Design and placement of a landing page call to action
By MWI Animal Health |
Think of landing pages like digital postcards — with limited room for information and the need for an ultra-clear call to action. When successful marketing channels drive traffic on your veterinary practice's landing page, potential clients should already be convinced to do business with you. They simply need a clear call to action that tells them exactly what to do next.
As veterinary clients arrive to your landing page, they should instantly know they landed on the correct spot. Match the message and design between the original marketing effort and the landing page to build user confidence that they are in the right place. In a matter of seconds, you want people to:
- Confirm they are interacting with your practice
- Know the desired call-to-action and how to achieve it.
- Respond to your request quickly and easily
As more consumers move to smart phones and tablets, it no longer makes sense to design landing pages for desktop /laptop users first. Instead of scaling traditional web pages down for mobile use, design landing pages with a mobile-first mindset. Then, as needed, scale up your responsive design for users that choose a traditional computer to access your information.
Information overload is real. Assume a certain level of impatience and distraction among digital consumers. So, make it easy for people to find, understand, and respond to your marketing call-to-action on a landing page.
Typically, this means putting the CTA button at the very top of the page and again at the bottom of the page, as it appears on a mobile device. The goal is that the action item is always within a single scroll.
Landing page outline
Consider this design outline example, imagining the landing page from top to bottom:
- Veterinary practice logo and name
- Headline — matches the message the user saw before jumping to the landing page
- CTA box / button — with bright, contrasting color to make it stand out
- Subhead and short content — offer a few benefits to taking the specific action
- Excellent reason A
- Excellent reason B
- Excellent reason C
- Veterinary practice branding key message(s)
- A repeat of the CTA box / button
To test the effectiveness of landing page designs, set up an A/B test, where half the traffic sees one design and half sees another. Your tests might look at the differences between:
- Content length
- Different size / color / text on CTA buttons
To best isolate what is working and what needs tweaking, don't change too many variables at once in your tests. Instead, test one thing, then build upon those lessons and successes in your next test.
For example, if a landing page with 100 words of content saw higher conversions than one with 300 words, then the next test can pair two different headlines with the winning 100-word page from the prior test. Maybe one headline is a little funny or clever and the other one is more straight forward.
Once you know which headline is the winner, then you could test two different CTA button colors, with the goal of continually improving landing page performance.
Over time with strategic testing, you may narrow down your landing page decisions so much that you always use one or two landing page templates, which saves time and effort.
Keep in mind, though, that your clients aren't necessarily all the same. There's a chance that people with cats respond differently than people with dogs, or perhaps you'll find variations in how people respond based on the current age of their pets. So, if you start seeing weird landing page conversion results, take a look at the demographics of respondents before making any big changes to your marketing plans.
When in doubt or if you don't have time for testing, always choose simple landing pages first.
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