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5 Points of Landing Page Relevancy

Online Marketing

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.

5 Points of Landing Page Relevancy image ion promises

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.

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5 Points of Landing Page Relevancy image ion targeted

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.

5 Points of Landing Page Relevancy image ion designmatch

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 Points of Landing Page Relevancy image ion visual

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.

5 Points of Landing Page Relevancy image ion speaks

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.

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  1. Mrinal says:

    very good list of point for landing page design relevancy.

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