02 Paź Going home: Optimizing Your Landing Page for Multi-channel Marketing
Multi-channel marketing, also known as cross-channel marketing, is making use of multiple channels to market a business to customers. It is essentially hedging your bets on as many media as you can to market to as wide of an audience as possible, and it also makes it easier for customers to reach you by having other ways for them to do so.
One of those media is most likely your website, whether it is in a blogging platform or a separate host. It should have a landing page, which visitors are meant to see first upon accessing your website. Advertising and SEO are not the only things you should having going as they themselves will not turn visits into leads.
Optimizing a landing page is about making it more visible and give good user experience to encourage engagement, thus leading to conversions.
Determine the Landing Page’s Main Purpose
The landing page is meant to welcome visitors into whatever value you are looking to give, as well as persuading them to heed your calls to action in order to convert them from mere observers to actual customers.
To make it functional, its specific purpose must first be determined. You must first be able to pinpoint whether you want it to generate leads, pitch your idea, entice subscriptions, or so on. You must make that purpose specific in order to prevent distractions that may detract from it and to be able to direct your audience better.
Focus on One Goal
When someone gets to a landing page, that person must be able to surmise what it’s for in one glance. Therefore, it’s imperative that you focus on one goal for your landing page. The key to optimize a landing page to focus on one goal is to keep it simple. This can be done to two major aspects of the landing page — headline and links.
You should also have one clear and concise headline to top things off in your landing page. Create a clear and meaningful headline much like the title of an article or the subject line of a marketing email. Readers should be able to determine what the page is about right way and it should contain the main idea of everything in there.
Meanwhile, the links inside a landing page are exits that lead users to other places, thus making the landing page much like a hub that can lead to wherever you may want users to go. The more links there are in a landing page, the more reasons you give people to go away from that page, most likely never to return.
Therefore, it is best to have only one link that you wish for them to go to, which is the call-to-action button. The CTA button funnel users towards where you want them to go, whether it’s a registration page, online store, or so on.
Identify and Set the Value Proposition
Marketing is always about what the people want, and you have to be able to give what they want. In order to do that, you need to know your target audience and how you can best give them what they want. Landing pages should be designed with their desires in mind, and not just your own. You should design yours with the highest value you can give to your audience in order to bolster your call-to-action and its chances of conversion.
This can be done by making your promises explicit in your copy. Whether it is about promising to increase value in something or to take away what ails them, your copy should directly address it. You can make it simpler to read by enumerating them in bullet points, mentioning only the most important things to consider. That copy should then lead readers to the call-to-action for best effect.
Control the Journey with the Fold
You may have everything technical with your website sorted out, especially with your landing page, from its loading speed and search engine optimization to its visual design, links, headline, and copy. However, there is usually one element most people tend to neglect, and that is how the landing page is laid out.
In broadsheet newspapers, there is the concept of the fold. Newspapers are typically folded in half, with the half “above the fold” bearing the name of the paper and the main headline. The same concept can be applied to landing pages. Most of what you have to communicate to first-time visitors should be right there “above the fold” without having to scroll down. That includes the name of your website or business, the headline, copy, and call-to-action button.
The gist here is that only the most important elements should be “above the fold,” and you can then put additional information and other elements below it if necessary. This ensures there would be no distractions that can detract the audience from your primary message. They can then look “below the fold” or click on the CTA button if they want more information.
Craft at Least Two of Each Element
It is quite difficult to get things right the first time in marketing. Coming up with a headline or copy that hits the spot may take a few tries, which is why you should always test your methodology. Utilizing an A/B test when you are first trying to come up with the right approach is recommended, and the best way to do so is just to have two of the same element that you can pit against each other to see which one works best.
Make two headlines, call-to-action buttons, color palettes, copies, and so on for each landing page you wish to test. You can then put them up for a sample set of the audience to see which one they respond to more, which can then be tracked in tools like Google Analytics. You can then determine which one is best for you.
Consider Basic SEO
Showing up in search results for relevant keywords entered in search engines is still one of the best sources of traffic there is, which makes search engine optimization relevant in bolstering your landing page. Have relevant keywords in your title tags, header tags, metatags, image alternate text, and body text so the landing page becomes more visible in search engines. Internal and external links to the landing page can then boost the effectiveness of your SEO even more, as well as lead more people to it through direct linking as well.
Even if search engines are not your primary source of traffic, it is still a good idea to have your SEO on point since the audience it draws in can still be fairly significant. Also, good SEO also can make your landing page’s appeal more powerful by making it more relevant to your marketing campaign through its proper practice.
Always Add Social Proof
This is always true with any form of marketing, even before social media or the Internet came about. Having satisfied customers vouch for your products and/or services is powerful and can help persuade audiences to decide on availing of the value you are providing, as well as assuring them that whatever you are selling is not risky or faulty.
Things like testimonials, statistics, awards, badges, and so on can help supplement your call-to-action, thus making your landing page more powerful.
Integrate Analytics to Track Page Activity
Being able to track your landing page’s progress can help you adjust when changes come to light and find ways to improve on it. You can get easy access to these statistics through analytics, and platforms like Google Analytics can be integrated to your website’s own metrics in order to show key statistics such as view counts, bounce rates, average times, referral sources, and conversion rates.
Those statistics let you know how much user engagement your landing page is getting and help you understand how visitors tend to behave. You can then put the knowledge gained from those analytics to good use, optimizing your landing page further to make it more effective.
Put Everything into Practice
You would want to hedge your bets and do everything you can to make sure your landing page performs as best as it can to draw audiences in and convert as many of them as possible.
While you may choose to do one or two things to enhance your landing page and then do whatever you want with its design, it is still better to do more in order to truly optimize it for your purpose.
The landing page is merely one of the many things you can optimize for your multi-channel marketing campaign. Getting your landing page right takes you a step towards strengthening your efforts in increasing your visibility and converting your audience.