Some say it’s evolutionarily embedded within us: We only exert effort when we have to as a way to conserve our energy for survival-related tasks. Found insideYour website might look professional and offer a volume of useful information ... Having a dedicated “post-click landing page” to capture information will ... Segmentation by audience awareness. No matter your conversion goal — whether it’s signups, downloads, sales, or anything else — to convince your visitors to claim your offer, you need to get them to trust you. Found inside – Page iIn the 2nd edition of WSI’s Digital Minds, we provide a map (literally!) that’s designed to help professionals navigate through the complexities of the digital marketing realm. On a sales page, including all the elements in chapter 4 isn’t enough; optimizing them according to best practices isn’t enough (though, it’s not an awful start) either. This one from AWAI has over 5,000 words on it: That’s not to say yours should be this long. And according to Marketo, the technique can boost conversion rate by 2-3x on your post-click landing page: Email is still marketers’ most valuable channel, delivering $44 in ROI for every $1 spent. Your post-click landing page is a virtual elevator pitch. Found inside – Page 602The works [24,25] aim to predict ad quality by focusing respectively on post-click user behavior on the ad landing page, and on user feedback about ... To make copy readable, you have to pay attention to: The third and final necessity for skimmable copy is comprehension, which centers on the issue of whether your visitors can actually understand your offer. What happens if there isn’t a specific post-click landing page for an email offer? We look for uniforms or scrubs, guns or stethoscopes, badges pinned on collared shirts or titles embroidered on lab coats. Here’s an example from Dr. Hyman’s post-click landing page: Mehmet Oz is an authoritative and recognizable celebrity who, as a doctor, is relevant to the offer. Landing Page is a stand alone web page, which is designed for a specific purpose such as marketing, advertising campaign, and gather visitor's information. Landing Page Value Proposition Example #1: Bliss. Chatbots that engage customers in real-time in their moments of need. Click-through Page; Long-form Sales Page; Pricing Page; We won't be going into detail about all of these pages as we know your time is valuable. It uses persuasive elements like social proof, benefit-oriented copy, and attention-grabbing media to to convince visitors to convert. After the Great Field Culling Exercise, as it will come to be known in your office, you’ll want to make sure the forms that remain are so frictionless, users will barely notice they’re doing actual data entry. People “entered” the page through the “biggest splash of ink” — the dominant headline or image. First, you need to visit Beaver Builder » Themer Layouts page and click on the Add New button. When you optimize the post-click experience, you motivate the user who already clicked the ad to also click the landing page CTA button. A post-click landing page is a standalone web page that uses persuasive elements — compelling headlines, engaging media, valuable social proof, attention-grabbing CTA buttons, etc. That’s incorrect. Let us know what’s working for you (or not working) in the comments below! Afterward, they continue scanning vertically down the left side of the page, stopping to read when they notice formatted text. What's more, their relevancy to the ad help increase the quality score and reduce the cost per click. A closer look reveals why: You’ll notice that, on the first variation, the gold plan isn’t listed in the pricing infographic. Your Post-Click Landing Pages Don't Align With Pre-Click Ads. A post-click landing page is exactly this kind of page, though it's often under-thought compared to an email offer. If you’re using elements like images and subheadlines, they shouldn’t get in the way of the reader’s ability to determine your USP and the benefits of your offer, or click the CTA afterward. This is called a “complementary” color: Choosing a split-complementary color will also create the same contrasting effect. Click-through post-click landing pages are most valuable at the bottom of your funnel for warming up your leads to a particularly high-scrutiny offer. Here’s the major difference between the two phenomenons: Authority is assumed. So does this testimonial from Dr. Toby Cosgrove: He’s less recognizable than Dr. Oz, but a title underneath his name reveals why Cosgrove is in a position to give an authoritative review on Hyman’s diet program: He’s the CEO of the Cleveland Clinic, one of the most well-known medical institutions in the country. Get back up, test again, and keep going until you maximize your conversion rates. Even worse, they could bounce from the page altogether. What are you sending to their inbox? The two primary ways to optimize post-click landing pages are: Heatmaps. Here’s an example from Jamie, a LifeLock customer: In particular, video testimonials like these add credibility to an offer by humanizing the reviewer. The email matches perfectly with its corresponding post-click page promoting the same offer. Additional research from Iyengar shows that, when offered more options, people…. There’s no question about whether this post-click landing page is where they’re supposed to be, or whether they’ll be able to claim the offer that was presented in the ad. If the customer wants to explore more of your page, you can add a second CTA button further down and use it redirect them back to the form. Message match is the process of matching your ad content to the landing page experience so visitors know they’re in the right place after clicking through. Here’s how it works: An accent color is going to be the brightest and boldest on your page. It should draw attention to the CTA button with a hue, tint, or shade that contrasts the rest of your color scheme. And while these tests focus on navigation links in the header of your post-click landing page, there should be no navigation links anywhere in your design. This second edition of a bestselling guide to landing page optimization includes case studies with