Tag Archives: landing page optimization

Headlines and their importance in driving traffic – social media posts, landing pages and banner ads

Let us consider that there is a seller who sells fitness shoes that are incorporated with modern tech to make your workouts more easy and informative. Now suppose this seller wants to advertise these shoes on some social media platform and he needs to choose one headline from these two – “Shoes That Improve Your Workout” or “Fitness Shoes That Feature Perfect Blend Of Comfort & Technology”. Which headline do you think will make more impact?

The problem with the first headline is that even though it tells that the shoes are meant for your workout, it fails to highlight the importance of the modern technology used in these shoes. The second headline, on the other hand, clearly conveys that these shoes are meant for your fitness regime and offer you comfort along with technology. Naturally, the latter makes more sense and is bound to generate more leads than the former.

David Ogilvy, who is regarded as the Father of Advertising, once said: “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” A crisp and informative headline will not only make your content worth reading but also shareable. Be it on a banner ad or a landing page, a succinct headline is a key to attract your target audience. Here are a few tips that can help you to write a good headline:

  1. Never ignore keyword research: Keywords are the fuel for any search engine and it is these words that your potential customers enter while looking for the product they desire to buy. Spend some quality time doing research on the specific keywords or phrases your target audience uses to look for products pertaining to what you are selling.

A headline should always be infused with keywords that have maximum search volume and showcase your needs in an effective manner. As a matter of fact, there are numerous people out there who will share your post the moment they find your headline catchy. You need to sound unique as well because there are many other businesses that are in the same field as you and post almost similar content every day. But, if your headline sounds bold and intriguing, you are sure to woo the customers to your website.

  1. Create a sense of urgency: After reading your headline, a reader should feel like they need your product more than ever and that they should act immediately. A headline that creates urgency is bound to pique the interest of the visitor. You can make use of words like “Now” or ‘Today” in your headline along with the promise of a benefit to get an immediate response. For example: “7 Things You Can Do Now To Increase Your Website Traffic”

Another approach towards creating urgency is by showing a negative consequence in your headline. For example, “5 Mistakes You Are Making While Writing A Headline”. This title makes the visitors want to read the blog to avoid or rectify the mistakes they are making while writing headlines.

  1. Avoid writing misleading headlines: If you wish to develop a relationship with your audience, then you need to be transparent about what you write. A misleading headline that does not relate to your content will displease the readers and they might never come back to your brand even in the future.

Whether it is a social media post or an online advertisement, your headline should be precise and clear. The title should be so crisp that just once glance at your headline and the reader should be able to understand what kind of information he will learn or solutions he will find to his problems. Take a look at the example given below. The heading efficiently conveys that the reader will get to know how to write LinkedIn articles that are shareable.

 

  1. Use numbers wherever necessary: Headlines that contain numbers perform better than the normal headlines because the content belonging to such headlines is considered to be a quick and easy read. Using a small number will show how short your post is and using a high number will tell how detailed the post is.

Research has shown that an odd number generates 20% more traffic than the even number as it quickly grabs the reader’s attention. Also, numbers take less space which comes as an advantage when you are walking on a tight rope when it comes to the total characters for a headline.

  1. Write multiple headlines before choosing one: If you are waiting for a great and productive headline to pop up in your mind and then write it down, then you are probably wasting a lot of time in this process. An effective headline is the byproduct of numerous permutations and combinations before you find ‘the one’.

For an article or online advertisement, you should be ready with at least ten headlines or more. Think and figure out which of these headlines is best suited for your target audience and use it on social media. If you see that it is creating engagement, then you can use it on your banner ad or even on your landing page.

Writing a headline for your blog or social media post is nothing short of an art. You need to be at your best while writing a headline because this headline is going to be the gateway of your post for bringing in clicks and conversions. So, the next time you start brainstorming about a headline, make sure that you apply the tips mentioned above and make it more click-worthy and meaningful.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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The most important parts of your landing page

The most important parts of your landing page

The landing page is one of the most important elements when it comes to lead generation. Many businesses tend to give importance to their website’s homepage instead of spending time and resources on the landing page. This leads to fewer conversions and affects overall sales as well. However, creating a competitive landing page which brings maximum conversions is no easy task.

Crafting an effective landing page involves more than designing something which looks very productive. There is no standard manual for how a landing page should be, still, there are a few key elements that have to be there in order to increase the interest of the visitor in your business.

Let’s discuss a few of these elements in detail:

1. A Creative Headline: The headline of your landing page is the first thing visitors read after they arrive on your page, so it is vital that you make that headline count. Your headline should be such that it grabs the visitor’s attention and informs the visitor what your product or service is all about.

