3 Reasons You Need a Landing Page Strategy to Succeed with Online Ads

Posted by Rob Cooper | Posted in Advice, Landing Pages, SEO, Tips and Tricks | Posted on Mar 20, 2013


Working with clients of all sizes, I’m regularly asked “Why wouldn’t I just point my Google/Facebook/Linkedin ads to my product page?”

My answer is always the same: “You might succeed to a certain level, but ALL the most successful advertisers leverage landing pages, and you should, too.”

There are three main reasons landing pages are necessary to reach your full potential…

Testing and Indexing
The beauty of online advertising combined with landing pages is how easy it is to test different offers, benefits, copy, and images to maximize the response after someone clicks through on your ad. A streamlined landing page makes it a snap to launch and test multiple variations. However, this means that at any given time you might have multiple different versions of a page, most of which will eventually be deleted.

With this in mind, you want to make sure that you set these pages up so that they are not “indexed” by Google. Otherwise, this may lead to a real mess in Google search results. There may also be results which point to pages which no longer exist. Using a simple “no-index” tag (or using the no-index setting in your landing page software) makes this very easily accomplished.

Matching of Features to Visitors
A product page must address all the different facets of your offering. For instance, let’s suppose you have a cloud-based file storage program with 10 or 15 different features, such as uploading to social media accounts, online storage, file conversion, file compression, etc.

There’s typically no way you can have a single product page or section that gives prominence to all of these features.

However, working in tandem with Google Adwords, you can take your visitors to the exact feature that someone is interested in. For instance, if someone is Googling “online file conversion tools” your ad can take them to a landing page where that specific feature is the most prominent thing on the page. Likewise, if someone Googles “online file compression” you’ll take them to a landing page which focuses on exactly that!

It’s not hard to see how using this strategy will dramatically increase the likelihood that a visitor will become a buyer! Plus, there’s no limit to the number of features you can highlight for people searching matching keywords if you use a simple-to-modify landing page template.

Matching of Demographic Interests
Let’s imagine that you have a product that fulfills needs for dramatically different demographic profiles. In this case, it might be something like an affordable waterproof camera that has broad appeal.

Now, let’s see how this might work if you’re advertising the camera on Facebook. You might target (separately) college-aged students, parents with young kids, and adventurous travelers.

It goes without saying that each group will be waaay more responsive to a different experience when they arrive at your site. For instance:

    -The college-aged students might respond well to a high-energy page featuring others their age and would probably react well to some “edgy” messaging.

    -The parents with kids would likely respond well to a page showing how they might capture the memories of their kids learning to swim, at the beach, etc.

    -The adventurous travelers would likely respond better to beach, snorkeling, and diving scenes from exotic locales.

Nobody would argue that you can do a good job appealing to all those three groups on a single product page. In fact, it’s likely, in this case, that the “parents” messaging would actually repel the college-age demographic, and vice versa.

Being “different things to different people” through multiple landing pages is a task that becomes extremely straightforward when you match your demographic targeting with a meaningful landing page strategy.

With the tools now available to make landing pages easily accessible to even the smallest of companies, what’s keeping you from kicking off your own landing page strategy?

About the Author

Rob Cooper is our guest blogger for this post. He lives in Victoria, BC and has been working internationally in Web Marketing for 12 years, the last 6 running PlusROI.com.

Landing Page Best Practices: Part 2 – Lead Generation

Posted by Graham Henry | Posted in Advice, Landing Pages, Tips and Tricks | Posted on Mar 07, 2013


What are Landing Pages?

Have you ever considered using Landing Pages to generate Leads? It’s not crazy – the branding and design of a customized Page can go a long way toward building your lists. So how can you make sure that your Page is bringing in as many new contacts as possible?

Are you using an online form creator?
Getting your Landing Page to generate Leads hinges on having an easy and effective way to manage the information. A Form will allow you to ask for contact information in a way that’s easy for both the customer and you; Form Builders like the one available in Landing Page Builder automatically notify you of new contacts and allow you to add contact information to lists or send automatic opt-ins. Many platforms also offer third-party integration, so check with your Email Service Provider to see if you can import their forms!

