Keys to a Great Landing Page

Getting traffic to land on your page is only half the battle. The final hill requires moving this traffic to conversion. And, without this move, you are left with nothing more than a half full (or empty, depending on your take) pool of prospects.

You need a stellar, sticky landing page.

After all, an abundance of traffic does not amount to anything if this page does not do its job – hold onto the prospect long enough for them to engage with your site. In reality, you have five seconds to convince a skimming, on-to-the-next thing Internet user to engage with you before he or she jumps to a competitor.

So, how can this be done?

Before heading directly to the keys below, be sure you know your:

  • Goal when traffic reaches your landing page.
  • Competitors, their success secrets and how this helps you.
  • Audience with all their hopes and dreams wants and needs.
  • Route traffic takes to your landing page.

This information helps you create a sticky landing page as you apply it to the following keys for a page that converts.

Attention Grabbing Headlines

You well know the reality of our skimming culture. If it does not fit in the email subject line, the information does not get read. If the Facebook post requires a click to read more, it is passed over for shorter reads. If we can use an image alone in an Instagram post, why would do more?

Landing page headlines, according to this reality, must grab attention in a few concise words. In fact, only two out of ten people read body text. The headline boasts readability by eight out of ten if you do the math. A subheading expounds on the point of the main headline, but both need to summarise and express your point quickly.

One suggestion is to include your offer in the headline. Demonstrating your value to guests within the main or subheadline gets you noticed. Use your time in front of Internet traffic well with a clear and convincing reason for them to continue exploring your content.

Clean and Simple Views

Clean and organised page designs make it easy for a visitor to convert. With all elements working toward one conversion point, eliminate any distracting or extraneous items. Components to remove might include navigation bars, side bars, pop-ups, Non-scannable text and other items which do not lead down the intended funnel of your landing page.

Colour schemes need to be eye-catching and minimalist as well. And, buttons should contrast well against the page’s background. You want a guest to know exactly where to click. Any confusion and they magically disappear.

Images and Videos and Graphics – Oh My!

Oh, the power of a picture! Visually pleasing photos, videos and graphics draw the human eye and captivate us. Using this reality on landing pages keeps guests engaged and increases conversions.

Connect videos and images to the headline and content for extra punch. Again, remember that all elements must point guests to the same end. And, be sure all visuals are bright, attractive and of high-quality.

Customer Solutions

Internet users are looking for answers. Solutions to rectify problems, satisfy curiosities and inform decisions are the reasons traffic is driven to your site. Give them what they seek. Cater to your guests by showing what you offer them.

High-quality, engaging content which proves relevant and useful to guests inspires trust. Scan your landing pages and delete any cheap or useless content. Value your visitors and their time by addressing their needs. Forget raving about your product, and, instead, spell out the benefits to the reader.

Social Proof

Product reviews give us insight into unknown products and services. And, according to research, consumer reviews are 12 times more trustworthy than product descriptions. In fact, theories of social proof suggest that we conform to the actions of others assuming their behaviour is correct.

With 70 percent of consumers using reviews before making a purchase decision, sticky landing pages wisely take advantage of this information. Whether expert, celebrity or user testimonials or the example of the reviewing crowd, you can mobilise social proof principles to convert site visitors.

A Call to Action With Punch

A clear call to action (CTA) lays out expectations for guests and guides the way. If a landing page lacks this element, you will not make it over the last hill. A few points to remember:

  • Keep CTAs above the fold for easy to find, easy to click access.
  • Include a CTA in the headline i.e. “Submit” or “Download”.
  • Clearly state what you want guests to do next with a CTA.
  • Make the CTA response button stand out.

Converting guests with sticky landing pages is not complicated. However, it does require planning and intent. Diligently apply these keys to your landing page to make it great, and watch for conversions.

So if you’re wanting a great landing page built that converts your traffic but don’t have the time or skills or time to do so, get in touch with the team at Ora to find out how we can build you a landing page tailored to your business.

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Twitter for Business, the Do’s and Don’t’s

In recent years, social media has proven to be God’s gift to small business advertisers. Twitter, in particular, is a wonderful way to reach an almost unlimited number of potential customers and draw them to your services. These days, instead of focusing a third of your budget on advertising costs, you can reach millions of people at once for free.

Twitter provides a unique method of showing the world the face of your company. However, there are some common mistakes of Twitter advertising that can show the world the wrong face and be counterproductive. Twitter, if used improperly, can go from being a business’s best friend to its worst enemy in a hurry.

