August 29, 2017
Is Your Property Using Landing Pages? It Should Be!
You invest a lot of time and effort into your company's web page with the hopes of converting as many browsers as possible into a sale. But even after ensuring your page is visually pleasing, has intuitive navigation, and a responsive design, you may find your conversion rates and direct bookings aren't nearly as high as you would like. So what are you missing? Answer: landing pages.
What is a Landing Page?
A landing page is the first page a browser is taken after clicking on a hyperlink in an email or from another site. They are highly specific: targeting one demographic and encouraging one action. You can (and should!) have multiple landing pages catered to different types of browsers. For example, if an email campaign is sent out highlighting your property's spa, the link should take them to a landing page exclusively about spa packages (not your property's homepage).
The idea is to usher browsers down the marketing funnel by offering them exactly what they are interested in (they clicked on your targeted campaign for a reason) with a clear and straightforward path to follow through.
Landing Pages for Hotels
There are two types of landing pages hotel properties should be using: Lead-generating landing pages and click-through landing pages.
The purpose of a lead-generating landing page is to acquire personal information about prospective customers (name, email, etc.) that can be used later for targeted marketing campaigns. This is usually done with a short form, where customers sign-up in exchange for special offers and insider information.
Click-through landing pages, on the other hand, are those designed to make sales. For hotels, these could include a 'Make a Booking' landing page, individual pages for special offers, and upsell landing pages (that a customer will be directed to after completing a booking).
Tips for a Successful Landing Page
Keep it simple >> Landing pages are used to inspire immediate decisions, so don't force your browsers to read too much text. Include an attention-grabbing headline, a compelling and concise sales pitch for the desired action and a complimentary image or video (which can increase conversion by 86%). When it comes to a landing page, less is more.
Inspire trust >> A browser will leave a landing page if it doesn't look credible. You can inspire trust by ensuring copy is error free, including a trust symbol if you have one, and highlighting a customer testimonial.
No Distractions >> Landing pages serve an entirely different purpose than a home page. Detailed information about your company or other packages and amenities (which aren't the primary focus of the landing page) are only distractions and should be left out. This includes a navigation bar. When a customer gets to a landing page, you want them to complete a particular action. Don't give them the option to navigate away.
A stand-out Call to Action >> To make conversions you need browsers to click on your CTA, so make sure it stands out. The CTA button should be relatively large and located in the right-bottom corner of the screen. Also, consider using contrasting colors. They draw attention as well as create a subconscious discomfort that urges browsers to click, in order to alleviate it.
Use analytics >> Like all marketing and sales strategies, you should use analytics to judge the efficacy of your landing pages in order to make adjustments. Every company is different. Continue to assess your pages until you have found the perfect formula for you.
Landing pages are a powerful marketing and sales strategy that you shouldn't be missing out on. Create a collection of unique pages, so you don't have to settle for sub-par conversions. And remember: there is no such thing as too many landing pages.
Need help creating your property's landing pages? Contact our design staff today!