Automotive Advertising Landing Page Best Practices
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Landing Page: Best Practices
In order to draw more sales leads and boostlanding page conversion rates,you need to persuade users to
act immediately.To ensure solid sales leads, organizations mustuse a combination ofscan-able and
relevant copy - which caters exclusively to your target demographics purchasing needs. Make sure your
content is relevant to your target audience and engages the reader.The landing page is critical in
determining whether the consumer is a “convert wanna-be” or a “research seeker.”
Research-seekers look for “reviews’” “information” and “news.” They may respond bestto soft offers to
receive more content, such as a PDF download or a printed brochure.
Convert wanna-be consumers mayrespond bestto promotional offers,limited time incentives and detailed
information aboutthe specific productthey are searching for.
Identify what your customers really want
Identify what your business goals are and then your potential customers needs - combine them and
comprise an effective strategy that persuades users to act. The landing page mustreflecttheir unsaid
questions and conveythe value of doing business with you. Therefore this page mustimmediatelyappear to
solve their problem or they’ll hit ‘back’ on their browser.
You've Got 8 Seconds
Searchers need to be given very few choices in terms of direction,and mustbe taken somewhere thatis
correlated to their search terms and where they stand in the purchase cycle. Studies show thatyou have 8
seconds to grab the searchers attention,and once you get their attention,they musthave a clear path to
follow. The landing pages thatare developed need to be tested/tuned to ensure that keywords,messaging
and landing pages are performing up to the searchers expectations. Because opinions are formed incredibly
fast. If the landing page can'tquickly (and visually) establish its worth,users will move on.
Creating a successful landing page begins bydeciding which page you'll use as the landing page for a
specific campaign.You may very well have an existing web page that you can use (one that's more specific
than your homepage),butif you don't, consider publishing a new landing page.If that's the case,keep in
mind these bestpractices:
Create compelling headline copy and include an appropriate and impactful image with the offer
for visual appeal.
How do you ensure a user will stay long enough to read the copy you've worked so hard to mold and craft?
Structure page titles,header tags, or called outcontent (think bulleted lists) to include key search words and
phrases.Create an immediate connection between whatthey're looking for and what you're offering.
Including keywords upfrontmakes a page easier for users to scan and find the information they need.Scan-
ability is key, because people don'tlike to read long paragraphs online.Limitparagraphs to a few short
sentences,break up copy with lists and sub-headers,and optfor the visual explanation over the textual one
(remembering,ofcourse,to use an alt tag for such images.
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Keep your copy short and to the point
Remember to constructyour content with the mostimportantinformation firstin the "inverted pyramid" style
of news article writing.Put an emphasis on user benefit,and put it up front. Constructcopy on your landing
page that is scan-able featuring keywords thatjump out and identify bestwith your business productor
Length and shape of text also send a visual cue to the reader. Headers should be succinct,usuallyunder 55
characters.Sentences are bestkept to around 10 words.Paragraphs that take up about four lines are ideal.
The initial CTA should live right after the summaryofthe offer details and needs to fall above the fold. The
CTA copy mustbe direct and obvious and pack a punch that inspires action.Be careful not to drive your
sale to soon—letthe CTA match the subscriber’s place in the decision-making process.
Keep your navigation options to a minimum
Reduce or eliminate navigation to keep visitors focused on the goal and reduce distraction.
Embed your registration form to the landing page
Minimize data collection as much as possible to decrease abandonment. When it comes to submitting
information,demand as little as possible.Your conversion rate could double by simplyreducing the amount
of content you request.Make it simple.Integrate a custom application thatallows users to easilyidentify
what potential customers wantto know more about. Whenever asking for personal information,include
privacy and securitystatements to help establish trust.
Test & Tweak
The only way to be sure of what works for your audience and your market is to conduct tests such as
usability studies, A/B testing or multivariate testing. Having the right web analytics tool is vital to this.
As a minimum,you should readilybe able to view data on bounce rates (the proportion of visitors who leave
the page without visiting more pages) and conversion rates (the proportion of visitors who complete the
intended outcome) for different referral sources (e.g.paid vs . natural search vs. online ads).Ideally, it should
also enable you to complete A/B testing where differentvisitors are served different pages so differences in
bounce and conversion rates can be assessed.
Testing can also include:
Click density, which indicates where people click within the page
Scrolling analysis,which tells you how far down the page users are scrolling to read content
Form friction analysis,which highlights where people are abandoning forms
The bestway to succeed online is to build with your audience in mind. Lead generation online is essentially
aboutdevising an online experience that incorporates your business brand with the customer demands.
Lead generation is a conversation of value. Users expect to gain something ofworth in exchange for their