Estimated reading time: 3 minutes, 27 seconds

The appeal of artificial intelligence, virtual reality, big data and other cutting edge technologies can cause digital marketers to overlook the importance of building landing pages, but new products are being created that could change that perception.

At the same time, landing pages are crucial for turning prospects into clients. The challenge is to follow best practices to ensure that landing pages drive high levels of engagement.

Landing pages are often created for specific purposes. For example, display ads and promotional emails can be linked to landing pages with hopes of generating user engagement, including sales at e-commerce sites. Technology companies are launching a variety of products to boost the engagement of landing pages. Bespoke, which is a Japanese artificial intelligence company, recently launched ChatConnect, which provides WIFI chatbots, reports MarTech Today.

When consumers sign into WIFI services offered by hotels, stores or other businesses, their browsers initially go to the landing page of the store or businesses providing the service. With ChatConnect, the providers of the WIFI services can install chatbots on their landing pages to survey the users of the service. Providers of WIFI can also use location-based marketing and gather other WIFI data to produce customized marketing messages.

ManyChat is also pitching chatbots as a tool to improve engagement associated with landing pages, reports Vator. The company recently raised $18 million in Series A round funding that it will use to hire employees for research and development, marketing and customer support. The company claims its chatbots exchange more than 7 billion messages every month. ManyChat focuses on smaller business that may not have the expertise required to implement chatbots through Facebook, SnapChat or WhatsApp.

ManyChat maintains that static webpages, including landing pages, are generating decreasing levels of engagement. To address that problem, its chatbot will help direct individuals to appropriate landing pages based on each person’s unique interests. More specifically, if someone clicks on an ad on Facebook, a chatbot will ask the person for more information about their interests before directing them to the appropriate landing page. Individuals who land on appropriate landing pages are more likely to make purchases, so the technology can potentially lower client acquisition costs.

Other firms are either promoting that their technology can make it easier to create landing pages that provide content based on individuals’ interests or they are promoting best practices. HubSpot’s marketing content for its landing page offering, for example, explains that the company’s technology can serve landing pages with customized calls to action, forms and other content. It customizes landing pages based on visitors’ locations, device, buying stage, or any other contact detail stored in CRM system. It claims that customizing landing pages will result in skyrocketing conversion rates.

Content providers, meanwhile, are pitching their skills at creating landing pages that improve conversion rates. In a column in SocialMediaToday, content marketing firm Brafton says landing pages should include copy that entices readers to take action and calls to actions, such as links that lead to online shopping carts or to forms for downloading white papers. They should also be shown in contrasting colors to attract attention.

Brafton also recommends that landing pages have no navigation menus. That way, landing page visitors won’t navigate away from the page and will be more like to make purchases or conduct other desired actions. Landing pages should also request the right amount of information from visitors to avoid discouraging individuals from completing forms or taking other actions. Marketers should constantly test their landing pages to assess the amount of engagement that is occurring.

Headline writing can play a big role in the success of landing pages, reports Business 2 Community. Among other characteristics, headlines should be clear and easy to read as illustrated by the landing page for UberEats, which simply says “Which Restaurants Near You Deliver.” Headlines should also focus on the benefits of products or services being offered. Headline writers should also use power words, which are words that provoke an emotional reaction as illustrated by a landing page for a company that provides tools for Shopify. It includes words such as optimize, convert, sell, ultimate and giveaway.

Last modified on Saturday, 11 May 2019
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