Landing Page Form Editor

Have you assured your leads that their information will never be shared with anyone else and that they can easily unsubscribe at any time?
If you’re familiar at all with Email Marketing, then you’re aware that privacy and opt-in/out options are very tightly regulated. Stay ahead of the game by reinforcing your Leads’ confidence in their privacy with trust symbols, verbiage, and automatic opt-in options like the ones discussed earlier. If your lead feels like they can trust you with their information, they will be much more likely to purchase further down the sales funnel.

Email Follow-up

Are you asking the user to fill in more information than is absolutely required?
Surveys show that each additional required field results in a 15% decline in the completion of the form. For mobile forms the decline is 50%. Asking for your leads’ birthdays might provide some interesting insights, but it could tank your conversions. Identify the facts you absolutely need and limit your Form based on your answers. Try to think like a prospect would think and create a functional form that doesn’t make too many demands.

Bad Web Form

Do you include fields in the form that might require retyping (like requiring dashes in telephone numbers)?
Every time a prospect fails to complete a form, another barrier is added to the Sales funnel. Many Form Builders will allow you to provide examples in individual fields. Some also allow for multiple answer formats. Be sure that the form that you’re providing is clear and easy for your prospects to fill out on the first try.

Example Form

Stuck on ideas for Forms? Check out 5 Ways to Use Web Forms for some tips! And be sure to come back next week for even more Landing Page Best Practices! We’ll be covering A/B Testing and how to get the most out of your Page variations.

Landing Page Best Practices: Part 1

Posted by Graham Henry | Posted in Advice, Landing Pages, Tips and Tricks | Posted on Mar 03, 2013


What are Landing Pages?

Think that your great landing page could do even better? Follow our week-by-week tips to learn how! Sometimes, just a few small tweaks are all that a page needs to reach its full potential. When reviewing your page, ask yourself these questions:

Are you segmenting your landing pages based on your sources?
Would you click through an ad that didn’t make sense to you? Of course not. But a comprehensive page goes beyond just good writing and an intuitive design; it also needs to be relevant. Leads coming from a Pay-Per-Click Ad like Google AdWords are probably looking for an in-depth product breakdown and/or a good price. Current customers/verified leads, on the other hand, already know at least something about your product and will be looking for short updates and special offers. Always consider who you’re directing to your page and what’s on it, and you’ll be able to hold a tighter grasp on the market and boost conversions without having to increase your distribution.


Have you made it easy for your visitor to say “Yes!”?
You never get a second chance to make a first impression. An effective landing page must convey, often at a glance, exactly why yours should be the product to buy. How do you make sure of that? By having a plan and making your Page clear and direct.

Say Yes Landing Pages

Have you used a compelling headline and action-oriented benefits?
People don’t respond to bland. Be sure to take the time and write a headline that draws attention and gets the customer excited about your product. Positive action words like “Imagine”, “Create”, and “Inspire” will invigorate your customers and subtly bring them to an “action-ready” state.


Is your actionable item above the fold?
Your Landing Page wants to give your customers a clear course of action. Let it! Explanation of a product or deal may be necessary, but your Landing Page is not the place! Keep your headlines and subheadings short and let your actionable item stand out.

Above the Fold

Have you conveyed trust and security?
There are so many reasons to distrust a page: losing privacy, the fear of getting scammed, a lack of information; it’s easy to see why people can be hesitant. So what can you do to make sure that your visitors feel safe? A good layout conveys work ethic and strong motivation, but that’s only the first step. Your page will also need excellent copy, guarantees, and, if possible, video and text testimonials from satisfied customers.


Another important element for conveying security is trust symbols. These could be anything from seals of approval from reliable sites to awards won or partners collaborated with. By providing these symbols, you’re showing the customer that you are a trusted partner and an honest business.

Trust Symbols

Note: VERIFY YOUR TRUST PARTNERS. It’s great that Example.com loved your product, but if your link to their site doesn’t reflect that information directly, your trust symbol is suspect. Our advice? Dedicate either a part of your homepage or a special landing page to partners and testimonials. The extra layer of information will satisfy most people’s curiosity.

