How To Run Traffic To Your Landing Page – Properly!
Landing Page design is an art. But there is scarce little point in creating the perfect landing page if you are not running traffic to it correctly.
First you need to get really clear about the function of your landing page. The job of your landing page is to get people from Point A to Point B – nothing more. Point A will be your ad, social media post, or email. It’s what a user has clicked to get to your landing page. Now you need to get them to Point B. This will be your call to action button that could be an email opt-in, a buy now button or click here to register. Whatever it might be, the job of your landing page is to get them from the Point A click to the Point B click.
Your landing page cannot concern itself with points C, D, E or whatever follows next. It’s just about getting a user to take the one action. Your ad should be asking the question, the landing page should answer the question and your call to action button is the user saying ‘yes, I’m in!’. It should be that simple. For example, if you have a product that helps with hair loss your ad may say ‘do you have a problem with hair loss?’. You landing page should then say ‘if you have a problem with hair loss then we have the perfect solution for you’ before going onto talk about your solution and your call to action might be ‘buy now’, ‘click to find out more’ or ‘get a voucher for money off’ (with an opt-in form). Keep the customer pathway simple, straight forward and do not allow the customer to be distracted in any way. All you want them to do is click the call to action button so make it as easy as possible for them to do that.
There are many different traffic sources you can use to bring people to your landing page from Google Adwords to a post on your Twitter Feed. The important thing to remember is that with each method you will have a different style, different text and different messages. What works well on Facebook Ads might not work well on email. Similarly you will not be able to put the entire content of an email into a tweet! So, the message you use for each traffic source will need to be crafted differently and then within that you are going to want to try different messages to see which one resonates with the user better than others. If you are using three traffic sources and testing three different messages for each source then you are going to have nine different marketing messages or nine different ways you are going to ‘put the question’ to your audience.
As we have said, in order to give yourself the best chance of a conversion your message on your ad has to match what the user sees on the landing page. You don’t want to surprise them, you want to give them exactly what they were wanting to see when they clicked your link to your page. This means that you should be creating a landing page for each traffic source you are sending traffic to so that each traffic source has a bespoke landing page that fits the style, content and messaging that made the user click the link in the first place. When you are bidding on keywords in Google PPC, you want the keyword to be included in the headline of the landing page to improve your quality score, lower your CPC and increase your chance of conversion as the user is seeing exactly the term they searched for. To make your ad and your landing page the perfect fit, you are going to have to build a separate landing page for each headline.
Having only one landing page trying be all things to all people is the surest way to burn through your advertising budget without getting conversions and leave you feeling frustrated and despondent. This is why we say you have to build your campaigns out slowly and test to see what works before scaling. Start small. Pick one or two traffic sources to being with. Create three different landing pages and see which one works best. You don’t need to start from scratch each time. Services like GetResponse allow you to create landing pages and duplicate them so you can make small changes and they will run your A/B testing for you. If you don’t have a service set up yet, you can click here for a free account to get you started.
But how do you know what landing page or marketing strategy is working best? You need to have your tracking properly set up. You need to have a pixel inserted on each page and have that linked to a conversion pixel on the page they go to after they have clicked your call to action button. This then records a conversion against the landing page that secured the conversion so you can clearly see which one is performing best for you. One version might work really well for Bing PPC traffic and another might work better for Instagram traffic but unless you are testing you have no idea and could be throwing away your money instead of spending in the places where it’s going to get you results.
Using a service like ClickMeter is perfect for setting this up. You can get a free account by clicking here. You will get step-by-step instructions showing you exactly what you need to do to set up your pixels – it’s really easy. You can set up tracking pixels, tracking links, conversion pixels and rotator links. Rotator links are really useful for testing. You can set them up many different ways depending on what your goals are. What they will do for you is split the traffic that is coming through a tracking link that you have created and send them to one of three different landing pages. So you make a Facebook Post with a tracking link inserted and the system automatically will send the first person to landing page version one, the next to landing page version two, and so on. You can then look at your results and see which page got the best results and then you can send more traffic to that one rather than waste money on landing pages with low conversion rates.
If you are using Google, Bing or Facebook Ads, you can set up a conversion pixel so you can see what ads are bringing in the most traffic and most conversions. Incorporate this with Google Analytics and you can see what keyword did the person search for, what ad did they click, where are they from, what gender are they, what device did they use and did they convert? You can build a profile of your customers and target your marketing directly to them.
This is just scratching the surface of the things that you can do but fundamentally if you are not creating separate landing pages for each traffic source, matching the marketing to the landing page message and tracking your data then you are shooting in the dark hoping something will magically work out. Run traffic to your landing pages properly and not only will you get better conversions but you will save yourself a lot of wasted advertising spend!