You’ve established your campaign goals, determined your target audience, finalised your messaging, and all you need now is a great landing page to send traffic to. But what makes for a good campaign landing page?
Here’s Ventura’s checklist of the Top 5 Things To Include In A Campaign Landing Page before you press live:
Try not to make the user work to get to complete a conversion. Making the user scroll down a page is likely to increase bounce rate, this is the percentage of people landing on the page and exiting again within seconds. For paid social campaigns, it is likely users will be viewing the landing page from a mobile device, therefore they are less likely to scroll to find the button to click or the form to fill in to complete the conversion.
Instead, place a clear CTA (Call to Action) at the top of the page with a link to the conversion or a button that jumps to where you want the user to be on the page. Providing the user with shortcuts makes it easier for them to complete the conversion, in turn improving your conversion rate.
It’s possible that not every user that has landed on your page is fully informed on your campaign (they might have not read the ad copy that you spent hours perfecting – sorry!). So, fill them in by using simple terms, keeping sentences short and light in tone. Avoid long words and detailed specifics, but provide enough information so they know what they are signing up for.
For example, “Ventura is a team of digital marketing specialists with a proven track record of improving ROI for clients in multiple industries. Fill in the form below to be contacted by one of our executives:”
Above we have outlined what Ventura does in one sentence, and started the next sentence with the conversion CTA. An informed user is one with confidence, so don’t underestimate the power of clarity.
Image and video are important elements of your campaign, from improving CTR’s (Click Through Rates) on ads to driving conversions on your landing page. Keep your visuals consistent in style and feel, so the campaign assets on ads mirror the design of the landing page.
Include video – if your campaign budget allows, otherwise use image blocks to catch the user’s eye. Visuals should be used in a landing page to complement the text; placing text alongside an image rather than underneath ensures the text isn’t ignored and helps it to stand out.
Ventura’s Creative Team advises resizing all visuals to the correct dimensions of each block, avoiding the publication of your landing page if it contains any pixelated or stretched images as this can look lazy and unprofessional (which we’re sure you’re not).
“Placing text alongside an image rather than underneath ensures the text isn’t ignored and helps it to stand out”
If your landing page is not being tracked then it becomes pretty difficult to improve user experience and monitor ROI.
If you’re running a paid social campaign, your landing page (and all pages of your website) should be set up with the pixel from the sites you’re running ads on, ie. for a Facebook campaign you would have the Facebook pixel set up. This helps to track performance directly so you know which tests are driving the most conversions and where to allocate budget.
CRO (Conversion Rate Optimisation) tools monitor user activity on your landing page. Ventura’s Paid Social Account Managers suggest setting up heat mapping technology on your landing page so you can easily track where on your site is driving the highest volume of clicks. Free tools, such as Hotjar, also allow you to watch back user sessions, so you can view how people navigate your landing page. Following this, you can amend the landing page to be more user friendly.
It goes without saying that Google Analytics should be set-up on your website, with Ventura’s SEO team suggesting that user volumes, session duration and bounce rates are monitored daily.
It’s so important we said it three times. The last thing you want to do is spend time creating a great landing page, setting your campaign live with confidence to then be informed of a broken link.
Test each button individually on both desktop and mobile devices, Android and iPhone.
Not only is this visually important (some pages can have longer loading speeds on mobile or images can skew) but it is also important in terms of determining where buttons take the user.
If your campaign objective is to collect data (eg. email addresses for your newsletter), ensure the backend of your site is doing this in the right way. Test from multiple devices using different email addresses, and make sure all forms are complying to GDPR practices.
For more information on landing page design or paid social campaign optimisation, contact Ventura at firstname.lastname@example.org
To see how Ventura can help your business contact us today