Landing Page Optimization Tips for Multi-Channel Marketing

• Multi-channel customers tend to spend 3 to 4 times more money, says Harvard.
• Landing pages should communicate one single, very clear goal to the end-user.
• The landing page fold should perform similarly across devices.
• A/B testing landing page design can up user interaction by over 600 per cent.

Multi-channel marketing refers to the marketing practice that utilizes different avenues in order to satisfy its customers’ needs. Besides the fact that it enables users to interact with a service or product through different mediums (such as email, mobile, websites, or retail stores – to name but a few), it also facilitates desired conversions, by putting the end-user in control.

Simply put, multi-channel is all about choice, and it has become more important than ever, due to the sheer diversity of devices and channels that prospects are now using. According to a report compiled by the Harvard Business School, multi-channel customers are inclined to spend three to four times more money on a product or service than single-channel ones.

With these cold, hard figures in mind, let us take a closer look at the way in which landing page optimization can influence your multi-channel marketing campaign.

The Importance of a Correctly Optimized Landing Page
First of all, you should know that any page created as a go-to resource for advertising and marketing can be classified as a landing page. This rule becomes even more important when we’re talking multi-channel marketing. That’s because, more often than not, this field requires different configurations in order to encourage conversions.

Image Source: Unbounce, a leading service for highly converting landing pages

The huge assortment of marketing channels available nowadays means that prospects could be anywhere, and it’s up to you to ensure that they find your relevant landing pages. For example, not optimizing your site for mobile use, when over 50% of online traffic comes from mobile devices, will make you lose out on a huge amount of revenue. But if you are able to align your efforts across multiple channels, it is possible to achieve the next level of cohesive marketing: cross-channel marketing.

How to Optimize your Landin Page for Multi-Channel Marketing
A successful landing page should strike the perfect balance between valuable content, calls to action, visuals, testimonials and other marketing elements that are compatible across different devices. Even if this sounds complicated, as long as you understand how users interact across different platforms it is possible to increase your conversion rates for each channel. Here are a few valuable tips:

#1 Find the Purpose of your Landing Page
One of the biggest mistakes that marketers make is trying to get too many messages across too fast. Encouraging a visitor to do more than one thing on a single page generally results in them leaving, or, at the very least, becoming confused. You have to precisely determine the purpose of your landing page. Do you want to generate leads, pitch your product, or obtain referrals?

Whatever your objective, it should be easy to understand. All elements of the landing page should facilitate the delivery of your message. Concise and clear are the two factors that can make or break your business. You should keep in mind that a visitor’s attention span is short and volatile, especially when she’s browsing from a mobile device.

Case Study: ConversionLab has one of the best landing pages we’ve seen. Not only does it contain the 5 of 7 essential elements, but it also has an incredibly concise and powerful headline that perfectly captures the purpose of the landing page.

What you should do: all the design elements on your landing page (from categories to ‘Subscribe’ button) should be centered on your primary objective. They should all make it easier for the visitor to enter the marketing funnel.

#2 Determine Where to Place the Page Fold
While it may be true that folds have evolved and changed over the past few years, especially since online publications have taken on different forms, there is still a not-so-obvious line that should separate the top half of your landing page from the bottom. The “above the fold” area should contain vital information that creates the sense of urgency and curiosity.

Your audience has to sense the promise of value from the very first glance. To make sure that you achieve this across different channels, you have to plan how your landing page will look across different devices. Dedicate as much time to optimizing your desktop landing page as you do to its tablet and/or mobile counterparts.

Case Study: LeadPages.net has a beautiful landing page that performs seamlessly on all types of devices. You can check out their landing page layout and page fold behavior across different mediums by using the Responsive Design Checker tool.

#3 Test, Test, Test
When it comes to marketing and design, there is no definitive wrong or right. For example, what you consider attractive might be repelling for prospects. So, what can you do in this scenario? The only thing a sensible marketer can do: test. The good news is that every aspect of the landing page can be tested (buttons, color palettes, calls to action, headlines etc.), and it is the only way to obtain empirical data that will, ultimately, enable you to increase your conversion rates.

You may not be able to create the perfect landing page from the first try, but as long as you continue to tweak and improve your design elements, across different channels, you will find it easier to enhance user experience and generate valuable leads.

Case Study: A couple of years ago, Spreadshirt changed its boring design completely. This resulted in a 606% increase in user interaction. Designers reduced the amount of content on the landing page, made their primary message clear, added better calls to action and have since continued improving the page to the day. Here’s a comparison between the first version of the page, and the current version.

ORIGINAL LANDING PAGE

CURRENT LANDING PAGE

The tips above only apply to the design elements of a landing page. There are other practices, including basic SEO implementation, writing interesting copy, monitoring performance or identifying the value of your proposition, among others, that can be implemented to increase the effectiveness of your online campaign. What have you found works best for your landing page?

About Conversion Hub

Conversion Hub is a Singapore internet marketing company. We provide digital marketing services using proprietary social, digital and analytics methodologies. We also provide usability testing in Singapore. Our Ask-Alvin unit provides small business marketing solutionsincluding press release distribution. For more information, visit http://ask-alvin.com