As we approach the end of the first month of 2021, many business leaders are still trying to fine-tune their marketing strategies for the rest of the year. Landing pages are among the most frequently used sales tools for companies across all industries and a hot topic in the marketing community.
Essentially, a landing page is a specific page on your website designed to give consumers more information about your products, services, or events. Marketers use landing pages to get more webinar signups, direct sales, email subscribers, and more.
In some cases, your homepage will act as your primary landing page. However, 48% of marketers now say that they create individual landing pages for each of their marketing campaigns.
Getting consumers to interact with this part of your website can determine the success of your business. Today, we will show you several ways you can skyrocket engagement on your landing pages.
Include a Video Introduction
Video content has quickly become one of the best ways to build a highly-engage audience. Consumers enjoy watching videos because they are more interactive than most text or audio-based content. As a result, users are more likely to engage with a landing page that features a video.
In case your wondering, websites that put videos on their landing pages see a whopping 80% more conversions. It’s clear to see that this type of content is excellent for keeping people interested in your site. You may be wondering what kind of videos will work best on your page.
The truth is, it varies depending on your industry and goal. For example, if you want to get more people to sign up for your webinar, you should include a brief video that goes over some of the topics you’ll cover in the event. When consumers can hear the speaker before they ever sign up, they are much more likely to engage with your page and secure a spot.
Similarly, product demonstrations are a great way to add more value to landing pages with the intent of securing a sale. Users like the option to see the product they want to buy in action before they ever pull out their credit card.
Leverage the Power of Social Media
Did you know the average person spends an average of 2 hours and 22 minutes on social media every day? Due to the popularity of platforms like Facebook and Twitter, it’s vital that you make your landing page accessible from these websites.
The key is to show your target audience landing page links relevant to their pain points and goals. Similarly, you should try to convince users that make it to your landing page to share it on their social media account. Using this strategy, it’s possible to see more engagement directly from your account, as well as referral clicks from people sharing your link.
There are several ways to distribute your content using these platforms. We suggest first creating scheduled posts for your account. Include a relevant snippet of text, image, or video that gives your subscribers a reason to click through to your site.
You can also go to social media groups that focus on your industry and get to know the community. Keep an eye out for people that could benefit your product or service, and don’t be afraid to share your landing page if you legitimately believe it will help the consumer.
Highlight Social Proof
Have you ever checked something out because a friend told you to? We all have, and that’s why social proof is such an important element for your landing page. In marketing, social proof is a psychological phenomenon where people are more likely to make a decision if they see that other people have successfully made the same decision.
One of the best examples of social proof can be found on Amazon. On virtually every product, you will see hundreds, sometimes thousands of reviews. When someone is interested in buying one of these items, they can scroll through the reviews and see if other people had a positive experience with that brand or specific product.
You can put various types of social proof on your landing page, depending on your intent. So, if your goal is to get more sales, you may want to showcase real reviews from customers. Research shows that simply adding product reviews can boost conversions on a page by an impressive 270%. Include reviews that emphasize your product’s value and explain some of the problems your brand was able to solve.
If you want more event signups, you could include testimonials from people that attended previous events. A person is far more likely to give you their email address if they see that other people have done so in the past and learned something from your event.
Simplify the Signup Process
Finally, let’s talk about the signup process. When you’re creating a landing page, your goal is to get consumers to provide you with information, whether it’s their email address for signups or their credit card for a purchase.
The best way to improve engagement when someone is interested in your brand is to simplify the signup process. Some people try to register for an online event but see a form with 12 fields and immediately change their mind. They may not have the time, or they may just not be comfortable providing you with so much information.
Tests show that email signup forms and event registrations see better performance when they have 3 fields or less. The average conversion rate is 25%, which is much higher than the 10% figure after adding 6 or more fields.
We recommend including 2-3 fields if you want to get event registrations or email subscription. Ask for the consumer’s name, email address, and you can include an optional question, which will help you segment your leads in the future.
Over to You
Landing pages will continue to grow in popularity as businesses make the transition to the digital world. Expect to see new advancements in the way we communicate with our audience through these handy marketing tools. But for now, you can use the tips provided here to get more engagement and sales while building trust with your audience in 2021.