We talk a lot about email at Pure360.
But there is another ingredient that is essential to marketing and can be just as flexible, creative, and adaptable as email.
After time spent engaging and nurturing a potential customer, the landing page can be make or break. And a bad landing page can be the difference between securing a purchase or losing the interest of a consumer entirely.
So to ensure businesses don’t overlook their website, and instead get the very most out of their visitors, here are 5 ways to optimise your landing pages.
Let’s begin with the very first element of your landing page to catch a visitor’s eye – the banner image.
Static banner images are commonplace on many websites, often mirroring the content of the landing page. Dynamic banner images go one step further and immediately offer the visitor a personalised experience.
Based on the demographic, behavioural, and purchase behaviour that a business holds on each individual, dynamic content can pull through imagery that most reflects the visitor’s interests.
For instance, if a visitor regularly browses and purchases women’s clothes, landing pages can focus on banners that only include the latest women’s trends.
And dynamic banners don’t just have to be focused on imagery. They can also include personalised messages and offers that are highly targeted to the individual.
Source – www.airbnb.com
Clear call to action (CTA)
We’re getting back to basics a little here. However, with many brands focused on the look of their website, they can ignore simple user experience tactics, such as including a really clear call to action.
But including lots of CTAs on a landing page, whether they are clear or not, can be counterintuitive and overwhelming for the visitor.
Instead, CTAs should be used sparingly and at the most opportune places on the landing page. They should also stand out from the rest of the design so that they aren’t easily overlooked or scrolled past.
CTAs should also provide a clear action, such as “Buy now!” “Add to basket” or “Get in touch”. There should be no room left for misinterpretation or confusion.
If you’re feeling particularly advanced, you can even personalise these CTAs to the individual visitor with the use of dynamic content. For instance, using their name, or referencing the specific item they are buying.
Source – https://www.audible.co.uk/
Live pricing and availability
Manually updating the pricing and availability of products is an almost impossible task. But not keeping customers up to date when an item is back in stock or has gone up in price can be extremely frustrating for them.
With the use of real-time data feeds and dynamic content blocks, brands can ensure their products, such as hotel availability, sale pricing, or items that are selling fast, are kept up to date.
This data will refresh every time the landing page is loaded. Avoiding the risk of any outdated information.
Live pricing and availability can also add a sense of urgency, especially during a sale, and encourage recipients not to delay in their purchase.
Popups have gained a bad rep over the past few years. But when used correctly, they can complement the user experience and increase engagement rates.
There are so many ways that popups can be utilised, albeit this should be sparing.
For instance, if a visitor is just about to leave a landing page marketers can automate an exit-intent popup, encouraging them to stay on the page with useful information or a CTA.
Popups can also welcome a visitor back to a landing page to help avoid them leaving without taking an action again. These popups can help the visitor to pick up where they left, including reminders of products they were browsing, or similar items.
Source – www.made.com
No matter what your industry, if you are able to collect demographic, behavioural, and purchase data on your visitors then you can offer them targeted recommendations on your landing pages.
These recommendations cut through the noise of all of your products and display the items that the recipient is most likely to engage with and purchase.
This streamlines the purchasing journey for the recipient, whilst increasing the chance of conversion for the brand.
Again, dynamic content blocks are key to ensuring that all of your landing pages display recommendations that are personalised to the individual. This could include specific destinations they frequently browse, products they buy on a regular basis, or specific items they have added to their basket before, but not checked out.
Are you looking to give your landing pages a refresh?
At Pure360 we can help you to implement all of these ideas and more with the help of our all in one email and web marketing platform.
Get in touch for a friendly chat with one of our experts to find out more.
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