23 Keys to Targeted Landing Pages
In the world of marketing, the conversion rate is the golden goose. It is the final goal by which the bulk of our efforts are measured. Targeted landing pages are Web pages that contain detailed information about a marketing offer or message and that attempt to make a convincing argument for why the recipient should join the ranks of the converted.
In pursuit of your own golden goose, your landing page should first and foremost:
- Provide a path for your lead or prospect to become a customer
- Enable your lead or prospect to become a customer
- Resolve any concerns they may have about becoming a customer
Few efforts improve conversion results better than the implementation of targeted or dedicated landing pages. As you implement landing pages for your campaigns, you realize advantages, such as:
- Improving the conversion rate of marketing campaigns
- The ability to test individual and global design elements and isolate the most-effective conversion components
- High visibility and tracking of visitor engagement and behavior
- The ability to display messaging specific to the source or to the list segment
- Contributes to your website's search engine optimized (SEO) content
- Enables you to use heat maps for a graphical view of engagement
Design is the most-important consideration when implementing targeted landing pages. A well-designed page will easily and positively impact your conversion rate. Trust in the designer is critical—especially so if your page has a form and you are attempting to collect information from the visitor—an effective and professional design will go far in establishing your credibility and trustworthiness.
Headline and Page Title
You have about two seconds to convince your visitor to stay on the page and this makes your headline crucial. Make sure you get it right, even if you have to get it wrong first. Using targeted landing pages, you can easily test several headlines through the use of duplicate landing pages or by making changes to your primary page over a span of time.
The page title is the text that displays in the browser bar when the visitor is on the page. Page titles, like headlines, are indexed by search spiders and should incorporate important keywords from your campaign.
In checklist format, your landing page's design and content should:
- Have a clear, concise page title
- Have a clear, concise headline
- Be professionally designed
- Be presented in a single column
- Use limited images
- Be design-consistent with the campaign vehicle
- Eliminate distractions
- Display important content above the fold
- Tell visitors how they will benefit
- Use clear, concise language
- Stay focused
- Provide a single call to action
- Only ask for what you need
- Load quickly
Landing pages can also improve your SEO because they are filled with keywords about your business or product. Search engines strive to provide timely, relevant and helpful results. Landing pages that attract visitors, engage them for extended periods, and that are keyword-rich can have a noticeable impact on your search-engine ranking.
Test, Track and Tweak
To get the best conversion rates from your targeted landing pages, you must test, track and tweak. These tweaks—in the form of page updates—will also contribute to your SEO efforts. Best practices are simply guidelines to help you develop your landing pages. Only through tracking your offer with your design to your customers will you come to know what combination produces the best results—for you.
If you spend much time working toward website SEO, you undoubtedly have concerns about duplicating landing pages for your testing. With your targeted landing pages you will ideally be using custom headlines for each page (with H1 tags), and a welcoming paragraph. This customization minimizes the amount of content that is an exact duplicate. What's more, multiple landing pages that receive extended visits from engaged traffic and that drive form submissions and clickthroughs are a substantially different scenario than intentional and misleading propagation, and search engines recognize this.
Campaign Source Tracking
In its broadest definition, campaign source tracking refers to a method of identifying from what source a visitor discovered your site, or in the case of targeted landing pages, a specific page using unique links. Campaign source tracking offers an alternative to multiple targeted landing pages, but it's not an exclusive arrangement. You can combine the use of campaign source tracking codes with targeted landing pages and reduce the number of landing pages that are needed. We prefer landing pages because we can customize the content on the page and therefore provide a more relevant experience for the visitor.
Whether you choose targeted landing pages solely or to add targeted landing pages to campaign source tracking, your conversion rate will improve as you test design, content and structure. The lessons you learn from one campaign will serve you well in subsequent campaigns, even campaigns for different offers.
References and Credits
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.