Picture this, you’re scrolling through your feed when you get served an ad for a sweet looking pair of headphones from a company that you’re familiar with. You think to yourself “Well, my old pair has a frayed wire, so I guess I should check these out.” You click the ad and get directed to a landing page with a huge, striking graphic of these headphones, deconstructed, with callouts showing you all the amazing features that are available and a very easy to see “BUY NOW” button in the middle. You DEFINITELY need those headphones.
For every marketing campaign you run, you should have a landing page. Being able to control the experience your customer has when they land, and being able to quickly A/B test experiences is something that landing pages allow you to do. You can build them from the ground up, or use a paid WYSIWYG service to create them, but for the best possible ad experience, use a landing page!
Ultimately, a campaign landing page is designed to drive conversions. There are many aspects to a landing page including the look, content on the page, and specific on-page elements. Here are a few main points to consider when designing a campaign landing page that should greatly improve your campaign as a whole.
Make it Look Good
First and foremost, your page NEEDS to look good! As basic as this sounds, it is not always that easy. People will not read your content or text right away, they’ll give it a very quick, almost involuntary scan of the page to see how it looks and feels. Everyone does it when they visit a page, whether they realize it or not. Clunky, old looking pages with too much text or a weird format almost always make consumers leave the page. However, a page that flows well and looks professional will cause your audience to stay on the page and see what it has to offer. You can’t convert consumers into customers if they don’t stay on your page, and a proper campaign landing page will give you a leg up on turning those views into sales.
Consider leading with a picture relevant to the product or service being sold and a single, bold marketing statement. Combine these with a call to action, and a few benefits and features, and you’re on your way to having a landing page! Take a look at our example below.
When a person lands, this is the first thing they see. The above is “above” the fold for most devices, and as such when someone comes to our website they’re able to understand what we’re saying and what we’re selling in a single glance. Now, let’s talk about visuals…
Use Compelling and Relevant Visuals
Consumers love visuals. Images on a landing page provide a nice mental break from a form or text. If you are offering a service, pictures of someone at your company performing that service can make your company instantly more relatable. People like the idea of knowing a face behind a company – it builds consumer trust. Visuals are also a great way to convey a message. The human brain is wired to recognize pictures and videos and to remember the things we see. So use biology to your advantage! People can retain information accompanied by an image 55% better than they can retain the same information with just text (jeffbullas.com). Adding imagery to your campaign landing page is a superb way to make people remember your page.
We broke our visuals into two distinct parts above and below the fold. Above, is a picture of our marketing consultant, Matt, who is the team member responsible for a lot of our ad management and review (and is also writing this blog, hi!) Below the fold, we use a 3 column layout with emojis to demarcate the different sections. These provide a short visual break for the reader and distinguish the different sections of what we can do. At this point in the page, the consumer has scrolled down, indicating more than the passing interest the top of the page is supposed to grab, so it’s okay to give the user a few more words to read.
Have a Concise Call-to-Action Button
At the end of the day, you want sales. Almost every business owner would say that they’d rather have five people visit their page and five sales than 50 visits and no sales. On your landing page, there should be a call-to-action button. This is just what it sounds like: a button someone clicks where they can perform the action you want them to perform. Most calls-to-action are something like “buy now”, but they can vary. “Sign up” and “Try for free” are also pretty common. The best call-to-action buttons are in a different color so they stand out, and are large enough to grab the user’s attention.
Side note: FREE is a powerful word in marketing. You don’t always have to give up a huge product or service though. Our consultation is simply an intro phone call that takes less than 20 minutes where we ask relevant questions to a consumers campaign. We discuss the previous ad spend, target markets, budgetary restrictions, and at the end promise a thorough quote to the customer within 48 hours. This basic level of discovery is something you’re probably doing anyway, but it IS a free benefit that you provide the customer and thus can be marketed.
Keep Your Forms Short
Any landing page for a campaign should try to gather information about a potential customer. The way to gather this information is through forms. Name, email, address, phone number, and the way you heard about the product/service, among others, are potential fields for forms. While many businesses try to gather as much information about someone as they can, keeping a form short and easy is the best way to get someone to fill one out. Adding an extra field or two could literally be the difference between getting someone into your lead funnel or losing them. Too large of a form can overwhelm a person or take them too long to fill out, causing them to abandon the page altogether. Make your forms shorter with the hope of gathering more information once you’ve developed a relationship with the consumer.
Below is the form we use. See how easy and non-intimidating it is!
Follow Up with a Thank You Page
This particular point only relates to landing pages with a form. If you add a thank you page to follow a filled out form, it can add you with space you did not have before to provide more relevant information or to offer other products. You can put other offers, related products, or even links to other parts of your website on the thank you page. Beyond the pure business reasons, a thank you page can humanize a company and make your consumers feel more appreciated.
Thank you pages are also an incredibly easy way to track conversions on your website via Google analytics, Google ads, Facebook ads, and more. Here’s ours, it’s super simple, and allows for more browsing right away should someone want to learn more about us
Campaign landing pages can be a lot of hard work but are completely worth it when conversions start rolling in. You could spend the time to research how to do all this, but why would you if there is a better solution? At Pixel Press Media, we know what it takes to drive conversions from your landing page, and could create the perfect landing pages for all of your campaigns. Call us or fill out one of our own forms to get the best marketing services for your business!
Below is a screenshot of the full page with, and without the form popping up. we hope it inspires you!
Landing page with form popup: