How To Optimize Your Landing Page

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

Avoid 2 most common and basic mistake for a perfect ad and high converting landing page:

  1. Do not pour too much information.
  2. Build a connection between the ad and the landing page

Closely look at the images below : Googled – Gynecologist in Gurgaon The landing page is crowded with too much details like about the clinic, doctor’s information, a quick form on the right, testimonials below it and other links like about us, services, expert advice etc. This is way too much information to digest. And also there is no connect between the ad and the landing page. EXAMPLE 1 –  Ad CopyScreen Shot 2014-10-14 at 7.45.24 AM Landing Page Copyscreenshot-bestgynaecologistingurgaon com 2014-10-14 07-45-52                                                     Image Source: Digifire Internal Research EXAMPLE 2 – Googled – Taxi for indira gandhi airport The ad copy says ” Delhi Airport Taxi – TaxiForSure.com‎ – Book Airport Cabs at just Rs.14/km. No Hidden Charges. Available 24×7″ and the landing page has Airport Transfer highlighted and the form is also auto fill with Airport Terminal 1. The information provided in the ad is an exact match of the one given in the landing page. Also the landing page is beautifully designed, providing the relevant information asked for.  Ad CopyScreen Shot 2014-10-15 at 9.46.16 AM Landing Page CopyScreen Shot 2014-10-15 at 9.46.30 AM                                                     Image Source: Digifire Internal Research


Converting leads through google ads, facebook ads, linkedin ads etc is all about grabbing the “attention“. Basically the attention ration should always be 1:1 , every ad campaign should have 1 goal to achieve. If there is too much information and distraction all around, visitors attention gets diverted from the key message. The ad in such a scenario would never be able to deliver results expected from it. Example of 1:1 Attention RatioEXAMPLE 1: Googled -iPhone 6 Online India The below images is one of the best practices of attention ration 1:1 , I searched for iPhone 6 online in India and the landing page has a high resolution image of the iPhone along with the clear call-to-action (CTA) to pre order the phone, price, pincode checker, key features etc. Ad CopyScreen Shot 2014-10-14 at 12.11.06 PM Landing Page Copy 2 EXAMPLE 2 Facebook.com Ad Ad CopyScreen Shot 2014-10-15 at 7.04.25 AM Landing Page CopyScreen Shot 2014-10-15 at 7.08.41 AM                                                   Image Source: Digifire Internal Research


A very tight experience should exist between the ad and the landing page. People should feel the connect between the source of a click and the landing page after it. If the required relation is missing between the two then the visitors might just wander away. 3 simple steps will help you design a perfect ad and high converting landing page: 1. Message Match – The copy of the ad should be an exact match of the landing page. Both the ad and the headline of the landing page have their own goals to achieve. The purpose of the ad is to capture the attention of the visitor and the purpose of the headline of the landing page is to hold the attention of the visitor. 2. Design Match – Be it google ad, facebook ad, linkned ad or retargeting ad etc make sure the design of your ad matches the design of your ad landing page. The connect between the two is must. It is better to design the landing page first and then the ad for it. 3. Conversion Momentum – Matching the tone/style/context etc of the ad with the ad landing page is know as conversion momentum. Consider the ad as the preview or the trailer of the film, through which you have to lure the people to watch the movie. Below are the examples of each of the above: (1) Example – Message Match  Googled – Shared office space in Delhi The ad message i.e “Delhi Shared Office” perfectly matches the landing page message i.e “Shared Office Space Delhi”. Ad CopyScreen Shot 2014-10-18 at 5.09.10 PM Landing Page Copyscreenshot-www regus co in 2014-10-18 17-09-35 (2) Example – Design Match  Googled – Kindle Ad Copy Screen Shot 2014-10-18 at 5.24.02 PM   Landing Page Copy  screenshot-www amazon in 2014-10-18 17-24-20 (3)  Example – Conversion Momentum Googled – Gynecologist in Gurgoan The ad and the landing page are both in sync with each other. The ad says book appointments for gynecologist near you and the landing page has the list of gynecologist with clear CTA (Book Appointment) and all the relevant filters on the left like appointment/location/availability/consultation fee. Ad CopyScreen Shot 2014-10-14 at 10.01.12 AM Landing Page Copy 1                                

 

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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