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.