Every great landing experience is powered by a great web strategy. While it’s easy to get caught up in the business requirements, any successful digital product needs to first provide the best customer experience possible.
Instead of thinking about segmentation as a way to learn about your audience, think of it as a way to provide them a more relevant digital experience. By putting their experience first you’ll also create an experience that earns their attention, builds their trust, and drives them to convert.
Unless you’re Google or Facebook, almost zero people begin their online journey at your site. They arrive from some other context – be it search query, ads on another site, an email or a shared link via social media. It’s up to you to make their ‘post-click’ experience relevant to who they are, where they came from, and what inspired them to click in the first place.
- Fulfill the promise made in your ads
- Messaging match the ad copy
- Match the same visuals, images, and style
- Speak authentically to particular segment or target audience
- Landing page content recency and relevance
Engage the Reader
When you’re trying to convert users (to a lead, a sale, a donor, a partner, etc.), you need to be more than just relevant. You also need to be engaging.
- Compelling product or service offer
- Emotional appeal
- Tell a story, an insight, a mood, or greater meaning
- Justify the reason users need your offering
- Intuitive web design that communicates value
- Differentiate your offer so that it’s unique, authentic or memorable
Authoritative: Earn their confidence
So you’re relevant to the user, and you’ve engaged them online? Not bad, but…for the user to be willing to do business with you, they must also trust you. Your web pages should scream authority – the kind of authority that establishes you as a credible source for your offer.
- Assure visitors they are in the right place
- Offer trust marks and customer-centric policies
- Landing Page copy is accurate and credible
- Use specific numbers and language instead of fluffy claims
- Meet social expectations of a good web experience
- Policies and forms are reasonable
- Provide social proof such as customers, partners, testimonials or awards
- Branding is consistent throughout the digital experience to leverage and build trust
Move them forward with Directional Cues
Plan your landing pages, and online conversion paths, to be directional. You want targeted web experiences that move visitors forward smoothly to their objective. Think highways or ski slopes.
- Have a clear call-to-action that leads to an obvious next step
- Choices on the page are easy and clutterless
- Minimal distractions so that visitors stay focused
- Provide motivation and incentives that encourage users to act now
- Conversion path that’s progressively flows—one step at a time
The best landing pages and conversion maps get results. This refers to a deeper level of the digital experience that visitors never see – it’s your testing and conversion optimization best practices.
- Ask a meaningful question to focus and guide testing
- Running A/B or multivariate tests (MVT) at some level…non-stop!
- Proper setup of tracking and segmentation
- Analyzing the right metrics and data points
- Have an SEO strategy for the landing page
- Take a conscious approach to search engine positioning
- Have a seamless nurturing flow in place after conversion
In my next post, we’ll discuss what happens after you convert. Subscribe to the unfunnel and make sure you don’t miss it!