your charity can then plan and design current and future advertising and marketing collateral based on the data.
Example of Facebook Insight analysis
Elements that would be typically altered are:
- Headlines
- Main content
- The main image.
- The submission form
- The submit button
Using a video instead of an image
Based on the results, it would then be possible to spend a greater amount on PPC on the greatest performing adverts with the full knowledge of what works and what doesn’t and so therefore the likely outcome.
Takeaway
Effective landing pages will also contain an image that is relevant to the call-to-action text that drove the visitor to your landing page.
- Use a compelling title that is relevant to your CTA.
- Keep your paragraphs short no more than 3-5 sentences.
- Use bullet points to clearly display your value propositions.
- Add a compelling image that is clearly relevant to your offer.
How you design of your landing page is very important as it affects the conversion rate of your forms. The look and feel of the whole landing page must all be relevant to the offer to obtain the highest possible conversion rate.
Design does matter, so if you feel you help in this area contact we today and we’ll be more than glad to discuss your needs. We’ll even give you a 15% discount on your first landing page design.
Click here to see examples of our landing pages.
Call us 0794 9529 231/0208 090 2233 or email: studio@elcassociates.co.uk