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post-click landing pages are more effective at converting than other web pages because they eliminate distractions and deliver exactly what visitors expect. In contrast, post-click landing pages always have a goal of conversion. At the end of the study, the bigger display drew more attention, but it also generated 10x less sales. Found insideDotCom Secrets is not just another "how-to" book on internet marketing. This book is not about getting more traffic to your website--yet the secrets you'll learn will help you to get exponentially more traffic than ever before. To ensure the post-click experience is just as optimized as the pre-click, focus on the following seven components. Customers then expect the webpage they arrive at to have the same message as the ad they just clicked on. The anatomy of an effective post-click landing page looks like this: To attain a conversion ratio of 1:1, you shouldn’t have any outbound links in your page’s header, body or footer. Tip: Add a call-to-action button both to the header and the end of your landing page, so that the people who scroll to the bottom of the page can conveniently locate the CTA button and take the next step in your marketing funnel. Here’s an example from SiteTuners: Notice that the only form field on this page requests an email address. If your post-click landing page is built for the purpose of getting prospects to sign up for a free trial of your service, it shouldn’t also attempt to convince them to download a report. Then in the footer is another extensive navigation with social media links and sales email address: Contrast that with their CRM landing page that removed all navigation, does not link to the homepage anywhere and is solely focused on new account signups: If targeted and optimized correctly, landing pages are the most effective way to generate leads and sales from your PPC campaigns. They also committed to contributing 4% more to it regularly than those who were not instructed to consider the benefits of saving money. Uncover the secrets to a high converting landing page by seeing how the world’s leading brands create their pages. This time, MarketingProfs does a great job of choosing a background and base color, but they use their accent color, green, a little too liberally. Knowing where to put them takes an understanding of Gestalt psychology and how people read on the web: Knowing both these things, you can draw attention to the most important information on your post-click landing page by: Once you know how you’ll position your elements on the page, it’s time to determine the page’s colors. What it does The purpose of the webinar landing page is to capture prospects that can be your leads in the future. First of all, post-click landing pages convert incredibly well. Here’s how to highlight them in a way that makes them readable even at a glance. This post-click landing page type allows visitors to read persuasive information about an offer without being distracted by the terrifying “buy” button. Why Do Landing Pages Work So Well for Law Firms? It also overcame common buying objections with more content. Should visitors trust his health advice? To maximize comprehension: Being clear about what your offer can provide is crucial for comprehension. A majority of 93% report using the medium for sales, communication, and some form of digital marketing. And according to Marketo, the technique can boost conversion rate by 2-3x on your post-click landing page: Dedicate 30% of your color scheme to these elements. When a user clicks through your ad or promotional link, they have certain expectations about what happens next. They shouldn’t be in your subheads, body copy, or even your footer. Here’s a long, persuasive page from Hootsuite that allows visitors to click through if they’re interested in starting a free trial (a bottom-funnel offer): And here’s the page you’re directed to after clicking through: Because your click-through post-click landing page is likely to pre-empt a high-friction conversion obstacle, it should be made very carefully with nearly every persuasive element mentioned in chapter 4. post-click landing pages that offer free ebooks or tip sheets can get away with skimping on testimonials or authority badges. Thanks to post-click landing page solutions like Instapage, you can test different variations of your landing page to see what changes lead to the most significant performance improvements. This is a recipe for disaster. Avoid the use of placeholder text, as it’s been shown to confuse visitors, test their memory, and make form fields less noticeable. Look up at the image on the DigitalMarketer post-click landing page. For more examples of how marketers use click-through post-click landing pages to ease friction and earn high-value conversions, check out this blog post. Hence the boost in clicks. The interpretation of that data is simple: If you want more conversions, you need more post-click landing pages. Together, they not only need to form a persuasive argument, but a usable post-click landing page as well. Research has shown that companies using 40 or more post-click landing pages generate 120% more leads than those using less than 5. Dedicating more time to optimize the post-click experience can drastically change the outcome of your PPC campaigns by turning clicks into conversions. That’s no surprise, considering studies show that personalized emails generate six times more transactions, and every personalized email requires a personalized post-click landing page