Advertising is all about clicks
But it doesn’t stop at the advertisement itself.
You also need them to click “book now”, “contact us”, or “subscribe” on your website.
The best way to get those clicks is by pairing each advertisement with what’s called a “landing page”.
A landing page can cut your advertising costs in half and double the number of leads or sales you make overnight. Especially for high-ticket sales like long vacations at a resort or hotel.
Optimizing your landing pages is an ongoing process. They can never be perfect. A format that works for one campaign, business, audience or product does not necessarily work for another.
However, there are 10 best practices that marketing specialists have come to agree upon over decades of testing.
1. Is there a single Call to Action?
A good landing page is focused. It takes visitors on a journey towards a specific action. The whole page is custom-made for that purpose.
This action could be to book a room, sign up for a newsletter or download a brochure, among other things.
You do not advertise two separate adventure trips on one landing page – unless sold as a bundle. Instead, separate the traffic into two landing pages at an earlier stage of the campaign.
2. Does the headline grab attention?
Copywriting is important for the whole landing page, but especially for the headline.
Your headline must grab the reader’s attention and get them to keep reading. Highlight something exciting about the trip.
Keep it short, relevant, interesting and true. This is the only thing people are guaranteed to read on your landing page.
3. Is the content focused on benefits?
The content on the landing page should focus on the benefit your customers will experience.
A list of facts or features of the hotel is not inspiring.
4. Does your page flow?
Visitors to your landing page are there for a reason. They want what you offer.
Now we want to create an experience that makes it hard to stop reading.
To do this, you want to answer all objections and questions as they arise in the mind of your visitor.
Reviews. Images. Call to Action button. All come in the right order. This also means eliminating distractions – like links that lead other pages.
5. Is it simple, but still you?
Too much design impacts the conversion rate of landing pages negatively.
If your visitors are interested in your offer, do not get in their way with unnecessary graphics, complex forms, or branding materials.
However, your visitors should still feel like they are on a website owned by your brand.
6. Do you track & improve statistics?
Conversion Rate (CVR) is the most important of all statistics to optimize your landing pages for. It tracks the percentage of visitors who take the Call to Action that it the purpose of the entire page. There are solutions to also track phone calls.
When you track CVR, you can easily (A/B) test different versions of the landing page to continually improve it.
Keep in mind however that landing pages don’t convert – people do. Meaning that these test are only strictly accurate if the traffic source stays the same.
7. Do you follow up?
Whether visitors take your Call to Action or not – you can follow up with them to improve your campaign.
For visitors that DO buy, try up-selling them on a premium package, offer their friends a discount or sell them something extra after checkout.
For visitors that DON’T buy, send them an automated email or new ad with different dates, a discount or maybe a questionnaire to find out why.
Using these tactics can 2-5x the results of your campaign.
8. Is the traffic targeted & segmented?
Landing pages are only as good as their audience. Every visitor will react differently to your offer.
However, certain groups of people are likely to react in a similar way. Therefore you can group your visitors and customers intelligently for a higher conversion rate.
For example, you would group everyone who purchased your finest suite into one segment for your new landing page about a special Christmas promotion. You’d also group all customers who have booked any tour with you, and so on.
This way you can analyze and improve your offer to specific segments.
9. Is the page lightweight?
Nothing makes a visitor do something else faster than a website that loads slowly.
Tests have shown that it’s beneficial to have a sub-3 second loading speed.
You can affect this in three key ways: Reduce images & their sizes. Simplify the page. Upgrade your hosting, or have a separate host for your landing pages.
10. Is the page designed for Mobile?
Increasingly, your customers are using their phone to browse the internet, click ads and book trips.
This means that your landing page must look great on their phone, tablet and laptop. Responsive landing pages change their appearance dynamically to fit any screen size.
But it’s not magic. It still requires someone to put in the extra effort and testing.
All our designs are responsive. Get in touch to get yours done.
I’d love to chat about your hospitality business – especially if you understand the value of better digital marketing and sales processes.