7 Elements Of A High-Converting Landing Page

7 Elements Of A High-Converting Landing Page

Time To Read: 3 minutes

7 ELEMENTS OF A HIGH-CONVERTING LANDING PAGE

Let’s start by being absolutely clear: your homepage is not a landing page. For that matter, neither is your product page, your pricing page, your contact page, nor even your about page. When we talk about landing pages from a marketing perspective, we are referring only to specific pages that have been expressly designed to achieve a particular goal. Typically, the goal will be to obtain the user’s email address and other personal information. But it could also be to download a PDF, register for a webinar or make a purchase. Whatever the goal is, the landing page should be solely focused on that goal. Here are 7 elements your landing page should obtain to be high-converting.

1. Captivating Headline

This is the first and possibly the only thing visitors will read. The headline is where you win or lose them. The key here is to explain the benefit you are offering to users in a single sentence. Don’t talk about features, talk about what they can achieve thanks to your offering. Make it all about the user. You should spend as much time on this single element as you do creating the rest of the landing page. Why? Because research has shown that over 90% of users who read your headline will also read your CTA.

2. Gnarly Offer

You could have the best landing page in the world, but if your offer sucks, users aren’t going to be converted. If your goal is to get new subscribers to your blog, you’ll probably want to give away something for free like an in- depth guide to your chosen topic. If you want people to sign up to your webinar, you’ll need to highlight why your webinar is so good. What is the user going to learn from you and how will it benefit them? This will be the second thing users will read, so make sure the copy for your offer follows on nicely from your title.

3. Eye-Catching Images

Some users won’t bother to read your headline. But if they see an image that they relate to, they may be persuaded to give the landing page a second chance. Don’t just use any old stock image, however. Think of your image as a second headline. Make it powerful; make sure it shows off your product or offering and the benefit to the user if possible.

4. Killer Video

Do you know what’s better than images? Video! If a picture says a thousand words, how many words does a video say? Ten thousand? A million? However many it is, videos are a great way to increase conversion rates. In fact, research from Eye View Digital has shown that using video on landing pages can increase conversions by 86%.

5. Trust Indicators

These can be anything from testimonials and reviews to customer logos and Industry certifications. This is an especially important element if the goal of your landing page is to persuade users to buy a product. But even if you’re just trying to get more email sign ups, it is still a good idea to put trust indicators on your landing page.

6. Clear Call-to-Action

It’s no good having a landing page if users don’t know what to do on it. This is where your call-to-action (CTA) comes in. It should be clear, prominent and assertive. “Sign up here”, “Add to cart” and “Download now” are common calls-to-action that you will see across the web. As always though, your CTA should be tailored to your offering and your audience.

7. Post Conversation Page

When’s the best time to get a user to convert? When they’ve already converted. This is the goal of a post-conversion landing page. Once they’ve clicked the call-to- action and filled in their information, follow them up with another offer. Maybe this is a product upsell or a request to become a newsletter subscriber. Whatever it is, there’s no better time to strike than while the iron is hot. (Note: SharpSpring makes this easy with landing page funnels – a series of pages served up in sequence.) If you don’t have an applicable post-conversion offer, consider a thank you instead.

Bottomline

If you’ve gotten this far, all you will need is our free Ultimate Guide to Marketing Automation for  everything you need to know to start creating and optimizing landing pages for your website. The Marketing Dept. Platform makes it easy to get started. With pre-built templates and a drag and drop interface, you won’t even need a designer. Get out there, post a page and start getting leads today. Schedule a call!

Download our Creating Landing Pages That Convert Guide!

7 Ways You Can Use Dynamic Content

7 Ways You Can Use Dynamic Content

Time To Read: 3 minutes

7 WAYS YOU CAN USE DYNAMIC CONTENT

You may be thinking, what exactly is Dynamic Content? Simply put, it refers to elements of a website or email that change depending on a user’s information or past behavior. Ultimately, dynamic content creates a personalized experience for every individual user. So instead of everyone who lands on your site or receives your email seeing the same thing, leads may see something different depending on how they have interacted with your company before. 74% of users get frustrated with websites that don’t deliver personalized content. It’s not just a phase, it’s a large shift your business needs to apply effectively.

