Landing page optimization: taking it up to the mobile and social level

Landing page optimization: taking it up to the mobile and social level

Dec 13, 2011  inspiration

 
 

Every marketer knows what a landing page is. Landing page optimization is still a challenge for many, however. Providing a consistent experience from call-to-action to landing page and beyond can always be done better, using personalization, behavioral targeting and the basics of customer-centric conversion marketing.

In recent years, new media, channels and devices have broadened the number of touch point opportunities. It's time we start looking at those as landing pages as well.  

Over the last few weeks, several websites and online services have offered businesses the possibility to build more presences on the social Web.

You can now have your company or brand page on Google+ and the new Twitter has more possibilities than before to do the same. Add Facebook, mobile devices, LinkedIn, social bookmarking sites and all the other media you dispose of and the list quickly becomes endless. Whether you build presences on specific media or not depends on your goals and customers, but in general, you will find that it often makes sense from one or the other marketing and customer perspective. In the end, let's remember the Web is an ecosystem of links and people. Soon, it will be more.

Maybe you have never thought about it but, in a way, every place and touch point where a consumer meets your brand and can interact with you, directly or indirectly, is a landing page. Take search engine result pages, for instance: when people "meet" your business in them, it is a touch point with an impact on brand perception and more.

However, this post is not about search. It's about landing pages. And they are all around the Web. The question is how you make them stand out and include the new landing page opportunities the social and mobile Web offer.

Here are some of many landing page optimization implications to consider:

Social landing pages and call-to-actions

A landing page is a page where people land after having taken a specific action. That's quite obvious. The purpose of a landing page is to engage the people who landed on them and invite them to act. Quite obvious as well. Your social presences offer plenty of landing page and touch point opportunities. Think about an email subscription form or other call-to-action on Facebook, for instance. Or the many landing page and call-to-action possibilities a blog offers. With the proper cross-channel marketing tools and a good multi-channel approach, it doesn't matter where people interact with you. So, enable them to do exactly that. We often still tend to think that in social, a proper call-to-action and conversion optimization is not done because it is "all about the conversation".

The mobile landing page dimension

Mobile devices are really the place where all channels come together. Smartphones and tablets are becoming the communication hub where we can easily manage all our interactions, regardless of channels. The reason is simple: with mobile we get notified about what happens via all the channels we use as consumers. To optimize conversion, marketers need to understand that consumer behavior on the mobile Web is different. To make them stand out (and convert, to start with), the pages mobile users land on, should be optimized for the mobile experience. That's obvious, but it is so often overlooked. And it isn't only about the call-to-actions. It's also about the ways we provide people the possibility to quickly manage their preferences. Have you ever tried to change your personal profile in a newsletter you read on your mobile device? It can be quite a challenge sometimes. Mobile, more than anything else, is about ease-of-use and speed.

The social and contextual dimension in the traditional landing page

Besides all the new touch points and landing pages we have nowadays (I just mentioned a few), most attention still goes to what we could call the traditional landing pages: the ones on your website. With the possibilities regarding rich media, social proof, behavioral profiling and cross-channel content and context, the landing page experience can be much more engaging than before. Obviously, the main purpose of a landing page is conversion, and you should avoid an overload of elements that distract people in reaching what they, and you want. However, this doesn't mean a landing page should be boring. With strong personalization, social proof elements and the appropriate rich media (think video, for instance) landing pages can add to the user experience and improve conversion. Landing pages don't even have to be pages anymore. They can be rich media environments with flows of user-friendly and relevant experiences, guiding the visitor to the right place.

The thing is that today you have more possibilities than ever before to try out new landing page variations, optimize for channels and behavior, take into account the individual visitor profile and provide a richer experience. 

All it requires is a better view on your individual visitors and contacts across channels, an integrated approach and understanding how people interact on several channels and devices.

Obviously, without forgetting the landing page optimization basics: make it user-friendly, test, optimize and repeat (and keep doing so, forever).


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Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

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