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The Marketing Edge - 5 landing page tips for your holiday promotion

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Although we’re well into the month of November, there’s still time to optimize your website’s landing pages for the holiday season. If you sell products on your website or are running an online holiday promotion, take some time to review your landing pages to make sure your website is doing its job. Keep in mind that people could be coming to your website and landing on a number of your pages, not just the homepage or the ones you link to in your advertising.

When reviewing your website, here are a few landing page tips to remember:  

Optimize for mobile users. According to the U.S. Holiday Shopping Preview 2017 report, “For the 2017 holiday season, eMarketer expects ecommerce to climb 15.8 percent.” You can bet that a large portion of this increased ecommerce traffic will come from mobile devices. To accommodate your mobile users, keep buttons and links easy to tap with a finger, make sure text is large enough to read and test your form fields to make sure they are able to be filled easily. If your landing page is great on desktop, but a pain for mobile users, you’re likely to miss out on a segment of potential customers.

Pay attention to site speed. Users are looking for instant gratification, and if your landing pages don’t load quickly on mobile or desktop, it’s likely that the user will leave before they view your content—and they may never come back. There are many ways to increase site speed, but a good place to start is to make sure you’ve reduced the size of your images. For other site speed tips, you can use Google’s free PageSpeed Insights tool.

Don’t hide the important stuff. It’s an annoyance for users to have to scroll through or click on multiple pages to find what they are looking for. Some users will bail out before they get that far. Although we recommend putting relevant graphics and having 300-500 words on your landing page, don’t make it difficult for users to find information or take the next step in the sales funnel. If you are selling a product, likely the most common information is price, so keep that up front, along with any special promotion or offer you have that would entice them to buy from you.

Make your call-to-action clear. Think about what you want your website visitor to do and make it easy for them to do it. This might be clicking on an add to cart button or completing a contact form. Whatever that next step is, keep it legible and easy for both desktop and mobile users.

Take advantage of web visits. If you don’t get a sale, at least get your web visitor’s email address. You could create a pop up or include a call-to-action on the side of every page—wherever you decide, make sure you are enticing visitors to provide their email address. Give users 10 percent off or free shipping on their first order if they give their email address, enroll in your rewards program or sign up to receive your blog. Even if they don’t buy from you right away, now you have their contact information for email reminders and future promotions. 

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