How to Create a Great Landing Page for Social Media Marketing

One of the worst mistakes people make is to drive traffic from a PPC, Display or Email campaign to a generic landing page such as the home page. This is a sure fire way to blow a PPC marketing budget with very few results. Each page of a website can be thought of as a landing page and should always present an opportunity for your user to move towards the intended goal. Include “call-to-action” requests to aid the visitor in making a decision is helpful in closing the visitor on a page by page basis and increasing conversions.

Here are some great tips to keep in mind:

1. Clear Call to Action

Always tell your visitor what to do, never leave them guessing as to what action they should take. When using a short landing page, insert two call to actions, if using a longer landing page, increase this to between 3 and 5.

2. Headlines That Engage the Consumer’s Attention

Always make sure your headline relates to where the user just clicked from i.e. the ad they clicked. This will ensure they are immediately engaged with your offering.

3. Make Results External, Tangible, and Measurable

Tell people in plain English what the benefits of your product and services are and how they can be found on your website. For example if you sell a weight loss product, telling people they will feel a great sense of achievement and perseverance after using the product will not yield many sales. But if you said they will loose 10 pounds and have more energy to play with their kids, it makes your copy a lot more compelling.

4. Don’t write within your ego

No one cares about you or your company. When writing copy for your landing page address the people who are interested, change “we” to “you”

5. Make use of the space

You have all the space in the world so make sure your landing page is formatted correctly and easy to understand.

Knowing What to Measure

Whatever the conversion rate of your landing page it can always be improved upon. Never assume you have reached the optimum number. Consider the following:

1. Conversion Rate

The conversion rate of a landing page is the percentage of visitors who took a desired action i.e. sale, opt in etc. A typical conversion rate for a retail site is between 1 and 2 percent with the average lead generation site between 5 and 6 percent. That is a huge amount of people who are not going onto the next step. Imagine you could improve the conversion rate by a single percent, how much extra revenue would this mean?

2. Bounce Rate

The bounce rate of a page is the number of people who came to your page and left without proceeding any further. Effort should always be made to reduce this figure.

3. CPC (Cost Per Click)

Your CPC is how much you are paying Google for a particular keyword. This figure is calculated by Google using a number of different metrics. One of this is the quality of your landing page. CPC costs are something you should always keep track of and try to improve upon.