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Category: Landing Pages

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What was the last thing you saw that made you laugh?

Was it a meme? A YouTube video? Maybe something funny you saw on the street?

Now think of the last time a landing page made you laugh. 

Can you think of an example?

In fact, studies show that most ads and content on social media, TV, and the Internet are based on humor. That means humor helps convert customers. 

But does that mean that landing pages should be funny too?

Let’s dive deep and find out. 

So, when does humor convert and when doesn’t it?

That’s a tough question, and the short answer is not as satisfying, but here we go: It all depends on your audience.

However, one thing is certain: Humor, and personality can increase conversions and influence consumer decision-making.

Here’s a great example of using humor in one’s landing page from Purple, the mattress company: 

Looks pretty comfy, doesn’t it?

Simple, professional, and funny

Purple’s landing page is pretty entertaining to watch and read. It’s funny but it remains professional, conveying the benefits of the product with humorous copy and hard-to-miss branding. 

On the contrary, humor for the sake of it, while great to make us laugh, might distract your viewers from the main goal of your landing page: conversions.

Let’s take a look at this example: 

LingsCars is just so packed with information that is distracting. It has great deals, but it’s just too much information and so many colors that it just melts your retinas.

It sure makes us chuckle, and the site has become famous over the years, but its gimmicky approach to sales won’t likely suit everybody. 

Conclusion: Be funny while conveying the benefits of your product in your landing pages and keep people focused on your end goal.

How does humor increase conversions?

Simply put, humor helps you raise awareness. 

Jokes are unexpected, especially on landing pages. When visitors come across a joke, they stop analyzing the benefits and start responding emotionally to the content, making it easier for them to relate with both the brand and the product.  

From a scientific standpoint, if our brain deems this information (your landing page) worthy of attention, it’ll dedicate more processing power to what you’re offering.

If you can make your visitors crack a smile or laugh, you’ve successfully captured their attention. 

Take a look at Poo-Pourri’s landing page: 

They make something seemingly awkward into something funny and natural

Funny examples like those from Poo-Pourri help you increase your visitor’s attention, which means they’ll give your product more thought, helping them recall your offer better and convert. 

Besides, despite being funny, Poo-Pourri’s unique selling proposition remains clear throughout the landing page. They never cease to state how they help you conduct your business and emphasize the benefits of their product. 

See another way they use humor in their landing page:

The unique selling proposition remains clear and the copy is lighthearted and fun

This is a great example of how humor can help you improve your landing pages, emphasize your unique selling proposition, and drive sales. The brand chose to speak clearly about what they do, how they do it, and the benefits of the product. 

Besides, they add a shiny call-to-action below to convert visitors into clients right off the bat. However, it doesn’t look cheap or as if they were pressuring you to buy the product. After all, just like they say, “It’s only natural.”

Just keep in mind that, traditionally, marketers tend to write clear landing pages instead of clever ones, but the truth is that although cleverness can help you drive conversions, it feels risky and less tested than a clear, functional copy. 

For instance, a case study from Copyhackers found that the clever option performed better than the clear options and that the most clever one performed better than less amusing variations. 

Check this out: 

JCD Repair Control

This is the clear version

JCD Repair Variation 3

This is the most clever, best-performing option

So, why did the copy from this landing page perform better?

Because it talks directly to the visitor and addresses a pain point. It uses clear copy and adds a couple of zingers to make potential customers feel like they’re talking to a friend who is not only going to laugh at your story with you but also will repair your phone for a competitive fee. 

Picture this: You broke your phone’s screen after a night out and you’re looking for a repair service. Chances are you choose the one that resonates the most with you. 

Keep in mind that humor captures your prospect’s attention, makes them think about what you’re saying, and puts them in a good mood. 

With that in mind, why not test humor near points of frustration and friction?

Since humor lowers the brain’s resistance to influence, using humor in your landing pages puts your visitors at ease and distracts them from the fact that they’re being marketed to. With a bit of humor you can catch your visitors off-guard, making them more likely to follow your calls to action.

Also, making your landing pages funny and relatable builds a connection. It works like when you trade funny stories with someone you’ve just met at a bar. 

For instance, these are some points where some humor can help your pages perform better:

  1. Funnel entry points: Signup forms, email capture forms, lead flows
  2. Conversion landing pages: Cart pages, checkout, confirmation landing pages
  3. Support landing pages: Contact us, live chat, FAQ
  4. Checkout abandonment points: Unsubscribe pages, exit popups

All in all, humor makes people feel closer to your brand and shows personality. 

But, there’s a caveat to using humor in landing pages. 

It needs to be deployed strategically. 

You need to have a clear idea of your buyer persona to make humor work. It’s also a good idea to cut humor in favor of clarity, but you can still be clear while being clever, just like in the examples we showed you.

In the end, your point is converting your visitors, which is why humor should never distract your visitors from the sale. It needs to motivate the sale and help present the benefits.

