So you have a website and think you’re good to go, right?
Landing pages are a very powerful but often underutilized marketing tool tour and activity providers dismiss. The reason is because many tour operators don’t even know what they are and most importantly, how they can be used.
A landing page is any web page that a visitor can “land” on. There are two basic types of landing pages: Click Through and Lead Generation but in reality, the purpose of a landing page is only limited by your creativity. Landing pages are strategically made to guide visitors toward your intended conversion goal.
The most important thing is to set clear goals.
This goes back to your business strategy, not just your marketing strategy. In a constantly evolving digital world, you have to constantly test and experiment new strategies for your business. For example, let’s say one of your business goals is to get more repeat buyers because currently, most of your customers are one-time buyers.
For the purpose of understanding, let’s say you have a very niche and unique offer such as week long excursions abroad focused on food, cooking and culture. Getting repeat buyers for such a high-priced product isn’t likely but you could run an experiment to see if similar activities with lower priced and shorter time frames would be an interest to your target audience. You could take the same concept and build out a new tour offering and ‘test’ to see if there is any interest in it through a landing page.
Keep your customers in mind.
Customer personas are not just fictional representations of your target audience. The more you know about your customers, the more you are able to speak and tailor to their needs, wants and desires. Back to the previous example, your customers already showed interest in cooking and culture abroad, so give them a reason to come back for more.
A lot of tour operators tend to be very ambiguous and broad in their marketing campaigns for the sake of not leaving anyone out. This is a common mistake that leads to unfavorable results. When you are trying to talk to everyone, you’re essentially talking to no one. Having a laser focused approach is crucial in mastering your business and industry.
How to Choose The Perfect Design
So how do you design the best landing page?
Focus on Action
Landing pages are designed to get people to take some form of action. What this action is depends on the goal you’re trying to attain. Some of the more common goals are to get the user to:
- Click on your website
- Fill out a form
- Sign up for your newsletter
- Read your blog post
- Submit a review
- Purchase tickets
- Vote in a survey poll
The design of the landing page and the elements you use will depend on the goal but all of them should include:
- Identity – your branding, company name, logo, etc
- Offer – what are you offering your customer?
- Credibility – why should customers choose you?
- Call to Action – what does the customer need to do next?
Images speak volume
Having visually aesthetic images can make or break your landing page. With so much readily available information online, individuals have a very short attention span and it’s decreasing as more noise gets added. Focusing too much on words will guarantee a lost interest in the vast majority of your potential customers. But providing too little information, will leave them wondering for more. Finding the right balance is critical when you’re trying to convey your message and because a photo says 1,000 words, make sure your image relates to your overall message. For example, if you’re trying to get users to purchase tickets to your tour, show photos that would show them why they need to purchase tickets. Photos of past customers or specific moments is a good conversion tool.
The Psychology of Color
When determining the colors to use, having an understanding of optical psychology will arm you with a strategic skill most marketers utilize. Use a complementary color scheme throughout the entire page and make sure your call to action button is a pure color. Pure color hues are fully saturated which means there is no black, white or gray in the mix. Eye receptors are more sensitive to pure colors, making it naturally stand out.
Choosing the Right Font
Just like all the other visual elements of a landing page, choosing the right font is equally important. Having obtrusive font that’s hard to read or not contrasting the font color with the background color can easily steer your potential customer away. Here are some tips for mastering the right font:
- Bold and italics for important tidbits of content
- H1 and H2 tags for the general overview of your message
- Large font sizes for action oriented statements
- Different font color for conveying emotion and feeling
So now that you’ve determined your goals and designed the layout, how do you get your ideal customer to your landing page?
Mastering Your Distribution Challenge
There are many options are your disposal. You can run Adwords PPC campaigns or Facebook ads but what happens if you don’t have the budget or the resources to run paid campaigns?
If you did your homework and crafted a detailed user persona, you know exactly where your audience is. You know what sources of information they use which you can now use to leverage.