What Makes A Good Landing Page?
I recently went looking to change my home internet plan. So, being human, I immediately consulted Google. Throughout my search, I came across several Google Ads advertisements all claiming to offer what I was looking for. But the journey they took me on was sometimes a long distance marathon that resulted in an immediate “BACK” click.
My endeavours to navigate through the horrible wasteland of internet service providers was not all bad – I was interrupted by a client asking me about optimising his landing page for use with Google Ads. He wanted to know how to make a great landing page that would convert traffic, look professional, and provide a great experience for the customer.
Well, considering the journey I had just been on, I thought I’d write about some of the examples that I’d stumbled across. In this post, I’ll highlight some great examples of Ads landing pages, point out some common tactics, and explain some terrible practices that will turn your customers away.
What is a landing page?
Firstly, I should explain what I mean by landing page. For our purposes today, it’s a page that was created to cater to a specific source, or type of traffic. These are generally the page(s) where you send your Ads traffic (the destination URL or Final URL). Some people will use the term “landing page” to also mean a microsite or something that stands alone from your main site – like a one page site. I like this definition as well, but remember, your landing page isn’t always removed from your main site, it’s merely a page that was created specifically for certain traffic. At least, that’s the definition we’ll go with here.
What was I looking for?
Knowing that a landing page should cater to specific types of traffic, I should let you know exactly what I was searching for.
I was searching for home broadband internet plans on Google.com.au, from a desktop computer, with my location inside Australia. I’m a typical internet user; I like my internet fast and I like lots of data. I like to get the best deal, but I’m happy to pay a bit more if it means my internet and the customer service will be reliable. Doesn’t sound too crazy does it? Seems easy?
I typed in “home broadband internet plans” and here’s what I got;
For this example, let’s take a look at Dodo.
Remember: I’m a user looking for a lot of data, fast internet and a great deal. This ad seemed to deliver on my objectives – Unlimited Internet, upfront price in the ad. I was skeptical on the ADSL part though, but really, they had me at unlimited.
So here’s where I landed;
So what makes this a good landing page?
It’s consistent with the ad
If you’re advertising a price, a discount or a promotion in your advertisement then you need to make sure you repeat that again. After all, it’s most likely why someone has chosen to click on it. It needs to be obvious when the customer first land there, and it needs to be one of your main selling points. There’s nothing more frustrating for a customer than getting promised something and then having that promise disappear as soon as the seller thinks they’ve got you.
Get straight to the point – have a short snappy elevator pitch
In this case, their elevator pitch is the price that they offered; “Unlimited Broadband for $59.80 per month”. Dodo has done this well. Yes, you might have heaps of selling points, but remember what your customer is looking for, and why your ad worked in the first place – that brilliant, short elevator pitch. The graphics get straight to the point and they even draw your eyes to what most customers would be looking for – UNLIMITED, $59.80.
The secondary selling points are also secondary in the graphic; ADSL2+ Broadband, Including Line Rental.
Another great feature is actually the bird – Dodo runs a lot of ads both online and offline with this bird as their mascot. Featuring it here helps to link it in with those other forms of ads and helps to solidify their brand in a customer’s mind.
Here’s a DON’T – your landing page is not about you! It’s about your customers. Yes, branding is important and it’s good to ensure that your customers remember your business and who you are, but your landing page should not be egotistical. There are great ways to be consistent to your brand without taking away from what you’re really trying to do; which is sell your product or service to an audience. Dodo has done this really well.
Clear emphasis on points of conversion
Another great feature of this landing page are the conversion points – the form and the phone number. Note that on this website there’s barely any scrolling down – this means that these conversion points are always visible. If you’re going to make your landing page so that customers have to scroll down, make sure there’s a conversion point at each stage. Put your conversion points at the top AND at the bottom. There should always be a way to contact you, regardless of where the person is looking.
I would also suggest that having the form first and the number second is absolutely deliberate. Not all conversions are created equal – some businesses are able to close sales from form enquiries more easily than they are from phone calls. Some are the complete opposite. Think to yourself; what’s the ideal thing you’d want a visitor to do? Whatever that is, put it first – make it your primary conversion point.
One reason that Dodo would put their phone number as the secondary conversion would be that those phone lines aren’t operated 24/7. They don’t want people calling when there’s no one around, so they’ve also made it clear when their phones are being manned to avoid any confusion.
Great landing page – so why didn’t I convert?
This landing page has all the elements to get someone to drop their details. It has been executed brilliantly. However, I didn’t submit my details and I didn’t call them.
Remember that I was looking for unlimited high speed internet but I also want my internet to be reliable. I didn’t convert because I’ve heard bad things about Dodo – I’ve had several friends, family members, and colleagues telling me horror stories about their customer service and the unreliable nature of Dodo internet connections. It’s probably why they offer such a cheap price.
So what could Dodo have done to counter this?
Dodo is one of the larger providers here in Australia and they’ve been operating for a while. They would know exactly the sorts of complaints that existing customers would give: customer service complaints, technical complaints, etc. They would also know that there’s a general dislike of internet service providers – there are a lot of horror stories out there; not only for Dodo, but for other major providers as well.
If your business has been around for a while and you’re fairly well known, remember that you can’t and won’t please everyone. At some point you’ve had someone dislike your business and it’s almost guaranteed that they told someone about it. Even if your business has a sterling reputation, it could just be your industry. Nobody loves their internet service provider, they’re either fine with everything and forget about it, or they hate their internet service provider with every fibre of their being.
The best way you can mediate these sorts of objections on a landing page is to be aware of them. If you’re worried that you’ve got bad word of mouth ruining your reputation, then add some testimonials from happy customers to your landing page. If you’re concerned that people question the quality of your product – emphasise the reliability (Dodo could have given uptime rates). Sometimes mediating concerns just means giving people a way out or a guarantee, for example, Dodo could have offered it’s month to month plans. Or it could have tried to give a guarantee – whether that be money back or satisfaction.
Lessons From Dodo
- Keep your landing page consistent with your ad
- Pick one main selling point and make it obvious
- Use your secondary selling points as secondary design features
- Make sure a conversion point is always visible on the page
- Prioritise your conversion points
- Use branding that takes away from the main selling points
- Ignore well known objections in your business and in the industry
Want to know how you could improve your landing page? Feel free to get in contact with me for a chat.
Written by Gemma Renton