In the spirit of failed New Year’s resolutions, I’m writing this post 11 days after the fact. We all do a miserable job of living up to our personal commitments, so I figured a few new business goals might be in order to get your marketing campaigns off the proverbial couch and into the gym.
As an added incentive, I’ve decided to get you to sign a completely non-binding contract with yourself.
Just like you should be spending more time hugging the kids and showering them with love and affection – your landing page Call To Action needs to be looked after. Here are a few things you can do to improve your CTA relations:
Tsk, tsk, tsk. If you’re sending people to your website’s homepage you’re diluting your marketing message to a dangerous level. Create a landing page and send all PPC traffic there first. It will help focus your messaging and keep your visitors on track.
Be honest, you sometimes talk too much right? And it appears on your landing pages as bloated copy with long rambling sentences that seem to go on and on for ever without much consideration for punctuation or rhythm because you need to get every feature and benefit and quality of your product on the page but in the process all you’re really doing is making your potential customers glaze over and fall asleep so stop doing that and try cutting a big chunk of text out of your landing page and remember to do an A/B test to see if it helps your conversion rate you never know it might make a big difference alternatively it might be worse so test test test and find out what your customers like and please for the sake of all things literary insert some bloody punctuation! But not too many exclamation points!!!!!!!!
Baby steps are important with any new regime, whether it’s going to the gym or maximizing the return on your marketing spend. So instead of filling your belly with caffeine, see if you can commit to putting the price of one of your daily cups of Joe into a jar. Then at the end of each month, you’ll have some extra money to test a PPC campaign on some landing page variants. Even if this only lets you do 4 conversion tests per year, that’s 4 more than 2009 right?
Your lead gen form is fat. Deal with it.
Try removing a not-quite-so-essential field from a form and test the results (also test which particular fields you remove). If you see an increase in leads then continue to remove form fields until you reach the optimal balance of lead quantity vs. information gathering quality.
Here’s the thing, if I have to repeat this warning in 2011 I will be opening a serious can of whoop ass. The message on your ad (display banner, AdWords, email etc.) needs to maintain momentum right through your acquisition funnel. That means repeating and reinforcing the message on your landing page, in the product you giveaway on your form (if you do) and any subsequent pages you send them to afterwards.
There’s little point in spending the time and effort on designing a landing page if all you do is make it as cluttered as your homepage. This is where you must adhere closely to the concept of congruence – ensuring that every element of your landing page supports your core value proposition. No wandering off gossiping about other products or company events. One page, one topic, in harmony. Koombyah.
This is one to be tested. In usability circles it’s considered bad medicine to have a video start playing as soon as the page loads. However, the psychographics of the convertible customer are slightly different so I’d recommend running an A/B test to see if your customers react better to this type of interruption or find it annoying.
If your landing pages will be living in the internet tubes for any substantial period of time, you may want them to be SEO friendly to generate organic search traffic. So commit to learning some of the basics of good SEO from the code level right up to how to write good SEO copy. It will give your evergreen campaigns (one’s that run all year round) a bit more traffic without much effort.
The fact that you’re making New Year’s resolutions again means that you’re not perfect – and neither was your last landing page. So dust off the cobwebs and take a fresh look at it in the new light of 2010. It’s important to be critical and not be offended if the intern points out the most basic of faults in your design.
If you need some help critiquing your landing pages – try using the Unbounce Conversion Marketing Scorecard to produce a checklist of fresh TO-DO items.
That’s it for now – see how many of those 10 promises you can keep and you’ll be a much leaner, meaner marketing machine’r come 2011.