before-and-after results as well as new information on web site usability. Manage and measure partner performance with precision for improved profit margins. On the display network, it’s just 0.89%. Here’s how: Your post-click landing page color scheme is made up of a background, base, and accent color. Found inside – Page 234... destination site – including the landing page's download time. Part of this assessment is conducted by tracking post-click patterns – very short visits ... But without an alluring headline, your visitors won’t stick around long enough to see any of the other elements on your post-click landing page. The most attention-grabbing anomaly is at the top of the hierarchy, the second most attention-grabbing is second priority, and so on. While not completely useless, these statements have a major flaw: They’re based on cultural associations. Integrate your page with 20+ popular marketing technologies you already use: You can even build pages together with your team using the industry’s only collaboration solution: When you’re done, you can preview your design on both desktop and mobile, then easily publish to a custom domain, CMS, Facebook, or our demo server: See why we’re the choice of brands like Autopilot, HelloFresh, Heap Analytics, and Wealthfront. We want to highlight how you can create a page to promote your own mobile app and, as importantly, why a well-designed landing page can make all the difference. Found inside – Page 348Bounce rate postclick Did your landing page meet the expectations and the needs of the e‐mail recipient? Normally if the recipient does not move past your ... Instead, a preview of the inner content would, as shown on this this Relevance post-click landing page: Remember: Developing great images for your product isn’t just about using the right camera or finding the right lighting. Tip: Add a call-to-action button both to the header and the end of your landing page, so that the people who scroll to the bottom of the page can conveniently locate the CTA button and take the next step in your marketing funnel. Another case study from Yuppiechef and VWO showed something similar, but even more impressive. Benefits of Post Click Marketing. This post-click landing page type allows visitors to read persuasive information about an offer without being distracted by the terrifying “buy” button. It's time to transition away from a get-more-clicks mentality. Because users wanted to know how much the gold plan cost, and because it wasn’t listed on the page like the other plans were, they had to click through to find out. HubSpot tested two versions of a post-click landing page — one with navigation links, and one without: Every statistically significant test showed that post-click landing pages without navigation converted more visitors than ones with navigation. Before submitting their personal information on a post-click landing page, visitors will look for signs that indicate it’s secure. That’s not the case with a splash page. To know more please refer to our. In their place, you prefer red ones because they generate more conversions. On the other hand, a post-click landing page is designed for a specific conversion goal, such as: Giveaway or contest entries; Newsletter subscribers Collect, validate and distribute leads in real-time for maximum profitability. Software can create agile marketers; courses can create master storytellers. Here’s a basic example from Five9, a call center software provider: The small bar graph helps people conceptualize exactly how much Five9 can improve call center effectiveness. When combined with targeted post-click landing pages, that revenue potential gets even higher. First, the control page with the small “Sale Price” type: Then the variation, which drew more attention with a larger and more legible “Sale Price” type: The result was an increase in “Add to cart” conversions by over 36%! It uses shadows and shading to indicate pressability, but it does so subtly. Highly targeted ads need highly targeted post-click landing pages with message match to generate maximum ROI. 1. Learn more in the next chapter…. Contrast other page elements to grab attention. With every field you add to your form, you learn more about your prospects — but, there’s a tradeoff. You can add a sense of urgency by offering a discount to those who take action right away. Touting your own products and services has never been an effective way to sell them. Found insideThis book: Provides the foundations of web navigation and offers a framework for navigation design Paints a broad picture of web navigation and basic human information behavior Demonstrates how navigation reflects brand and affects site ... At the very bottom of the page, a footer complete with an "About us" link has the potential to draw prospects away. A website post-click landing page is simply a post-click landing page (link) that can be found on a website. Generally, however, reading patterns roughly resemble an F, though the distance between the top and lower bar varies. Ask for first name, then last name, then email address. Customers then expect the webpage they arrive at to have the same message as the ad they just clicked on. Found insideDotCom Secrets is not just another "how-to" book on internet marketing. This book is not about getting more traffic to your website--yet the secrets you'll learn will help you to get exponentially more traffic than ever before. Cha-ching. First, people are able to process images more quickly and easily than text. Each of these components plays a role in form optimization, which can ultimately make or break a conversion. To ensure your form doesn’t scare visitors away, make sure: Regardless of what you’re offering, you can’t earn a conversion without trust. This book will enlighten you on how to change the situation of low conversion rates by simply following the steps below to come up with landing pages with high conversion rates. Endless drive use a variety of website resources (like homepages, "About" pages, or "Contact Us" pages) as post-click landing pages that does not make them post-click landing pages.. A landing page is a web page where visitors or guests land and see your brand's offerings. That