Landing page optimization continues to be a growing conundrum for many brands, especially when you throw social media communities into the mix. Community managers can create great little posts that entice and pique the curiosity of friends and fans.
We demonstrate every day that we can drive traffic from social media channels to brand sites, but those visitors tend to browse more than buy. We love them for browsing, but is there something we could do to get our browsing friends to commit?
Be honest, you have pockets of social media connections that do the very same thing. They love to engage with you in their favorite social media space. They come to visit your site often, but they browse a while, read a blog post, and wander off to the next shiny thing that attracts their attention.
Could the problem lie with where they land on the site when they come to visit? There often seems to be a disconnect between social media communication and website development. The same psychology that applies to crafting an engaging social media post should apply to the pages those posts lead to.
Social Media Mindset
Your brand's social media audience is easily distracted. The more obvious you make the call to action, the more likely they are to take that action.
That simplicity doesn't change when you move them from their favorite social channel to your website. If you direct them to a page that is full of options and cool shiny things, they are more likely to browse and never make a decision.
If you want your social media friends and fans to watch a video, download a tool, or sign up for an email list, you have to make it super simple to do. That is the job of the landing page.
Landing Pages That Fit the Channel
Each social channel, whether it's Facebook, Tumblr, Pinterest, Twitter, or Google+, has it's own language and code of conduct. That channel culture affects how communities communicate. That culture is also the factor that attracts people to one channel over another. Do the landing pages you send your social connections to reflect the channel culture they came from?
In an ideal world where time, talent, and money aren't issues, you should create a landing page for each specific audience you target. But we don't live in an ideal world. At the very least, consider creating a social media friendly landing page that presents one simple decision.
- Keep the copy consistent with the voice your fans find in the social media wilds.
- Keep visuals clean and in character with your social media aesthetic.
- Don't ask for anything other than the conversion you need.
- Save the Like, +1, Pin It, and other social media buttons for the confirmation page.
Variations on a theme can help you create pages that feel special to each community, but aren't a redesign from the ground up.
- The desktop versions of Facebook and Twitter have a very similar look and feel, you may find that copy variations that suit the particular channel culture is enough to boost the conversion rate.
- Minimizing copy and creating more visual calls to action may resonate better with Pinterest, YouTube, and Instagram audiences.
- Creating landing pages to fit the channel enables more testing and a better understanding of your brand's social sphere of influence.
Considerations for the Mobile Audience
For most people, social media is what you tap into when you want a break. People scroll through their newsfeed during coffee breaks. They tweet in the line at the grocery store. They stop to snap a selfie in the places they find cool and interesting.
Does your landing page fit the needs of mobile engagers?
Take into consideration what you're offering your audience. For example, let's say you've just launched a desktop browser app for your users. There's no need to drive people that aren't on their desktop at that moment to the landing page at all.
Conversely, those of you promoting a mobile app won't get much conversion from desktop users. The best chance at converting a social connection is to catch them in the right moment on the right device.
A mobile friendly landing page isn't just about how it looks on a small screen. How does it function on small touch screens for people with normal fingers?
- For mobile forms, check boxes and radio buttons work far better than drop down lists.
- Don't require mobile users to type several text boxes of information.
- Consider using a social sign up button that will fill in all the basic info from a mobile user's social profile.
- Make sure buttons are big enough to be easily tapped.
What has been your experience with landing pages for your social audience? What worked? What didn't work? Add your voice to the conversation and leave your comments below.