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March 2010
8 Tips to Improve Campaign Landing Page
Conversion
04/18/2023 2Confidential © SIGMA Marketing Group 2010
Are you running campaigns that are getting a decent click-through rate, but no conversions?
04/18/2023 3Confidential © SIGMA Marketing Group 2010
Is it possible… that your campaigns
don’t really deliver?
04/18/2023 4Confidential © SIGMA Marketing Group 2010
8You might want to consider these 8 tips to improve landing page conversion.
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What do you want the visitor to do in order to consider your page a success?
The ‘what’ could be any of the following:
- To just land on the page- Verify their contact information- Download a brochure or white
paper- Make a purchase- Click through to another page
1. Define WHAT a conversion is.
04/18/2023 6Confidential © SIGMA Marketing Group 2010
Build a profile of your ideal visitor. Keep this person in mind when creating your landing page.
Weed out any unnecessary information (navigation bars and secondary offerings) that might cause them to wander off course or become confused as to why they are there.
Think about how long it will take them to do what you want them to do and if they might experience any frustration or confusion in the process of achieving your ideal goal.
2. Define WHOM you want to click on your ad.
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3. Create a seamless “LEAP.”
The landing page and prior ad that send them there should match.
The easiest way to clue visitors in that they have arrived at the right place, is to use a similar heading or keywords from your ad creative.
04/18/2023 8Confidential © SIGMA Marketing Group 2010
4. Deliver AS PROMISED
Depth is about delivering what was promised - quickly.
You want to share real information, tailored to the search that the respondent was pursuing.
Image: renjith krishnan / FreeDigitalPhotos.net
Don’t make your visitorssecond guess what actionthey should take next.
It’s about them, not you.
04/18/2023 9Confidential © SIGMA Marketing Group 2010
5. Make it EASY to convert.
Lead the eye.
Use typography and color to your advantage. Lead the eye along the page towards the conversion exit.
Thoughtful use of whitespace,large copy, and graphics can make a long page seem much shorter than it really is.
04/18/2023 10Confidential © SIGMA Marketing Group 2010
6. AUTO-populate and SIMPLIFY forms.
Remove all unneeded fields.
If you’re asking users to register for a newsletter, ask only for an email address.
7. PIMP it out.
Choice of imagery is critical.
Choose images that are related to page content, clearly composed.
Be purposeful in your design.
Image: jscreationzs / FreeDigitalPhotos.net
8. ANALYZE your failures.
How well do you do with the respondents who don’t convert on your landing pages?
Just because they weren’t ready to convert on that specific offer at that exact moment, doesn’t make it a
throwaway experience.
Analyze what they do. What did they click on? What did they avoid?
Image: Rawich / FreeDigitalPhotos.net
13
Remember
The customer is always right. They want what they want.
In this digital age, they want it FAST!They expect more from brands.
They are in a hurry, so make it easy!
Continue to Measure & Adjust!Image: Rawich / FreeDigitalPhotos.net
04/18/2023 14Confidential © SIGMA Marketing Group 2010
Engaging your customersthrough analytics, strategy and
technology
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Web: SigmaMarketing.com
Twitter: @SIGMA_MktgGrp
Call Toll Free: 888.277.9837Email: [email protected]
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