Many of our clients at Hygge begin with an audit of their existing advertising programs. So we have seen many online advertising campaigns from around the world. One of the most common mistakes that we see is setting all of your campaigns to link to the homepage of your website.
You may be thinking… Why is this a mistake? Don’t we want to send people to our website?
So what’s wrong with this? Simply put, the best advertising is highly targeted to a specific audience, at a specific point in the buying cycle; do you think your homepage contains exactly the next step for all of them?
This is where Landing Pages come in to play. A landing page is a specific page that is uniquely designed for the purpose of receiving a specific audience from somewhere else. Landing Pages give you the opportunity to trailer your messaging specifically to this audience and stage of the buying cycle that is most relevant to the ad audience that you just attracted with your ad campaign. Unique images, specific content, compelling messages and call-to-actions (CTA) that take your visitors to the next desired action.
To learn more about Landing Pages and how they can make the most of your ad campaign traffic you can check out this great online course at Udemy.
For now here are 5 tips for getting started with landing pages:
- Know Your Audience
This should be obvious but if you are running and paying for an online Advertisement Campaign, you should already know who the ad is targeted at. The same understanding is important for landing pages. Each landing page should be customized specifically for this audience. Every image, every word should be handcrafted with this audience in mind and customized specifically to meet their needs. - Know The Buying Cycle Stage
More than just ‘who’ is visiting, it is important to understand ‘why’ they are visiting. Your ads should be designed to attract audiences that match a specific stage in the buying cycle and encourage them to move to the next. The next page they see should, therefore, be purpose-built to help them get to this next stage. Use your landing page to help provide the needed confidence to move to the next stage, and use CTAs to bring them there. - Website or Landing Page Tool
When it comes to building landing pages you will need the tools to do so. If you have a website with a powerful Content Management Systems (CMS) like WordPress, you may have all you need to create Landing Pages with custom content and layouts. Another popular method for creating landing pages is using a landing page tool like Unbounce, HubSpot or LeadPages. These tools can get you quick access to purpose-built landing page creation features. - Capture Data & Track Your CTAs
Now that you have a custom landing page specific to your ad audience with tailored content and all the right CTAs; you now need to make sure you can track all the success coming through. Analytics tools and goal tracking is your friend here. Be sure to integrate your tracking code so that you can see exactly how your visitors and using the landing page. - Test New Ideas, Layouts & Copy (A/B Testing)
So now that your landing page is getting traffic from your ads and you are starting to see the results roll in. But how do you know if you could do better? It is important to test new ideas, adapt your content, sharpen your CTAs to get the best results. A/B testing or other multivariate testing solutions can be a huge asset to ensure your landing pages are performing at their absolute best.
At Hygge all of our clients use high-performing landing pages crafted by Online Advertising pros to create some of the highest performing results in their sectors.
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