There is so much effort that goes into a digital marketing campaign that when it comes time to ‘pull the trigger,’ if your website or landing page is not optimized, all of the effort could be wasted. This is why you need a website for marketing.
I have run paid advertising campaigns that cost anywhere from $2 a click to $15 a click. PPC can be an effective marketing tool – but not in its own right. This is just the first step in directing customers to your website. If your landing page and website aren’t designed properly, you’re going to lose those hard-earned leads.
Here are a few tips to keep in mind:
1. Create a conversion funnel
A conversion funnel is just as the name implies: it’s the path a user takes to a “conversion” ie: a checkout, a completed inquiry form or a referral. Put yourself in the users’ virtual shoes and walk through the path you want him/her to take. If you want them to buy a product, start from the home page or on the landing page and continue (with clicks) to see what looks and seems logical. Sometimes an outside perspective is required. If you created the copy or design, you might not be objective when seeing through the eyes of the customer.
2. Use Landing Pages
Landing pages operate independently from a company’s website. They inadvertently drive traffic to your website and have an exit point that clicks through. The importance of landing pages is often understated. They are a channel for directing a customer down a strategic path and fulfilling a single goal. This keeps your customer from getting lost in the maze of your website and leaving out of frustration.
3. Anticipate traffic
Sometimes the expected outcome is overestimated but more often it’s underestimated. It’s best to prepare for the worst, which in our case would be an abundance of traffic (yes this sounds good, bad is actually bad if you’re not prepared for it). Say a company spends $300 to get 6000 unique visits to their site, each with the goal of buying a product. If your website’s not ready for this volume of traffic, you’ll create an incredible bad first impression and potentially lose scores of new customers.
No marketing campaign, website or landing page is perfect. The key is to learn from what you’ve done wrong, take the right steps in the future, and sit back and enjoy the new leads that come pouring in as a result of your efforts.