Regardless of which ad network you choose, to make any online advertising campaign work to the best of its abilities, you need to create some high-converting landing pages.
You don’t want to just have people visit your page, you want them to take some kind of action once they’re there. To do this, you need to create a landing page that’s engaging and compelling enough to convince them to take the step that you want them to!
To do this you need to follow C.O.N.V.E.R.T.S. formula:
C = Clear Call to Action
O = Offer
N = Narrow Focus
V = VIA: Very Important Attributes
E = Effective Headline
R = Resolution-Savvy Layout
T = Tidy Visuals
S = Social Proof
· Clear CTA
Your CTA (call-to-action) is the button whose job it is to drive the user to take action, so it’s vitally important to how successful your landing page performs.
What makes a great CTA? Value + Relevance. A CTA should make it clear what value you’re offering your prospective customer, and it should also be relevant to your website/landing page (i.e. not generic).
An offer is anything you give your visitors in exchange for getting them to take the action that you want. This is usually a discount/coupon, a free trial, a free downloadable whitepaper etc.
· Narrow Focus
The more choices you offer people, the more time they’ll take to make a decision. Make their decision for them by having a narrow focus.Keep your landing pages simple, andonly focus on 1 thing at a time.
· Very Important Attributes
You need to convince visitors that there’s a very good reason for them to do what you want, and to do this you have to highlight the best features of your product. It’s important to prioritize that these really are the very important attributes of what you have to offer because you don’t want to add too much information to the landing page – just enough to convince them to want more information.
Right Signature do a fantastic job of this with their “send”, “sign” and “archive” information. These are the very important attributes of the product, and while there may be other attributes, they’re not as vital to the product as these 3.
· Effective Headline
Create clear and informative headlines that clearly articulate what your business is actually all about. No one wants to land on a landing page that can’t tell them even the most basic details.
At first glance at this landing page, we know exactly what Rate Us does: They help you understand what your customer really think!
· Resolution-Savvy Layout
People surf the web on all types of different devices nowadays, so make sure that your layout allows for the wide variety of different user experiences by keeping the most essential parts of your message (i.e. the logo, headline, call to action and the supporting visual) in the centre top of the screen. This means that even if your landing page is cut off my small screen resolutions, the important information will still be above the fold.
· Tidy Visuals
As with your headlines, you want to make sure that you have one simple visual that your user will see. Unappealing, low-quality, or too many visuals will distract from your message.
· Social Proof
Humans are social creatures, and we tend to listen to our neighbours, friends and strangers more than we do a business. This is why testimonials, reviews and user-numbers are all super effective in convincing others to hop on board!
Paid traffic acquisition is an extremely viable marketing channel, but it comes at a price (literally). Online advertisement can be highly effective in driving short-term traffic, but you should always remember to start small and test out what works for you. Don’t put all your eggs into one basket.
Instead, think of paid advertisement as a short-term way to boost your website traffic, but not as a central strategy. Instead, focus on marketing strategies that will work for you in the long-term, such as consistently providing valuable content, keeping your website updated and easy to use, offering a great product or service, and ensuring that people can find your content through SEO.