Generating a constant stream of website enquiries can be a difficult task, which is why dedicated campaign landing pages should be a core part of your lead generation efforts. There are a number of different elements that need to be well executed in order to create a campaign landing page that will boost the number of website enquiries.

Link Campaign Landing Pages with Your PPC Campaigns

Campaign pages alone won’t do much to boost website enquiries if no one is landing on the page. The winning strategy is to use dedicated landing pages as part of your PPC campaign, this way you can ensure that you are targeting the right users at the right time by using an AdWords campaign to promote the page for the relevant keywords.

Having a well-built landing page also ensures that your PPC campaigns are driving results because campaign pages are often the most common drop-off point in the user journey. By using a dedicated campaign landing page as part of your PPC strategy, you can generate leads using paid search in a way that will be effective and yield high-quality website enquiries.

Have a Clear Goal

The beauty of creating campaign landing pages is that you can have as many as you want (ok, there is such a thing as too many so try not to go overboard) and each one should have a singular goal. Unlike a generic page on your website, you campaign landing pages should have no distractions in the form of multiple call-to-actions, buttons, and links. It should have a clear and simple end goal – in this case: enquiries. The design of the page, copy, and call-to-action need to all work cohesively to reinforce the goal of the page. 

Write Persuasive Copy

Unlike your blogs, outreach, and even your social media content, your landing page copy isn’t here to add value for a user or encourage repeat visits, it’s here to convert. Your copy should be concise and emotive – remember people make decisions emotionally, not logically.

“Content is king” is a phrase you’ll often hear used in marketing, and with good reason. Well-crafted copy not only adds to the overall look of the page but is ultimately what will prompt a user to take action. An often missed detail when it comes to landing page content is that it should tie in with your ad copy. You want to make it clear right from the start what your offer is, so the user won’t feel mislead once they land on the page. How often have you clicked a display ad or a banner, only to be taken to a landing page that doesn’t quite match up? Mismatched copy doesn’t inspire action, and you’ll find that most users exit the page as quickly as they landed on it.

campaign landing page example

Take a look at the example above. There are a number of missed opportunities when it comes to content. The goal of your landing page is to drive enquiries, and instead of taking up the entire space above the fold with a large image, you should utilise this space by adding some enticing copy and moving the form further up the page. What you should take away from this example is that your campaign landing page needs to be fit for purpose. It’s good to have a clean design and remove any distractions, but you still need your landing page copy to persuade users to make an enquiry.

Create Compelling Call-to-Actions

I can’t emphasise enough how important it is to continually keep reinforcing the same messaging on your campaign landing pages. To persuade users to trigger a certain action your call-to-action (CTA) needs to be written and presented in a compelling manner, all the while reinforcing the same messaging as the initial ad that led the user to the page, and the page copy itself.

Optimise for Mobile

It goes without saying that your entire website design should be fast, responsive and optimised for mobile, but if you can’t quite commit to a full overhaul, you should make the optimisation of campaign landing pages your first priority. Slow-loading pages and graphics that don’t display properly are just two of the many reasons that cause mobile users to drop off before taking action, something you can easily avoid with a mobile first design. If you’ve got the resources, you should consider making a separate campaign landing page altogether for mobile devices, to ensure a good user experience that will translate into a higher number of enquiries.

mobile landing page

Optimising your campaign landing page for mobile devices isn’t just limited to the design elements. The average mobile session duration is 72 seconds so you’ll need to trim your copy to fit that timeframe. If you take a look at the example above from Human, you can see that the copy is is clear and concise, and the CTAs are specifically designed for a mobile platform. To generate enquiries, you could easily replace the two buttons with a click-to-call button and one linking to an email or an enquiry form.

Add Trust Factors and Remove Fear Factors

Campaign landing pages offer you the perfect opportunity to add trusts factors and remove perceived fear factors that might be obstacles to triggering a user action.

The most important trust factors your campaign landing page needs to include in order to boost enquiries are safety certificates, customer testimonials and a few lines about how the provided information will be used – along with a link to your privacy policy.

Perceived risk is the doubt a customer has when purchasing something – usually a high ticket item – and in this context that risk is usually how their information will be used. By adding the trust factors mentioned above, you can minimise users’ perceived risk factors, resulting in a higher number of enquiries.

Continuously Optimise

One of the biggest mistakes you can make is forgetting all about your landing pages once they’re live, then wondering why the number of website enquiries they’re generating isn’t as high as you would like. You should always treat landing pages as works in progress, continuously optimising them, and even introducing A/B testing if your budget allows.

To find out how we can help your business, take a look at our range of PPC services or get in touch with us today.

Year on year, mobile usage increases, and more importantly, so does the use of mobile browsers and applications. This means that developers are constantly trying to make the user experience on the mobile web as streamlined and efficient as they can. That’s where Progressive Web Apps come in.

As you may recall, Google Developers first created Progressive Web Apps last year, as a way to combine both a website and a mobile app. The aim was to develop an app like user experience on a mobile browser, giving the user the benefits of an app; push notifications, offline accessibility etc. while eliminating the process of visiting the app store and downloading it. A study showed that an app loses 20% of its users with every step from their first contact with the app in the app store, to downloading it, then installing it and finally using it.

