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How to Grow Consumer Engagement With Landing Pages

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By Published On: May 10, 20180 Comments

Tink Taylor takes a look at how your website landing page can help increase customer engagement and drive more sales through your site.

Building customer engagement is becoming increasingly difficult, as online technologies have transformed the way consumers interact with brands. Social media channels are becoming a one-stop-shop for customers with the likes of Instagram launching an integrated shopping function in Australia just last month.

The diverse range of online retail options means that the average customer is time poor; the majority simply don’t have time to discover everything that is being offered. In order to reach and engage with customers, marketers need to leverage landing pages that can cut through the noise and provide a concise and relevant offering whilst remaining memorable.

With this in mind, here are a few ways to maximise the effect of your landing pages to grow consumer engagement with your brand:

Ensure Your Landing Pages are Mobile Compatible

Mobile compatibility should be crucial for any online retailer, as the majority of online shopping is now conducted on mobile devices. In fact, recent stats projected that more than 58 percent of sales are now conducted on mobile devices. According to the Nielsen Digital Ratings report, more than 17.4 million Australians over 18 years old accessed online content via smartphones in one month. Landing pages that do not display or function properly on a mobile screen risk deterring the larger half of online consumers.

Effective landing pages provide an intuitive experience for customers, allowing them to browse through more products in less time. Designing a mobile-friendly landing page involves more than the display aspect; consider technicalities like navigation points, zoom features, and natural drop-down menus to maximise consumer engagement.

Keep the Message Clear and Concise

It’s often tempting to include as much information as possible into landing pages, yet this only detracts from its effectiveness. Landing pages need to clearly indicate the offerings with key features, so that customers can respond in kind. After all, the contemporary customer simply doesn’t have the time to trawl through dense amounts of information.

Simply put, a clear and concise landing page should aim to provide a snapshot of the company’s offering. The visual aspect of the page should work in unison with the content and provide the audience with a holistic experience that entices them to engage with the brand.

Timing and Relevancy

Maximise the effect of landing pages by driving customers through engaging emails that allow readers to visit landing pages in their own time. Given that 86 percent of consumers are happy to receive emails from companies on a monthly basis, this is a communication channel that simply cannot be overlooked.

Tactics such as these are more effective and less intrusive for the customer. Emails are also easier to locate retrospectively than social media posts – it’s a lot simpler to search and find an email than scroll through a newsfeed.

Email marketing also paves the way for further segmentation and personalisation. By offering tailored landing pages that are triggered by previous shopping history and specific click-throughs, your business can make landing pages more relevant and appropriate.

Fostering consumer engagement is all about relevancy. As customers are increasingly pressed for time, online retailers that are able to offer personalised and relevant products on an intuitive platform will set themselves apart from their competitors. As such, the importance of landing pages cannot be understated since its primary role is to provide a snapshot of relevant offers to the end user.

About the Author: Power Retail

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