Landing Page

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.

How to Attract Your Audience

Video ads aren’t anything new, but keeping up with the rise of their increasing online presence is. Most of us don’t even realize how often we come across video ads. With so many different apps and sites, it’s important to get your company’s video ads out there, in the right places, and noticed. The key is to look beyond traditional practices and dig deeper into the variety of different ways and places you can utilize them. Follow along as we take you through best practices for video ads.

Rise of Video

With the rise of social media and its many marketing uses; video advertisements have been more popular than ever before. So popular that, in the past 30 days, more video content has been uploaded than video created by major U.S. television networks in the past 30 years. Moreover, it’s estimated that the average person currently spends 100 minutes every day watching online videos. This is a 19% increase compared to daily viewing minutes in 2019, which stood at 84. What all of this means is that it’s not just that people are watching more video than ever before, but that competition for this space is on the rise. Stay on top of new trends and ways to engage your audience over your competitors with our five tips and tricks, below.

1. Choose the Right Video & Placement

The right video placement can be the determining factor for your video advertising success. Before anything else, make sure your company has a clear idea of where you want these ads to be – and where they’ll best meet your potential customers. Here are four highly successful video ad placements to keep in mind as you’re getting started.

Skippable in-Stream Ads: Skippable, in-stream ads play before, during, or after other videos. After five seconds, the viewer has the option to skip the ad.

Non-Skippable in-Stream Ads: Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don’t have the option to skip the ad. 

Native Video Ads: This video ad format blends in with the website’s layout for a seamless interaction.

In-Banner Video Ads: In-banner video ads are videos built inside a banner ads.

Knowing these four placements can allow for your brand and message to be properly delivered the way you’d like it to be within your diverse video ads.

2. Captivate

When we say captivate, we mean make a good first impression. It’s best to keep your videos around 15-60 seconds, because most of your audience may drop off if your ad drags on too long. The message may begin to get drawn out and blurry, causing the viewer to forget it. Short and sweet is the rule of thumb, and grabbing their attention in those first 3-5 seconds is key. You really don’t have much time before the viewer may click “skip ad” or exit out completely. Keep users engaged by using upbeat music, compelling questions, humor and more, based on your brand voice. Once you have your general ad idea ready, figure out the best place to position the ad. 79% of the people say a video ad has convinced them to buy a product or software – so make sure its length and creative makes it memorable. Not sure where to start? Take a look at one of our personal video ads below for inspiration.

3. Personalize

Online video ads tend to differ heavily from traditional television ads. This is primarily due to the personalization of online ads. Using personalization tactics can give you an impactful advantage over your competitors, so take advantage of this and research and study your customer demographics to better understand their behavior and buying patterns to properly place your ads in the right places. For example, if one of your demographic audiences viewed your services and clicked through the contact us page, but didn’t submit any information, you can infer that they got the chance and had the time to go through your website (showing some interest) and look over your services, but weren’t ready to take any next steps. In this case, a video ad with personalization could be used to help them progress, reading something like, “Learn more and get in contact with xyz to see how x company can help you with…” This way, you’re serving as an outlet and solution to their unanswered questions, and gently pushing them make that next step, instead of placing an ad for them to see that doesn’t apply to their current situation. The same goes for the placement of the video ad. If you find that the majority of your audience is viewing your content on Facebook or Instagram, place an ad within these platforms. Similarly, if you’re communicating a lot through email with potential customers, place a video ad in an email. An initial email with a video ad can receive an increased click-through rate of 96%. And, using the word “video” in your email’s subject line can increase open rates by 19%, click through rates by 65%, and cut the number of unsubscribes by 26%.

4. Make it Relevant

Make sure your ads are relevant. Don’t just interrupt your viewer in the middle of their browsing or shopping – add value to their day. Make them do a double take when scrolling to keep your company top of mind for your high performing audiences. The best way to do this is by empathizing with their needs and pain points, especially right off the bat (like we said, in that first 3-5 second). It’s helpful to create different or slightly different versions of the same video ad to ensure they fit seamlessly into whatever page they are placed on.

5. Represent Your Brand

Be sure, possibly above anything else, that each video is a good representation of your brand. Add a logo into the corner of the ad, or place it strategically within the video on certain frames. 3X more people are engaged with an ad when a brand name and message is presented in the first 10 seconds. Also be sure to include a clear & concise call to action (CTA), and use ad copy space to provide additional information about your product or service that didn’t make it into the video. You can even try adding a short teaser phrase or question to the video that compels people to view longer or check out your website, blog, landing page, or other platforms.

Reach Your Target Audience

Lastly, partner with advertising creatives to get your video ads done efficiently and in a timely manner. Having captivating, personalized, relevant information that’s positioned correctly will ultimately put your company in the best position possible to reach your target audience. If you’re looking to learn more about video ads, feel free to contact our skilled creative marketing team, here.