Confusing a landing page with your Product page has led to the death of many beautiful Ad campaigns, and unless you are simply advertising to brand your business, a landing page should not simply be your website. It is an essential page designed with a single focus and objective – it provides the “Call-to-Action” (CTA) that converts visitors to buyers.

Imagine that you create a beautiful and interesting offer for your campaign, create a profile for the target audience using demographics, interest and other tools, optimize your campaign in order to get the best engagement, but in the end the campaign failed. You get lots of engagements and visits to your offer page, but nobody is downloading your app, buying your product or completing your survey; whatever the conversion action required may be. In the end conversion was awful, re-targeting failed, you are frustrated and asking what might have gone wrong? Lots of money spent with zero return on your investment.

You blame everyone, first culprit the ad server, or the ad agency. Interestingly, the only job of the Ad server and the Ad agency is to help you target the right audience for your offer, and to deliver strong engagement and visits to the offer page using various campaign optimization tools. Then you begin to ponder…

What went wrong?

You developed a good offer

You created an amazing Ad

You targeted the right audience

Pricing strategy is perfect

Campaign optimization tools are in place to make your investment count

What if your landing page failed to tell your story?

A landing page should always come before your offer page. Most small businesses are relatively unknown and need introduction to the user. Landing page can help ease the users’ concern before they proceed to the offer page, you should not assume the users know you or have heard of your company or that the offer is good enough to convert visitors to the page.

Ask yourself a very simple question, “Will I purchase from a total stranger?” the answer is NO!

Your landing page should tell your story. Who you are and why the user should trust and buy from YOU. A good landing page should present your offer with clarity. For instance, if you are shipping a product, you’ll need to determine who the shipper is, share this information with visitors, what are the means of shipping and to which location you will deliver to, give a brief description why product is excellent for the visitor. These help to shape the user’s perception of your business, reliability, trustworthiness and why the user should do business with you. A good designer will deliver this information in a subtle but effective way.

A relatively unknown business cannot just send users to the offer page to BUY.

Here are a few measures to take when a campaign fails:

Review the offer

Expose your landing page for comments from friends and family

Evaluate the target audience and the optimisation rules.

The length of the campaign is important, sometimes for an unknown entity or product, you might need to build trust and brand with the audience before result begins to show.