1. Landing Pages

Landing pages are a great way to convert users into customers. Consider the impact of delivering a personalized message to every user. The details will, of course, depend on the product. Start by integrating the lead’s name into the page design, and then reference products the lead has already used. Go one step further by personalizing the call to action. If a lead has already downloaded one of the opt-in rewards, for example, display another to ensure that she remains in the funnel.

2. Email

Delivering dynamic content to users in email campaigns is a great way to increase open rates and conversions. Again, there’s much more to personalizing an email than including the user’s name. Content can be changed depending on the user’s location or browsing history in the same way it works on your landing pages.

3. Forms

With dynamic content, a site can offer a better user experience by delivering personalized forms. When a visitor is identified as “known” versus “unknown,” the site can present variations on forms displayed or hide them altogether. For example, an unknown visitor might receive a form with a special offer whereas a known visitor might simply need to confirm his email address. Other website personalization can happen once someone is a known visitor. A known visitor might see a login page instead of a registration page.

4. Redirects

Another way to convert users into customers is by using redirects. If a user has been seeking more information about Hawaii, for example, he could be redirected to a page about Maui. Redirects can happen almost instantaneously, and the visitor may not even realize that they’ve been redirected.

5. Pop-Ups

You don’t have to rely on past behavior to deliver dynamic content to users. By using real-time signals, such as the time spent on a page, length of inactivity, scroll activity, or user clicks, you can deliver intelligent pop-ups to achieve a specific action. Usually, this will be to prevent a visitor from leaving the website without first entering into your sales funnel. Use this type of dynamic content to direct him to the best content based on his location.

6. Personalized Recommendations

Recommendations don’t just have to be product-related. You could also recommend content from your blog based on the articles a user has previously read. In essence, this helps to “free” content from the “confines” of repeat purchases and to ensure users see as many of your products as possible.

7. Dynamic Searches

On large websites with hundreds or thousands of pages, search bars can become user-unfriendly very quickly. Here, use individual user data as well as site-wide data to deliver a personalized, user-friendly experience. One method would be to suggest the most frequent search queries. Alternatively (or in addition), the site can deliver results based on a user’s previous preferences. For instance, a user might prefer a particular brand of clothing or only buy items in a particular pricing bracket.

Bottomline

There are many ways you can integrate dynamic content into your marketing strategy. Below you can download these seven examples, along with additional tips and information, but there’s no need to limit yourself to these! Test and experiment with different options for your business. The important thing to remember is to always make sure that the content you are serving is relevant to the user.

Download our Dynamic Content Go-to-Guide 2021 today!

4 Ways To Get Facebook Ads Approved

4 Ways To Get Facebook Ads Approved

Time To Read: 3 minutes

4 WAYS TO GET FACEBOOK ADS APPROVED

According to Hubspot, 78% of American consumers say they’ve discovered products on Facebook in the past. If you’ve ever tried to do anything Facebook-related with your business, you probably know and have experienced how daunting it can be to get it approved. Facebook is particular, and though you have to jump through hoops at times, it’s worth it because of the level of exposure and vast demographic audiences. There is many ways your business can get Facebook Ads approved that will generate awareness, bring in leads, and convert prospects; here’s just a few.

1. More Visuals, Less Text

Facebook’s ad policy requires ad images that do not have text over 20% of the area. It can be tempting to display as much information as possible, but be strategic and only use text that is needed. Allow the visuals and minimal text to drive the audience to navigate toward an effective landing page, where it will give them all the information they need. We recommend sticking with your branded campaign. Develop your campaign, the word verbiage, tagline, etc., that will make it easier to know what to include for it to all line up and make sense.

