Effective, user-friendly landing pages are an essential component of any online strategy. You could argue, in fact, that landing pages are among the most important pieces of a marketing campaign, providing a huge impact on lead generation, conversion, and analytics.
Landing pages, after all, can ultimately make or break your marketing, working in tandem with social media, email campaigns, SERP results, and PPC ads. This is of particular importance for retailers looking to carve out a niche in the Canadian market, as targeted Canada-centric marketing can be let down by unsuitable landing pages.
Here are some basic tips for effective landing pages for Canadian-focused campaigns:
Keep it Simple
If a user cannot find what they’re looking for quickly and easily, they will move on, regardless of your promotions or products. Use a simple design with a message that is clear and relevant to the original Canadian-focused ad. As these pages can also appear on SERPs, it’s important to make them keyword-rich, with a decidedly Canadian angle.
Above all, avoid clutter. No one wants to scan through a page bombarded with blocks of text and banners. Embrace blank space and leverage web writing best practises (headers, paragraph breaks, bullet lists, simple language, etc.) so that visitors instantly understand the purpose of the page.
Credibility is Currency
Your landing page is representing your company. It has to show you in the best light. Remember, the idea is to inspire confidence. Why should a visitor continue the sales process?
Prominently display your logo and contact info, and consider adding customer testimonies, all of which can boost credibility. In addition, try to engage your users with how your product or service can meet the needs of your Canadian audience. This includes using Canadian localization techniques, including spelling, common expressions, and ease of delivery to their location, all of which goes a long way towards building trust with Canadian consumers.
Stay Focused: Deliver One Compelling Call to Action
Always remember what landing pages are trying to accomplish with a single call to action. Cluttering it with unnecessary or irrelevant outbound links (to websites or newsletters, for example) will only confuse visitors.
If these links are important, however, make sure they do not take prominence over your call to action (and make sure that they open in a new browser window – users will then have to decide to close your landing page if they want to leave it).
The idea is to implement a conversion funnel that directs the visitor to your call to action in the least steps possible, and ultimately, boosts your conversion rate. Generally, this kind of funnel will guide the design of the landing page, optimizing the visitor journey and pushing them from awareness to action.
Test, Test, Test, and Test Again
As with most SEO techniques, landing pages require a long-term approach, and a lot of trial and error. Create more than one version of your landing pages, and use A/B testing techniques to perform comparative campaign studies. It’s a good idea to work closely with a responsive design team that can implement changes quickly; this will allow you to produce different designs (and messaging) to see which one performs best.
There are many platforms you can use to track your results. If you wish to do this with publishers or general campaigns, your affiliate platform can offer valuable insight. At Share Results, we use our affiliate program to track landing page tests with direct linking to measure our conversions. We are then be able to test campaigns with different groups of affiliates, as well as manually switch campaigns on different days, time of the day, etc.
Keeping these basic ideas in mind, you should be able to get started on the right foot. To go even deeper, here are 101 landing page optimizing tips.