Fortunately, this article will provide some tips on how to properly use Twitter for business. This should give you an idea of some of the general do’s and don’t’s to ensure you get the most out of your social media advertising and the impression you send is the right one.

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The Pitfalls of Failing to Use Social Media Marketing

Social media has become completely ingrained in today’s society. So it is only natural that companies have begun using its various outlets as a vehicle for marketing their products and services. It goes without saying that using social media is a great way for a business to maintain an online presence. But, its importance goes way beyond that. Without the help of social media, your company and brand have a good chance of any or all of the following pitfalls. (more…)

Marketing Tips for Surviving the Holiday Season

One of the big struggles for non-retail businesses over the Holiday period is keeping their head above water. While the retail sector booms, the rest often find themselves floundering and failing to achieve their Q1 objectives. Although the festive season comes around like clockwork, it’s surprising the number of businesses that struggle to prepare for this slump, or to prepare adequately enough to survive it without too much of an impact on the numbers.

The key is in the preparation. We know what happens at this time of year, so what are we doing to counterbalance the trough? First of all, it’s important to define what your “shutdown period” actually is, as this differs from company to company. If you close your doors in late December and don’t open again until the end of January, you can’t expect a full sales pipeline ready and waiting. What does your historic data tell you? Are there any patterns? Let’s start with the dates. When do you need to take your foot off the gas, when you need to put it back on again and how do you cover the period in between?

Below are some pointers to help you gear your Marketing towards the silly season and put you on track for a healthy New Year’s pipeline:

  1. A great way to circumvent this slump is to prepare a strong campaign to carry you over this period, to give you the best shot at starting the New Year off with bang
  2. Prepare your Social Media presence. Consider preparing your “Scheduled Post” pipeline on Facebook to maintain consistency online. At the very least you can sign off for the year with a nice message and explain when you will be back
  3. Promotional giveaways. These can be cost effective and work wonders in reminding your target market that you’re still there
  4. Check your website is ready to go for upcoming Holiday period, functioning correctly and any updates are made in time for shutdown
  5. New Year’s Resolutions: Tantalise your audience with new features or releases that they can expect to see in the near future
  6. Create a higher value prize promotion, with daily tips or email clues
  7. Double the chance of winning prizes/promotions by encouraging “following” on social media channels
  8. Send out an infographic to your database of how far you have come since your inception. If you’re a new company, you can cover what you have achieved in the last year

If you have any questions, or, would like to discuss a tailored campaign for your business, feel free to contact the team at Ora on the details below.

0800 672 123
support@orahq.com

Have a magical and successful Christmas.

 

Facebook Unveils Marketplace, Buy and Sell Locally

Online retail has exploded in the past decade, and more and more people are shopping from their mobile device than ever before. A recent article by Goldman Sachs made the prediction that mobile device consumer spending will rise from the 2014 annual average of $204 billion to $626 billion per year in 2018. This is a major shift in spending that has social platforms like Pinterest moving to capitalise on the trend. Never one to be the last one without a chair when the music stops, Facebook is in the process of tapping into this tidal wave of rising consumer interest with it’s new marketplace.

Rather than go after major e-commerce players like Amazon.com, Facebook is actually focusing their efforts on creating a new online marketplace not unlike Craigslist in order to create a marketplace for private individuals to easily buy and sell. Why all the attention? It’s simple. Currently, more than 450 million people visit buy/sell groups on Facebook every month. Statistically speaking, that’s approximately 26% of Facebook’s overall monthly active user base. No business as smart as Facebook is going to take a pass on an opportunity like that.

The new marketplace rolled out as of October 3rd in the US, Australia, the UK, and New Zealand, and they are already well into the process of actively promoting it with prominent in-app icon placement and marketing. All users have to do is click the button in the top left corner, and listings appear.  All listings are organised and promoted based on your existing interests and location. If you see something that strikes your fancy, you can click a button and make an offer. All that remains is for you to make your own payment and delivery arrangement with the seller. Facebook accepts no responsibility for the transaction, and they do not handle the transaction financially speaking. The concept overall definitely offers greater security and peace of mind, however, as sellers can only use verified Facebook profiles to buy and sell, mitigating the opportunity for fraudsters to make a fast buck. The removal of anonymity and the ability of users to verify sellers and buyers via their Facebook information and history makes it much more difficult for scammers to take advantage of online marketplaces.

Ultimately, this new Facebook feature has the opportunity to be huge in terms of empowering small business owners and individual entrepreneurs. Buying and selling online has gone from a risky, time-consuming proposition to a matter of create, snap, and post. This could very well be the next sea change in e-commerce, and it bears watching in the days and weeks to come.

 

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