to match. When designers altered it to look more like a traditional button, conversions predictably increased: With a traditional rectangular shape, and textual clues like “Add To Cart” in block lettering, the new button indicated its clickability. Emphasize getting a valuable resource for very little personal information. Here’s an example from Hillary Clinton’s Onward Together post-click landing page, which lets visitors simply click to select a donation amount and the type of credit card they’re using: 6. Together, these anomalies will form a visual hierarchy. Affiliate marketing is not as easy as some make it out to be. Both highlight why it’s a bad idea to direct visitors to your homepage, or a generic page on your website like “About” or “Contact us.” They also highlight how post-click landing pages can generate more conversions for any business. Two CTAs of “Download” and “Sign up” will steal conversions from each other. On the other hand, a post-click landing page is designed for a specific conversion goal, such as: Giveaway or contest entries; Newsletter subscribers Cha-ching. Without a call-to-action, no one will be able to convert on your page; without benefit-oriented copy, they won’t know why they should. Someone who clicked through to your landing page is already considering taking action, so now you must convince them that clicking on your ad was a good decision. For example, most ebook post-click landing pages feature a picture of the resource’s cover. Another benefit to implementing post-click landing pages is the ability to easily test different versions to determine which performs best. According to research published by Instapage, "9 out of 10 visitors bounce from the average post-click landing page." Their definition of a post-click landing page is "…a standalone web page, disconnected from a website's navigation, created for the sole purpose of convincing a visitor to act (to sign up, buy, download, etc. ; The ad's subheadline "it's time you see for yourself what all the hype is about" is too vague.What hype is the prospect supposed to know? Converting a visitor takes the cooperation of many design elements. Together, these will create an effect that draws attention to the call-to-action. First, people are able to process images more quickly and easily than text. Instead, it’s just below it. Avg with Postclick. Red is also known to be eye-catching. What it comes down to is this: People need to know where to click to convert. Reason #1: They meet user expectations with message match. By continuing to use our website you agree to allow our use of cookies. There’s a “quote of the day,” an ad, and then a “continue to article” link in the upper-right corner of the page. If an image doesn’t help visitors evaluate your offer, it doesn’t belong on your post-click landing page. A landing page form is one of the most important elements used to convert leads, yet many marketers design them incorrectly. It’s your headline’s job to convince your visitor to read the rest of your page. Visitors should never have to ask themselves “Why should I care?”. Here’s an example of testimonials that could use more identifying details: Are Julie, Sarah, and Dawn real people? When combined with targeted post-click landing pages, that revenue potential gets even higher. On a sales page, including all the elements in chapter 4 isn’t enough; optimizing them according to best practices isn’t enough (though, it’s not an awful start) either. The technique falls under a concept known as “skeuomorphic design,” which revolves around creating identical digital versions of real-life objects. Many marketers would have you believe a post-click landing page is simply any page a visitor lands on after clicking through an advertisement or promotional link. A post-click landing page is exactly this kind of page, though it's often under-thought compared to an email offer. Because users wanted to know how much the gold plan cost, and because it wasn’t listed on the page like the other plans were, they had to click through to find out. The following are campaign types that should not, under any circumstances, be run without a post-click landing page…. Conversion ratio is the ratio of outbound links compared to the number of conversion goals on the page. Their homepage (below) includes a form above the fold, but the entire page is a browsing experience. With every field you add to your form, you learn more about your prospects — but, there’s a tradeoff. Advertisers use a landing page URL to send people to a specific area of their website. Found inside"The author's experience with grief after the sudden death of her husband, combined with social science on resilience"-- Generally, however, reading patterns roughly resemble an F, though the distance between the top and lower bar varies. Every additional option presented on your post-click landing page, whether that be a second offer or several outbound links to other web pages (which you’ll learn about below), can potentially decrease prospect satisfaction and detract from your conversion rate. That means most of the information on your “About” page — like the story of how your company started — probably isn’t necessary. The trouble is, that’s backward. But what kind of design does it take to provide them? As such, there’s a lot of information on the internet about creating an effective one. Scalable Creation . If you have more than one audience, click the Current audience drop-down and choose the one associated with your landing page. 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