It is easy for marketers to get dazzled by latest marketing tools and techniques.
We stay updated on all the latest innovations from the marketing world, and then we attempt to implement everything we’ve learned on our landing pages at once in our excitement. This is a huge mistake. Using new techniques is good, but you shouldn’t blindly follow every new trend that surfaces.
Don’t think ghost CTA buttons will look good on your landing page? Don’t use them. Think a longer form is killing your conversion goal? Don’t shorten it just because you read that it might work.
Nothing is set in stone when it comes to conversions.
Sometimes, sticking to the basics pays off. Lots of classic marketing advice is classic for a reason. It works. And honestly, doesn't it feel good when marketing advice from way back still makes sense now?
Today, we're going to explore some of the classic marketing advice you can count on with one of the greatest marketing minds of all time.
We’re going to journey into the past to meet David Ogilvy who’s widely considered the "Father of Advertising." He was a prolific writer, and even though his pearls of wisdom are decades old, they still make sense in today’s digital world.
How To Create Powerful Landing Pages à la David Ogilvy
If Ogilvy knew anything, he knew how to make ideas stick. And when it comes to landing pages, you can't afford for them not to be sticky.
Sticky landing pages have a direct conversion path. The job of a sticky landing page is to get your visitors to stick to it - and not end up on some other page. This is why sticky landing pages are the most effective pages, because they help your visitors stick around until they have clicked your call to action button.
Sticky landing pages have no distractions or detours on them. They get your visitors to trust your product, like your product, and (eventually) buy your product.
Today, we’re going to dig up some of Ogilvy's most famous advertising quotes, and we’re going to show you how you can create the stickiest landing pages.
Make Your Headline Count
Your landing page headline needs to be worthy of someone's attention. Find the right balance between clarity and creativity when writing your headline. You should let your visitors know from the start what they can expect from the rest of your page by reading your headline.
The Problem Agitate Solve (PAS) formula also does wonders for your headlines. Your headline needs to quickly identify the problem your visitor is facing, remind them how bad that problem is, and then explain to them why your product is the best solution for resolving it.
The Designed to Move landing page headline does exactly that.
It identifies the problem of children having a shorter life expectancy. It tells us how horrible that is, and then goes on to say, “Let’s change that.” Then they have a video that explains everything else.
Don’t Set And Forget Your Landing Pages - Test Them!
A/B testing has the power to increase your conversion rates. It allows you to literally see which version of your page your visitors are responding to. A/B tests are so powerful that by simply changing the color of the CTA button from blue to orange, you can potentially increase in conversions. This is what Monetate did, by changing button color to orange their conversions increased by 9%:
Just so we’re clear, I’m not advising you to change your blue to orange. I am only telling you that testing works. What works best on your landing page is something you have to figure out on your own. All we can do is provide you with helpful A/B testing case studies to inspire your next test.
Don’t Use Clichéd or Hollow Words On Your Landing Pages
Nothing kills the mood on a landing page like jargon. One form of jargon shows up in the form of abbreviations, like on the Outbrain landing page.
Don’t assume your visitors know what CPC and CTR are - you have to tell them.
As Ogilvy puts it, jargon also refers to clichéd words like "revolutionary" and "cutting edge." These are the kind of words that marketers love to use because it makes them feel special, and they try to impress visitors with the wordplay, but in reality, it doesn’t mean anything.
The problem is that when everyone in your niche is claiming to be one-of-a-kind and cutting edge on their landing pages, that just means no one is. Cut the fluff.
Create Trustworthy Landing Pages
If your visitors don’t trust your landing page, you can forget about conversions.
Your visitors need to know you genuinely care about their problem for them to even come close to clicking the CTA button. For your landing page to be trustworthy, you need to have trust symbols and real testimonials from clients so your visitors feel confident about making a commitment to you.
This is what Zen payroll does with their landing page.
Your page should also convey to your visitors that you really care about their problem.
You can achieve this with your headline and copy like Fostr does with their landing page.
Think you can impress the likes of David Ogilvy with your landing pages?
Create a landing page using his advice, and share the results in the comments below.