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Businesses often make the simple mistake of forgetting to optimise their campaign landing pages.

When creating a campaign, the focus tends to be front-loaded. All of the attention might be placed on creating the campaign. Little thought might be given to where the user will end up.

This might seem glaringly obvious, but it’s a common break in the end-to-end journey.

How your user might enter your website

It’s important to remember that not every user will come through the homepage.

It’s all well and good having a lovely clean and current homepage. If people enter through categories, blogs, product pages, or a news section, however, they may never even see the homepage.

In fact, the chances are that If you have lots of products or great content, your organic search is on track and prospective customers will land directly.

Of course, the destination URL may also be a bespoke landing page that has been created for a particular campaign.

How your pages are structured will of course assist with natural search. It’s not all about SEM though.

What is on your page will influence what the user does when they arrive.

Constructing the perfect landing page is all about signposting and telling them what they need to do next.

Key elements of a good landing page

Plenty of images, buttons, calls to action, complementary content, and relevant copy.

1. Consistent branding and logo

The destination URL needs to look consistent with your website. It could be a specific page that’s been created with a single message, but it still needs to look like its part of your site.

2. Relevant and compelling headings

The headline is what your user will see first. You need to reference how they arrived there. It’s also really important for the page to explain the offer. Make it attention-grabbing but still relevant.

3. Value-add graphics

A landing page isn’t just about stock imagery. It should include visuals that add value to the journey. Make sure it’s got plenty of product imagery, the campaign hero imagery, and icons. These need to tell the story and signal to the user what they need to do next.

4. Video

Research shows that 73% more visitors who watch product videos will make a purchase. Furthermore, 96% of consumers find videos helpful when making purchase decisions online. Test video as part of the landing page format.

73% of adults are more likely to purchase after watching an online video that explains the product or service.

Source: Animoto www.animoto.com/blog/business/small-business-video-infographic

5. Simple language

Don’t overcomplicate the page. Keep It Simple Stupid (KISS). Your landing page copy should be concise and direct. It needs to show how your product or service solves their problems or addresses their needs.

6. The key information

You user will make their decision within seconds of arriving on the landing page. It, therefore, needs to demonstrate why they are there. Use bullet points, bold text, short sentences, and specific messaging to show the benefits quickly.

7. Buttons and direct calls to action

CTAs are called that for a reason. They ask someone to do something. If your landing pages don’t include direct requests to ‘buy now’, ‘download’, ‘sign up’, or similar, how will the user know what they should do?

8. Data capture

Whatever your objective for the landing page, you have a warm lead. Unless you’re aiming for a purchase at this point, add a data capture form to add to your database, and hit them up with a follow-up email to twist their arm.

9. Mobile optimisation

There are 3.5 billion smartphone users worldwide, and about 50% use mobile. It’s critical therefore, for your landing pages to be optimised for mobile visitors, rather than a poorly referred desktop site.

Follow these tips and you can expect improved conversion rate and ROI for campaigns driving traffic to your website.