2. Clear Call to Action

Think through what you want your audience to do next. The entire ad should be centered and designed around the call to action. Do you want them to like your Facebook page, download a free template, or sign up for a newsletter? Be clear about what you want your audience to do next and then make it extremely easy and understandable for them to follow through. According to AdRoll, adding a call-to-action button boosts the click-through rate by 2.85 times.

3. Relevancy is Key

Facebook Pixels and extensive ad targeting options make it incredibly easy to promote relevant offers or content. It takes effort upfront but making your ad hyper-targeted will make it better and more effective since it is based on the audience’s past likes and site activity. Though we encourage hyper-targeted ads, we also warn of over-personalization. Harvard Business Review published a study that found when “unacceptable, third-party sharing had occurred, concerns about privacy outweighed people’s appreciation for ad personalization.” Don’t make users feel uncomfortable with your ads by making them feel like their personal information was accessed.

4. Add Value to Your Ad

What is encouraging your target audience to click through your landing page? Make sure it is something that your audience wants or will benefit from. Whether you’re providing information they need, a solution to their problem, or offering a great deal, it all helps lead your audience to your landing page.

Bottomline

Facebook’s goal is for users to have a positive experience when interacting with ads, which is why ads are manually reviewed. By using more visuals with less text, providing a clear call to action that offers value, and keeping it relevant will ensure a positive experience for your visitors, along with a strong conversion rate.

At GreenFox, we know getting Facebook Ads approved can be a hassle, along with other platform ads. We work to improve social media marketing and keep up with the constant changes in requirements and effectiveness. Learn more about how GreenFox can help improve your paid social media marketing strategy.

4 Ways to Make Your Marketing email stand Out

4 Ways to Make Your Marketing email stand Out

Time To Read: 3 minutes

4 WAYS TO MAKE YOUR MARKETING EMAIL STAND OUT

Now that you know the key elements to mastering email content creation, you are in a great position to adjust certain components of your strategy that will make them stand out. The email marketing world is competitive so to get an advantage, perform tests to help you understand how to stand out in your audience’s inbox and what specifically drives them to open, read and click your strategic emails. At GreenFox, it is our goal to set up businesses for successful email marketing strategies, so here are four ways your business can make your marketing email stand out.

1. Change Up Your Sender Name

Don’t limit yourself to only using your company name or sticking to one team member when it comes to the “from” name. Get creative! According to Influence&CO., “friendly froms” can increase open rates significantly. They did a trial and found that “friendly froms” received 144% more total opens and enjoyed a 168% greater unique open rate. This increase in opens also translated to 60% more click-throughs and 11% more conversions. Get specific with the name, like including a job title or department name to help ad a description to the employee’s name. Try different formats to find out which works best for your audience.

2. Make Your Subject Lines Visually Stand Out

Most companies treat their subject line too literally and it keeps messages from being opened. Don’t let this be you! It’s all about catching your audience’s attention as they scroll through the endless amount of unread emails for the day. Of course, verify your subject line reflects the content of your email, but also make sure it matches your business’ voice, tone, and style. Is your business humorous? Emoji-loving? Rock the caps lock text? Find what stands out for your business.

3. Customize the Preview Text

Did you know that though the email preview text is auto-populated you can customize it? That’s right, you can use this text real estate as another way to stand out. It may take some effort and code to do it (depending on who your email platform is), but it is worth it. Stand out by using white space through a short description. You can also use humor or even start a sentence with the “from” name, keep the sentence going with the subject line, and end the sentence with preview text. Think outside the box.

4. Get Creative with Your CTA

A lot of times, businesses make their CTA too literal. Your entire email should be intentional and that definitely applies to the areas where you ask your readers to take action. Be clever to entice your readers to click. Use attractive colors and even get creative with the button copy. For example, your email can be about “the secrets to communicating better with stakeholders” and your CTA button can read, “Enter the Chamber of Secrets.”

