As a marketer, you understand that different channels can bring varying types of traffic to your website. However, are you adjusting your landing pages to match those channels? A strategy for landing page optimization by channel is essential to meeting your customers where they are. In this post, we’ll explore how to optimize your landing pages based on the channels you’re driving from, ultimately improving your omnichannel marketing strategy. Let’s get started by taking a step back and defining omnichannel marketing.
What is omnichannel marketing? Omnichannel marketing is the concept of providing a seamless user experience across all channels relevant to the buyer’s journey.
When the path to purchase can start or end at any time, anywhere, and on any device, it’s necessary for brands to provide a seamless user experience across all channels. But it doesn’t just stop at being where your customers are. Your landing pages also need to be optimized for each channel in order to drive conversions based on the channel they’re linked to.
One landing page isn’t enough
An omnichannel marketing strategy is all about delivering a seamless and consistent experience to your customers, regardless of the channels they use to interact with your brand. However, relying on a single landing page for every channel can be a missed opportunity for engagement.
Each channel has unique characteristics, audiences, and expectations. Therefore, your landing page should be tailored to match the specific channel and its audience to maximize your conversion rates.
For example, a landing page designed for organic social media may differ from one for email marketing. A social media landing page can be more visual and interactive, while an email landing page can be more text-based and personalized.
By creating landing pages optimized for each channel, you can ensure a consistent message across all touch points while delivering an experience tailored to each audience. This approach can not only improve your conversion rates but also enhance your brand perception and customer loyalty.
How to create landing pages for every channel
Now that we’ve established the need for an omnichannel landing page strategy, let’s dive into how to create landing pages for all your different channels.
When you’re promoting an offer or specific campaign on your organic social media channels, you shouldn’t be sending them to your general homepage. By sending your organic traffic to a landing page instead, you’re helping engaged followers move through your funnel.
Here are some ways you can develop your landing pages to cater to your organic social media channels…
- Keep it consistent: We advise marketers to use the same design elements they use in their organic feed on their landing page to create recognition.
- Think about your audience: Remember that you’re reaching a less targeted audience, so a softer CTA may be warranted.
- Optimize for mobile: You’ll also want to make sure your landing page is optimized for mobile because as we know, most organic social interactions happen via mobile.
With paid social, you’ll want to make sure your landing page is extremely relevant. Since paid social usually allows for very targeted audience parameters, you should know exactly who you’re speaking to. That’s why you need to ensure optimal ad-to-page relevance. This means making sure the ad and landing page are cohesive. This can be accomplished by using the same image, headline text, and call to action.
Here are some ways you can develop your landing pages to cater to your paid social channels…
- Use conversion storytelling: A big part of successful paid social is implementing conversion storytelling. This is the idea that your ads and landing pages should be cohesive—and you should be walking your target audience through a story in which they’re the main character.
- Leverage a single, clear CTA: Because paid social is so targeted, you can (and should) be direct with your offering.
- Focus on FOMO: Adding a countdown timer in the offer or another time-based incentive can help encourage those on social to convert on your landing page, instead of finding your offer again on another platform.
With Paid Search, your landing pages should be tied as closely as possible to the keywords and search terms you’re using. To support this…
- Include a unique landing page per keyword group.
- Use the keywords in your headline text,
- Work on improving your Google Ad relevancy score as much as possible to be rewarded with a high-ranking result.
For Banner or Display Ads,
- It’s critical that you make sure your graphics match the landing page.
- Add the same CTA to the landing page as what you’re using in the ad.
- Your landing pages should be tailored precisely to the specific pain point or industry of your target audience.
If you want to maximize the impact of your email marketing campaigns, it’s crucial to create landing pages that are specifically tailored to the messaging and targeting of your emails. By doing so, you can provide a more personalized and engaging experience for your subscribers and drive more conversions for your business.
Here are some ways you can develop your landing pages to cater to your email channels…
- Establish trust ASAP: On the landing page, feature your offer or CTA right away (remember: your email list or subscribers in your database should know who you are±so you don’t need to do as much positioning your brand).
- Keep it simple: Make it easy for people to take the action you want them to take and create a concise, distraction-free landing page.
- Leverage progressive profiling: Reduce friction by gradually collecting information over time and providing an improved user experience while also improving data quality so you can make informed decisions.
Finally, we want to talk about a unique and growing channel: referrals. When you’re trying to recruit affiliates or referrals, brevity, and a concise offer are key to turning customers into evangelists.
Here are some ways you can develop your landing pages to cater to your referral channels…
- Lead with the offer: Include the monetary offer or value of becoming a referrer/affiliate in the headline or above the fold.
- Include Commonly Asked Questions: Add an FAQ section to provide clarity around the program and incentives so everything is addressed up-front to reduce friction in the decision-making process.
- Include a simple form: Keep the application short and friction-free to increase conversions, reduce abandonment, and improve user experience.
- Add social proof: Below the fold, add included benefit information and referrer/affiliate testimonials so your visitors can see how others have benefited.
Landing Page Optimization Best Practices
Add value to your landing page
Your landing pages should always be a benefit, not a burden to your audience. This means making sure the action is clear and easy to take—don’t make your visitors dig for the next step or ask what they would benefit from by converting on your page.
Keep your messaging concise
You have a small window of attention from people—ensure that your messaging is concise, the value is clear, and you are writing from the lens of your audience, and solving their problems.
Remember, what you are selling or offering must be beneficial to your audience—and the messaging you use should align with their goals/wants and needs. When in doubt with copy, remember: less is more.
Place your call to action above the fold
This is critical, and you’d be surprised at how often this tip is ignored, especially on pages that are not optimized for mobile. Having a clear, distinct CTA above the fold can make all the difference in your conversion rates. Bonus points if you have options to convert below the fold, too!
In conclusion, optimizing your landing pages for omnichannel success is a critical component of a successful marketing strategy. Remember that omnichannel marketing is all about providing a seamless user experience across all channels relevant to the buyer’s journey. By optimizing your landing pages for each channel, you can ensure that your audience is getting the right message at the right time, no matter where they are in the buyer’s journey.
Now that you know the importance of including landing pages in your omnichannel marketing strategy, Instapage makes it easy to create personalized, relevant landing pages for every channel and audience with hundreds of templates and easy in-app testing. Sign up for a 14-day trial and start improving your ROAS today!