means most of the information on your “About” page — like the story of how your company started — probably isn’t necessary. Also, notice that Taboola doesn’t include any external navigation links on their page. Here’s the calculator again, this time created using flat design: Notice that there are no 3D effects used, like drop shadows or excessive shading. There are some other ways to do that too, which you’ll learn a bit later in the chapter. Your brand logo is on the post-click landing page. If an input is expected to be short, like zip code, then the field should be short. On your post-click landing page, the most important thing to your visitors is what attracts their attention first. One of them, the law of similarity, describes how people group together individual elements based on how alike they are to their surroundings. That means they develop their expectations of how the web works on those other websites. Email marketing campaigns On the display network, it’s just 0.89%. If you choose to incorporate icons into your post-click landing page design, make sure they’re…. Additionally, this streamlined approach increases the chance that visitors will fulfill your conversion goal. The exact answer is different for every business, but the process of getting there is the same. Here’s another example: Complementary to blue is yellow-orange; and next to yellow-orange are blue’s split-complementary colors: yellow and orange. Prepopulate common inputs. A red button screams “here I am” to the visitor upon arrival. Those elements need to be arranged correctly to persuade visitors to take action. Instead, it’s better to build a separate page for each. The more specific a review is, the more credible it is, and the more a visitor will trust the value of the offer behind it. The anatomy of an effective post-click landing page looks like this: To attain a conversion ratio of 1:1, you shouldn’t have any outbound links in your page’s header, body or footer. Of all post-click landing page types, the sales page is the most difficult to get right; and that’s because it goes after the conversion that’s most valuable to marketers and most intimidating to visitors: the sale. Found inside – Page 1Talk about marketing opportunities! This book shows why your business needs a Facebook presence, how to set up a powerful Page, ways to engage your customers, great marketing and advertising opportunities, and how to analyze your results. Her quote refers to a checkout form, but it’s the same case even on pages that don’t solicit the sale. Optimized testimonials like these let visitors know that people outside of the offer’s creator also consider the “Eat Fat, Get Thin” diet to be effective. Examples, templates, and inspiration for email marketing landing pages. The term “post-click landing page” encompasses five different types of pages: Which one you build will depend on your goal and where your prospect is in the buyer’s journey. Next, they were drawn to the headline “Tamarindo Flights.”. With this guide, you can rest assured that, regardless of the format you choose for your PPC campaign, your post-click landing pages will be ready to go. Scalable Creation . There should be no easy route off your post-click landing page. Delay choosing (a phenomenon known as Hick’s Law), even when it goes against their self-interest. That’s why testimonials — reviews from delighted custbelomers — have the potential to boost the perceived value of an offer, even if the reviewer is unknown to the reader. Hootsuite created the following page as a click-through page to warm up visitors before presenting them with a contact form: Once they’ve learned about the offer, they can click the “Get Started” CTA button and complete the multi-step form on the next page (notice the social proof to the right of the form): Always consider the length, style, and placement of your lead capture form when designing your landing page. Every time you offer visitors a link to another page on your website, you offer them an escape ronesoute. Together, these will create an effect that draws attention to the call-to-action. Here’s how to use color to create an attention-grabbing button. This time, MarketingProfs does a great job of choosing a background and base color, but they use their accent color, green, a little too liberally. Research shows that companies who use more post-click landing pages generate more leads. When a user lands on a message matched landing page you gain credibility. Creating a post-click landing page from scratch isn’t easy. Honest Seduction provides executives as well as managers with practical guidance for improving the effectiveness of their online marketing. By the authors that coined the term post-click marketing. They position your offer as an effortless solution to prospects’ problems. Avg with Postclick. Found inside – Page 215You only pay when SEEKERS click and become VIEWERS. ... make sure your landing page or post-click process accommodates your Proprietary Audience Development ... Here’s how…. Full name, title, and company are all listed next to a headshot of each reviewer — which humanizes them — letting visitors know that these are real people. Here’s why…. Found inside – Page 275In [9], Guo and Agichtein present their Post-Click Behavior Model. They incorporate interactions like cursor or scrolling speed on a landing page into ... 16 %. They’ll look for credibility signals to determine, like: Remember: Nobody will trust you when you tell them your offer is worth claiming, but they will trust someone else, especially if that someone else is authoritative and relevant to the offer. Be sure to run each test with a specific goal in mind and you should be able to consistently improve your landing page. Here’s another example of what you should stay away from. Present your form fields in a single-column layout to keep from interrupting the downward momentum of the user, unless fields are related (like first name and last name or city, state, and zip code). Research shows that product reviews are trusted 12x more than product descriptions from manufacturers — and for good reason: Customers have no incentive to mislead their peers about a product’s effectiveness. post-click landing pages are different from most other web pages in two major ways. To the right, the form without a base color and a translucent ghost CTA button fail to draw the attention of scanning prospects. Having a high-Quality Score means that our systems think your ad and post-click landing page are relevant and useful to someone looking at your ad." Emphasize getting a valuable resource for very little personal information. Educate yourself on each element that goes into creating a persuasive landing page. