Landing pages are crucial for customer acquisition and are key to high performing and high converting funnels. Marketers sometimes like to drive traffic to home or product pages. From there, the visitor has to learn about the product or service. The customer wants to know:
- What is the product
- What is the brand
- Why does it exist
- How is it going to benefit me as a consumer
- Why is this the best option on the market
- How fast can i get it
The home page or product page doesn’t speak to an engage audience and only solves one type of problem. A landing page can connect to the audience and to the creative. Some refer to this as the ACE model (Audience, Creative, Experience). The reason landing pages are important is reducing the number of steps or clicks required to achieve a conversion. Without a landing page, visitors could browse around and drift to a 3rd party website with a lost focus on making a purchase.
The goal of the landing page is to treat every customer like a celebrity. We lay out a red carpet and present the customer with everything that the customer needs on the red carpet. The landing page should educate the visitor until they feel like they have enough information to make an informed decision on whether they want to purchase the product or service.
In most cases, anytime that a link is published, 99% of the time, it should be a landing page link. There is no reason to settle for a lower (< 3%) conversion rate compared to a ~6% conversion rate using a landing page. Give the best possible chance to convert a user.
Paid Traffic -> Landing Page -> Conversion
Performance branding is building brand equity on the back of the working performance media buying dollars. The dollars are already being spent to acquire new customers. This requires good storytelling, addressing real problems for consumers, and educating consumers.
3 Elements for Merchandising Landing Pages
- Angle – the reason why someone is going to purchase the product
- Bundles – higher AOV, better product variety, sampling
- Discount – earn trust from a cold customer by offering a discount with a high AOV
Types of Landing Page Funnels For High Conversions
Hero Product or Bundle Landing Page
- What’s the product
- Why does it exist
- What’s the story of the brand
- How does it benefit the consumer
- How fast can the consumer get it
- Why is it the best option on the market
The landing page answers all of the questions above. In the headline, make it extremely easy to make the product or service relatable and why the consumer should consider. Reiterate the benefits of the product, and offer product or service comparisons to similar product or services from competitors.
Build Your Own Bundle Landing Page
Customizing products or services adds an element of gamification or personalization. To the customer, it feels like they are building their own order which adds significant equity to the conversion rate and engagement on the page.
When a cold customer lands on the page, they get to learn about all the brand, product, and the whys and when they are ready to buy, they can try a variety of products. This is extremely effective to boost the retention rate and increase conversion rate.
Listicles Landing Page
Listicles work really well for non-qualified top-of-funnel cold traffic from sources like Taboola, Outbrain, TikTok, etc. Go to the reviews and compile a list of positives and negatives. At the end of the exercise, prioritize the list of benefits with the highest volume of mentions and come up with a listicle based on what consumers love the most about the product or service. From here, route the user to the product page or another landing page. The traffic is much more qualified and the conversion rate will be higher on the second step.
Advertorials Landing Page
Advertorials are the gold rush of social traffic such as Facebook ads, TikTok ads, etc. When routing traffic from a static and crispy landing page to an advertorial landing page with the same amount of ad spend, expect a huge boost in qualified conversions and conversion rate. People are on social media not to be sold to, but to be entertained, and an advertorial can convey entertainment through a story. If a visitor can be first entertained and then subsequently sold to, the customer will not only be higher converting when landing on the destination page but also yield a higher lifetime customer value. Good readability, good content, and no gimmicky on-page elements are the key elements of success for advertorials.