The landing page you choose for your online ad will have a direct impact on the ad’s success.
Last time we spoke about the basics of Facebook Ad campaigns. However, just as with other forms of web advertising and email marketing, your ads’ success will largely depend on how you designed your landing page, as you shuffle along your prospects down your marketing funnel.
Think of it this way: imagine I print out flyers to invite people to check out my store’s bakery sale by advertising 10 muffins for the price of one. When they reach the address on the flyer, however, they just find a large grocery store with no signs of that muffin goodness special that was mentioned.
Sure – if they dug deep enough in the store, they’ll eventually find them, but many will certainly have left the store right away because they just couldn’t be bothered. This is what we call a bounce rate in the digital world and that’s what’s costing you many advertising dollars.
This is why increasing your conversion rate (how many prospects actually become a customer) is important to you and today we’ll talk about how dedicated landing pages will do exactly that.
What is a Dedicated Landing Page exactly?
In Digital jargon, a landing page is basically any page that a user lands on after they’ve followed your specific call-to-action (example: A Facebook Ad that promotes your muffin bake sale that leads to your Bakery web site). A dedicated (and promotion-specific) landing page is a specific landing page that is in-tune with your call to action and nurtures your prospect into a client.
It is typically a stand-alone page, with no ties to your website and with a very simplistic layout that has a clear goal for your visitors to take – whether that’s signing up to your newsletter (Lead-Generation Landing Page) or get you to a specific website (Click-through Landing Page).
These pages are only accessible through the link provided by your initial ad and essentially serve as a tailored medium for your visitors to land on before seeing your actual website.
Such a tailored landing page has been proven again and again to have a much higher client conversion rate than simply directing traffic to your website’s home page or e-commerce site, since they haven’t been nurtured into a ready-to-buy mindset just yet.
Linking to your homepage will actually increase your bounce rate
When you look at a website’s home page, it is designed for a more general purpose – it speaks about your overall brand, company values and overview of products and/or services. It’s full of menus and navigation links that encourage exploration. You don’t want your prospects to explore when you’ve spent money on advertising to them – they’ll get distracted by other content, forget why they’re here, lose interest and bounce off.
Since you want your visitors to complete a specific action (sign-up to a newsletter, download an ebook, check a specific product on your e-commerce page, etc), a dedicated landing page will be the way to both guide them and analyze your traffic’s data for adjusting your marketing campaign in the future. In other words, landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take: click your call-to-action.
On Concept9’s SEO Service Landing Page, we have clear Macro-Conversion goal (booking a consultation with our team to improve your company’s search ranking. There are no other distractions for the visitor, and the text, design and feel of the page are consistent with the ad displayed on social media or Google AdWords.
Here’s a few more examples of what you can achieve with your dedicated landing page.
- To collect personal information (generate leads) in exchange for:
- Ebooks for comprehensive guides on how your customers can solve their problems.
- Reports/Whitepapers with relevant and high-quality information.
- Blog subscription to receive ongoing content via email.
- Newsletters with tailored offerings to your interests.
- Free evaluations and tests (such as checking your resume and provide feedback)
- Presentations or recorded sessions with videos.
- Consultation services or booking meetings for someone to request your time or services.
- A serializes content or e-course.
- “Warming” prospects up to your offering before you push them deeper into your sales funnel to:
- Purchase your product or service online.
- Sign-up or subscribe to your online service (such as Netflix or Spotify)
Remember, before drafting your Social Media Ad campaigns, you will see much better results if you begin with the creation of your landing page, and base your ad out of it. At Concept9, we can walk you through all the essential steps in putting together a fully integrated marketing campaign that will create that amazing customer journey and lead to a close.
Check out the MOZ guide for optimizing your landing page, as well!