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Best Practices for B2C Landing Pages

Best Practices for B2C Landing Pages

The B2C landing page is an important aspect of the customer journey that often gets little attention. The goal of a landing page is to nurture customers who aren’t ready to buy, and show them that your company provides specific value in the specific area they’ve just expressed interest in.

When a potential customer hits your landing page from promotional emails, SEO, or paid ads, they’re showing specific intent into the query or click through that brought them there.  By demonstrating value in that specific proposition or product with the correct content elements, marketers nurture that intent information and can influence customers to purchase.

However, an active landing page alone isn’t enough to drive to purchase. There are specific ways to generate the content, visibility, and focus that greatly enhances the customer journey, which increases conversions to your site, and eventually sales.

Today, we’ll be discussing best practices in B2C landing pages. With these tips, you’ll learn how to attract more customers, amplify their signals of interest, and efficiently drive them further down the purchase funnel.

Build keyword-optimized landing pages to boost site visibility

Landing pages provide an important boost in SEO values that are difficult to attain otherwise. The language and keywords on an organization’s homepage have to reflect their site offerings as a whole, and because of that can’t explicitly amplify keywords for product offerings.  Having an indexed landing page on your site that is keyword optimized raises your site’s searchability and visibility for that particular query.  

For example, let’s say you are a clothing retailer.  Somewhere within your catalog of goods you offer “leather jackets,” but your homepage discusses your site-wide promotion and the “coats and jackets” section of your site is part of a larger assortment of promotional items.

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If a consumer searched for “leather jackets”, they may not see the corresponding promotional page that includes leather jackets, as the content shown on these pages are not specific to the query. Additionally, even though that page may include “jackets” and “leather” keywords, your SEO value for that search query would be significantly lower than another retailer with a page devoted exclusively to leather jackets.

To increase the visibility of your landing pages, and by extension your site as a whole, optimize landing pages with specific, focused keywords and metadata.  The example below is the top ranked landing page for the search query “men’s leather jackets” on google. Check out the description of the jackets on the left hand side of the page. You not only have all the various product descriptions, but the category, the color, and other defining characteristics are listed, filtered, and organized.  

 
 

The description and keywords for a landing page offering should include the descriptive attributes of all the content offered to maximize SEO values.

Build a separate, dedicated landing page for each of your active promotions

According to Hubspot, “message match is matching the heading of your landing page with the headline of the ad or piece of marketing your visitor clicked.”  In other words, you want the content a subscriber clicked on to very closely match the headline and body content of the chosen landing page. Message match is incredibly important in avoiding a poor user experience. Most B2C enterprises offer a wide variety of content across many different subjects or categories. E-tailers rarely sell only one specific product, media companies rarely host only one type of story, and even banks have numerous content types that span from financial advice to product options.  Because of that, when B2C enterprises send customers to the homepage or a product page from either search or a promotion, they’re promoting content with a “poor message match.”

For instance, let’s say you received this email from a ticketing and events retailer.

 
 

A potential customer clicks on your ad for tickets to Hamilton, but is taken to your homepage where the promotional hero is for baseball tickets.

 
 

In this example, even if Hamilton tickets are still available, the customer may misunderstand - resulting in a confusing experience that will likely become a lost sale.

To combat this, any promotion you run should direct customers exclusively to a dedicated landing page where the content and headline match. The customer should immediately see content that directly relates to their search or click, eliminating the need for them to search for content a second time. That way, you’re amplifying the signals of interest that brought your customer to your site in the first place.

Don’t overload the consumer with distractions

The goal of the landing page is to get the customer to dive deeper into a specific product or product type, whether that means a product page view for an e-commerce retailer or a click through to an article on a media site.  With that in mind, your goal in crafting a landing page should be to give customers a clear path to a relevant product, article, or collection without getting distracted.  

Here’s a side-by-side comparison of the Hamilton email copy and its’ associated landing page, alongside a clothing retailer’s email/landing page; one provides a clear path to a singular product, and the other does not.  Which one do you think is more likely to convert?

Example 1 Email:

Example 1 Landing Page:

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Example 2 Email:

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Example 2 Landing Page:

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In example #1, the potential customer received the email from our earlier example offering a limited amount of tickets to Hamilton’s San Francisco tour - a very specific promotion that directed to a very specific landing page with a clear goal.  

Example #2 takes a very different approach.  The email promotion was much more vague, offering the customer a chance to “view all denim.” While the landing page content technically matches that offer, it promotes a wide, diverse variety of product types, which is ultimately very distracting.  (The image shown reflects about half of the actual landing page - we had to crop a significant amount out.)

It’s important to remove extraneous creative copy on landing pages.  By creating focused, specific content, you’re making sure potential customers see what is most relevant to the content they clicked on and showed interest in.

Collect conversion data and optimize landing page content through A/B testing

Another specific benefit of landing pages is the ability to easily A/B test creative and analyze content to find what ultimately resonates with consumers.  Landing pages are easily created and edited, and offer marketers a way of quickly understanding what motivates their target customers without making changes to permanent pages with complex design and code.  

A/B testing requires marketers to use a form of segmentation where users who exhibit similar tendencies in purchase behavior, time on your site, interests, clicks, etc, are divided up and served separate variations of test content.

For example, here are two sample landing pages with the exact same content offerings, but where the marketers have experimented with call-to-action placement, the size and placement of elements, and the overall design of the promotional hero.  

By sending similar users to either landing page A or landing page B, marketers can analyze which content elements perform well, and which elements need to be re-structured or removed.  Marketers analyzing these pages will understand if their customers would rather see a larger promotional hero, if individual products should be highlighted higher up, and if gray text box on the left is more effective than the bright orange calls-to-action on the right.

If your segments are effectively divided into groups with statistical significance (meaning at least a few hundred similar users), you can understand exactly what content your ideal consumer interacts with and what drives them further towards conversion.  And by A/B testing content to pinpoint what works for consumers on landing pages, marketers can later bring those valuable content insights to their permanent pages.

For specific A/B testing strategies and tips, check out Jetlore’s Practical Guide to A/B Testing.  


A quick recap on the best practices for top converting landing pages:

1: Build keyword optimized pages - this makes sure you capture all the customers possible through SEO and ensure your specific product offerings are visible.  Relevant, descriptive keywords that represent your landing page offerings are key.

2: Build a separate landing page for each active promotion - to ensure a good message match, make sure you direct your customers to the correct landing page that explicitly matches the content they searched for or clicked on.  In doing so, you reduce the amount of work for your customer, which will entice them to keep browsing.

3: Don’t overload the consumer with content, and make sure landing page content is focused to your overall goal - keep your landing pages focused and specific to search queries, to reduce clutter and ensure your customers see what they’re interested in.  By giving them fewer decisions to make prior to click, the more likely they’ll click through to your site.

4. A/B test your landing pages to know what works - landing pages allow your team to quickly suggest content, make live edits, and analyze new content to see what works best.  A/B test often to provide your customers the best and most effective experience at any given time.

For more information on Jetlore and our Prediction Platform, go to www.jetlore.com.  

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