How they work and why they are beneficial

Progressive Web Apps are really intelligent in the way that they work. They have built-in intelligence that is able to record user’s habits and actions when using the app and can therefore deliver a more personalised experience for those returning and using the app often. This also helps them create another benefit, push notifications. By building a relationship with the user, the app can then deliver notifications based on their previous activity. This makes it easy for users to then re-engage.

While you are online and using the Progressive Web App, it is able to cache the data available. This then means that it can then be used when you are offline. This is hugely beneficial for users with slow or limited internet access, as it means lower data usage. Not only does cached data allow for offline availability, but it also helps the apps work extremely fast. Also, by removing various steps that websites take to gather data and features, it increases the load time of Progressive Web Apps significantly.

With a highly responsive layout, it means the apps are also a lot easier to navigate than a desktop website that has been condensed down for mobile purposes. They offer a wide range of hardware access as well e.g. screen orientation, geolocation, micro phone and camera access etc. Finally, as there is no download involved, they are available to everyone.

Google and Progressive Web Apps

Although these apps are designed and built to help aid the mobile users online experience, the one question that all SEO’s will be asking is ‘how do Progressive Web Apps effect SEO?’. Firstly, it’s important to state that the Googlebot, in most cases, will crawl them just like any other page on the web, as they use JavaScript and will be seen by Google as a JavaScript site. However, there can be potential problems that can impede crawlability. Google’s John Mueller, wrote a detailed article in March of this year on how they deal with Progressive Web Apps and JavaScript sites in general. Below are the main points to take from it and remember when building a PWA:

  • Don’t cloak to Googlebot. Use “feature detection” and “progressive enhancement” techniques to make your content available to all users. You also shouldn’t re-direct to an unsupported browser.
  • Use rel=canonical when serving content from multiple URLs is required.
  • Avoid the AJAX-Crawling scheme on new sites
  • Don’t use the # symbol in the URLs as Googlebot tends not to index them.
  • Use Google’s Search Console’s Fetch and Render tool to test how Google sees your pages.
  • Ensure that all required resources aren’t blocked in robots.txt.
  • Limit the number of embedded resources, in particular the number of JavaScript files and server responses required to render your page.
  • Google supports the use of JavaScript to provide titles, description & robots meta tags, structured data, and other meta-data.
  • Finally, remember that other search engines and web servers may not support JavaScript at all, or may support a different subset.

When developing these apps, people need to be aware of the potential problems that could come when being indexed by Google. Although there may be some limitations when it comes to SEO, and they will possibly be seen as more of an extension to an existing website, Progressive Web Apps will still provide huge benefits to the user experience and are set to be the next step for mobile web as it continues to grow.

Micro-moments are becoming an increasingly important aspect of any marketing strategy, but what are they and how can they be embraced? Well firstly, if you’ve read the title of this blog and find yourself wondering what this whole article is about, then use your mobile to search Google for more information about Micro-moments; then you’ve just demonstrated to yourself (probably unknowingly) what ‘I Want To Know Moments’ are.

Consumer behaviour is changing and evolving; with increased, immediate access to information across the internet these Micro-moments are playing a big part of the consumers buying journey and decision making. See the below diagram that illustrates the increasing levels of mobile interaction with prospective customers.

Screen Shot 2016-08-05 at 10.05.35

Google defines these Micro-moments as when a consumer will automatically turn to (in most instances) a mobile device to answer questions, which are as follows:

I Want To Know

I Want To Go

I Want To Do

I Want To Buy

During this series, we’ll be discussing each Micro-moment and explain what benefit they can bring to your business with the burgeoning expansion of mobile activity continuing to rise. Here we delve in to the importance of the ‘I Want To Know Moments’, and how this first instance of wanting to find something out will open up your consumers buying journey.

‘I Want To Know Moments’

When your consumers are out and about it will not limit their access to information like it once did. We’ve all been there; whether we have seen a billboard that grabbed our attention, or simply want to fact check something – the automatic reaction is to take out our mobile devices and find a solution then and there – this is an example of ‘I Want To Know Moments’. Advanced technology within our smartphones are putting increased power in the palms of our hands. In turn, this is providing enhanced opportunities for us to delve into easily accessible information, opening up more potential for you as a marketer to have an impact on this journey.

via GIPHY

65% of online consumers look up more information online now versus a few years ago, as we have developed a need for immediately accessible information. So understanding these ‘I Want To Know Moments’ gives you the ability to place information in the right place to become a thought leader.

Google Knowledge Graph

Consumers will utilise Google’s Knowledge Graph in ‘I Want To Know Moments’ to access information about their search term, the Knowledge Graph has the ability to provide answers, not just links to answers, located on the right hand side of a search, it details more information about the search term.

Take a look at this example of a search for Matt Groening (the creator of The Simpsons), the key information you might be looking for including his parents name, and sibling, is easily accessible giving immediate information. Though this information pertains to a person, when related to business, it can help to rapidly serve key information to a consumer and influence their buying decision.

google knowledge graph

Finally, if your product or service is immediately accessible through Google’s Knowledge Graph, Google News, Shopping etc. these initial ‘I Want To Know Moments’ will give an increased opportunity to capture your audience’s attention in this first instance; providing you with the potential for them to come back at the end of their journey and purchase your product.

At Digital Next we understand the customer buying journey and look to assist our customers with identifying their role in placing the correct information to make sure it is found!