Say you own a successful construction equipment dealership. You’ve established a positive local reputation, your digital ads are up and running, and your customers are happy with their new construction equipment. But, your digital marketing isn’t driving sales as you’d hoped. A few changes to your landing pages could be just what you need to take your business to the next level.
Editor’s note: This blog was originally published in November 2011 and has since been updated to reflect current industry trends and methodologies.
A landing page is the first page a visitor sees after they click on your advertisement. Your landing page has one job; it encourages visitors to take a specific action. This action should directly correlate with your digital ad campaign. Perhaps you want local business owners to check out your new excavator inventory or invest in your fleet management program. Your landing page should influence your visitors to make that decision, or at least take a step towards it. In other words, your landing page is a pathway to a desired conversion. Read on for some helpful tips that could boost your landing page conversion rate.
6 Ways to Improve Your Landing Page
1. Create relevant content
Let’s talk about your equipment dealership. Say someone searches for a new tractor loader in your area, and they click on your ad because it’s specific and relevant to their search. When the click takes them to your landing page, the first thing they should see is your headline. It’s crucial that the headline on your landing page directly refers to your specific campaign. So, if your advertisement promotes your new tractor loader inventory, your headline could say, “Add a New [Brand] Tractor Loader Today,” or “Lease a New [Brand] Tractor Loader.” These headlines directly correlate with the visitor’s search and with your ad, whereas language like “Browse our Tractor Loader Manufacturers” or “Buy a Used Tractor Loader” aren’t exactly relevant to the visitor’s search and therefore might not encourage conversions. (For reference, the average conversion rate across the manufacturing, technology equipment and hardware industries is 3-5%).
Just like your headline, the content in the body of your landing page should be specific to the ad campaign from which the visitor was directed. Because you have more room in the body of your page, you can include things like product details, a branded message, and a concise description that matches the campaign.
2. Perfect your CTA (CALL-TO-ACTION)
Your call to action is your golden ticket to making sure visitors complete your desired goal, which range from purchasing a new industrial truck to contacting your dealership for more information. Once you’ve defined that goal, ask yourself if you’re making it easy for viewers to convert.
Visitors to your landing page should immediately have the chance to take an action, and that action should be crystal clear. Use a vibrant button to express your CTA. Add a smart form to your page. Guide users with elegant design. All the visual and written components of your page should drive visitors to your desired action. In this sense, you want to steer away from run-of-the-mill, standard language, and instead use a tone that fits your brand and creatively highlights your strengths, like in the example below.
For instance, a shift from third to first person in CTA language improved this company’s conversion rates by 24%. A simple change in word choice and tone could drastically impact your sales performance.
3. Build trust
Today, customer expectations for online shopping convenience are higher than ever, especially regarding mobile usability (more on this in a minute). Embrace the ever-changing digital landscape but stay connected to the guiding principle of customer service: building trust. Publishing personalized testimonials and transparent reviews on your landing page can help visitors feel more connected to and knowledgeable about your brand, encouraging more conversions.
In fact, 92% of B2B buyers are more likely to make a purchase if they have read trusted reviews or case studies. Honest, legitimate reviews show visitors that other people have interacted with your products and help them to feel safe in choosing your construction equipment dealer over others.
4. Use visuals to illustrate solutions
Visuals can take your landing page to the next level by giving your campaign life, electricity, and credibility. Take advantage of the growing popularity of video in ad campaigns by featuring new inventory on your landing page or by telling a visual story about the way your construction equipment meets customers’ needs. You could even place photos alongside customer testimonials and reviews to build upon the foundation of trust you’ve established with your landing page visitors.
Notice how this landing page for new construction equipment in Portland, OR uses the power of imagery to tell the story of product durability and company reliability. The images and videos on your page should always speak to the ways you’re going to make a customer’s life easier.
5. Design responsibly (and responsively)
Now that you’ve created relevant content, captivating visuals, and the perfect CTA, you can incorporate elements into a responsive, elegant page by thinking about user experience design. Ask yourself questions like, Will visitors be using mobile devices or desktop computers to browse my website? Is my landing page built to respond in either scenario?
According to this study, of the 77% of Americans who own a smartphone, 79% made an online purchase on their phone in the last six months. Chances are, you (and your sales) could benefit from thinking about using a responsive interface that considers a user’s dwell time, screen size, and device. Now more than ever, users abandon sites that take a long time to load, especially on mobile devices. So, when you’re thinking about your responsive interface, it’s also important to think about removing clunky elements that slow your visitors down.
6. Test your landing page
Creating a successful landing page takes time, experimentation, and testing. Confirm the effectiveness of different headlines, CTA language, page layouts, and more by comparing the difference of conversion rates for each factor with A/B testing. Though testing these results requires frequent manipulation and tracking of your ad campaign, you’ll thank yourself when you discover the resounding success of a sharp headline or button color change. Small tweaks can see huge results!
Move Forward With Your Next Campaign
Many of these landing page best practices apply to other businesses beyond construction equipment dealers. They can be applied to your auto dealership, material handling dealership, trucking dealership, and so much more. Our team at Adpearance can help you build effective landing pages for your next campaigns and keep your business moving forward. Get a free digital analysis and evaluate the performance levels of your current digital campaigns. Reach out today!