What happens after click through? close

Mark McDermott
Mark McDermott
In Codegent College
22nd April 2010
What happens after click through?

Congratulations! You have just convinced a potential customer to click through from your HTML Email, Google Ad, Banner, Social Network message (the list goes on) you have their attention and they are ready to read, buy or subscribe. So where next?

Sadly in many cases marketers are happy to link hot leads like this through to their home or product page in the hope the user will work it out for themselves. Where is the context? Is this what the user was expecting to see? Is the language consistent? Is that special offer you mentioned clearly visible? Probably not. Welcome to the world of landing pages.

Whilst good landing pages adhere to the core principles of user centred design such as strong usability, clear information layout and simple navigation they are also single minded in their push to convert, not generally inform, the user.

Here are a few golden rules:

Be consistent
It is really crucial to maintain a consistent tone of voice from the source of the click through. You could even consider having the same headline on your landing page as your upstream ad. Sure, it's repetition, but at least the user feels like they are in the right place.

If users are landing from a wide variety of sources then you should probably segment the messaging rather than trying to please everyone with boring catch all copy. The same rules should also be applied to visuals if relevant.

Grab attention and don't waffle
Keep the page to a single point and use minimal text to explain it. Then ask yourself "Does my copy answer immediate, obvious questions or concerns?"

Remove unnecessary navigation and keep refining the content as much a you can. Every item on the page needs to justify its existence. If you want to quickly test your page use the '5 second rule'. Show the page to someone fresh for 5 seconds and then ask them to explain what it was all about. If they can't or mention too many differing messages get back to the drawing board!

If you need a bit more help along the sales process and words, visuals and competitive pricing are not enough then sometimes giving away a limited free account, trial or sample can be effective conversion aids.

Learn to point
It is still quite important to keep your primary call to action (CTA) above the fold (no vertical scrolling) or to repeat the CTA throughout the page if it must be long. Arrows or oversized buttons are the usual visual metaphors for action online. Arrows can also be useful for breaking out of the standard grid lines of your design which will inevitably attract the eye.

If your design features people, face them in the direction of your CTA although resist the urge to be cheesy, authenticity is important.

Colour needs to be considered on CTAs. Red can evoke a strong emotional response although it does also represent "stop". Orange equates to an enthusiastic get-it-done attitude whilst blue is the default web colour for a link.

Use video!
Users are far more likely to watch a well crafted short video or screencast than read a long piece of text.

Only ask for the information you really need
As handy as it would be to know the age, gender and occupation of the user it is not always essential. The more you ask for, the less you will get. If you really do need to know personal information then turn it into a unique selling point e.g. "Tell us your birthday and we will send you a little present on the big day!"

Build trust
If the user clicking through is not already familiar with your brand then official accreditation or affiliation to organisational bodies, logos of well known brands you are partnered with or working for and testimonials (preferably not anonymous!) will support you in your endeavours to convert.

Don't stop the conversation!
Thank you pages are so often overlooked but why should we stop there? This is the ideal place to offer further incentives such as free ebook download or links to more information. A surprise bonus will leave the user feeling very good about the experience.

Likewise you have just converted your lead - well done! They are probably feeling at their most in love with your message at this point so add some social sharing functions here so they can tell their own community about this great product or service and help spread the word for you.

Track your results properly
If you can track the user journey you give yourself a fighting chance of learning from your mistakes as well as knowing what your conversion rate, bounce/abandonment rate and form completion rates are. How else can you tell if the campaign was worth while?

If you would like more information on tracking have a read of our blog article "Five Google Analytics tips you need to know"

I hope you have found this useful and please do leave any comments or other tips below. Also, I could not have written this article without some of the fantastic advice on http://unbounce.com/blog/