Remember to keep your headlines as short as possible. An ideal headline should be between ten to twenty words. Make sure it explains what you have to offer and clearly communicates its value. Here’s an example of a great headline:

A creative headline

2. Your Unique Selling Proposition (USP): Your USP shows what sets you apart from the competition. You clearly need to define this point of differentiation on your landing page by breaking down your offering to its most basic level. You need to describe how your customers can benefit after choosing your product or service.

A classic example comes from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” Remember, a good USP is the key to getting more people interested in your business or service.

3. Make Use of Pictures or Short Videos: You have very few seconds to steal the attention of your visitor and you need to make the most of this time. The visual representation of your offer helps visitors to better understand what your offer is or what it looks like.

You can achieve this with the help of photos or videos. Just make sure that the pictures you use are large, high-quality and relevant to your service or product. Videos are a great idea too, but only if they are succinct and easy to understand.

Make use of pictures or short videos

4. Social Proof: No matter how fancy or perfect your landing page is, there is nothing more persuasive than social proof. When you illustrate that other people have bought your offering, visitors are more likely to convert into customers. Social proof can include customer testimonials, a total count of your customers, awards from reputable organizations, customer reviews or trust seals.

Social proof

5. Call To Action (CTA): Your conversion goal describes what the purpose of the page is to you. Your CTA is critical to conversions as it is the target of your pages’ conversion goal and for this reason, it matters how you design it and where you place it. A CTA can either be a part of a lead generation form or a standalone button.

“Click Here” and ‘Submit” are the best examples of poorly-written CTA. A good example can be “Get your 20% discount now” which clearly shows what the visitor will get in exchange for a click.

The above-mentioned elements clearly define what needs to be done to ensure a productive landing page. Even if you follow these five elements, you can develop an effective landing page for your marketing campaign. However, do not stop testing and modifying your landing page in order to get the best results every time.

For further information, you may contact us or visit our website www.bmconsulting.in

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Landing Page Optimization and its Importance in Marketing

Any shrewd inbound advertiser “gets” that once you’ve done all that diligent work to get visitors to your site, the next big step is to convert them into leads for your business. But what’s the most ideal approach to get them to convert? Landing pages , that’s what! They are the heart and soul of an inbound marketer‘s lead generation efforts.

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Landing pages literally serve as the location your prospect “lands” on your website. They are focused on a single objective, either informational or transactional. Landing pages provide highly specific information in the form of text, images or other dynamic elements and the ultimate goal is to convert visitors into customers. In addition to prospects, many repeat visitors or customers will come across your landing page.This means that your landing pages need to be optimized for every stage of the marketing funnel for increasing conversions.

Here are the few simple tips for Landing Page Optimization:

  • Optimize every element of your landing page for conversions-

Headline: Find out if a punchier headline works, or if you are better off using a descriptive, clarifying headline. Does different language or messaging change your clickthrough rates?

Image: 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. If there’s anything these stats teach us, it’s that it’s always wise to include a relevant image on your landing page. Try to match then that image with the offer.

Privacy Policy Link: Include a link to your business’ privacy policy on your landing page or directly within your lead-capture form to give your visitors peace of mind.

Call To Action: At the bottom of your lead-capture form should be a submission button. This button is the actual call-to-action button on your landing page. Be sure this button employs specific action words so your visitors clearly understand what they have to do to obtain the offer you’re presenting.

Social Sharing Buttons/Links: Enable visitors to easily share your landing pages with their connections by including social media sharing links or buttons. Include buttons for social networks like Facebook, LinkedIn, Twitter, and the like. Don’t forget to include a share button for email, too.A/B test your landing pages

  • Do A/B testing:

A/B testing or split testing, is a method for testing two versions of a  webpage: version “A” and version “B”. The goal is to test multiple versions of webpages or one specific element that changes between variation A and variation B to determine which version is most appealing/effective.

Running A/B tests on your landing pages is a great way to learn how to drive more traffic to your website and generate more leads from current visitors. Just a few small tweaks to a landing page can significantly affect the number of leads your company attracts. In fact, A/B testing of landing pages can generate up to 30-40% more leads for B2B sites and 20-25% more leads for eCommerce sites! Such increases in lead generation can provide a huge competitive advantage for your company. In fact, chances are your competitors aren’t doing A/B testing right.

  • Optimize Thank You Page:

After your newly converted leads fill out a form, you should always send them to a “thank-you” page, which delivers the content you have promised on the landing page. This is where you bring back the navigation and direct people to other parts of your site, or more offers in which they may be interested.

(Complied by Sana Mokashi)

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