Selecting a Target Market and Creating Targeted Messaging

Online Marketing Blog: 13 Considerations for Creating Successful Landing Pages from Oli Gardner of Unbounce #MPB2B Publication info: Weblog post. Newstex Trade & Industry Blogs , Chatham: Newstex. Oct 22, 2015.

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While B2B marketing KPIs such as views, shares and impressions are important in helping to determine your

digital marketing strategy, conversions will always be more important. You have to provide enough value to

encourage people to click on your content, and then once they reach your destination, you have to convince them

again that it is worth providing their contact information.

Landing pages can be an incredibly powerful tool for moving prospects through the sales process but they are not

all created equal. Oli Gardner of Unbounce provided an incredibly amount of information on the four corners of

conversion for landing pages in his presentation at MarketingProfs B2B Marketing Forum.

Oli's presentation helped highlight the most important element of a landing page, the customer. Your customers

should never be confused, angry or annoyed when they're trying to work with our marketing campaigns.

Unfortunately, that's sometimes the case if the copy doesn't resonate, the design isn't right or it's difficult for them

to interact with the campaign. Here are 13 lessons on landing page copy, design, interaction and psychology.

#1 - Distraction Is The Enemy There is no reason you shouldn't have a dedicated landing page for each marketing

campaign. This will enable you to better hold the attention of your customer, get you closer to a 1:1 attention ratio

and increase conversion rates.#2 - Flip Your Headlines Ask yourself, what does your headline and subhead say

about what you do? Sometimes, the content for the headline and subheading may both be correct and well written,

but they're in the wrong order, which can dramatically decrease your conversion rates. Oli recommended using a

tool like UsabilityHub to run some quick tests on your landing page content. This tool compiles data from real

users to see if your content resonates. #3 - Voice of Customer If you are having trouble creating clarity with your

headlines, reach out to some of your customers and ask if they can help. Customers have nuggets of information

and a perspective that you may never have thought of. In the end, it's about what they think, not how you describe

yourself. #4 - Use Language That Builds Trust You have limited space and time to convey to your visitors that they

can trust you and should feel comfortable providing their information. As children we were taught to trust words

like "because" which was typically followed by sound reasoning. Research has found that using the word

"because" 19 times on your landing page can create a conversion rate of over 25%. Additionally, there are different

levels of trust based on who is featured in either copy or visuals on the page. Experts win out over CEOs almost all

of the time. #5 - Guide Focus There are ways you can get people to focus on what you want them to focus on.

Understanding A.D.D. principles makes design more fun and more effective by creating a common design

vocabulary. Make the one thing that you want to stand out - stand out. By making it different. #6 - Be Careful When

Following Design Trends Many design trends seem like a great idea at first, until you understand how they truly

impact your visitors. Be wary of jumping headfirst into a new design until there is enough data to show that it

improves the user experience. There is a term called "Scroll Jacking" which means that when a customer is trying

to look at individual elements on your page the design makes it impossible for them to stop scrolling and land on

their area of interest. This issue can easily create a bad customer experience if they can't stop the scrolling. #7 -

Caption Visual Elements According to Oli, the captions included under images or videos are read an average of

300% more than the actual body copy. If you're going to include either of these elements on your landing page,

make sure that you create a compelling caption that makes your audience want more. #8 - Keep Ideal Customers

Top of Mind Avoid designing landing pages for the masses and instead focus on your ideal customers. This

affects all elements of your page including design and copy.#9 - Follow Affordance In Design The visual design of

your landing page should easily convey to your audience how it can be used. The example below is of different

button types that are typically used in design. You want it to be undeniably clear that a button is clickable.#10 -

Proximity of Page Elements Page elements that are in close proximity to one another are perceived to have a

relationship. Putting items close to the page call to action can be a threat to your conversion rates and must be

tested.#11- Approach Carousel's Wisely A carousel element allows you to have more information on the landing

page, without cluttering the page. The downside is that often time's carousels can cause confusion and decrease

your conversion rate due to autoplay functions, mobile incompatibility and more. If you do want to include a

carousel, consider having labeled tabs that are easy for customers to click on. If certain tabs don't convert, remove

them. #12 - Video Position &Size Videos on landing pages perform best at the top of the page and should follow

consistency in sizing to work well for both desktop and mobile users. Many marketers wonder if landing page

videos should be set to autoplay once someone hits the page. If you have a thumbnail that someone clicks on in

an email the video should start playing as soon as they hit the page, otherwise no. #13 - Call To Action Language

Having the right verbiage on your call to action can dramatically impact conversion rates. While many people may

think that including the word "free" on a button will increase the conversion rate, the opposite is actually true.

Incorporate action words such as "click" to reiterate to your audience what you would like them to do. Create

urgency with words like "now" to encourage immediate action.

Start Creating High Performing Landing Pages Now

The tips above only scratch the surface of the wealth of information that was shared during this presentation.

Fortunately, they are all things that you can begin implementing now for new and existing landing pages. If you've

created landing pages in the past, what did you find impacted your conversions the most?

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©Online Marketing Blog - TopRank(R), 2015. | 13 Considerations for Creating Successful Landing Pages from Oli

Gardner of Unbounce #MPB2B |

The post 13 Considerations for Creating Successful Landing Pages from Oli Gardner of Unbounce #MPB2B

appeared first on Online Marketing Blog - TopRank(R).

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Publication title: Newstex Trade &Industry Blogs; Chatham

Database copyright  2019 ProQuest LLC. All rights reserved. Terms and Conditions Contact ProQuest

Publication year: 2015

Publication date: Oct 22, 2015

Dateline: Oct 22, 2015

Publisher: Newstex

Place of publication: Chatham

Country of publication: United States, Chatham

Publication subject: Business And Economics

Source type: Blogs, Podcasts, &Websites

Language of publication: English

Document type: Blogs

ProQuest document ID: 1725126185

Document URL: https://search.proquest.com/docview/1725126185?accountid=35812

Copyright: Copyright Newstex Oct 22, 2015

Last updated: 2015-10-22

Database: ProQuest Central