Getting people to click on your promotion is one thing, but how you get them to take the next action is the real key to conversion. In this regard, your landing pages play a vital role and you need to get them in order. to maximize your opportunities.
So how do you make sure you’re getting the most out of your landing page efforts and aligning with potential customers’ expectations when they take that first step?
That’s what the latest meta guide is all about, with Meta’s consumer growth consulting team in partnership with Brand mark to analyze 500 landing page experiences to gather key insights into what works, what doesn’t, and what makes people more likely to continue down the purchase funnel.
Although Meta calls them “landing pages“:
“AAs the meta and user experience experts at Branding Brand conducted research and began to categorize the different types, we determined that it was much more accurate to refer to them broadly as “landing pages” because the landing pages are just one type.”
So any reference in the report to “landing page” means “landing page” in a more common context.
the 33-page guide includes a range of valuable information and notes, including major pain points and how to fix them:
Meta notes that the three key elements that landing pages must provide are “Speed”, “Answers to common questions” and “Mobile-friendly interfaces”, with a range of information and advice on how to tackle each in your approach.
The guide then explores the “three Cs” of landing page effectiveness.
Each item includes a detailed breakdown, along with examples and notes on how you can update your approach based on user needs.
There is also a handy checklist item at the end of the guide, which provides guidance on how to improve each item according to Meta’s findings.
This is a very valuable overview, with a range of notes and important things to keep in mind, with actionable notes like this to help improve your efforts.
Some of the tips may seem obvious, but others you may not have considered, and it is worth taking the time to read the recommendations to ensure that you are maximizing your opportunities with the results of your landing page.
Worth a look for all digital marketing professionals.
You can download Meta’s complete “Stick the landing” landing page optimization guide here.