Episode 7 – Lead Generation Hack, Landing Page Optimisation, and Content Distribution Plans
Hi and welcome to episode 7 of Wired Plus TV.
I’m Tony and I’ll be your host. I’m the Marketing Manager at Wired Plus.
In every episode of Wired Plus TV we will be exposing marketing secrets, insider knowledge, and business advice and lessons that we have learned through the creation of Wired Plus.
Wired Plus TV is your chance to take a little bit of time out of the day and to join me in discussion about the marketing world. Even if you don’t want to join in (using the #TeaBreak), you can still take some time away from your work and see what we have to say.
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So, moving on to this week’s marketing hack and marketing strategy.
Lead generation hack – Use a click popup CTA on your landing page.
Rather than using a form, try a button and a click popup as your CTA. People can shy away from forms when they see how many form fields are required, so easing them in with a CTA button can help increase overall conversions.
And now our marketing strategy section where we’ll be discussing “Landing Page Optimisation”.
So, first of all, what is Landing Page Optimisation?
- Process that you go through to increase conversions on a landing page by improving the elements on a web page
Why do you need Landing Page Optimisation for your business?
No matter what channels you use for your online marketing you are going to be using landing pages – even if you don’t recognise them as that. Any page that you are sending traffic to whose main goal is to either capture leads, or generate sales / conversions is a landing page.
How many of your current webpages are created for those purposes? Hopefully at least a couple! If not, where are you capturing your leads and getting conversions? Leave a comment below to let us know!
More often than not, landing pages are used for paid campaigns, so a lot of money and resource is usually spent driving traffic to them.
Because landing pages focus on these conversions you can improve your results significantly by improving their performance.
Optimizing a landing page ensures that you achieve the highest possible conversion rate from the visitors who arrive at that landing page.
Landing page optimisation can help you lower your customer acquisitions costs, acquire more customers, and maximise the value of your ad spend.
How to get started with landing page optimisation
There are 2 key areas for you to focus on when optimising landing pages:
- Optimising the landing page for specific traffic
- This isn’t discussed as often as the more technical aspects of landing page optimisation, but they play a massive part in the success of landing pages. Traffic from your different sources is likely to perform differently based on where it has come from.
- Optimising page content
- These are commonly discussed in landing page optimisation tips, articles and videos. You’ll see split testing, templates, colour theory and a host of other terms being mentioned for this area.
Let’s look at each of these in turn and in more depth.
Optimising landing pages for specific traffic
Before you start looking at creating landing page structures, layouts and branding, you need to know more about your traffic.
Marketing teams are juggling a large number of platforms and marketing channels, so it’s important they they get to know the different requirements for visitors from each one when they are building their landing pages.
Let me explain why with an example.
Say you are a retailer specialising in selling coats.
You might promoting your products through Google Adwords, and promoting posts on Instagram or Pinterest.
Say that you are targeting the keyword [warm coats] on Adwords. The landing page experience needs to align with the messaging from those ads and the search intent of the user.
You might want to mention what seasons your coats are most suitable for, and how the person wearing that coat might feel in different temperatures.
Potential customers from Instagram and Pinterest might be more interested in how fashionable the coats are, or which celebrity wears similar items. A landing page that is going to convert for this traffic would need completely different imagery and messaging, aswell as some sort of social proof (think endorsements, or influencer input).
This is a very basic example, and may not seem to fit your own industry, products, or sector.
No matter what you are offering, this tactic can be applied though. You may need to think a bit out of the box to find your different approaches, but be assured that you will find them.
If you’re struggling, why not leave a comment below and we’ll help you out? In fact, leave a comment down there anyway so that we know you’ve called by!
So, now that you’ve identified what traffic from each channel needs to experience on your landing pages, you can move on to optimising the page content.
Optimising page content
This is one of the most talked about and documented topics when it comes to landing pages. Every expert and pundit has a magic trick, or silver bullet to guarantee high conversions on landing pages.
You’ll have seen them advertising:
- “Download this template and increase conversions by 1000%”
- “This landing page generated £millions of revenue. Get your copy now”
It goes on and on!
I have no doubt that some of the templates available have had great success, but if there was one layout, or template that worked for every purpose, you would only ever see that one being used!
