How-to Leverage Unique Landing Pages to Improve Website Conversions
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Landing pages are a staple in online marketing because it funnels a prospect into taking a specific action depending on your needs and desires.
The landing page cuts through the fluff and delivers the good stuff.
The message is targeted and qualifies those that take action on your call-to-action which starts the process of building a targeted list (whether it’s buyers, subscribers, or leads).
Generally speaking an affiliate marketer may use just a few landing pages on their site; these come in the form of a sales or review page to remove the distractions but there are many other ways to implement landing pages that can have significant improvements on your site conversion and engagement.
Here are but a few …
The “Thank You”
The “Thank You” page is part of the follow-up process which assures the actions taken by the individual had significant value and removes any worry of doubt about what they have just done.
It’s common to find thank you pages, in basic forms, on many sites:
- After an email list sign up
- After a purchase
- After submitting a contact form
But, what we’d like to introduce is the idea of using unique thank you pages for your marketing campaign based on the location, target audience, and follow-up.
For example: You could create a thank you page for those visitors coming through your Twitter profile link which specifically thanks them on this action, shares your best tweets, content related to Twitter (if you produce it), and alternative ways to get in touch on other social networks.
Every external link could point to a unique landing page that’s been crafted to speak to that specific individual; this creates continuity between where they’ve come from and where they have landed – it removes a lot of the shock that comes from the jump. The added “thanks” will create a warm welcoming and encourage them to dig a little deeper into your message.
The “First Time Commenting”
Comment redirect is a very handy WordPress plugin which, when installed, allows you to redirect those that have shared a comment to a unique landing page.
At first this doesn’t sound like a big deal but consider that those that leave a comment essentially “vote” that they’ve enjoyed your message and want to hear your response – they’re saying they find value in what you have to deliver and want more of it.
Here would be a few items to include on the thanks for commenting page:
- The thank you (of course)
- An email opt-in
- Social media profile links
- A careful selection of your best posts
- Affiliate offers and resources
The goal is to get the individual to either sign up to your list, follow on social media, or convert on an offer when the iron is hot.
The “Welcome Guest”
This one, in particular, is one of the most powerful and widely underused.
The “Welcome Guest” style page is specifically crafted to cater to guest posts.
The factors in place (which makes it powerful) include:
- A thank you direct to the community members of the guest post destination
- Some form of offer or resource that matches the topic of your guest post
- Opt-in form and social media links
This may look very similar to the “thanks for commenting” page but the difference is that you can set up a landing page for each and every guest post you produce. Likewise, you could create silo landing pages unique to a website you frequently submit guest posts to create familiarity.
Imagine: You read an amazing guest post on one of your favorite blogs but you don’t really know the author so you click through their profile link. You land on a page that welcomes you to the site, shares how to get started with their content, and ways to subscribe to what they have to offer. You immediately connect with the individual because it doesn’t just dump you onto the front page which can be difficult to navigate and know where to start.
The added bonus is that you can easily track these individuals landing on your site without having to dig very deep into your analytics. You can funnel them the moment they land on the site rather than hoping they stumble into your good stuff. Once they’re in and begin to receive valuable information they’ll integrate with your community and present opportunities to send out offers to a larger list.
The “Get In On This”
Webinars, live chats, interviews, and other live events greatly benefit from landing pages because of the scarcity of space and set timing of the information because you have the ability to sell individuals on signing up for the event without the distraction that comes with the rest of the site.
You could sell the individual with the following:
- An overview video of what participants will learn
- Bonuses to those that sign up before the deadline
- Facebook and Twitter discussion to build some social buzz
The pre-event phase can use that landing page to easily spread the message when doing guest posting, advertising, interviews, videos, and other marketing efforts.
The benefit doesn’t end there, however, because you could turn that landing page into the exact location of where you’re holding the live event! You could embed a streaming video into the landing page which others have already bookmarked and frequented so there’s immediate familiarity. You could also install a live chat element along with the video for additional engagement.
Once it’s all done you could turn around and use that landing page to collect emails for those that want to watch the recording. As you can see – there is a lot of opportunity with these pre-sale, event landing pages.
We’ve only covered four different types of landing page usage but there are many more once you open your strategy to incorporate them and play with your creativity. You can use landing pages for any number of campaigns and tests; map out the various ways you could implementing them into your existing design and give them a test run – you may be shocked at how effective they may be for your business.