Landing pages are made to give visitors a better experience when they click on your ad, but visitors themselves are often missing landing page discussions. Instead, it’s very easy to be caught in talks about the page’s appearance, content, call to action and other things. However, no single amazing page element can win a lot of visitors without a landing experience strategy developed with your visitor in mind.
If you define who the landing page visitors are and learn about them more, your landing page strategy will be successful. To develop a concrete knowledge about these visitors, you need to take two steps – understand their sources and analyze their behavior.
In Part 1 of this article you’ll learn to define your visitors’ sources. First, remember your visitors are just real people. Certainly, you can learn much from SEO analytics, but a more important source of information is remembering that the data of your landing page is driven by people’s actions. Thus, conversion success is achieved by your ability to grope your landing page’s human side.
To understand your visor sources, you should find out the following 4 things.
See if the user clicked on some PPC ad or was reading an email. What users expect to find on the landing page depends on the context of each traffic source. The user from a copy-heavy email probably wants to quickly go to the conversion point, while the user from the paid search ad possibly need more information and content before converting.
- Message they clicked on
Since the ad message called on to the user concern, need or want, the message of your landing page must be specific to match the ad or email message which prompted the click. Try echoing words from the ad in your landing page or implement the same imagery to tell your visitors that’s the right place.
- Inherent promise in your message
The ad is not just words and messages, but also a promise which says ‘get this’ and ‘click here’. That’s why you should see that the landing page keep its promise. By knowing which offers and promises attract your audience the most will help you define what exactly appeals to them as well as what else they’d like to have.
- Visitor motivation
See what need or want it is that your offer or promise can fulfill. After understanding what your visitors are motivated by to take action gives you the key to increasing your conversion rates. When you can understand their pain points and find how you can help there, you’ll get the power to further motivate your users to take action.
In Part 2 of this article we’ll talk about how to successfully analyze the visitors’ behavior on your landing page.