Join us next week for more Landing Page Best Practices! We’ll be focusing on Web Forms and how to turn your Landing Page into an automatic lead generator!

What Can a Landing Page Do?

Posted by Graham Henry | Posted in Landing Pages, Small Business | Posted on Mar 01, 2013


What are Landing Pages?

To answer what a Landing Page could do, we first have to define its purpose. In the strictest sense, a Landing Page exists to direct the viewer to complete an action. What that action is and what effects it has are determined by the Page creator and usually depend on the type of business and the desired outcome.

Landing Pages typically fill one of two functions: Direct Sales or Lead Generation. In both cases, customers are driven to complete the action by limiting the distracting factors. Example:

Sale Landing Page

This Landing Page has only one link visible above the fold, intentionally limiting prospects’ options in order to drive the sale. Ideally, this page would direct from a special deal or other direct sale link, focusing the entire stream of that campaign to a single point. This method is extremely effective for direct sales, and studies have shown that, effectively applied, it can increase conversions by as much as 196%. But Sales are not the only function of Landing Pages; they can also be used in a variety of other ways.

One of the most proactive uses of a Landing Page is Lead Generation. Through the use of web forms and incentives, page views can be turned into leads with a simple email box and submit button. Like the sale Page in the previous example, a Lead Generation Page gives the prospect limited options, encouraging them to complete your form and become a lead. With the proper copy and layout, you too can generate lists of contacts without even lifting a finger! In addition, many form services offer automatic email notifications and other organizational services, saving you even more time.

Now that you know what Landing Pages can do, it’s time to figure out what they can do for you. Free Trials of Landing Page Builder, available now, will let you publish and experiment with the Pages that will take your marketing to the next level. Give it a try and let us know what you think!

Learn more here: http://www.highimpactdesigner.com/landing-page-builder.htm

We’ll be updating this blog periodically over the next few weeks with even more Landing Page tips and know-how. Check back soon for Best Practices!

Landing Page Builder is Here!

Posted by Graham Henry | Posted in Landing Pages, News | Posted on Feb 27, 2013


Landing Page Builder

Landing Page Builder, the newest online marketing innovation from High Impact Designer, has officially launched! Thanks to everyone who helped make this possible, especially our ever-helpful BETA testers!

New Landing Page Builder allows users to easily design, publish, and track conversion-driving Landing Pages for Email, Pay-per-Click, and Display Advertising purposes. It is the first online optimization tool that supports both mobile and desktop requirements from the same URL so that users can create a single campaign and know that any page (mobile or desktop) will be perfectly served.
Landing Page Builder includes the following features:

75 Page Layouts
Tested and Proven to increase conversions over standard webpages.

Clear Calls to Action
Above the fold to get your message across.

Pick up and move any element of your design with a simple click.

Mobile Optimization
Automatically serves mobile-optimized page variants to smart phones, tablets, etc. from one URL.

Comprehensive A/B Testing
Track Clicks and Conversions in real-time while testing multiple Page variants simultaneously.

Lead Capture and Survey Forms
Send automatic email responses and notifications.

With Landing Page Builder, you can quickly and easily create Landing Pages for your email, pay-per-click, and display advertising with no design experience required. Choose from 75 designs, make simple edits, set conversions, and create both Desktop and Mobile page variants in a single click. With limitless design combinations, you can compare, test, and select the Landing Page that works best for you.

Landing Page Builder in Action

Thought Leaders’ Comments on the Product

“Landing Page Builder is an absolute ‘must’ for any small business hoping to improve their marketing conversions. With its ‘done-for-you’ designs that couldn’t be easier to edit with your own copy, this professional level marketing tool becomes possible for anyone, no experience needed.”
– Karen Talavera President, Synchronicity Marketing

“I immediately saw the value it could provide our clients in improving their PPC conversions. The service is so easy to use that you simply can’t ignore this marketing boost.”
– Rob Cooper President, PlusROI Online Marketing

In Conclusion

Landing Page Builder is available now on High Impact Designer with plans starting as low as $14/month. You can visit the main site to learn more about Landing Page Builder and other High Impact Designer Applications, or check out the official Press Release here.

