Creating the right target page for your users is not an easy affair. It can get quite tricky, confusing, and complex. According to leading marketing experts, a target page needs to fulfil the following pointers-
Even though most brands and agencies understand and have a consensus on the above-mentioned four points, they are still not able to create high conversion target pages.
In this article, we take help from the world’s best marketing gurus and our very own successes as one of the leading SEO specialists in Darwin and try to compile a list of five questions that your target page should answer. Before we head to the list of questions, let us first look at the importance of target pages.
Leading experts point out that target pages are in most instances the first interaction a user has with your brand. In other words, if you are running a landing page campaign on social media, you are redirecting users from social media platforms to the landing page.
This would probably be the first time when a majority of users would have heard about your brand. This means that first impressions come to play a critically important role for target pages. Like landing pages, target pages can also be a website’s home page.
A brand or its agency targets landing pages or the website’s home pages because-
Most brands make the mistake of ignoring the fundamentals or the basics of target pages. In the following section, we list down five important questions that target pages must answer when users come on them.
Even if you are running a business like a Plumbing Company, there are some important considerations you need to spell out-
Going with the assumption that customers would have the same access to prior information about your business is a big mistake. You need to detach yourself from what you think and know about your business.
Starting with a clean slate and imagining that your users do not have any idea about your business or have heard about it will allow you to answer this question in the most comprehensive fashion possible.
After you have been able to introduce your business or brand in a concise form, you need to the merits of the product or service. This means spelling out the USP or the Unique Selling Point of the product or service you are marketing.
Here too it is important to go with the belief that as a brand you are introducing the product or service to the users for the first time. This means that you have to be detailed in your analysis regarding the description, the merits, and how the product or service is different from its competitors.
Once you can show how users can get value from the product or service, you will be able to claim a better conversion rate from your intended CTAs.
As novel as this sounds, most businesses fail to mention who is the product or service intended to help. In other words, users when they first come to your target page should be struck with the feeling- ‘this is something that I can use or do with!’
One thing that businesses can do to strike up the identifications is to show similar individuals and businesses in the customer testimonial section. This will help establish the connection between the product or service and who is it for.
Before you start with the target page, researching the potential customer is key to success. Everyone will never be your customer. You need to segment based on different parameters. Once you have narrowed it down, you need to start the conversation with your target pages.
If you are talking and introducing your product, you need to make users aware of the process of how it works. If you are selling a subscription, you need to elaborate on the time, payment methods, how the request is going to be processed, and so on.
According to the experts, the processes around your product or service need to be demystified in simple and easy-to-understand steps. The more thorough you are with your explanation, the lesser are the doubts in the minds of the users.
Imagine you are a representative of the customer service desk of your business. Now start with this vantage point when it comes to creating the content that explains how the various processes work. This is a critical step to encourage confidence and encourage users.
Even if a business has been successful in navigating through the above four questions, they end up failing at the final frontier. Your CTA is what determines what you want the customer to do. Do you want them to buy, or request a call back from an executive, or opt for the live chat support?
The options in front of a brand can be numerous and each can appear far more attractive than the other. However, experts agree on the fact that the focus should not be too diluted. In other words, you should have a sole focus and area of concentration.
Too many CTAs are simply going to confuse the users who come to the target page. This means that the campaign KPIs have to be uniform. Using smart word play- ‘Get My Free Coupon’ instead of ‘Submit’ is always a better idea.
It is important to come across as genuine, credible, and trustworthy on your target pages. You need to begin and end with the assumption that for a majority of users, this is the first interaction with your brand. Hence, you want to come across as being as authentic as possible on your target pages.