Digital Strategies: Improve Your Conversion Rates & Lower Your Acquisition Costs
In this article, we will take a look at one part of the sales funnel: the place where all the magic happens after your user click-ed on your ad or piece of content, the landing page.
The landing page is one of the sales funnel pieces that carries a lot of weight. Customers may be captivated by an advertisement, but if they are sent to an inadequate landing page, you may lose out on a sale. Many advertisements direct visitors to brand websites or specific pages within those sites, but having customised landing pages for an ad campaign may significantly improve conversion rates.
Some Insights of the User Journey
It's critical to focus on the user journey while optimising landing pages and increasing conversion rates. Consider all areas of their journey leading up to the landing page to develop a plan for meeting their needs once they arrive. This may be used in a variety of situations, including photography and forms.
This isn't to say that a single layout must be the unicorn of landing pages. What this means is that landing pages should have several variations in order to improve optimisation.
Instapage suggests that variations have roughly 20-50 per cent differences to fit the various ad groups a user falls into, based on testing and research.
Consider the Following User Journeys
Location: If your advertising is geo-targeted to distinct audiences, double-check that the landing page matches the ad. If someone in London clicks on a real estate ad, they should be routed to a landing page with city imagery rather than suburbs.
Demographics: Landing page images should be designed to help the viewer to envision themselves as a possible buyer, similar to location.
Content phrasing and tone: Landing page headlines and body text should be consistent with the ad that was clicked on. This ensures that a message is consistent and useful to the user.
Platform Source: Was it a desktop website ad or a social media message on their mobile that prompted the consumer to click and land on your landing page? Knowing this might provide you with valuable information about how much time and attention the user might have to explore your landing page.
Buyers State-of-mind: Was the consumer attracted by an awareness ad or a conversion ad designed to move them down the sales funnel? Or perhaps a retargeting ad? Providing activities and information that are relevant to where they are on their journey path will help you achieve the desired results.
Take Advantage of Tech Tools and Test, Test, Test.
The technology used to build the website, in addition to front-end improvements such as images and content, can have a significant impact on user experience.
Noting how a user arrived at the landing page—whether through a website, a social media post, or another source—should affect how a page is designed. When a person clicks on a Tiktok ad, they are expecting immediate information. To begin with, no one likes a slow-loading page, but in certain instances, the attention span is considerably shorter. To communicate information quickly, avoid the bells and whistles of a mobile landing page in favour of a clear, fast-loading website.
Heatmaps are a quick and easy method to assess the overall performance of a landing page. It's possible to learn how to personalise information by looking at where individuals spend their time or how they click. A user could, for example, try to click on a section of a website that isn't a link or a button. A heatmap can reveal areas for improvement, such as adding new clickable places to increase user flow through the funnel.
A/B testing is another popular optimisation technique. Pages with different messaging, layouts, or graphics that are tested against another version can save up to 50% on acquisition expenses. It's critical to remember the variations you're testing and not to create pages that are so dissimilar that you can't tell which component of the variant is responsible for your success. And, as a general guideline, no more than three landing pages should be tested at once; this includes one baseline page and two testing variants.
Generally, testing with variants and user flows can help with conversion metrics such as lead generation, product trials and more. These types of optimisations need buy-in from the entire team, including strategy, design and marketing because they can require more work than a generic landing page. But the results achieved have the potential to easily outweigh the work put in by raising conversion rates as well as lowering acquisition costs.
Overall, experimenting with variations, testing, and user flows can aid conversion metrics such as lead generation and product trials. Because these sorts of optimisations need more work than a typical landing page, they demand buy-in from the whole team, including strategy, design, and marketing.
However, by increasing conversion rates and cutting acquisition costs, the returns will easily offset the effort.