Writing by James

Articles and opinions on technology, social media and innovation

Landing Pages – the unforgiveable sin

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This article was republished at Unbounce as a different version with a focus on QR codes (it was edited from the original). This article is included here only for the purposes of showing the editorial process – from first submission to published article. As stated in my previous post, I’ll leave it up to you to tell me whether you think the quiz structure works or not.

Image credit to fuzzysaurus on Flickr

There are many ways to get people to your landing page, but it’s not the channels that you use that ultimately drive conversions, it’s something else entirely. And that’s where many marketers go wrong. You see that guy in the picture above; you don’t want your users to feel like that do you, just because of something you did, or didn’t, do?

But all this negativity, it’s a bit heavy. Why don’t we lighten it up a bit by taking a little quiz? You know the type: just read the questions, decide on whether you would A, B or C, then total up the number of A, B and C’s. It’s just like reading Seventeen magazine again. Just promise me you won’t look down the page to see the answers…

Question 1

You’re sitting in your kitchen having breakfast. You’re reading the back of the cereal packet for the third time in the last five minutes, when you see a QR code tucked away next to the ingredients panel. By visiting the site you can find out exactly how many calories are in a single cheerio. Do you:

A.    Immediately start looking elsewhere on the box for a URL, spilling cereal on the table when you look on the bottom of the packet, then, when you find it, run upstairs to your desktop PC to find out more.

B.    Get your Android phone out of your pocket. Scan the code. Go to the Website.

C.    Do nothing. What is this QR code business anyway?

Question 2

You’re at the store. You’ve got a new box of cereal to replace the one you dropped on the floor during breakfast. Standing in the queue you notice a sign on the counter offering discounts for regular customers, with double-discounts at your local store. All you have to do is check in on their Website. Do you:

A.    Steal the sign surreptitiously when the cashier isn’t looking and run home to check in from the comfort of your home. Then realize you left your cereal at the store.

B.    Take out your iPhone. Go to the URL. Check-in. Get a discount.

C.    Do nothing. Who wants to check-in? Check-ins are for airports.

Question 3

You’re home from the store–and slightly out of breath from the run–so you turn on the TV. An advert for a new, even bigger TV catches your eye, and they’ve got deals for their Twitter followers. The links to their offer pages are right there in their Twitter stream. Do you:

A.    Scribble the Twitter name down on a piece of paper, then hunker down in your home office to follow them on your 32″ widescreen monitor.  Yeah baby!

B.    Pick up your brand new Samsung Galaxy. Fire up the Twitter app. Search for the account. Follow it. Click through to their deals landing page right there on your phone.

C.    Twitter? Why would I want to know what the world is having for lunch?

Okay, that’s it. It’s time to tot up those answers.

How did I do?

If you got mostly A’s:

Okay, those who answered mostly As are online, but missing a big piece of the picture. The good news: of anyone out there, marketers have the most to gain from this audience as it moves from desktop-bound activities to mobile converts.

The way people access the Internet is changing. They’re moving away from a reliance on the desktop browser and moving toward the mobile device. And that change in browsing habits is having a knock-on effect in our offline behavior. We’re much more likely to use mobile devices to inform our purchasing choices, either in-store or in our downtime.

The three scenarios outlined above show just a few of the ways in which smart retailers are using these changes in customer behavior to their advantage. The use of QR codes to connect offline printed media with an online presence is rising and they can be an efficient way to drive traffic to your landing page. There’s no fiddly typing of URLs on a tiny keyboard, you simply scan the code and are taken directly to the website. It’s also possible to brand QR codes with a logo for maximum brand impact.

Using advertising at Point of Sale is also a great way to appeal to a captive audience. By catching shoppers at the point of purchase, you have the opportunity to influence the decision-making process. If a customer is already with you, you want to make sure they come back again. The ability to geo-locate customers through their mobile devices can be used effectively to serve local offers and generate customer loyalty. Adidas successfully used geolocation to support six popup stores in Austria, Germany and Switzerland.

And finally, there’s good old social media. Social networks, especially Facebook and Twitter, are becoming an integrated part of many companies marketing strategies, with the importance of these channels increasing year over year. It’s also true that the a growing percentage of activity on both these platforms is from mobile devices (55% on Twitter, 33% on Facebook). Chances are that, if you’re driving people to your social media presence, there is a good chance they are doing it on a mobile device.

If you got mostly B’s:

Well, you may be preaching to the converted here. These customers are true mobile surfers. They may be part of a growing demographic that accesses the Internet primarily through a mobile device, but for marketers this doesn’t always translate into best practice for campaigns unless their landing pages are optimized for mobile browsing. Take a look at your company’s web presence, whether it’s a campaign landing page or the main company website. Would they work in the scenarios outlined in the quiz?

If you got mostly C’s:

Well. Those who scored mostly C’s are in need of a digital refresher course. But don’t worry, more and more become converted online shoppers and eventual mobile users everyday. Keep trying to engage them.

But what has all of this got to do with landing pages?

There’s a change taking place. The way that people access the internet is changing, and with it, the way that they are accessing your Web pages. Mobile devices are becoming more and more prevalent and we can no longer predict how and where users interact with our brand, so we must be prepared to support every potential channel and engage prospects wherever they choose to engage with our products.

The unforgivable sin for a landing page is a poor user experience. If you’ve done the hard work and directed people to your page but the user experience is a poor one, you’re simply throwing away time, money and effort. Creating a strong user experience, regardless of how the user accesses your page, is paramount. By making sure your landing pages are mobile-optimized, you’re giving yourself a head-start on the road to conversions and revenue. By making it easy for you users to read and navigate the content on your landing page you will increase conversion rates. Leave them trying to read tiny type on a tiny screen and you’re fighting a losing battle.

Don’t be left out. Engage the customers who choose B.

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Author: James Gardner

I'm a digital technology strategist working in the pharmaceutical industry in the UK. This blog contains my views and opinion on technology, innovation and marketing, and do not necessarily represent the views of my employers.

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