By Win Salyards, Marketing Coordinator at Heinz Marketing
Your ad copy has been finalized, the ads set up, targeting defined and the campaign set to run, and you’re getting positive results to the spend. But, when you check your conversion rate on the landing page, you’re met with subpar results. Where’s the disconnect? The ads are working, but nothing is converting in the end. Depending on an ad campaign’s goal, the landing pages can make or break the campaign. To make sure your team is getting the best ROI from an ad spend, you need to take a holistic view of the ad to landing page alignment. Here are 5 best practices to ensure your landing pages aren’t holding up your important ad campaigns.
Create a landing page for every ad within a campaign
Ensure the message and imagery is consistent for the person clicking through the ad. From an experience standpoint, a significant switch in the message could feel like a bate and switch to the prospect and lose trust in your company. Don’t just re-use one of the generic asset landing pages your website links to from the content library. Create unique ones tailored to the campaign.
Optimize your landing page form-fill fields
Make sure to align your lead capture forms with the campaign’s goal and the origin of who you’re targeting the ads towards. If your team targets ads to a pre-purchased list of prospects and that list includes things like titles, company, regions, et cetera, there is no reason for your landing page to ask for that information again. With modern visitor attribution software, you can get that info through other means besides a lead capture form. The number of form fields you include is inversely proportionate to the conversion rate. That is to say, the more info you require to download an asset, the fewer people are going to convert.
The more fields in a landing page form you have, the more valuable that asset needs to be.
If you must have a long lead-capture form, you need to have that gated asset be a valuable and unique one. Convince the prospect what they are filling out the form to get is worth the effort and that they will have a hard time finding that same value elsewhere.
Perfect the landing page benefit message
Don’t focus on the technical specifics of what is in the asset or what your company does. Focus on the outcome the prospect will realize once they engage with the piece of content.
If at first, you don’t succeed…
Try again. You may not be able to sell someone on your CTA the first time they visit a landing page. So, if you can, use retargeting to reengage those prospects that need extra convincing.
Optimizing landing pages can be hard to balance, but they are the last line to cross to capture a lead, so they need to be done right. Now, nothing is perfect, so optimizing your landing pages can take time and money– But, those are both worth the effort to increase conversions and provide seamless experiences for your prospects.