Remember, all of the High Impact Designer Applications, including Landing Page Builder, can be white-labeled by any companies looking to bring great Marketing services to their customer base!

This isn’t the last you’ll hear of us! We’ll be writing in over the next few weeks with tips on how to get the most out of any Landing Page program. We might even have some special guests! Check back later this week for the first in our series of releases.

MySpace has Suited Up (and Sold Out?)

Posted by Graham Henry | Posted in Advice, Content Marketing, Landing Pages, News | Posted on Jan 15, 2013


Myspace Landing Page

Myspace.com has been getting a lot of flack today for replacing their normal landing page with this promotion for Justin Timberlake’s new single, Suit & Tie. While not unprecedented (Justin owns Myspace jointly with Specific Media Group), this move has struck a lot of people as crass and alienating, linking the usage of Myspace so closely with liking Timberlake that many may bounce simply to avoid the association. Writing as someone who actually enjoys Justin’s music and acting, this still comes across as a little presumptuous, and it doesn’t make me like Myspace any more than I already did.

So what can this teach us?

First of all, this is a great example of how your approach to cross-promotion can affect the way both you and your campaign are perceived. Had Suit & Tie been promoted separate from the login options with a large image or video, this move wouldn’t have irked so many people; they could have clicked through to Myspace and been no worse off. By forcing customers to interact with the music to use Myspace, Timberlake and Specific Media are imposing themselves on their audience, forcing them to do something that they don’t necessarily want to do, and making them subtly uncomfortable in the process.*

So let that be a lesson: next time you want to cross-promote, make it optional, not obligatory.

What do you think of Myspace’s recent decisions? Is the site headed in the right direction? Leave a comment below or check out Myspace is Back for more info.

*There is an option at the top of the landing page to continue to Myspace normally. It’s white text on gray background and so small I missed it my first time on the page.

Content Type Across Digital Marketing Mediums

Posted by Justin Rondeau | Posted in Advice, Content Marketing, email, Facebook, Landing Pages, Social Media | Posted on Feb 01, 2012


Content May Be King, but make sure the Right Content Governs the Right Kingdom

An admittedly nerdy title, but I think it makes a good [enough] point. Producing unique content is crucial for a marketer’s success online, but content is definitely not ‘one size fits all’ (maybe that is a better title). Yesterday I talked about how important the form of your Facebook page, email designs, website, landing pages etc… is for your digital marketing success. Today I want to talk about content, and cover two main points: Amount of Content, Type/Tone of Content.


The amount of content you provide is crucial. Too little content and you leave the visitor with too many questions. Too much content and the user gets bored. Be aware of both your audience and where you are publishing this content!

A website should cover everything and anything about your company insofar as it is strategically placed and linked effectively. You want to give a history of the company, talk about milestones, talk about your product(s)/service(s), include what people think of you, utilize visuals to increase security etc…

Your website should be able to answer any questions that your visitor has and also build trust and rapport with your prospective clients. Since your site will likely be large with information spread across many different pages, utilize a ‘Search Bar’. There are two reasons you need a search bar: if you are monitoring what people are searching and on what page the visitors are searching, you can notice trends. If people are searching for similar terms on a particular page you should probably include that information on that page.

Facebook requires much less information than a website, though you should include basic company information under the ‘Info’ tab. You should include clear calls to action, e.g., Like us, sign up for our newsletter, etc… On top of the static content on your Facebook page, you also should post short blurbs with industry information that engages your often.

Landing Page
Landing pages are a very focused ‘island’ of information. The content should be about the product or service with a clear call to action, e.g., Buy Now, Fill out the Form for a Free ebook, or Register Today. Your landing page needs to be focused on the single task at hand while building a sense of trust and security (especially when you are trying to make a sale).

Similar to landing pages, this amount of content on an email is limited. People know who you are so you don’t need information like company history or executive listings. The amount of content needs to be focused and consistent with the Subject line.


Content on websites is focused on informing the customer. So the content that is produced here is in large part asymmetrical and dense. There is variation in the tone of website content, particularly among Web 2.0 companies. Some have taken a very relaxed approach, and while this may work in B2C a more serious approach is maintained in the B2B realm. 

