Are you getting the most leverage from your landing pages? Are you using your landing pages in a way that drives conversions from your social traffic? If you’re not quite sure what we’re talking about, it’s time to learn how to optimize your landing pages to boost your social media conversions.

All About the Smooth Landing

Landing pages are built with a specific goal in mind, such as obtaining email opt-ins or event registrations. By directing targeted social media traffic to relevant landing pages instead of your home page, you will convert visitors into leads, one of the primary goals of your small business. As an added benefit, including your landing page link in social media posts and ads makes it effortless to pinpoint the traffic that comes directly from the platform.

Lesya Liu looks at “How to Optimize Landing Pages to Boost Social Media Conversions” in her Social Media Examiner article. Here’s how to tackle this process with success.

One: Think About Your Audience and Tailor Your Landing Pages to Them

You already know who your target audience is. You know their demographics, likes, dislikes, where they live, and the problems that they need solved. Social media platforms such as Facebook, Instagram, and Twitter have targeting capabilities that let you focus on your audience, so you can create an irresistible call-to-action in a voice they will listen to.

Once your audience clicks on your call-to-action, bring them to a landing page that reinforces their impulse to click. Reward this instinct with affirmative brand messages that prove that you understand exactly what they need. This can be done through great videos, informative and engaging blog content, or unbeatable special offers that they can’t pass up. Reward email sign-ups with free products, deep discounts, or a chance to win exciting giveaways.

Two: Try the A/B Split Test

Just as with any marketing strategy, there is plenty of trial and error with landing pages. You simply must keep tossing things at the wall to see what sticks. For example, you may need to create separate pages for different segments of your target audience. In marketing parlance, an A/B split test.

Even if you know every detail about your customer, you still never quite know how they will respond to a page. For instance, what copy and layout are the most effective in obtaining and converting leads? Is it a coupon or a contest that will convince them to sign up for your newsletter? What length of text draws them in, and what word count becomes the jumping off point of short attention spans? These are all things that you can determine with a little tweaking and analytics digging.

Three: Make a Great Landing Page

Your landing page needs to capture people at first glance. Here are some quick tips to creating a successful page:

• Make sure your landing page has a visual that prevents your audience from leaving right away. This can be a great image or a short engaging video.
• Include a testimonial and a very clear call-to-action. It’s important that it be ONE call-to-action or goal. If you have too many requests for a visitor they will get overwhelmed and find a more user-friendly brand that doesn’t demand so much.
• Know where they are coming from. If you are trying to connect with your Pinterest users as one example, your landing page needs to be extremely visual (and inspirational) to create a cohesive bridge with the platform.
• Make your page inviting with clean imagery and concise to-the-point copy.
• Stay consistent. If you have all sorts of different offers, your brand will look chaotic and your leads will be confused. Your first impression needs to be spot-on and easy to understand on the first date.
• Make the goal post visible. If you want people to sign up for your email list or cash in on your promotion, put it front and center. Make it impossible to miss and resist.
• Validate your value and your purpose. There is a reason why your brand and your products and/or services are the best. Put your value proposition on your landing page so people feel confident in their decision to choose you.

Four: Evaluate Your Landing Page Optimization

The best way to gauge the success of this optimization process is to look at the numbers. If the analytics are pointing to a potential problem, re-evaluate your entire page to see where the disconnect is happening. Never be intimidated or discouraged if you need to change course. That is exactly the name of the game in this ever-changing landscape of digital marketing! As long as you stay true to your brand and your customers, you’ll uncover the perfect mix to achieve the results you want.

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References:
http://www.socialmediaexaminer.com/how-to-optimize-landing-pages-to-boost-social-media-conversions