Like the Hulk, or to be precise, like Bruce Banner, I’ve been trying to keep my alter-ego under wraps for the last couple of months. Unfortunately the pressure was too great and after an internal struggle full of tension and pulling silly faces, he escaped.
You can catch up on the damage he did to other people’s landing pages over at Unbounce, but don’t say I didn’t warn you if you find it distressing. This time the landing pages are focussed on cloud services:
Cloud Services are seen as a way to introduce technology into an organization simply and easily, without the need to get bogged down with IT processes and procedures. That may be an over-simplification, but the audience for these services cannot be assumed to be technical, so the approach taken with landing pages has to reflect this. Jargon is out, features are in, and there should be a focus on simplicity. It’s also imperative to build confidence quickly, creating trust in the solution with the audience.
In this article we’ll look at cloud services offering everything from file sharing through to innovation, and see whether they make the right first impression with their landing pages.
Even for those familiar with landing page design it’s worth checking up on the latest trends in design, but just in case you don’t fancy the article, here’s Hulk doing what he does best in The Avengers (2012).
That’s a lot of money and a lot of jobs. It’s also a big market place. In this article we’ll be looking at landing pages that are focused on selling to small businesses and asking one thing: do they cut the mustard?
Despite their importance to the economies of the US and UK and their combined buying power, selling to small businesses requires a particular approach: one based around value, not scale, and focused on ease-of-use, not enterprise features. Lined up below are eight landing pages from big and small organizations; let’s see how they get on.
It’s easy to think that your landing page is going to work just because you’ve followed best practice examples – but that isn’t always the case. Sometimes it’s the unexpected combinations and designs that make the biggest impact. In this article I look at some examples that don’t follow convention, as well as some that do.
With that, I’ll hand you over to James Gardner (no relation), who’ll walk you through 15 pages, an overview of their customers and what’s good and bad about them, some might get a little bloody, but there’s gold in there too, he makes a lot of sense and has some great advice, so pay attention.
I’m really quite pleasant in person, but I guess you can be who you want to be on the internet! I guess #iamthehoneybadger isn’t a bad reputation to have. Thanks Oli!
If there’s one thing a business wants from its landing pages, it’s conversions.
In this article we’ll look at 15 landing pages and critique them for conversion; looking at the good, the bad, and the indifferent. The key to driving a high conversion rate lies in understanding your audience, which is why I’ll dig into the types of customers they’re serving. If you do that, then at least you’ve given yourself the best possible chance. So who’s up first? Oh look! Adobe…
‘Does an Effective Corporate Website Really Matter?‘ questions whether an effective corporate digital presence really translates into digital success, or whether pharma companies still need to do more to use digital communications effectively for patients and healthcare professionals.
In the past, many companies tried to graft digital strategies onto existing offline campaigns. The results were uncoordinated campaigns that failed to make the most out of the opportunities that an integrated approach could bring. They were, in effect, two separate campaigns.
The same thing is happening today, but this time it’s regarding mobile strategies. Here are four reasons why mobile marketing shouldn’t be an afterthought.
Reason #1: It will cost you more
While it’s possible to create a separate mobile marketing strategy around your existing marketing, it will cost you more in the long run.
Reason #2: Your campaigns won’t be truly ‘integrated’
Planning campaigns to be multichannel from the start allows the savvy marketer to make the best use of mobile as a communication channel. Marketing synergies can be created by linking offline and online channels through QR codes to drive consumer activity at the point of interaction – be it on packaging, posters, or any other touch point – rather than later on.
The immediacy of mobile marketing increases our ability to influence the customer. In fact, according to the Mobile Marketing Association, 70% of all mobile searches result in action within one hour! Whether that search is driven from offline or digital marketing activity, the opportunity that mobile marketing provides are too great to ignore. An integrated multi-channel approach to marketing will ensure that you capture the broadest possible audience into the sales funnel.
Reason #3: You won’t be taking advantage of the opportunities that mobile makes available
Mobile marketing provides a new set of opportunities to marketers. The hardware capabilities of the mobile devices allow for new approaches to customer interaction.
Not only does the camera on a mobile device enable QR codes, it also allows foraugmented reality experiences, where our message can be overlaid over the real world.
Geo-location is even more exciting. Marketers are now in a position to communicate with consumers at, or close to, the point of sale. Traditional approaches, such as discounts and coupons, can be delivered directly to the consumer as they approach a store, or during the purchasing process.
Reason #4: Purchasing behaviour is changing and mobile is becoming more important
The beauty of a mobile device is that it is with your consumer almost all the time and gives them access to information on the move. As a result, people are changing their browsing habits by accessing information away from the traditional desktop browser.
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.
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…
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?
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.
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.
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.
Although the name on the post might not be mine, Unbounce published a second article on the 9th March – “The Cosmo Guide to Landing Pages and QR codes – with Infographic”. The article, which was originally written with less of a focus on QR codes and more on multi-channel landing page traffic drivers, was originally titled “Landing Pages: the unforgivable sin” and as an interesting example of the editorial process I’ll publish the original article here shortly.
The idea behind the article was to highlight the different ways in which a landing page could be reached, given that an increasing percentage of web traffic is through mobile devices such as smartphones and tablets. The gimmick to get the reader engaged was to use a magazine-style quiz (did you get mainly A’s, B’s or C’s). I’ll leave it to you to decide whether it works or not.