14/08/2019 | Digital Marketing | 5 minutes
So a little bird told me you were interested in optimising your landing pages in order to boost your social media conversions during a paid campaign? Smart move.
Directing targeted social media traffic back to a relevant landing page that facilitates your users needs will work wonders for you. Not only will it help your bounce rate and average session duration in the long run - it will also convert your visitors into leads faster.
No need to feel embarrassed (you're not expected to know the ins and outs), that's why you're reading this article right now.
To put it simply, a landing page is a page on your website that has been built for a specific purpose e.g a social media campaign. With many landing pages,
you may encounter a unique layout that stands apart from other areas of the site - this is because the page in question has a specific purpose e.g
to encourage enquiries, sign ups or downloads.
In some cases, you may be dealing with multiple audiences during your paid social media campaign - if you do find yourself in this scenario, it often pays to create multiple landing pages focused on each of these audiences rather than pushing them all to one (this, however, does depend on the type of campaign you're looking to do).
When tailoring your landing page, it is important to consider the demographics, geographic locations, likes and needs of your audience. It is also worth
having your end goal in mind - if for example sign ups are incredibly important to you, you'll want to make sure there are multiple CTA's in place
to encourage sign ups in both your content and design.
A great example of this would be the recent landing page we designed for a local tutorial college in Oxford.
They were looking for a landing page that would work with a paid Facebook campaign in order to encourage potential students (and parents of students) to
enquire about their up and coming GCSE and Sixth Form courses.
With that in mind, we set out to design a strong, bold and eye catching page that would do just that. It is important to note that as previously mentioned, your page must visually and verbally direct social media traffic into taking the actions you require.
When coming up with the initial look for our clients' landing page, we decided to take some inspiration from sites already smashing it, such as Spotify 👇
We liked how straight forward and direct their call to actions were - it's important to make CTA's easy and actionable, especially with users attention spans forever shortening. With RedBull flowing and inspiration behind us, we then focused on what our campaign's audience would want from the page.
We went ahead and did this by breaking down the page into 6 key parts.
In section 1, we instantly introduced our very first call to action. The reason we did this so soon is because we understood the user would have already shown interest when clicking through the social ad. With that aside, we decided to focus on user retention - we wanted to ensure the user had everything they needed in order to convert and not click away.
On section 2, we began to offer more detail on the courses available (why?) because we know that at this point the user may not be willing to commit and instead is choosing to find out more. This scenario is pretty common and should be considered when writing content for your landing page.
Sections 3 and 4 continue to further inform the user of the courses available being sure to highlight the key areas. In some areas we do allow the occasional link so that we can monitor it's performance - if we find that enquiries are low, yet users are navigating to the links provided, it tells us that more information is required on the landing page.
Another important consideration to make is the overall look and feel of the page (it may seem super obvious). You'd be amazed by some of the landing pages we've been asked to direct our paid ads too. In short, it's important to make your page visually stimulating as well as your content informative and easily digestible.
In sections 5 and 6 we dive right back into the main CTA's, this helps to reinforce the overall purpose of your landing page. Spreading out these call to actions is a sure fire way to increase the chances of a conversion (be cautious though, you don't want to overdo it either).
With all of these elements in place, we were able to manage a successful Facebook campaign whilst being able to accurately funnel incoming traffic to the areas that mattered most to our client. You'll be pleased to hear that this campaign ended doing incredibly well, so well in fact we're already well underway with our next campaign for them
If you found this blog post insightful, please feel free to share your thoughts online being sure to use the hashtag #UrbanElementWeb - we would love to know your personal thoughts on the upcoming digital trends ahead. If you would like to read another one of my articles, why not check out my previous post 'Is Your Business Playing It Safe With Social Media? If So You're Doing It Wrong'.