With the strong growth of e-commerce expected this 2016, digital marketing in the Philippines is sure to witness stiffer competition as brands attempt to win a larger share of the web. This makes landing pages more critical for successful lead generation and, ultimately, sales.
A landing page is the webpage consumers first encounter on your site after following a link. The link might be from an email, blog, search result, or AdWords campaign. No matter the source of the link, the landing page is responsible for converting website visitors into buyers, which is why it has to perform its best. Here are a few pointers to help boost the performance of your landing pages:
Always Keep the Conversion Process in Mind
The conversion process can be split into three stages: Interested, Ready to Commit, and Ready to Buy. A customer along this path will have different needs, which landing pages must be able to satisfy. If a customer who’s only interested in a product is assumed ready to make a purchase, he or she will likely leave. With landing pages designed for each conversion stage, you will be able to fulfill customer needs while leading them to a potential sale.
Link to the Right Content
Users don’t want to be misled when they follow a link, so you have to ensure that your landing pages contain topics, products, or discussions related to the copy accompanying your links. Otherwise, you could lose business. Double check your landing pages; an AdWords campaign about social media fan acquisition should not lead to a page about digital marketing when users click.
Control the User Journey
To a certain extent, landing pages can direct visitors to the next step of the conversion process, but you have to make it explicit. Provide options in case your pages were not able to fully address questions or concerns. The same is also helpful even if visitors choose to leave. A journey encouraging them to give feedback can help you improve your online campaigns.
Create Strong and Effective Calls to Action
Don’t use generic calls to action or CTAs, which could ruin the flow of your copy. CTAs should not only be strongly phrased but must also seamlessly connect with the rest of your content to avoid creating an interruption that distracts the user from your intended experience.
Make the Site Mobile-Friendly
About 40 percent of the Philippine population owns a smartphone. With many using their mobile devices to research on brands and go shopping, it’s important to make it easier for them to access and navigate your content on any sized screen. If not, revamp the website.
Optimized websites generate leads and sales growth. Check out our Web Optimization Playbook to learn how to improve yours.