Campaign landing pages are key to any successful campaign, and are widely used by various sized businesses for varying campaigns. Whether you’re enquiring about a new car, financial services or even signing up for a webinar, conversion based landing pages are the key to increasing your lead count and also the quality of leads.
What is a campaign landing page for?
The beauty of a campaign landing page is they can be quick to fix and they can be completely designed as a lead gen tool away from your website, meaning it doesn’t have to completely follow the structure and framework you have set-up already. You can tweak content, swap out images and run tests before launching your campaigns in full. It can also be a good test for if you’re considering redeveloping your existing website as you can find out what potential customers respond to and carry this across to your main website.
What needs to be featured on a campaign landing page?
There are six key pieces of information that we recommend you feature on your landing pages:
When the user has clicked through from your campaign ad, you want to ensure the messaging from the advert matches the messaging on the campaign landing page. This is so the user knows they have landed in the right place and that the product/service they are interested in is actually what is on offer.
Always ensure that the messages across your adverts follow onto your landing page. If you have multiple ads for different offers, we recommend having multiple landing pages as the more specific the message, the higher chance you have of people converting.
For example, if you’re running campaigns for people looking to sell their homes and people looking to rent out their homes, you won’t be able to have consistent messaging on the same landing page as they are completely different services. Different campaigns need their own landing pages for them to be successful.
A big selling point for a lot of businesses is that they have clear USPs as to why customers should sign up to or purchase their services. This type of short and snappy messaging is all a lot of people need to see to be convinced to enquire. Across all our campaign landing pages, we ensure that we feature either clear USPs on the service we’re selling or USPs on the business itself.
As a user, if you have clicked through from an ad campaign, you’re already halfway there and have entered the sales funnel. The landing page is the final element before getting customers to enquire so you want to do everything you can to convince them to pick up the phone or fill out the contact form.
When a user lands on your landing page, an image can reassure them that they have in fact landed on a page relevant to the messaging from the ad. If someone is enquiring about a lift installation, and when they land on the landing page where there is a picture of two people laughing in a park outside, they’re going to be confused as to the relevance and question if they’ve actually landed in the right place.
Use relevant imagery and also consistency from any ads through to the landing page itself. You want the user to trust you so don’t give them any opportunity to second guess themselves. If you’re selling lift installations, feature a picture of a lift – it’s that simple!
The most important item on this list is the call to action and how it’s used. We have run various campaigns and tested two different avenues, both of which have been successful for different clients. This includes having the enquiry form either on the main landing page or on a secondary page. No matter which you choose, you need to ensure all CTA’s point to what you want the client to do.
For example, if you have a form at the top of the page and the user scrolls down to read more information, there needs to be a clear CTA visible on their screen so when clicked, they’re anchored back to that form where they can then enquire.
It’s important that all landing pages contain clear CTAs throughout, not just at the top where the user first lands. After every content section and every sales message, feature a CTA to remind the user what they need to do to get in touch.
Featuring client testimonials on your landing page is another way to reassure potential clients that not only have you offered your product or service previously, but that customers are happy and they have taken the time to leave you a positive review.
Many customers will now review testimonials of a business, product or service prior to enquiring or purchasing so having them readily available on your landing page for potential customers to read through is another selling point as to why they should choose you.
Additional content can sit towards the bottom of the page to support the overall campaign. This content could be explaining more about your business or about the product/service you’re offering; as long as it’s relevant. You can also feature additional content such as videos or FAQs – they may support the customer and answer any outstanding questions they might have before they enquire.
The top 6 points all tie together to support your campaigns and increase conversation. Another note I would like to add is don’t be afraid to split-test your landing pages and try different elements. For example, trying different messaging and imagery on one page vs. another and reviewing the data could help you to understand what types of content customers are grasping and understanding more and which landing page you should roll out fully with a larger budget.