Targeted Landing Pages: the conversion rate opportunity you're likely missing

Ever land on a webpage and think, "what in the world is going on here?" 🤔

You're not alone.

Enter the wonderful world of landing pages. While the majority of other pages on your site tend to be designed with multiple purposes in mind, marketing landing pages offer a visitor targeted content based on where they are in the sales funnel.

This means no more mixed messages, no more lost sales.  

Just happy shoppers who know exactly how and why they should take action.

When can a landing page be used?

Make no mistake, if you’re doing paid marketing efforts or have seasonal campaigns a landing page will likely benefit you. There are quite a few use cases, and we're about to share them with you. 

Before we dive into specific examples, it’s important for merchants to find a focus for the content on each landing page: conversion, lead generation or education.

To do that, ask yourself these questions:

1. Who is going to land on that page?
2. Where are they in the buying journey?
3. What do you what them to see?
4. What do you want them to read?

And perhaps most importantly...

What action do you want them to take? Do you want visitors to buy, learn, or sign up for something?

Once you define the purpose of the page, you’ll have a clear idea of what needs to be communicated.

To get your mind turning, here are some solid examples (from different spots in the sales funnel) of unique landing pages:

• You’re launching a Facebook ad campaign for a new product
  
  Since visitors know little to nothing about the item you’re selling, you’ll want the content of your landing page geared toward top-of-the-funnel visitors - a page calling out key product features front and center will often be more relevant then sending them to a standard product page.
  
  Hypnax tells customers right away how their product works:
  
  

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• You’ve noticed that a certain paid search term has a lot of clicks but a high bounce rate once visitors land on your site. You want to increase spending but need to see a better ROI on that term(s).
  
  A high bounce rate means you’re not communicating the right information to shoppers at the right time. 
  
  In this instance, visitors are actively searching for the item that you’re selling - meaning they may not require as much educational content, and your page shouldn’t distract from the sale.  
  
  NU:RO Watches does this well, using minimal words and heavy visuals to sell their products.
  
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• You want a destination URL for your Black Friday/Cyber Monday deal campaigns.
  
  Rather than updating an entire homepage, a business could implement a dedicated landing page for each holiday, displaying all holiday-specific content.
  
  This saves merchants time from unnecessary homepage updates, while also providing hefty SEO benefits thanks to reusing the same URL each year. 
  
  
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• You run campaign-specific promotions that aren’t sent to all site visitors.
  
  Say you’ve decided to reward your super special VIP customers with access to a 2-for-1 bundle. Since these customers already know about you, content on this page can be tightly-focused on selling that bundle.
  
  
• You’re going to be featured on a well-known industry blog and want to send visitors to a page with a special offer related to the content they just read.
  
  In this case, visitors expect to be taken straight to the information you’ve linked them to, and this page should be tightly related to the content in the blog post.
  
  For example, after writing an article on email marketing for Klaviyo, we sent readers to a personalized landing page where they can enter their email to download an email marketing best practices checklist.

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• You’ve run customers through a post-purchase email flow, and want to create another top-notch personal experience.
  
  Corganic has been receiving valuable feedback from their customers, thanks to their personalized landing pages. 
  
  As part of their post-purchase email flow, Corganic asks customers to rate their experience on a scale from one to 10. 
  
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  Depending on how customers respond, they’re sent to different pages.
  
  For those who answer from 8 to 10, Corganic enthusiastically thanks them for the love, and subtly asks them to review the product they bought with one easy click, while also showing them exactly what they purchased.
  
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  For those who decided to give a neutral rating (4-7), they’re sent to a page thanking them for their feedback. A few hours later, these visitors receive a plain-text email from a customer service rep to ask how Corganic can make their experience better.
  
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  Lastly, anyone who clicks 3 and under is given an apology. A form also appears, asking customers to provide specific feedback. 
  
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As you can see, there are quite a few scenarios where a targeted landing page can be beneficial. No matter which way you go, you’ll want to look at specific elements on the page to ensure the content aligns with your target audience.  

It starts with the headline

When it comes to crafting headlines for campaign landing pages, the main question you need to ask yourself is this:

Does the copy in the ad match the headline on the landing page?

Take a look at Harry’s landing page after Googling, “shaving subscription box,” and clicking on the first ad.👇

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Its headline is clear, concise, matches the ad copy and tells us why this item rocks.

Otherwise you’re asking customers to connect the dots, which is never an ideal scenario.

Get rid of those conversion-killing distractions

On a landing page, what you want your visitors to do is the only thing they should be able to do.

Take Pixelmator Photo for example. Other than one link on the top navigation bar, this pre-product launch landing page gives visitors only one option: to pre-order.

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Your call-to-action (CTA) should also stand out clearly from the rest of the page, and contrasting colors do this well.

This red button makes it clear where AXIS wants you to click:

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Show what you’re selling

Campaign landing pages in ecommerce are much different than those in the B2B space. You’ll need to really show your product, so shoppers can instantly connect with it.

This is especially important when it comes to social ads and landing pages that exist at the top-of-the-funnel.

Think this:

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Not this:

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While the second shows the product in action, the first gives visitors a sense of what the product is, and what it looks like.

Keep it simple

At times, the job of a landing page will be to educate the audience on what you’re selling.

Rather than jamming all of your product information into a few paragraphs that are hard to read…

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It’s best to keep things clean and concise with a clear summary of benefits.

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As you can see from both bike shops, Centros is substantially more appealing the moment you land on the page, thanks to its high-quality visuals and a minimal use of words.

Everyone loves a little social proof

Scattering testimonials on a landing page can do wonders for building trust. Depending on where your visitors are in the funnel, they’ll need that little extra push.

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Keep user behavior in mind

Lastly, when it comes to landing pages, you’ll want a very clear picture of where your users are coming from. It’s easy enough to design a landing page and optimize it for mobile.

But what if it’s more important to design for mobile first?

If the majority of your traffic tends to come from mobile when you're running a Facebook ad, you'll definitely want to design the page with a mobile-first mindset.

Tying it all together 

When your campaign has wrapped up, it’s important to measure the performance of it so you can see how well you’ve done (and to see how you can improve).

To do that, you’ll want to measure:

• Conversion rate
• Bounce Rate
• Number of leads/ email sign-ups
• Page views
  

This will help determine which campaign landing pages are resonating with shoppers, and which ones need some extra love.  

If you take the time to really understand your audience and have a clearly defined strategy, you’ll be able to design and build multiple landing pages that convince customers to act.

If you need some help defining a strategy or creating a design that converts, book a call with an expert on our team.

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