Landing Pages 101 : What Your Dealership Needs To Know
If you are interested in digital marketing, no matter what level you are on, at some point you will run into the topic of landing pages. When thinking about marketing the goal is to attract the right kind of people to your website, meaning potential customers that could turn into leads, and then sales. Through techniques like blogging, you are able to increase this traffic and get visitors to your site.
FIRST THINGS FIRST
Ask yourself these questions before you being creating your langing page and the other components that go along with it. With a better understanding of what someone is looking to get from you, and what you are looking to get from them, you can construct a cohesive and convincing offer and landing page to help you move forward with these leads.
- Who is coming to this landing page?
- Why are they coming?
- What do they want?
- How can I benefit?
Using Calls to Action (CTAs) in your blog articles,other pages on your website, emails or even third party sites will allow you to direct visitors to a landing page. These visitors are interested enough in those topics to read the content and click the CTA to learn more, this is where we want to convert them to leads. On average 75-98% of website visitors are doing research on products in order to make a decision before making a purchase.
“Why would they want what I’m offering?”
The average online conversion rate is 0.1-5%, but the more landing pages and offers there are on your site, the higher your conversion rate will be. The “I’ll give you something if you give me something” approach encourages visitors to give away their information because there was something of value in it for them.
Using a landing page featuring some sort of offer, you want visitors to fill out a contact form sending you their information in exchange for whatever you have offered on the landing page. Contact forms should ask for information such as first name, last name, email address and whatever other questions are relevant. Try to think about what information would help you better understand this new lead; industry, job title, company name? If your audience for this offer is mostly people doing research, they only likely to want to give minimal information. Using a short form is most appropriate here, limit your form to 3-7 form fields. Once a lead is further down the sales funnel, you can increase forms to 7-15 fields to gather more information.
It is important to match your form with your offer, asking for more or less information from them depending on the offer and what stage in the sales process they might be in. Landing pages are a great way to capture information about the visitor to help you better understand them and their needs so that you can more effectively nurture the lead towards closing the sale.
How to setup landing pages?
Use simple, interesting, engaging headers
- 1st Header : Type of offer & Name of offer
- Subheader : Benefit of offer
- Form Header : Action required to get offer
In the body of your landing page, explain the value of the offer, using 1-3 sentences, no more than 5. Talk about the downloadable offer, what its value is to the viewer, let them know what to expect to get from filling out the form. This is not the place to sell your services unless the offer is for a free demo or something along those lines. (Remember the perspective of the visitor and where they are in the sales process, save the sales pitch for later on.)
Lastly, include some bullet points, 2-5 is a good range, no more no less. Highlight attractive topics within the offer, what are the best pieces of advice, tips or how-to’s that they will get from you after filling out the form? The body of your landing page, although it should be well thought out, should not be too lengthy. It takes on average 5-8 seconds for someone to make up their mind whether or not to fill out form on a landing page. Make it short and sweet!
- Avoid a scroll bar, keep information above the fold where it is most effective.
- Remove menu navigation from the page if possible, this leaves the viewer with fewer clickable options to move forward from the page.
- Include a relevant image, portraying visually what your offer is about.
- Send the viewer to a thank you page after they fill out the form. This is a great opportunity to make an impression and maybe introduce other offers they would be interested in.
- Include social media share icons, this way visitors can share the landing page with connections through Facebook or other social media, increasing the possibility for more leads!