When you want people to opt-in online for video conferencing or for any other marketing campaign, you need a landing page to direct them to. Since you obviously can’t use a face-to-face sales representative to sell the benefits of joining your webinar, the landing page needs to do the selling for you.
Although there is no one-size-fits-all manual, there are some psychological principles that are viewed as the benchmark of high performing landing pages.
If you’re going to the trouble of video conferencing, you might as well go the full hog and develop a landing page that gets the most effective results: as many participants as possible.
This post will show you how.
Understand your target audience
If you were selling cotton lingerie, you wouldn’t feature an ad in The Car Magazine, would you? Or if you were selling a music application for teens, you wouldn’t advertise in The Mature Person’s Daily news, would you?
And so you can’t effectively create marketing material if you don’t understand your target audience. Nor can your video conferencing content make an impact if your target audience can’t relate to it.
So you need to:
- Target the right people (those that are most likely to buy your product or service), and
- Develop content that provides value to the right people.
Learn about what you need to know to understand your target audience.
Fast landing page load time
You’ll lose some of the people who land on your video conferencing landing page if it takes more than 3 seconds to load.
There a a number of elements that can slow down the load time of a page, and you can find out how your page is doing by using a tool like Pingdom.
One of the simplest things you can do to decrease load time dramatically and instantly, is to compress images. Use Optimizilla to do this before uploading the images to your website.
Get more ways to decrease load time from Sujan Patel.
Have only one goal for one page
When it comes to landing page optimization, less is more.
The greatest mistake you can make is fulfilling the desire to cram as many clickable areas on your landing page as possible. This is distracting and can be fatal, because too many choices can be overwhelming and cause your visitor to simply click away.
In a jam study by Professor Sheena Iyengar, over a few Saturday afternoons, shoppers in a grocery store were presented with two alternating sampling stations. One contained 24 different jams and the other, only six options.
Only 3% of the shoppers who were faced with the 24 different jams made a purchase, while 30% of shoppers who had six types to choose from, bought at least one jar of jam.
So…what is the one thing you want visitors to do on your landing page?
When you know your goal, create everything on the page to support it. What doesn’t support it, must be brutally eliminated.
Make it easy and be clear
Don’t give your visitor any work, or implied work. For instance, the wording of your call to action must not imply any work for the video conferencing prospect.
For example, “Click to download” would be more effective as, “Download”. It doesn’t matter what the process is (they do have to click to download), but the text on the button makes all the difference.
Don’t use confusing terminology that your user may not understand.
Be clear in what you want your user to do on your page.
Mention must be made here that if you are advertising your video conference, make sure the ads that direct the user to the landing page, have the same look and feel and message, so that when they arrive on the page, they don’t get confused.
Here’s an example of an email that was trying to get people to download a free report on how to promote freebies:
But when I clicked on the link, I was directed to this landing page:
The result? Total confusion! The landing page does not match the email.
Grab attention fast
With all the choice people now have on the Internet, if your video conferencing landing page doesn’t grab your visitor’s attention within 3 – 8 seconds, you can forget an opt-in.
To effectively grab attention fast, you need:
- To make the page design attractive.
- To know your target audience so that you can…
- Create a compelling headline that makes your reader want to stay, and
- Create sub headers that tell a story even if your visitor only scans the headings and doesn’t read all the content on the page.
Emotion trumps all, and emotion is primarily what makes your visitor sign up, no matter what your video conferencing topic is about.
As Aaron Orendorff puts it so succinctly, your landing page needs to answer these two questions in the mind of your visitor:
What hell will clicking this button save me from?
What heaven will it deliver me unto?
Other elements (besides the copywriting) that contribute to inspiring desire in your target audience, are testimonials by others who have attended your webinars or video conferences, social proof and the logos of popular companies who are your clients.