Have you ever ever clicked on an advert and gone to a web page that was solely about one factor?
That’s a touchdown web page.
Have you ever ever gotten an e mail about an upcoming occasion and clicked-through to a web page particularly for signing up?
That’s a touchdown web page.
Touchdown pages are in all places as a result of they’re an extremely helpful advertising and marketing device. ActiveCampaign’s Sr. Product Advertising Supervisor Kara Andersen and Sr. Advertising Supervisor Justine BaMaung went over all issues touchdown pages — and present you methods to use touchdown pages in ActiveCampaign.
Watch the recording above or learn the recap under to study:
- Touchdown pages 101
- 4 ideas for constructing a high-converting touchdown web page
- 4 frequent touchdown web page use circumstances for rising companies
- The way to construct & publish a touchdown web page in ActiveCampaign in a number of simple steps
Touchdown pages 101
A touchdown web page is a stand-alone internet web page created a few particular subject. The objective of a touchdown web page is to transform guests into leads by funneling site visitors towards a name to motion.
Touchdown pages get their identify as a result of site visitors involves them from different on-line locations (like Fb Adverts, Google Adverts, e mail advertising and marketing, or different advertising and marketing channels), and the customer “lands” on this web page.
Why must you hassle with touchdown pages?
Touchdown pages are optimized for conversions! This helps improve your conversion charges and lowers your value of acquisition. The objective of a touchdown web page is straightforward: get folks to enroll.
“Sometimes, if you consider a homepage, it’s designed with a normal form of exploratory goal in thoughts. It typically speaks to your model and your company values, generally it may be loaded with hyperlinks, and it nearly at all times has navigation on the high and the underside. And that may result in a large number of various issues, whether or not it’s data about your workforce or your organization, or your services and products,” says Justine.
If that isn’t purpose sufficient, touchdown web page instruments allow you to design and publish pages shortly, with out the assist of a improvement workforce. Pre-built web page templates, drag-and-drop designers, and varied integrations allow you to create new touchdown pages, accumulate leads, and ship automated follow-ups in minimal time with most affect.
The way to construct a touchdown web page
There are 4 ideas for constructing a high-converting touchdown web page:
- Stick to 1 supply
- Create an attractive and related headline
- Spotlight your options and advantages – and emphasize the advantages
- Give folks social proof
1. Stick to 1 supply
“Your touchdown web page ought to simply deal with one supply. All the weather on that touchdown web page ought to communicate to the supply and also you need to take away the distractions and maintain your customer centered on the intent of the web page. This oftentimes contains eradicating navigation – each the highest and the underside – eradicating another hyperlinks that may distract the consumer and specializing in one name to motion,” says Justine.
“The one supply turns into actually vital as a result of, on this state of affairs, a number of affords really don’t work to your benefit. Customers hesitate once they see a number of affords, they usually oftentimes can’t decide. And analysis exhibits that the extra selections that you simply give folks, the longer they really take to make the choice, the much less motivated they’re to take action,” notes Justine.
“It’s nice that your organization has a number of choices and a number of merchandise and options. However when somebody involves your touchdown web page, you actually need to deal with one. In case your touchdown web page has a couple of supply or one CTA your readers may get distracted, they usually’re much less prone to convert.”
2. Create an attractive and related headline
The headline ought to match the message that prompted your customer to go to the web page within the first place.
“Your headline is form of like your first impression, proper? It’s the primary impression your consumer goes to have about your touchdown web page. And what they should perceive from that headline is ‘What’s going to I get from visiting this web page?’ So you have to be speaking to what this web page is about,” says Justine.
“It also needs to embrace message matching. Message matching is an idea during which you utilize the identical language that the consumer noticed within the advert or the e-mail marketing campaign that led them to your touchdown web page. It’s actually vital to message match as a result of it provides the consumer the arrogance that they’re on the suitable web page and that they’re getting the data that they want,” says Justine.
3. Spotlight the options and advantages – and emphasize the advantages
You need to define the options and advantages of your providing and emphasize the advantages.
Your copy ought to inform them why they need to keep and why they need to convert,” says Justine.
“In response to some analysis from the Nielsen Norman Group, customers solely keep on an online web page for about 10 to twenty seconds. So you actually need to capitalize on these 10 to twenty seconds with the headline first, however then actually speaking about the advantages.”
“If the profit is particular, it’s even higher as a result of customers can see themselves both utilizing your service or utilizing your product. You need to display it in a means that’s going to resonate with them and also you need them to really feel assured that once they convert, they’re going to get what you’re saying you’re going to present them.”
4. Give folks social proof
Social proof can embrace buyer testimonials and different types of social proof that assist persuade guests and reinforce their choice.
“Folks actually need to see precisely how your small business has helped another person. The social proof actually provides them that confidence and it reinforces their choice to transform with you. One factor that you really want to remember is authenticity. Actual buyer names and pictures do rather well in these eventualities. It provides your reader somebody to narrate to and it provides them the sensation of if this product has helped this firm or this consumer, it will possibly additionally assist me,” says Justine.