Sites really require the ‘full monty’ when it comes to content. Text, images, videos, you name it.

Facebook content is casual, helpful, and thankful. Companies on Facebook are trying to build a personality and rapport with their fans. The type of content that is posted is very light including questions like ‘What are you doing this weekend’ or asking trivia questions.

It is important that a company varies the type of content they post on their Facebook page. The EdgeRank algorithm dictates who sees the content you post, and varying the ‘weight’ of your content is necessary for a good EdgeRank.

Landing Page
A Landing Page is straight and to the point. There is a clear call t o action that lists the benefits of the service, product, event, etc…Videos have been known to keep people on a Landing Page longer. Normally you want your page to have great looking images, a list of benefits, testimonials from users and security icons.

Any type of content you post, be sure to test it to get the most out of our landing pages! Landing pages should never be stagnant, even when you have a ‘winning’ landing page.

The type of content you provide in an email varies on how obtained the recipient’s email address. Remember content is not ‘one size fits all’ and this is particularly true with email marketing. Even if you compiled the greatest newsletter with the most important information that is laid out in a way that just pulls the eye’s of the reader in may be flagged for SPAM if it is something the eyes don’t wish to see.

Assuming that you are sending to people who want to see the type of content you send, be sure to have a good ratio of text to images in your emails. People generally have their images turned off, so don’t rely on your images on the initial opening of the email.

Hopefully that clears up the content you should be posting, what would you add or remove?

Facebook, Website, and Email Design Solidarity

Posted by Justin Rondeau | Posted in Advice, email, Facebook, Landing Pages, mobile, Social Media | Posted on Jan 31, 2012


Unify the User’s Experience

Currently there are many places companies rest their hat. It used to be that having a website was sufficient, but obviously that has long since changed. Customers would come to websites learn about your products and then purchase a product. As websites gained minority, companies would inform their customers about their new virtual homes via email.

Email is still, and will continue to be, an effective marketing tool. However, new virtual homes have emerged in the past few years. There seems to be a never ending rise of new social networks, Facebook, Twitter, LinkedIn, Foursquare, Pinterest, Google+, Tumblr, Reddit, Digg, Delicious, etc…

Companies have been trying to keep up with the ever emerging social networks, and by doing this are fracturing their online identity. Granted the UI of each social network is more rigid than the website a company owns, however most networks allow for customization of the pages. This customization gives companies the opportunity to unify their digital marketing efforts between their website, emails, landing pages, and social marketing efforts. And just to throw a monkey wrench into the ring, all of these things need to be mobile optimized as the adoption rate of smart phones continues to increase.

With so much to consider (and we aren’t even discussing print marketing), how do you effectively build a digital presence? some people would try to just mirror their websites on Facebook, disregard mobile thinking ‘My site is optimized enough’, create landing pages and emails that lack any of the necessary visual clues that would maintain solidarity among their marketing mediums.

This type of work can be overwhelming, but if you remember this tip you will have a fundamental understanding of how to approach this whole ‘digital marketing’ thing.

Websites, Emails, Landing Pages, Social Networks, and mobile phones are distinct but require similar visual cues.

You want each of your sites to resonate a similar branding, but you shouldn’t just copy and paste you website’s layout for any of the other digital marketing mediums.There are really two things to keep in mind when developing pages the variation in form and the type/amount of content provided.


I remember my 7th grade teacher saying this to the class almost daily ‘Form Follows Function’. Though this was about different physiological traits, it still holds true for digital marketing. Users have been trained to view and interact with each marketing medium differently. Keep this in mind when you develop your website, emails, and the works. Here are a few tips to keep in mind.

Think of your website as your company’s very own online encyclopedia. People want to know who you are, what you can do for them, how it works, etc… If you do not supply this information in a coherent, digestible, and easily navigate-able (I know it isn’t a word but give me a break) then your website’s form will not follow the function that user’s expect.

If a person is receiving an email it is safe to say they know who you are (insofar as you aren’t a dastardly SPAMmer). Emails need to have a clear call to action that is above the fold. Best practices for emails have pushed for a eye catching design that is in the F-shape pattern.

