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.
To ensure you always have message match, you should strive to have a landing page for each individual source of traffic you are driving. It might sound like a daunting task to create potentially hundreds of landing pages, but each one doesn't have to be crafted from scratch.
• Social Proof: Everyone's Doing it! Social proof is based on the crowd mentality of, "Everyone's doing it, so I should be, too."
According to Paul Rutherford and other psychology scholars, we all engage in social proof behavior because, "We view a behavior as more correct in a given situation to the degree that we see others performing it … If we conform to the behavior we see around us, we are less likely to make a social faux pas."
A Twitter feed, Facebook badge, testimonial or other form of social proof says, "Hey look, people just like you are using us and finding success, so you should too!"
• Geo-location: Right Place, Right Time. Personalizing a landing experience to include location-specific content—such as a headline that mentions the city the visitor is in, or imagery that shows the local landscape—can help increase conversions. The visitor will see that your product or solution is highly relevant to his or her current space.