Hello Indiana, and welcome back to this course on improving your campaign landing pages.
In this lesson I want to deal with the biggest challenge that you may well be facing - the tool you use to build landing pages.
In my experience, many landing page builders used by organizations are pretty inflexible. There is only so much you can do with layout, page elements, and call-to-action design.
It can prove frustrating when you read all this best practice and feel that you cannot implement half of it. But, I have some good news for you.
If you have the ability to edit the copy and swap out imagery, you can almost certainly improve your conversion.
Messaging Is The Secret To Improved Conversion
I am not saying that layout and design are unimportant, as you will discover later in this course. I am just saying that they are secondary to content. Your messaging will be the primary factor that improves conversion in most cases. So, even if all you can do is change the words, there are ways to increase conversion.
That said, the possibilities really open up if you have more design control and know what you are doing. So, if you have a restrictive landing page builder, what can you do?
Making The Case For A More Flexible Landing Page Builder
Well, the obvious answer is to change it. But, that is easier said than done. Getting developer time and budget can be challenging. You will probably need to make a compelling case.
My advice is to run a test campaign using an alternative landing page builder to see how that impacts your conversion rate. If you see an increase, then you should be able to calculate how much your current landing pages cost in lost revenue.
There are no shortage of landing page building apps out there. Just some of the best include:
If you are working in the charity sector, consider checking out GoDonate.
All the above tools are relatively cheap, so you shouldn't need to go through any kind of procurement process.
Use a tool like Leadpages to run a test campaign. It will prove your landing page builder needs to be more flexible.
Always Use a Branded URL
Whatever tool you use, make sure you use a branded domain for your landing page. A URL that people don't recognize may make them suspicious and put them off acting. All the above platforms allow you to specify your own custom domain.
Dealing With Data Protection Issues
You may meet resistance to using a new tool like these from a data protection perspective. If that is the case, avoid collecting any data on the landing page itself. Instead, when a user takes action on the landing page, send them to your main website. But, if you do that, count a conversion as somebody who clicks the call to action on your landing page, not somebody acting on your website. The idea is to prove the effectiveness of having a more flexible landing page builder, not the effectiveness of your entire funnel.
What You Need from a Landing Page Builder
In the rest of this course, I will teach you how to use tools like the ones above to make a more compelling landing page. You can then use those techniques, along with a test campaign, to argue that your landing page builder needs to be more flexible. This course will also show you the exact kind of functionality you need from your landing page builder.
But before we do that, we first need to understand the factors that will be damaging your conversion rate. That is the topic of my next email.
Until then, please feel free to drop me a reply with any questions. I am even willing to take a look at any existing landing pages and give you my thoughts. You just have to ask.
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