Want to learn how to make your emails fun to read? 

Check out our post about humor in email marketing!

Some marketers often question, “why make a Landing Page when you already have a Website?”

For starters, landing pages are simply a better way to attract quality users. They are easy on the eyes and offer a clear path to a single, targeted Call-to-Action. Using trend analysis, they offer solutions to problems that specific segments of the population need fixing. Most importantly, Landing Pages can be tested and adapted through marketing-proven A/B Testing.

A little bit of artistic vision helps to deliver an attractive and concise Landing Page, but realistically, it is very possible to craft a Landing Page that gets the job done through consistent A/B testing and adapting through feedback.

Follow these simple design practices and your Landing Page conversion will likely skyrocket.

Be Direct

According to most researchers, you have roughly 6 seconds before a visitor decides if they will stay on or leave your Landing Page. Therefore, a headline should take zero deciphering. Your message should focus on the needs and interests of your visitors. Turn their problem into a powerful headline. Show them what they will gain from your product/service. Visitors might not have been aware of their problem prior to seeing your ad. You need to show them what they are missing in a headline and offer them one solution with your CTA.

Your CTA is a simple command. Don’t add unnecessary words to your CTA. No adjectives, no adverbs, no conjunctions, no prepositions. Phrases like “Register Now”, “Try Product Free” and “Subscribe Today” make for the ideal CTA.

To support a CTA you want to complement it with strong copy. Ideally that includes brief bullet points or short sentences. Just make sure to maintain a conversational tone that speaks to your target customer. Nobody wants to feel like they’re being sold to, so use lingo specific to the audience you’re trying to target to boost your marketing credibility.

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Target Many Smaller Audiences

Using a Landing Page to target a general audience can be a complete waste of resources. It’s entirely too costly and borderline impossible to pin down the perfect solution for an entire population. With a general approach, you’ll hardly get traffic to your Landing Page, and if people show up, there’s a high chance this will completely disrupt your analytics.

It’s vital that you do your homework first and send different offers to match different segments of your target population who, based on data analysis, need your service. This way, you can gain a loyal following with a high probability of retention and consistent engagement. After all, it’s five times cheaper to retain customers than it is to gain new ones.

More is Always Better Than less

Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, per a Hubspot report. If you follow the data, you’ll spend less money on guessing if certain messaging will hit and instead be able to uniquely advertise to more segmented audiences who are more likely to want what you have to offer.

Also, it’s crucial to match messaging on Social Advertisements and Landing Pages. After having their interest piqued by an advertisement, people don’t want to be blindsided with a completely different Headline, CTA and aesthetic when they arrive on a Landing Page. Stay consistent in messaging to help close more sales.

Show Proof

Use Customer Testimonials. Testimonials carry a lot of weight in our increasingly review-driven society. People trust ordinary people more than they trust your company. When ordinary people use their personal time to review your product just to be helpful, visitors feel more empowered especially if the reviews are hosted by a third-party platform such as Google or Yelp. Ratings are okay, but testimonials reign supreme. Customer testimonials are considered one of the most effective content marketing tactics, identified by 89% of B2B marketers, per a content marketing trends report.

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Use Media, But Be Cautious

The majority of people today are visual learners. Photos, videos, GIFs and music are proven to entice visitors to stay on Landing Pages as long as they’re relevant to the message and fit the overall aesthetic. According to a study by Eyeview, a provider of end-to-end video solutions, videos can increase conversion rates by up to 86%.

While media can be helpful, be cognizant of file sizes and loading speeds. While videos are the superior form of media, they can also slow down your page’s processing speed which can frustrate consumers. Research by Akamai shows that a 1 second delay in your site speed can result in a 7% reduction in conversions. With billions of options online, people don’t have time for slow speeds.

An additional warning: Avoid self-starting videos and music on Landing Pages. These can interrupt viewers while trying to take in your Landing Page information.

Make it POP

Make your CTA the center of attention. You want your CTA to be BIG, Bold and brief. It needs to stand out the most on the Landing Page. Everything else on the Landing Page should create a path towards your CTA. Utilizing “white space” is a great tactic to bring more attention to your CTA. Keeping space between different viewing points eases visitors’ eyes, making it easier to navigate the screen and focus on what is important. Likewise, a tried-and-true strategy to focus attention on a CTA is to use color contrast. CTAs commonly stand out, typically boxed in a color directly opposite of the rest of the page.

Test & Adapt

The most important part of a Landing Page is consistent Maintenance. Monitor your results and conduct A/B Testing with various Landing Page design, wording, and value propositions. A/B Testing removes guesswork, so you need to test everything happening on your page. It’s crucial that you pick up on your page’s trends, adapt or cut out what isn’t working and embrace what is working. Eventually, your Landing Page can be a well-oiled machine. It just takes vigilance.

Fun fact: President Obama’s campaign team raised an additional $60 million in revenue using Google’s free Website Optimizer to conduct A/B Testing.