Bottomline

Email marketing best practices are in place for a reason but don’t hesitate to experiment and think outside the box. It’s about testing and adjusting your strategy. What works for your audience, what doesn’t work? Give yourself ample time to be creative in standing out. You may think the “from” name, subject line, preview text, and CTA button copy are minor things, but it can be just the details that get your audience to engage with your message.

At GreenFox, we know email marketing success can be found in the smallest of details. We work to improve the email marketing and campaign design for large and small businesses. Learn more about how GreenFox can help improve your email marketing strategy.

6 Ways To Master Email Content Creation

6 Ways To Master Email Content Creation

Time To Read: 3 minutes

6 WAYS TO MASTER EMAIL CONTENT CREATION

A lot of the time, you will gain email marketing tips about what marketers think your email should consist of, not subscribers. It can be hard to decipher what truly is the best email content that will get your target audience to participate in the call-to-action. When you or your marketing director create an email campaign, there must be a shift from your business incentives to your target audience’s motivations. They are not subscribing or opening your emails to help you out, so you need to set up your marketing email to provide what your audience is looking for. There are 4 ways your business can eliminate destructive elements in your email marketing campaigns, increasing the satisfaction and loyalty of your subscribers.

1. Bridging the Gap

As EmailMonks puts it, you could probably agree that an email to a marketer is about ROI, open & increase click-through rates, low unsubscribe rates, large subscriber base, improved customer touchpoint, and conversion rates. Though these are all reasonable things to consider, you cannot forget about the subscriber’s perception. For a subscriber, an email is about discounts, visually pleasing design, exclusivity, copy customization, and a hassle-free experience. See a large difference? To be successful with your email content, you must create it by bridging the gap.

2. Be the Expert

Give them what they want to know, and go a step further by giving them information they didn’t know they needed. Take note of what people typically ask about or the problem they need solved when they come to you for your service or product. It gets your target audience to view you as the expert, and trust is then developed.

3. Offer Discounts, Sales, or Freebies

Offers are effective if you don’t have a minor sale going on all the time. Consider doing a large sale, discount, or freebie every other month or every quarter. It keeps your audience subscribed because they know your business is good about offering them desirable perks. They also plan to shop or use your services during that time. We see it again and again that a significant promotion (over 10% off or even free queso) will satisfy your customers.

4. Personalize Content

First name personalization captures your audience’s attention but go a step further. Send a tailor-made email that resonates with your target audience. Make them feel special and like you’re listening to them, for example, giving them outfit suggestions if you’re a retail shop. According to EmailMonk, 91% of email marketers get improved open and click-through rates from email personalization. Your content must be short and sweet to keep from overwhelming them with unnecessary information. Know what part of the buying cycle your recipients are in. As EmailMonk suggests, ensure that every email you send is relevant to every subscriber based on their preferences, browsing and purchase history, or products left in their cart.

5. Attractive Call-To-Actions

Remove distractions from your email. Resist the temptation to offer multiple things at once in hopes that the audience will choose something. This creates an overwhelming experience and makes the call-to-action unclear. Think about the email’s objective and write your content around the thing you want your reader to do. Make sure you strategically create content, design, and graphics that are attractive to the target audience. You want to grab their attention to be curious about the CTA. Keep in mind that it must direct them to the proper place or provide what you say you will provide them with. There is nothing worse than confusing your audience and losing their interest.

6. Proofread Aggressively

Nowadays, there are so many helpful tools that can help with this. You should rely both on software and a human editor. Grammar software help with minor catches or even can guidance. Be sure to still have someone proofread your emails, preferably twice! Often, context is not something software can understand or pick up on, which is why we encourage it so that your content quality feels personal and not automated.

Bottomline

Your subscribers should be influencing your email marketing content creation and will create interest with your prospective audience. Script a foolproof email campaign by bridging the gap between what marketers think an email should contain and what the subscriber thinks. Offer expert content, discounts/freebies, personalized information, and attractive call-to-action. Apply these email content tips to your email marketing campaigns to enhance the chances of conversions.

