First of all, let’s just cover off the “what is a landing page”.
A landing page is simply that, it is a page that you ask people to visit on your website and you take them to that specific page.
Your landing page could be any number of things, you want people to buy a specific product – take them to the product page (this therefore acts as the landing page); want people to sign up to something – take them to the sign up page; want them to read your blog or article about how clever you (or your company) is, take them to that page. Easy. Sure. Lets go further.
You would probably be sending your customer (or potential customer) to a landing page via some sort of advert, be it through direct email, or facebook adverts, or perhaps something like Google Adwords.
Eventually you want more people to buy more things from you – that’s normally the reason people start online marketing. That’s cool, we all want to help you work out a way to get that so we need to start building up what you’re doing for them.
If the customer needs a fork and you take them right to checkout page with a fork in the basket you might have it easy, they might click and buy – however, if you’re trying to sell anything a bit more complicated (I’m not saying that selling forks are easy). But lets say you maybe have something that is a bit more complicated, you are a small local business who sells your own branded audio equipment.
Now that landing page is starting to look a bit different, and that’s if you have just the one.
Landing pages – define your goal
What do you want the customer to do? Of course, we’ve covered the fact that you want them to buy more but let’s get to thinking about buyer psychology, how are you going to convince the customer that you are the right company to buy from?
I can help you in one word, trust. Yep, a customer is ONLY going to buy from somewhere they trust. So, we need to build a relationship – now taking them direct to the checkout page seems a bit crazy.
Let’s start by introducing the customer to your brand. You might just want to go ahead and make the home page the landing page, throw out some adverts and see how people get on, do they click, where do they go on the page (if you’ve not got analytics tracking and facebook pixels on your site we strongly recommend it – we can help!). what page do they leave from?
Ok, perhaps that didn’t work. Not the best way to introduce them to you so lets see what else we’ve got.
Product specific landing pages
You sell a new speaker, you send out an email about that new speaker, the landing page is the click through on the email. Now you tell them all about that speaker on the page along with a potential call to action (a “buy this speaker” button).
Review and comparison pages
Another approach might be to take customers to a specific page where you review the new speaker against other speakers, discuss the advantages and disadvantages of each speaker then you could even put links for people to buy each of the reviewed speakers too.
We’ve all seen the sponsored post by newspapers, or by one of our favourite brands that tells us something new about the industry. What’s going on, the movers and shakers, the new tech thats around or something else that’s a bit interesting in the industry. This is normally shared with the hope that it leads to brand recognition from you. If you see a brand enough times you become more comfortable with it, and therefore are more relaxed about dealing with it and consequently more likely to buy from them.
Show off a bit, write a great article (which I’m sure will be optimised for SEO) get people talking about it, provide an opinion, tell us something controversial, get us chatting. Chatting about your company!
The beauty of all of these is, you have increased your reach. You’ve got people to see what you’re up to, you’re getting people more comfortable with what you’re doing and, did I mention… remarketing.
I say it to everyone, if you haven’t got remarketing set up do it now! No matter what page someone lands on they are getting more comfortable with your company name, this means that you could follow up your blog post on your new speaker with a remarketed post about reviewing it in comparison to your existing competition, following that you can further remarket to bring them to your purchase page – by this point they are familiar with your company and you can set up specific adverts so that customers will only see advert 3 if they have taken action on your website and by this time they are warm (as a customer lead) and much more likely to convert on your site.
And before I forget, if you’re going to drive someone to a landing page you had better make sure you have your site set up to collect email addresses to send them your news.