Elevate Your Landing Pages from Zero to Hero
Landing pages hold the key to turning casual website visitors into valuable leads and ultimately, loyal customers. These web pages and their forms are strategically simplified to capture essential information and hold immense power when it comes to boosting conversion rates. Despite their familiarity, the art of optimizing landing pages for maximum impact continues to present itself as a challenge for many, but as an opportunity for all. In this blog, we unpack the elements behind creating well-structured, impactful, and conversion-oriented landing pages that deliver results.
Elements for Conversion
1. Value-Centric Exchange
Landing pages are a simple, effective, and non-invasive way to initiate a data exchange. To further incentivize visitors to share their information, a compelling offer’s essential. Craft an incentive that resonates with your audience, whether it’s an exclusive case study, industry-specific tips, or free resources that address the visitor’s pain points.
2. Call to Action
The call to action (CTA) is the driving force behind a successful landing page. It propels users to act, with phrasing such as “don’t miss out”, “learn more”, “click here”, and so on. Landing pages should be designed with a single, concise call to action. Too many calls to action can create confusion, so again – stick to just one powerful, action-oriented verb that leaves no room for ambiguity. What you want the user to do should be simple and clear.
3. Simplistic Copy and Imagery
Keep your copy and imagery straightforward, in harmony with your CTA. Every word and image should serve a purpose. While the landing page can include thought-provoking and exciting design, it should not be over-loaded with complex graphics. Your main goal’s to be persuasive, straight forward, build trust, and deliver information. Additionally, imagery should lead the viewer’s eye to the call to action, whether that’s through actual arrows and movement or simply with a layout that guides the potential customer along.
4. Efficient Opt-In Process
Seamless user experience is key. Optimize your form fields to strike a balance between collecting essential information and respecting the user’s time. A visitor to a landing page is already close to converting. Make sure it’s easy for the visitor to fill out desired fields (or risk that visitor abandoning the process). Remember, a shorter form often yields better results!
5. Design Optimization
Above-the-fold content (on both desktop and mobile) is your prime real estate. Ensure easy access to vital information. Additionally, ensure your landing page is mobile-compatible, as a significant chunk (over half of all traffic) comes from mobile devices. Lastly, eliminate any detouring links that might distract users from the main goal.
6. Continuous Improvement
The work doesn’t end once the landing page is live. Be sure to regularly evaluate its performance using tracked metrics. A/B testing’s your friend – find the sweet spot between different landing page formats and form fields that maximize conversions.
Landing pages, when strategically crafted, can transcend from mere entry points to formidable conversion tools. By understanding and implementing the key elements discussed above, you can create landing pages that not only capture leads but nurture them into loyal customers.
For more strategies, expert tips, and industry insights to enhance your lead generation efforts, reach out to our team, here. We’ll elevate your landing pages; you’ll watch conversions soar.
Make a Mint off of Print
In last week’s blog, part 1 of the Power of Print series, we discussed how powerful print marketing really is, and how beneficial it can be as a central branding and promotional tool. This week, we have for you, part 2 of the series. Now that you’re convinced of its importance and relevance, we’re giving you key tips and tricks your business can use to enhance the power of your print marketing.
We know you’re busy, and you likely want to save all the time you have for productive business efforts and possibly some great marketing, so, we’re making this a quick and easy read. Like we said, we have more than a few (8, to be exact) top practices to create effective print marketing materials…
8 Ways to Improve the Power of Your Print
Know Your Audience
Any print material you distribute should be at least somewhat personalized and developed with your key audience in mind. Make sure your messaging and visuals speak to the people you’d like to reach above all else. Before even creating your print marketing materials, take time to research and understand your audience, looking into not just their wants and needs, but also their pain points and expectations.
Don’t Push Design Aside
You may think design can come as an afterthought – the last piece of pulling it all together and getting your marketing printed, but the total opposite should take place. Think through your visuals just as you would your content and call outs. Use them to connect with your audience and grab their attention. And, don’t skimp. Print’s already very cost effective, so spending that extra bit on design, paper, and colors is worth it, and could be the reason your audience starts to love your brand or continues to be loyal.
Have a Clear Message
When you’re dealing with print, there’s usually a limited amount of space available, at least compared to digital. There’s not as much room to “say it”, so your forced to “say it right” (which can be a great thing when determining necessary messaging to entice customers with fleeting attention spans). Make sure your message, especially your call to action (what you want the customer to do or know) is loud and clear – not hard to find. Don’t clump all of your products into one postcard. Instead, feature a few products, or better yet, use data to personalize the material and feature that specific customer’s favorite merchandise.
Make it Relevant
We’d like to reiterate – because of just how important it is – to always research, understand, and consider your target demographic before creating print materials. Why would your product or service interest them? Why would they need it? How could your material catch their eye? Personalizing this content will make it much more memorable and impactful. In fact, in a study conducted in 2019, 72% of consumers claimed they only engaged with marketing messages that were customized to their specific interests.
Engage the Senses
When it comes to creating print marketing, don’t just think about what the eyes can see. Print marketing is very much a multi-sensory experience. Consider textures, sounds, and scents (yes, scents!) that evoke feelings within your customer – whether those feelings are excitement, envy, importance, or nostalgia. Incorporating a three-dimensional effect, such as a texture, embossing, or thicker areas of material, can help your print marketing stand out among the rest.
Use a Call to Action (CTA)
Like we said before, you want your call to action to be loud and clear. You don’t want your potential customer setting down your print material without clarity on what you’d like them to do. Make sure to include your address, phone number, and any other applicable contact information like an email address or social account(s). Consider including a coupon for them to use or a sign up for a rewards program, subscription, or membership.
Combine it with Digital
Gain trust and credibility by incorporating digital touches within your print marketing, like QR codes, PURLs, social accounts, and other web references. The best part? Doing so will make campaign attribution a breeze, and will make it easier for you to follow up with interested customers.
Pick the Perfect Printer
The last step of any print marketing process is finding the right printing company to work or partner with – that has affordable yet reasonable rates – and quality print products. Seek out a company that will not only print your materials, but will care about your bottom line and success (almost) as much as you do. They’ll likely offer a variety of printing options, and will have a creative vision for your campaign and/or overall marketing.
Not to toot our own horn (okay, maybe a little), but at Strata, we’re print experts and it’s in our DNA. We’re prepared to work with you whenever you’re ready to brainstorm your next print marketing project. Just contact us when you’re prepared to make smart happen.