At GreenFox, we know email marketing success is dependent on content creation. We work to improve the email marketing and campaign design for large and small businesses. Learn more about how GreenFox can help improve your email marketing strategy.

5 Ways Chatbots Improve Your Website UX

5 Ways Chatbots Improve Your Website UX

Time To Read: 3 minutes

5 WAYS CHATBOTS IMPROVE YOUR WEBSITE UX

We have artificial intelligence in our daily lives and may not even realize it. In digital marketing, artificial intelligence (AI) is doing a meta-analysis of broad-spectrum data sets and then using that data to make its own decisions. Techgrabyte shares “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” It is a big deal that feels far out but is actually here. We are currently in it. If you own a business you absolutely can’t miss what’s going on right now in the AI field and how it is a part of the future of digital marketing.

One AI option that more and more business are turning to are chatbots. It has shown to improve user experience and automate communication with potential customers. Chatbots are not a new concept but now have more ability to have “real” conversations. It is improving UX (user experience) for marketers across all industries. We foresee it being a normal part of the average user experience. In fact, according to SharpSpring, 38% of people say they prefer to speak with a bot compared with a real human being. There are many ways that chatbots improve website UX; here are just a few.

1. Seamless 24/7 Contact

It is all about convenience when it comes to providing a stellar user experience. Chatbots provide support to customers ‘after hours’ and meet the audience’s desire to have information instantly. Chatbots are programmed to respond through naturally-developed conversation. Availability, whenever the customer needs assistance, adds a major value that overall improves website and company experience.

2. Better Digital Customer Service

Customer experience is only getting better because of AI, especially chatbots. The whole point of chatbots is to create a custom experience systematically and efficiently. Chatbots allow businesses to provide a more interactive and personalized purchase experience through an increasingly accurate ability to analyze consumer behavior. Most customers do not like calling customer support, so providing an easy and natural alternative will provide a better experience.

3. Interactive Branding

The good thing about chatbots is that your business has full control over programming them. Design chatbots around your brand personality and company voice and tone. The goal is to provide a cohesive impression for customers, so don’t be afraid to add humor or charm if it fits within your brand. Your business can be as straightforward or fun as you want. Use chatbots to leave a memorable impression.

4. Automating Lead Generation

Chatbots can be programmed to receive information, not just provide it. If included in the chat lineup, a chatbot can qualify a lead based on initial questions. We encourage your business to request an individual’s email address once qualified and gather this information for a sales rep. Chatbots help turn the manual process into an automated process.

5. Replace Irrelevant Technology

As previously stated, your target audience wants information fast and with minimal effort. The ease of retrieving information is attractive and is what makes your website UX better. Reinvent or replace the outdated technology on your website with chatbots. Think through how your current website and technology infrastructure’s design. If it is not providing easy support, replace it with relevant technology.

In Our Experience...

GreenFox has a client who gained a one million dollar lead because of chatbots incorporated in their website. Another significant impact it is making is through brand-focused chatbots in social messaging platforms; Facebook took the lead by creating a bot specifically designed for businesses to integrate into their messaging service. People want to be taken care of. It is important for them to feel like they are interacting with you at any time of the day. There are many options for chatbots to be integrated into your website.

Bottomline

The key to better UX is through better digital customer service, which can be easily implemented through chatbots. Using chatbots positively changes your digital architecture by providing 24/7 support, better digital customer support, making your brand interactive, automating leads, and replacing irrelevant technology. Verify that your chatbots include interaction style, menus and resource links, conversations that guide, carousels, and personalization.

At GreenFox, we know automated marketing through chatbots can improve your website user experience. We work to improve the digital marketing and technology infrastructure design for  large and small businesses. Learn more about how GreenFox can help improve your digital strategy through your user experience.