Landing Page Conversion

If you’re working on making your social landing page conversions better, congratulations! You’re among the rising number of business owners who understands that social visitors need their own landing pages. Social visitors are coming to your landing pages from the top of the funnel. They are just beginning their buying journey and they require landing pages that are different than those for other entry points, like PPC or email.

1. Use video for landing page conversion

Adding video may be the single most important step you can take to increase conversions on landing pages. Out of all the amazing statistics surrounding video marketing, the one that stands out the most is that a full 90 percent of shoppers reports being influenced by video.

2. Activate Autoplay

Generally, you shouldn’t set videos to play automatically. When visitors land on your page, they may have their volume up too loud, they may have a slow browser or they may simply not want to play a video until they are ready. Landing pages are the exception. Since visitors spend so little time on landing pages, and since they may not expect to be required to take action, it is better to make an exception and set landing page videos to play automatically.

3. Create Templates to Make Updates Easy

When you make aesthetic changes to your social media pages, you’ll want to keep things consistent by updating your landing pages, as well. Create templates to ensure that all your landing pages can be updated quickly and easily. Extend brand consistency to the physical world by creating shipping label templates and business card templates in addition to LP templates.

4. Create more landing pages

The more landing pages, the better. Create enough landing pages to match your lead generation efforts. When companies increase their landing pages from 10 to 15, they see a 55 percent bump in landing page conversions. Those numbers spike even further when they create 40 landing pages.

5. Create Landing Pages for Each Network

Create a unique set of landing pages for all your networks, with a set of landing pages for Twitter, one for Facebook, one for Instagram and so on. But go even further by creating individual landing pages for paid Tweets and one for natural Twitter hits. Make one set of landing pages for visitors coming from your Facebook business posts and one for visitors coming from Facebook ads.

6. Calls to Action

CTAs are the most obvious, yet most neglected part of most social landing pages. CTAs should be obvious and unmistakeable, and they should be built in contrasting colors so they do not blend in with the background. If you embed your CTAs in video, do not assume your visitors will make it to the end. Instead, make your CTA obvious throughout the video. Use powerful language, keep them short and don’t recycle the same CTA on every page.

7. Run A/B Testing

Landing Page Conversion Split TestRun comparison testing on every element on your social pages. Test the results of different calls to action, copy, headlines, images, videos, colors and fonts. Don’t stop once you improve your results. Continue split testing with different combinations throughout the life of your page


8. Follow with Social Confirmation Pages

Remember that conversion is not the end game. The final goal is to get visitors to bring the process full circle by going back to social as brand ambassadors. Follow landing pages with social conversion pages, where you ask those who have converted to convert one last time by clicking social share buttons.

Social landing pages require more finesse than landing pages for any other entry point. When designing social landing pages, always keep in mind that your visitors are arriving from at or near the top of the funnel. Not only aren’t they ready to buy, but they likely aren’t even familiar with your brand or product.

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Steve Welsh
Steve Welsh

After a long career in senior management in the motor industry, working with motor manufacturers. Guiding companies to effective marketing and increased revenue. I created and developed several businesses in commercial print, design and marketing. For the last 10 years, I have been specialising in marketing and growth management.