Images are often turned off by default in a recipient’s inbox. This being the case it is important that you have a healthy ratio of text to images. If you are sending an email that is one gorgeous image done by your incredibly talented graphic designer, you will likely miss out on the chance to convert that customer since all they will see is a red ‘x’ or nothing at all.

Landing Pages
Landing pages will have a similar feel to a website, but think of them as a highly specified ‘island’ geared at getting a particular action for anyone visiting the page. Since this is an information ‘island’ only provided the bare essentials and minimal navigation. Focus on benefits of your products, and layout the content above the fold.

Facebook Pages
Though there are many different social networks, Facebook still accounts for 95% of the time spent on social networks in the United States. If you don’t have a page get one, and if you do have a page make sure to optimize it properly. A Facebook page ought to be the following: Like-Gated and oriented vertically.

By Like-Gating your page, you will be giving exclusive content to your fan base and entice new visitors to like your page. Since people are looking for deals when they visit your page, this will help bring unique visitors into your community. From here, you will want to have a page that is vertically oriented. Facebook users are far more inclined to scroll so you do not need everything above the fold. Obviously your main call to action, whether it be a ‘Visit our website’ or ‘Sign up for our mailing list’ should remain above the fold but add more to your page. Videos have been known to keep people on a page longer, try adding rich content.

You can get away with content below the fold because Facebook has trained users that if they want more they will have to scroll. Since your page is narrow like the wall users already know they must scroll down to stay updated.

Mobile Optimization & Mobile Pages
If you aren’t considering mobile apps or optimizing your marketing efforts you are fighting a losing battle. Mobile phones, simply put, small. Websites can recognize the device that is viewing it, you should have a mobile friendly version that has large text and big buttons.

The worst thing you can do on a mobile phone is make it difficult for the user to access your content. if a user has difficulty clicking a link, they will move on. As more people are accessing all things Internet on their phones, you will need to adapt.

Final Thought on Form
Form is crucial for your digital marketing success. Make sure that you unify the experience by using similar color schemes and images. You want people to recognize your brand regardless of where they interact with you, so solidarity is key.

I’ll cover the differences in CONTENT tomorrow.

Got Inbound Leads, Now What?

Posted by Justin Rondeau | Posted in Advice, Landing Pages, Social Media | Posted on Dec 01, 2011


How do I convert my inbound leads?

So you built your list using all the latest inbound techniques. You have released white papers,  produced webinars, directed videos and meticulously updated your blog to increase your site traffic and your leads. Now you have a list of names and are dumbfounded with what to do with these prospects.

The difficulty with content marketing often comes with the following question, ‘When can I push the sale?’ You have turned your business into a publisher and a trusted resource, and now you want to cash in your chips to make a sale. Now you are a part of a difficult balance: how do you remain a trusted resource while trying to sell a product or service?

Remember: Trust and promotions shouldn’t be mutually exclusive

As I was typing the ‘difficult balance’ issue above, it immediately stood out that this shouldn’t be a major issue. People do business with people they trust. By making your company a trusted source through content and other visual cues on your website people are much more likely to do business with you.

People have become very apprehensive about giving out their email address.  An email address becomes an extension of someone’s online identity and they do not want to receive unsolicited messages. By designing lead generation campaigns (via landing pages, on your website or on a landing page) you are getting something important to that specific user, don’t abuse it! It is fair game to promote to these users (assuming you make that clear in your TOS) just make sure to send them information that is relevant to what they signed up for, e.g., don’t send a person who signed up for a ‘Facebook Tips Webinar’ a promotion for an Xbox.

Create touch points that mix content with a soft sell

A drip marketing campaign can do wonders for your company. By following up with relevant content and exclusive deals your users will be more likely to convert. By design, you should be creating content that is relevant to your industry and in most cases writing about why a user should be interested in your particular industry. In the case of Social Media, I research and write about case studies and other Social marketing trends. I am keeping my user informed while giving them the rationale to be  on Social media and the tips necessary to succeed.