A quick search on your favourite search engine for landing page optimisation will bring you a wealth of useful resources and downloads. There are far too many examples out there for you to copy, but we’ve boiled down all of this advice into a list of the main things that you need to consider when looking to optimise your landing pages.
One goal per page
As with your email marketing campaigns, there needs to be one sole reason for the landing page to exist. High conversion landing pages are just that because they are created with one purpose in mind.
The traffic hitting that landing page need to be completely aware of why they are there and what they are going to get out of the visit.
You need to give the page a purpose and then stick to that with your imagery and your messaging.
Limit distractions on page
This works alongside the point that I’ve just mentioned. High converting landing pages seldom have navigation bars, or links to any other pages (apart from maybe a thank you page after the completion).
Clear and concise messaging and keeping forms as short as you can get away with will ensure that conversions are optimised.
Clear and Consistent Messaging
Powerful and effective headlines are vital to the success of landing pages. Test your headlines alongside your Calls to action and match the language that your visitors are using to describe what they are looking for.
This includes maintaining consistency of messaging across from your ads to your landing pages. Get your value proposition across at every stage and watch your conversion rates rise.
Consider testing long copy and short copy versions of your landing pages. Although concise is usually best, depending on how warm or cold a visitor is to the page they may need more copy to convince them to convert.
Establish trust & Credibility
We’ve all seen those long sales pages that seem to scroll forever! In a lot of cases, these pages are making a lot of noise, but aren’t building up a lot of trust.
That doesn’t mean to say that long copy can’t build trust and credibility though.
Run split tests such as:
- adding other customer logos
- partner logos
- a customer quote
- a customer case study
- or other forms of social proof to the landing page.
Sometimes, all it takes is adding a phone number or “trusted by” badge for potential customers to trust that you are running a legitimate business and that they won’t be scammed.
By testing what is working and what isn’t as an ongoing priority, you will be able to make better decisions on your landing page optimisation that ultimately raise your conversion rates.
Speed up your landing pages
Slow load times cause high bounce rates. This is well known. For a landing page to do its job, you need people to stay around long enough to see and understand your value proposition, before then deciding to convert.
Landing pages shouldn’t be so large that they suffer from “bloat”, such as ridiculously large image files, and huge amounts of code running in the background. If you keep the landing pages as simple as you can, you will reduce load times.
Use Google’s Pagespeed Insights tool (https://developers.google.com/speed/pagespeed/insights/) , or the GTMetrix (https://gtmetrix.com/) speed checker to identify any potential issues with load times.
Consider these key areas when building and optimising your landing pages, but don’t ever forget that the most important consideration of all needs to be the people landing on those pages. Give them the best experience that you can by delivering on the promise of the ads or content that is leading them to your landing page.
To finish off this section, I’ll quickly mention some helpful tools.
Useful tools to use when optimising landing pages
Here are a couple of tools that we couldn’t live without when optimising our landing pages at Wired Plus.
- Use this to identify user behaviours on your landing pages. You can see click, scrolls and heatmaps for your landing pages, along with recordings of actual visitors to each page (without any identification of course!)
- Google analytics
- Run experiments to split test different landing pages
- Create funnel reports to identify where in your pipeline visitors are falling out of your pipeline
Let us know how your landing pages are performing by leaving a comment below.
And now an update on the Wired Plus journey.
We have been working on our content distribution plan this week. We spent more time analysing the performance of the content on our marketing hub.
Although our content is in-depth and it offers valeu to every reader, we realised that we weren’t doing quite enough to distribute it, so that more readers can benefits from the tips, advice and knowledge that we are sharing.
Just as in the film the Field of Dreams, we were building it….. The people just weren’t coming though. Well, not quite in enough numbers.
Brian Fanzo also mentioned this in a recent presentation – He said that the “days of field of dreams marketing is over”. You can’t just rely on good quality content to be found these days.
You need to actively push your content out there. There is a lot of competition and only so many people for your content to get in front of.
We have created a content distribution plan template form you to download. If you would like a copy, leave a comment below and we’ll give you instructions on how to get your copy.
So that’s it for today’s show!
In the next episode, we’ll be talking about closed loop marketing, a content marketing hack (repurposing old content), and another update from our journey to disrupt the marketing software industry.
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Thanks for joining me today, I hope you can join me again next time.
Until then, happy marketing!
Bye for now.