“Another issues which might be actually useful are information factors. Customers actually like to learn information – laborious numbers and confirmed outcomes. And in addition ache factors! You actually need to spotlight are the issues that you simply’re serving to to unravel in order that your reader is aware of that your providing can assist clear up their issues.”
This video is a phase of “Development Decoded” — a present that investigates the connection between the client expertise and enterprise progress — one subject at a time. Register right here and by no means miss an episode!
4 frequent touchdown web page use circumstances for rising companies
The place can you utilize touchdown pages? Honestly, for a lot of issues. However there are 4 frequent touchdown web page use circumstances which might be useful for rising companies to know.
- Paid advertisements
- Lead magnets
- Occasion sign-ups
- Particular affords and promotions
1. Paid advertisements
“Whether or not it’s Google search, Fb Adverts, Instagram, or one thing else, a touchdown web page is a very nice technique to create a really particular web page for the marketing campaign that you simply’re operating. And this goes together with message matching, once more, the place you need to embrace the language that they noticed on the advert, and also you need to deliver that to your touchdown web page,” says Justine.
“On this state of affairs, a buyer is looking for a e-newsletter device.”
“What we’ve performed is we’ve made certain that we talked about newsletters within the headline in order that they know what they’re coming to the web page for. We’re answering the questions they’ve round newsletters and noting that we’re in a position to create lovely and customized newsletters for them with this device. It’s obtained one very, that one sturdy CTA which is to start out a free trial after which we even have some social proof.”
2. Lead magnets
Lead magnets will be:
- White papers
- Guides
- Checklists
- Toolkits
If you happen to’re going to ask a consumer to offer their e mail to change into a part of your subscriber checklist, you need to present one thing in return.
This lead magnet touchdown web page actually simply focuses on what they’re going to get in return.
“What you’ll see right here is like there is no such thing as a navigation, there aren’t any extra hyperlinks, what you actually need to deal with is simply getting the consumer to transform on this web page and eradicating the distraction. It’s not essentially about your services or products presently. It’s extra about exhibiting up and actually rising your model – after which rising your subscriber checklist and finally getting these results in doubtlessly convert into clients for you,” says Justine.
3. Occasion sign-ups
Signups are additionally a fantastic use case for touchdown pages.
A touchdown web page with a transparent description and a well-placed kind could make getting sign-ups a breeze.
“We really use the login web page to get everybody right here to enroll in this webinar. It’s a good way to speak concerning the occasion and spotlight what’s going to occur within the occasion in addition to the date, time, and different vital info (whereas eradicating all of the noise that comes together with a standard webpage). No navigation, no footer, retaining it quite simple and really succinct to the occasion itself,” says Justine.
4. Particular affords and promotions
An amazing touchdown web page use case is affords and promotions.
“If you consider affords and promotions, a number of the time they’re focused to particular customers, and also you need to ensure that they see the suitable touchdown web page. You don’t essentially need to present it to everybody else who isn’t eligible in your supply.
“This can be a nice instance that the monetary trade makes use of it very often. Chase is aware of that I’m a Freedom Limitless buyer. They despatched me one thing very particular for Freedom Limitless, and they’re creating this touchdown web page that’s particular for that supply,” says Justine.
“You’ll be able to ship a really focused e mail to a buyer, after which ship them to a touchdown web page that’s high-converting as a result of it’s simply going to deal with that promotion. You need to speak about the advantages, you need to have a fantastic headline, and get them centered on that promotion. And also you don’t need individuals who aren’t eligible to see that.”
The way to construct & publish a touchdown web page with ActiveCampaign
“There are many actually nice touchdown web page builders on the market. Some get actually complicated, they usually present every kind of customization and optimization choices. Others are going to be less complicated and simply make it simple to spin up a touchdown web page in a number of fast minutes. Many of those instruments are related to e mail advertising and marketing and advertising and marketing automation platforms as effectively so that you simply’re in a position to construct your checklist after which ship your marketing campaign emails multi function place,” says Kara.
It’s now simpler than ever to create touchdown pages in your each want – ActiveCampaign simply launched Pages! And the steps to create one couldn’t be less complicated.
- Create a touchdown web page with drag-and-drop performance
- Customise your design
- Add a kind
- Add website monitoring & analytics code
- Publish!
“Our touchdown web page device helps you to simply create and publish touchdown pages which might be absolutely built-in with our buyer expertise automation platform. So which means you should utilize all the information that you’ve about your viewers – their preferences, particular issues, conduct, and attributes like location, for instance – to construct extra related touchdown pages.”
When you possibly can construct extra related touchdown pages, you possibly can seize extra leads and develop your viewers. Not solely that, however you possibly can proceed to ship these related experiences to these contacts after they convert in your web page by sending a wonderfully timed e mail, utilizing Fb advertisements to remain high of thoughts, or following up with a customized notice or cellphone name.
Able to get began? Construct your first touchdown web page by signing up for a free trial–no bank card required
