Custom Landing Pages to Increase Conversion Rates

Custom Landing Pages to Increase Conversion Rates

Alex Wilson | 6/07/2009

I have had the privilege of running numerous online marketing campaigns for a wide range of clients over the past 2 years, facets of these campaigns included; display advertising, search marketing, social media marketing to blogger outreach and product endorsement.

These campaigns were fun and exciting, they allowed for creative thinking and out of the square marketing tactics – but all had something very similar in common that helped them achieve their success and goals. What was this commonality? Customised landing pages.

In the past, an advertisement or piece of marketing collateral online would click through to the same URL no matter where you were viewing it. For instance, your display ads, your social media, your blogger endorsements – they would all click through to a single page – yet all channels have different user characteristics. Through using customized landing pages, we have been able to tailor the message to the individual viewers, and attempt to engage with them on a more personal level, based upon the referrer that sent them and general analysis of what kind of visitors they will send.

The clear need to connect with the viewer on a personal level is the most important element of any website yet so often we see websites and landing pages made to target just one audience (often the wrong ones). Creating landing pages with unique content, identifiable copy and imagery so as to make the user feel more comfortable and willing to let their ‘advertising guard’ down is of significant importance. The messages were in turn crafted to engage the user, signify the benefits they were receiving via the product/service and alert them to the brand on offer.

A good custom landing page will provide the user with a better experience; it will take them directly to the information he/she is looking for without having to navigate your site and present it in a way that will intuitively make the viewer want to engage and learn more. Clear calls to action will be implemented also in order to achieve your desired goals. In addition to this, the marketer running the campaign can track the unique visits and behavior of each audience so as to be accountable for every dollar spent within the marketing budget.

tags: Social Networking ,  Online Marketing