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Conclusion

The end game of a Landing Page is to increase conversions through your CTA. Make it easy for quality visitors to discover your CTA to later become quality users. Knowing this, your CTA must be seen. You want it to be as noticeable as possible. This means limiting distractions. This means making it visually OBVIOUS and making its message OBVIOUS.

There’s a disconnect between marketing landing pages and Google searches.

Many Digital Marketers are missing their target on their landing page setups, or worse, not having any clear target and failing to get clicks. It’s wasting companies A LOT of time and money.

Here’s a hypothetical scenario:

You’re running a new soap company, trying to raise awareness of what you sell. You decide to create a Google AdWords campaign and figure keywords like “clean”, “hands” and “scrub” will get you clicks. This might seem logical; However, it’s not enough. You’re a small company, and you don’t have an abundance of cash to spend. To top it off, you have to compete with the hundreds of other companies using the exact same words to gain traffic for themselves.

Often times, digital marketers approach the development of Landing Page Design with virtually no connection with what people are actually searching for on Google, in part due to limits in coordination between marketers and designers.

It’s time to find a new slant. How can you stand out?

Many successful marketing firms have realized this disconnect and have designed innovative marketing campaigns that bridge the gap between Landing Pages and Search Intent. Some digital marketing professionals have been referring to this as Landing Page – Search Synergy.

New Balance Chicago

New Balance Chicago wanted to increase sales through the magic of digital marketing, but they looked at the opportunity through a skeptical lens. The reason for their hesitation was that New Balance Chicago stores operate independently and rely mainly on old fashioned brick-and-mortar for sales. That’s right Millennials, in-person shopping at New Balance isn’t just suburban dads buying the iconic white 608 V4 Training Shoe. New Balance Chicago had more to offer, and they just needed some exposure.

The company needed Landing Pages to bring people to their doors, and they were willing to offer deals. After attempting Facebook offers, they realized that tracking the Facebook codes was nearly impossible. Their offers reached 136,541 people, only 600 offers were claimed, and the company only logged 32 individual purchase codes. This method’s reliance on customers and clerks reporting the codes made it difficult to track. On to the next one.

New Balance Chicago pivoted, creating a new Facebook ad campaign targeting different segments of the population based on location analytics. This time, instead of direct Facebook offers, with one click, an ad directed potential customers to a Landing Page that starkly resembled the national New Balance website.

However, these sites did away with website navigation and online purchasing. They packed the page with information about the stores, imbedding Google Maps, adding phone numbers and hours, and promoting the human experience. Each Landing Page was also tailored towards its offer. Some people found themselves on the military discount Landing Page. Some parents ended up on the kid’s footwear discount Landing Page.

The company’s goal was to get more email sign ups and make more in-person sales. They accomplished both.

Within just two months, New Balance Chicago’s email list grew by over 10%. Discount hunters coughed up those emails, and the company increased its sales in its brick-and-mortar stores by over 200%. Oh, and it should be mentioned that they cut their spending in half by focusing their ad spend on website conversions instead of clicks.

Snickers: You Can’t Type When You’re Hungry

By now Snickers’ “You’re not you when you’re hungry” advertisements are ingrained in everyone’s memory. Whoever pitched “Betty White on a football field” deserved a raise that instant.

In 2013, Snickers decided to tinker with their award-winning campaign, creating an SEO campaign targeting misspellings on Google! Ah yes, human error. They bought 25,000 commonly misspelled search terms, and slapped a paid search ad directing misspellers to youcantspellwhenyourehungry.com and tailored ads saying:

“Grab yourself a Snikkers” because “Yu cant spel properlie wen hungrie.”

It turns out people spell poorly in the post-typewriter era. The campaign reached 500,000 people within three days of launch.

Have a Cold? Buy a Kleenex

Remember an apple a day keeps the doctor away? Kleenex teamed up with Google and threw all those apples in the garbage. Now, a Google a day keeps the sickness away. We’re still brainstorming jokes, but we’re sticking with that one for now.

Kleenex realized that when people get sick, they resort to asking the internet before going to the doctor. Additionally, the common cold and flu spreads regionally. So, with the help of Mindshare’s search trend analysis, Kleenex was able to predict flu outbreaks in real time, targeting these flu-ridden regions with 96% of their UK media budget and increasing their total sales by 40% year-over-year in the first two months, adding an extra 432,499 boxes of tissues sold. How’s that for an apple a day?

Do Your Homework

The examples above show successful Landing Page – Search Synergy. These companies got in touch with their consumers’ behaviors and they were willing to spend some money to take calculated risk in order to gain traffic to their Landing Pages and increase profits. Your company can’t just settle on the same keywords as everyone else, and you do have to spend some money to make money. But, Landing Pages and digital marketing heavily rely on analytics and trends. Do your homework and it will pay off.

Research, Create, Analyze. Repeat.