If you curate content that is both applicable to your users and to your products/services you will see a better conversion rate when you ultimately proposition your users to ‘buy’.

Make your intentions clear

I can’t stress this enough, not only is this what you should be doing from an ethical standpoint but in terms of a legal standpoint.  Let users know that they will be receiving information from you when they provide their information to you. This will help with your email deliverability and keep your user base happy.

What sort of tactics do you implement with your inbound leads? Do you stick to email campaigns or do you pick up a phone and call them? What sort of information do you require on your lead generation forms?

Social Landing Page

Posted by Justin Rondeau | Posted in Facebook, Landing Pages, Opinion | Posted on Sep 01, 2011


5 Reasons Facebook Pages are Landing Pages

I know that some of my eMetrics friends are shaking their heads in disgust at me right now, but hear me out. When a new visitor hits your page, it is necessary that they hit an optimized default landing tab. Tests have shown that a landing tab increases your conversion by nearly 50% (granted the defined conversion here is getting a ‘Like’). I know that measuring likes is in most cases a vanity metric, but this vanity metric is a crucial step in the long term nurture process of generating a qualified social lead.  Here are 5 ways your Facebook landing tab function exactly like a landing page:

1.Pulling Visitors Further into the Funnel

I know the level of the marketing funnel differs between a default landing tab and a typical landing page, but they both have the same function.  Both pages are attempting to entice a visitor to either a) give up some more information or b) perform a particular action. The Facebook landing tab is what I refer to as a micro-conversion that pulls a person into the funnel. In contrast to the landing page which is used to make sure people do not fall out of the funnel due to excessive options and navigation.

2. Clear Call to Action

In order to actually pull people into the marketing funnel, both pages need a clear call to action. This is marketing 101, but it needs to be said again. Conversion Conference West opened my eyes by showing me how quickly a user can become confused and become another tick in your bounce rate. I know we value our customers, but you want to hold their hand through out the entire process.A clear call to action is the first step, make sure a user knows what you want them to do!

3. Suggestive Designs & Visual Cues

Both landing pages and Facebook landing tabs have designs that follow how the eye moves.  By using large buttons, a logical design, and varying font sizes to emphasize points, a users eye is drawn to the areas of your page you want them to be drawn to. Similarly, a Facebook tab utilizes arrows or other visual cues to push the eye toward the Like button.  Redbull does a good job doing this with a whole bunch of arrows. Like having a clear call to action, make the important points of your page stand out, you don’t want your potential customers/fans searching for ways to like you or give you money!

4. Gather Information

Lead generation pages are a very important part of landing pages. Having a webinar? Well to sign up we need your email and a little information.  Information is incredibly valuable, and people can be tight with it. Lead generation landing pages help get some more information so you can identify qualified leads.

You can set up a lead generation form on Facebook as well, which will help turn your likes into qualified leads. A friend of mine Dave Cupples said during his talk at Affiliate Summit that ‘…the old saying ‘You can lead a horse to water, but can’t make it drink’ is wrong. My university had an agricultural center and at Uni can you guess what they taught us? How to teach a horse to drink’. Dave then went on to explain that to get a horse to drink you need to have water in your hands it drinks form your hand, put it on your finger it will lick your finger. Continue to move your finger closer and closer to the water pale until it hovers right above it. Finally put your hand underwater and voila, you taught a horse to drink.

What Dave is suggesting is that you can get your customers to do what you want insofar as you give them something of value in return along the way.  In other words, you can get more information out of your customers by leaving bits of valuable content for them in regular intervals.

5. Consistent with the Process

As always you need to keep your landing tab consistent with your advertisement.  If you are advertising a Free Facebook Page Review in your ad, your landing tab BETTER be for a Free Facebook Page Review.  If the message of the page does not match the message of the ad, people will think either a) they are in the wrong place or b) your company is filled with liars.

And you aren’t liars, are you?

Hopefully you see that a Facebook landing tab should be approached in the same manner as a traditional Landing Page.  I would say that the major difference between the two is this:

Landing Pages can push the hard Sell with reasonable success, where Facebook Landing tabs Cannot.

What are your thoughts on this? If you have a killer landing page design or Facebook page please share!