Designing Fly Landing Pages – Part 2: Messaging

1. Focus
2. Messaging
3. Trust
4. Continuous Improvement

We’re back with part two of Designing Fly Landing Pages!

In my last blog post, we took a look at how focus and carefully positioning your message and content to get to the point will allow you to reach your conversion goals.

This time, we’re going to take a look at how we can send the right message to your audience by ensuring your formatting is appropriately styled and sized, offering personalized messages to different segments, and optimizing for search engines and social media.

Formatting

Don’t keep your visitors guessing.

If your headlines are indistinguishable from the rest of your body text, your visitors aren’t going to be able to tell what’s what.

Style and size your titles, headlines, and body text appropriately to make sure you’re sending the right message. Adding color, boldness, and emphasis will call-out parts of your landing page and make them more noticeable. Finally, by clearly laying out your copy, imagery, and forms, you’ll make the pathway to conversion for your page’s visitors smoother.

While this may all seem straightforward, keeping everything well formatted and identifiable will make your content easier to engage with and will lead to more leads and higher conversions.

Segmentation

There’s no one size fits all solution.

Millions of people pass through airports every day. They all come from different backgrounds and have different tastes. Your landing page’s visitors are just the same.

It’s nearly impossible to find the right image, message, and tone that will appeal to everyone. By grouping your traffic into segments, you can differentiate your message, layout, and designs to better appeal to a particular group.

But that’s not it, you can take segmentation to the next level through…

Personalization

Nobody likes receiving generic messages meant for the masses.

By segmenting your prospects to the individual level, you can get truly personal. Adjust your messaging to cater to the individual and capture their attention even more.

At Vidyard, we believe in connecting with our audience on a one-to-one level. In fact, we do so on a recent landing page we created for Dreamforce 2015.

Let’s take a look.

Well look at that, it’s my name! If you saw your name somewhere, it’d make you want to interact with it, right? Personalization is a great way to attract your visitors’ eyes and entice them to engage with your content.

Build out your landing page with both segmentation and personalization in mind. You can use query parameters in the URL to swap out different components of your landing page’s layout or show different messages to different audiences. The possibilities are endless!

In our landing page for Dreamforce 2015, we assign a custom video ID to each prospect and send off an email to them with a link to the landing page. When they click on the link, they’re brought to the landing page with their first name in the video’s thumbnail.

Oh, I forgot to mention that their name also shows up in the video itself.

How do we do that? Stay tuned.

Search Engine Optimization and Social Media Optimization

Your landing page’s message needs to go beyond the page.

Your content is meant to be shared, so it’s not enough to design a landing page without including some metadata that will help give it that extra edge when visitors go to search for it or share your page on social media.

Google alone receives over 3.5 billion search queries everyday. The possibility of a potential lead looking up a keyword that could point to your landing page is very likely. It helps if your landing page has a high ranking in search engines that will make it easier for people to find it.

Nowadays, SEO isn’t enough. You’ve established your company profiles on social media and you’ve built up a huge following but you can’t just wait for people to find your landing pages. You need to take matters into your own hands and share them yourself to make sure they pass through your followers’ radars.

This is just one component of social media optimization (SMO). The other? You also need to optimize the landing pages themselves for sharing on social media. When sharing content on Facebook or Twitter, make sure you attach rich photos, video, and media when possible to better engage your audience.

In part three, we’ll see how adding different aspects of trust can improve conversion rates on your landing page. After all, who would want to give someone who’s untrustworthy any of our information? I sure wouldn’t.

If you missed part one of the Designing Fly Landing Pages series, check out Part 1: Focus.

Catch you all next time for Part 3: Trust! Trust me, it’ll be good.

The post Designing Fly Landing Pages – Part 2: Messaging appeared first on Vidyard.

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