Feed your users with smart landing pages
When a user clicks on an ad we come with expectations similar to those we have when entering a new restaurant.
Imagine you’re in a new city. You have no idea which restaurant to pick for your lunch. You are hungry and end up in a small street. There are a few options but from outside they all look the same - some of them have big signs “Lunch Special $7.50”, “Sushi pick 3 pay 2” or “Voted the best Pizza in this small street”.
At this stage, while you are making your decision, you start building expectations regarding the type food (Italian or Japanese, heavy or healthy), what kind of customers will be sitting next to you (busy corporate, hipsters, mum with kids), as well as the look of the restaurant (classy, modern, cliche’, cheap).
Finally you make your decision and step in one of the restaurants. As soon as you step in, does it look as you were expecting?
“Lunch specials”, well, where is the specials menu? Why are all the mains so expensive?
I can’t see “Voted best Pizza in the small street” mentioned anywhere in the restaurant, and they serve Thai food!
Mmm, first reaction? Turn and leave. You’ll never see me here again.
Likewise, when a user clicks on an ad, there are a lot of expectations which need to be addressed. If your ads mention a “20% discount” or “Free shipping”, you should back this up on the landing page.
Here a few things to remember while you are building your landing pages:
- Avoid pop ups asking for information or subscription on load. It’s like asking how you want your meat to be cooked while you still don’t know if you are going to order.
- Load page quickly. If the waiter let you wait 30 minutes before bringing you the menu you would leave.
- Has the page got what I was offered? If I’m after a vegetarian meal in an Argentinian restaurant.. I’m in the wrong place.
- Be clear on the next step. The same as “please wait to be seat”, or “pay at the counter”, the customer needs to be told what they need to do. Use the KISS method (Keep it simple stupid).
Case Study
Google search: “email marketing software”
My first results is
Email Marketing Software - iContact.com
Award-Winning Email Marketing loved by over 999k users. Try it free!
748 people +1'd or follow iContact
Free Trial - Features - Plans & Pricing - Ready to Buy? Get 20% Off.
Landing Page:
Positive feedback:
- There are different links which send you to different pages, customised to the link.
- The main landing page expresses very clearly what the next steps are.
- It’s repeated a few times that to create an account is free.
Negative feedbacks:
- The main landing page has no mention of the awards and why users have chosen this service. No testimonial.
- The call to action is above the fold.
Are you looking to implement some optimised landing pages on your website? Contact us, we run good restaurants for a living.
