Landing Page Essentials
If there is one step in the path to purchase most often mis-executed, it’s probably the landing page. This article references a good round up of the 5 essentials for your landing page.
Web selling and advertising should be viewed as “direct marketing” and just like a direct marketing print piece, there needs to be a specific offer. Landing pages can and should be created for each specific ad campaign you carry out in order to continually test effectiveness.
I found a very good run down of what you need on a landing page on the Internet Marketing Association website at this address http://imanetwork.org/5-characteristics-good-landing-page/ and I hope you find it useful.
Creating the Offer
After you read this article, you can think about how to use a landing page to ultimately drive people to your make a booking, or make an inquiry for your program. For your offer, you need to create a sense of need. There has to be something compelling about what you are saying that activates a response. At the same time, it has to be credible, and it has to be risk free.
Sometimes called the squeeze page the idea is to convince, cajole, and otherwise “squeeze” an action out of the person who was directed to the landing page. Usually this action is to sign up for a free demo, or a newsletter, or a free report that you provide. For adventure and recreation type businesses, it night be for a dollars off coupon, or a buy one get one type offer. Whatever, the objective is the same: lead that looker further down the funnel.
You have to really think about who this offer is for. Is it for someone who has already decided to come to your area, or has decided to take a trip of some kind? Or is it for someone searching for things to do, or places to go. It is hard to create multi-purpose landing pages, so you should make a landing page for each state of mind.
How to Use Adventure Engine With Your Landing Page to Close More Sales
The “Book Now” button might be a bit too much of a commitment for some people, so you can ease people into things. Try saying Check Availability or Check Prices, or Look Up Packages if they are at an early stage. These are graduated steps and have the effect of moving people along the path to purchase. But you can still do more.
Shopping cart abandonment is when a person goes part way through a buying process on your check-out but quits without buying. This is a big topic, since so many people drop off; up to 95% it is estimated. There are now whole subsets of e-marketing devoted to understanding the buyer behaviour and we have a whole article on that subject HERE . There is good news though: if they got that far down the pipe, they are probably very good prospects. There are good recovery methods available. That is the topic for a further discussion. If you are interested to be kept informed, sign up for our newsletter. It’s FREE, and you can unsubscribe at any time. Just navigate down on the right, and click the link to our Industry Newsletter sign up form.