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Improve Campaign Landing Page Conversions - 8 Tips

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Marketing campaigns and landing pages not delivering the conversions you expected? Review these 8 tips to improve campaign landing page conversions - whatever a conversion may be to you.

Marketing campaigns and landing pages not delivering the conversions you expected? Review these 8 tips to improve campaign landing page conversions - whatever a conversion may be to you.

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  • 1. 8 Tips to Improve Campaign Landing Page Conversion
    March 2010
  • 2. 6/24/2011
    2
    Confidential © SIGMA Marketing Group 2010
    Are you
    running
    campaigns
    that are
    getting a
    decent click-through rate,
    but no conversions?
  • 3. 6/29/2011
    3
    Confidential © SIGMA Marketing Group 2010
    Is it possible…
    that your
    campaigns
    don’t really deliver?
  • 4. 6/24/2011
    4
    Confidential © SIGMA Marketing Group 2010
    8
    You might want to consider these 8
    tips to improve
    landing page conversion.
  • 5. Whatdo you want the visitor to do in order to consider your page a success?
    The ‘what’ could be any of the following:
    • To just land on the page
    • 6. Verify their contact information
    • 7. Download a brochure or white paper
    • 8. Make a purchase
    • 9. Click through to another page
    6/29/2011
    5
    Confidential © SIGMA Marketing Group 2010
    1. Define WHAT a conversion is.
  • 10. 6/29/2011
    6
    Confidential © SIGMA Marketing Group 2010
    2. Define WHOM you want to click on your ad.
    Build a profile of your ideal visitor.
    Keep this person in mind when creating
    your landing page.
    Think about how long
    it will take them to do
    what you want them to do
    and if they might experience
    any frustration or confusion
    in the process of achieving
    your ideal goal.
    Weed out any unnecessary information (navigation bars and secondary offerings) that might cause them to wander off course or become confused as to why they are there.
  • 11. 3. Create a seamless “LEAP.”
    6/29/2011
    7
    Confidential © SIGMA Marketing Group 2010
    The landing page and prior ad that send them there should match.
    The easiest way to clue visitors in that they have arrived at the right place, is to use a similar heading or keywords from your ad creative.
  • 12. 4. Deliver AS PROMISED
    6/29/2011
    8
    Confidential © SIGMA Marketing Group 2010
    Depth is about delivering what was promised - quickly.
    You want to share real information,
    tailored to the search that the respondent was pursuing.
    Don’t make your visitors
    second guess what action
    they should take next.
    It’s about them, not you.
    Image: renjithkrishnan / FreeDigitalPhotos.net
  • 13. 5. Make it EASY to convert.
    6/29/2011
    9
    Confidential © SIGMA Marketing Group 2010
    Lead the eye.
    Use typography and color
    toyour advantage.
    Lead the eye along
    the page towards the
    conversion exit.
    Thoughtful use of whitespace,
    large copy, and graphics
    can make a long page
    seem much shorter
    than it really is.
  • 14. 6. AUTO-populate and SIMPLIFY forms.
    6/29/2011
    10
    Confidential © SIGMA Marketing Group 2010
    Remove all
    unneeded
    fields.
    If you’re asking users to register for a newsletter, ask only for an email address.
  • 15. 7. PIMP it out.
    Choice of imagery is critical.
    Choose images that are related to page content, clearly composed.
    Be purposeful in your design.
    Image: jscreationzs / FreeDigitalPhotos.net
  • 16. 8. ANALYZE your failures.
    How well do you do with the respondents who don’t convert on your landing pages?
    Just because they weren’t ready to convert on that specific offer at that exact moment, doesn’t make it a throwaway experience.
    Analyze what they do.
    What did they click on?
    What did they avoid?
    Image: Rawich/ FreeDigitalPhotos.net
  • 17. Remember
    13
    The customer is always right.
    They want what they want.
    In this digital age, they want it FAST!
    They expect more from brands.
    They are in a hurry, so make it easy!
    Continue to Measure & Adjust!
    Image: Rawich/ FreeDigitalPhotos.net
  • 18. Engaging your customersthrough analytics, strategy and technology
    6/24/2011
    14
    Confidential © SIGMA Marketing Group 2010
    Our Blog: FifthGearAnalytics.com
    Web: SigmaMarketing.com
    Twitter: @SIGMA_MktgGrp
    Call Toll Free: 888.277.9837
    Email: SIGMAinfo@sigmamarketing.com