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Optimising Landing Pages for Digital Marketing - Part 2
In the last article we discussed a number of factors which can enhance the conversion rates of landing pages and hence overall performance of the associated digital marketing campaign. In this article we will continue to explore additional elements that should be considered when creating high performance landing pages for digital marketing purposes:
Good Copy: high quality content is essential to creating high conversion landing pages. The content should be clear, concise, engaging and to the point. As digital marketing studies have consistently shown web users tend to be impatient in nature and if they don't find what they are looking for almost immediately tend to look elsewhere. Hence it is important that your copy demonstrates the value of your offering without unnecessary delay and provides clear instructions to visitors as to what they need to do to meet the set objectives of your digital marketing campaign.
Some additional tips which tend to improve performance of copy include:
1. Keeping the first paragraph relatively short and engaging so that readers decide to continue onwards. First paragraphs of two to three sentence are often most effective when split tested.
2. Avoiding making copy unnecessarily long as it can cause the reader to lose interest. This does not however mean the copy has to be short; it can be as long as required to get the required message across effectively but shouldn't include excessive text which adds no real value.
3. Aim to keep the most important points at the beginning of paragraphs and consider utilising bullet points to highlight key points.
4. Consider including testimonials and success stories in your copy whenever feasible. Testimonials build trust and digital marketing studies consistently show their effectiveness in enhancing conversion rates.
5. Provide a clear call to action at the end of the copy even if it is present at other locations on the landing page.
Good use of imagery and colour: colour should be used to focus the eye on the essential messages on the landing pages with effective highlighting. The main messages should also be ideally placed on a white background when feasible.
Like with the factors discussed in the previous article split testing different versions of each individual component on your landing pages should be an essential part of your digital marketing strategy.
In future articles we will continue to discuss additional factors which can enhance the performance of landing pages and how to effectively split test pages for high performance.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk
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