Do you know what a landing page is? You might not, and that's okay. When you are advertising an event and a fan clicks on the ad to visit your site, they should almost always be directed to a landing page. Occasionally, this may be your homepage, but most of the time it shouldn’t be. Your homepage is pretty general and could lead someone in a dozen different directions. The more options you give a potential buyer, the less likely it is they’ll choose any of them. Here are some landing page tips:
- Your landing page should have a specific, upfront goal (for example, buying tickets to a single event).
- You want the primary headline or subject of your landing page to match the ad or email your fan clicked on.
- Your call to action (“Get Your Tickets” for instance) should be super visible and high enough so the fan doesn’t need to scroll to see it.
- The call to action should be a button that is a bold and contrasting in color from the rest of the page.
- Including a video can increase your conversion by up to 80%.
- Do you have an offer? Be upfront about it!
- Use testimonials or quotes from patrons on your landing page. Your fans want to know that they are getting into something other people are also into.
- De-clutter your page, and only say what’s absolutely necessary. White space and bullet points are great for readability.
Most of the time, a landing page is the first impression, and you want to get your new fan in and out with a great experience as quickly as possible.