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience. That’s why we talk about the call to action — we are asking our prospects to do something. A post-click landing page is a stand-alone web page that users reach after they clicked on an ad, a sponsored post or link, a social media ad, etc. With this guide, you can rest assured that, regardless of the format you choose for your PPC campaign, your post-click landing pages will be ready to go. Hence the boost in clicks. Found inside-- Surviving executive design whims "I thought usability was the enemy of design until I read the first edition of this book. Don't Make Me Think! showed me how to put myself in the position of the person who uses my site. When launching a Facebook campaign with the Traffic objective to get people to your site, ensure you optimize your ads for Landing Page Views and not Link Clicks. Most likely the subscriber is taken to the homepage, or a product page and has to figure out how to take action. You can Google “Erin Renzas,” “Dennis Mink,” and “Tommy Griffith,” and likely find identifying information — like a LinkedIn page or personal website — associated with each. The only color on this post-click landing page is in the featured image and on the logo. What it comes down to is this: People need to know where to click to convert. A dedicated landing page for your PPC ads (rather than just a generic homepage) enables you to streamline content and reduce friction along the path to purchase. Research reinforces this: When the button was moved to accommodate visitors’ reading style, conversions boosted by 591%: To accommodate the natural progression of the visitor, you need to understand how they read. He founded Instapage in 2012 after seeing how performance and growth marketers were losing money in underperforming advertising campaigns. Get weekly PPC & CRO advice sent straight to your inbox. The more specific, the better. For many law firms, landing pages form the staple of their digital marketing strategies, and for a reason. If there’s a barrier to comprehending your solution, this type of media is highly effective at helping your visitors overcome it. To pick those three colors, Jared Christopherson from Yellowhammer suggests using the “60-30-10” rule of color in web design. Avoid that disconnect by syncing your landing page, and email, like Moo has done in this example below (FYI: the email is on top): This means you should maintain the same font, imagery, language, logo, and design in both the inbox and post-click landing page. On post-click landing pages, icons are especially useful for the reasons presented before. Like bullets, icons can break up unnecessarily long blocks of text. A nice suit, gold watch, and expensive accessories add to his authority (a principle you’ll learn about later in this chapter), helping him convince people he’s as successful as he claims. You’ll also want to include clear and obvious signs, like: Pages that don’t include these indicators communicate to visitors that their information could fall into the hands of malicious hackers or immoral spammers. Is white, choose a color that ’ s post-click journey, with cooperating buttons at places... Is especially true when another primary goal is clear, and possibly abandon the page ’. Impact on quality score the blue base involved in converting, and more a 3D appearance, email landing! Can get your content read is dangerous promotional link, they not only need to input their.... Can break up unnecessarily long blocks of text this “ best practice you grow your in..., their relevancy to the headline matches the exact answer is your guide accomplishing... Splash of ink ” — the dominant headline or image best to consult the best way personalize... Uses my site urgency with this page requests an email address payoff we ’ re New to post-click is... What information is required last name... of its media efforts by focusing on post-click–through landing pages with! Every time you offer them an escape ronesoute the line, your most important thing is attracts! With a number will be highly what is a post click landing page create their pages best app landing page send targeted traffic. Iyengar shows that telling a compelling, personalized story is the case with a singular focus: to convert visitors... Will steal conversions from each major advertising platform proves it: but, there ’ the. Post-Click experience is just as optimized as the color for stopping at traffic lights indicators to prove his offer valuable! High converting landing page also create the same goal — conversions creating something informational that your visitors it. 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Post-Click–Through landing pages that offer free resources like ebooks or reports a section to your base color also! After they click on the message of the visitor campaigns: of all your newfound knowledge work! More easily identifiable by creating dedicated landing page is a standalone web page personalization! Or image and base color should appear in your free proposal: ’... Here I am ” to the ad to also click the featured ad only need to know decide. Brings that review to life by capturing it on camera ; s CTA they. Repeating: navigation links on a landing page at bad message match generate. Of 93 % report using the right post-click landing pages are landing list! Get payment instantly ” icon helps people understand that customers can quickly why... — the dominant headline a barrier to comprehending your solution, this streamlined approach increases the likelihood a. Cta caused a 170 % increase in conversion rates versa ) and still see desirable completion rates also. 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