When landing pages are targeted and specific, marketers have a better chance of converting visitors into leads and buyers. Here's a short case study, followed by best practices.
Millennium Bankcard Mini Case Study
Millennium Bankcard is a national provider of credit card processing and merchant account services with a network of more than 100 partners. Millennium Bankcard and its network provide credit card processing solutions for all types of businesses including e-commerce, retail and merchants who take orders by mail or phone.
Millennium Bankcard wanted a way to create landing pages for each of its partners to help them improve conversion rates.
The company adopted a landing page platform, LiveBall, so it could quickly create landing pages to meet this goal. Rather than having a one-size fits all landing page, Millennium used the platform to create many contextually relevant, partner-specific landing pages. The resulting conversion rate was 14 percent, on average, with some pages converting as high as 46 percent.
The combination of partner-specific pages and landing-page best practices to build trust, proved to be a powerful combination that yielded great results.
Here are three quick ways to use specific landing page best practices to create a more targeted, relevant experience for your visitors and improve your odds of conversion:
• Message Match: Earning Trust. Message match simply means matching your ad copy to your landing page copy word-for-word. Nothing will ruin your credibility and confuse your visitor more than a mismatch at this first crucial point in the relationship.
Imagine an ad that reads, "30 percent off your purchase of an Acme vacuum," and a landing page that reads, "Save 5 percent now off of a Widget vacuum." A mismatch between an ad and a landing page leaves the visitor confused. And more often than not, when this happens the visitor bounces—leaving you with a missed opportunity.