A successful digital advertising campaign not only is about the click-through rates your ad generates, but also relies on conversions. So, while you were able to grab your potential customer’s attention through a banner ad, if your landing page doesn’t continue to peak the customer’s interest, chances are that he or she will move on and not convert. Landing pages provide the opportunity for you to continue to reel your customer in. By understanding the importance of the landing page and understanding the key design and aspects of the landing page, you are more likely to optimize your campaign.
The Role of the Landing Page
In the case of digital advertising, your landing page might not be the first impression that your brand leaves on your potential audience. But, that doesn’t mean it serves a lesser value. In fact, your landing page is one of the most critical pages on your website, as it provides the full picture to your audience. While your audience was briefly introduced to your brand through your display, video, or mobile advertisements, these ads often don’t provide the customer with all the information necessary concerning your brand. This is where the landing page comes in: it is the next place your customer looks for information after seeing your ad. Thus, the role of the landing page is to mainly keep your customers’ interest in your brand in order to gain more conversions.
Keep in mind that your ad is only as good as your landing page. Even if your ad is clever, creative, and has a clear call to action that drives your audience in, if your landing page does not fulfill the expectations your ad set, your ad is, therefore ineffective.
Important Elements of a Landing Page
Now that the role of the landing page has been identified, we can explore what aspects are crucial to the success of a landing page, and therefore, your brand. The following are examples of elements that should be included in your landing page:
- A brief description of your brand
- A call to action
- A preview of the product or service
- Strong, actionable wording
Upon seeing the landing page after clicking on an ad, the user should know immediately that this landing page represents the advertisement they clicked on. One way to ensure this is to make sure all of the important information that is essential to your brand and your audience is to place such “above the fold” so that your customer does not have to scroll down and thus lose interest. Another way is to have a certain correlation between the advertisement and the landing page. For example, if your brand sells pet food and your ad has a dog in it, place the same dog on the landing page, or use similar fonts and colors. By showing consistency between your ad and your landing page, your customer will clearly know that this landing page corresponds to the ad they clicked on and were interested in. By making your landing page simple and easy to understand, you are making it easier for your audience to convert while playing to the short attention span that most people tend to have.
In addition, a call to action is crucial to a landing page because you’re engaging your customer. For example, by putting a simple sign up form or box on your landing page, you are not only giving your customers a way to engage with the company, but you are also able to measure how effective your advertisement campaign and landing page is. A landing page that links your customer to the homepage may not be the best approach, as many homepages don’t clearly have a call to action. At the same time, too many call-to-action buttons may confuse the user, and makes your user have to spend more time on the page itself. Therefore, your landing page should offer only two options: to either convert by following the one call-to-action, or to leave the page (which hopefully doesn’t happen).
Lastly, the success any advertisement campaign is dependent on the words that you use. Lackluster or generic word usage in your landing page can result in a bored user and no conversion. People are more likely to take action when there are minimal parameters set. For example, if a landing page is for a donation request, if the call to action includes “every penny counts” in addition to “would you be willing to give a donation”, that ad is 50% more likely to get donations than those without “every penny counts”. By engaging your user through strong word usage and encouraging them to support your brand, your landing page will be more successful.
Your advertisement campaign does not just consist of the ad itself, where it is being shown, and to who it is being shown, but also other elements, such as the landing page. By aligning all of these elements of your advertising campaign, you are more consistent across these elements and this results in higher conversion rates and more clients. So, the next time your designing an upcoming ad campaign, don’t just focus on the ad itself—make sure you pay attention to the landing page too!