Over the next few weeks, I will be taking you through the 5 dimensions of conversion-oriented landing experiences, showcasing some examples of pages that are Relevant, Engaging, Authoritative, Directional and that Yield Optimal. In the final post, I’ll give a checklist for conducting your own R.E.A.D.Y review. So, let’s get started with the first dimension — Relevancy.
A relevant landing experience makes sure visitors’ expectations are met, by fulfilling on its pre-click promise. How do you know if your page is relevant? Start by reviewing your ad, then use the five points of relevancy to gauge your effectiveness.
1. Fulfills Promises
Fulfilling on promises should be easy, right? We purchased the searched keyword, wrote the copy and designed the landing page. However, most often this is not the case. One of the most overlooked elements of conversion optimization is message match — aka making sure you map your ad message to your landing page message. Making good on your promise (or promises) is the first step in creating relevant landing experiences.
2. Targeted & Specific
I absolutely love the landing page below because it does targeting really, really well. Searching for “florida shredding services” I get an ad for mobile paper shredding services with a state targeted destination url. I click on the ad and not only am I given a map image of Florida, I also get a truck driving down A1A! This is message match and targeting at its finest. Great work, MicroShred.
Related Resource from B2CWebcast: PR Hacking: How Ideas Spread And What Marketers Need to Know
3. Design Matched
Design match is especially critical with banner advertising or email marketing. Creating visual continuity with cohesive design is one of the easiest (and most important) ways to maintain “scent” from click to post-click. Kudos to Centrum — awesome “match” all around — message & design.
4. Visually Appealing
Balancing simple, streamlined design, with a strong conversion focus can be a challenge for marketers creating landing pages. Often, we see landing pages bursting at the seams with “important” content, images and calls-to-action. However, the key to building trust and moving a visitor toward the desired action is to create inuitive experiences that easily guide them in the right direction. I love the iContact landing page below — the visitor is given a choice — create a free account via form, or simply sign in via your preferred social network. Easy, breezy.
5. Speaks the Audience’s Language
Lastly, it is important to play to audience identity. Speak your audience’s language by tailoring your pages to the characteristics of the people who visit. The University of Texas Arlington uses authentic nurse imagery, job-specific terminology and “you” language to provide a highly relevant experience to their target audience.
Here at ion, the R.E.A.D.Y conversion optimization framework is the foundation of our optimization services. My team and I use it every day to ensure that conversion influencing opportunities are utilized for high-impact results. Stay tuned for next week’s post, outlining the key elements of engaging landing pages.