R.E.M stands for Relevance, Engagement, and Mobile - the 3 core requirements for any landing page experience and an important concept for every marketer to know. This blog will discuss the “R” - the importance of relevancy in your landing pages.
As a seasoned marketer, you’ve probably heard that landing page relevance is critical for digital marketing success. But what does that really mean? Here are some ways to ensure your landing page remains relevant:
1. For starters, make sure that the landing page is centered around the keyword or the ad your prospect clicked on. For example, if the keyword was about the “iPhone 8”, the landing page should be about the iPhone 8 and not the iPhoneX.
This might seem like a no-brainer, so why even talk about it? At Position², we see such mistakes often. We highly recommend that you double and triple check your landing pages, especially if you have a large inventory of pages.
2. If the searcher is looking for generic products, DO NOT send them to a product specific page. For example, if the user is searching for “digital cameras”, don’t send them to a “Canon Digital Camera” page.
At first, the user is mainly interested in learning more about all the products you have to offer. After exploring the products and offerings, they might want to pick the best camera for themselves. Instead of focusing on a specific brand, use this opportunity to tell the user more about your business and the general products you offer.
So, what is the best way to do this? First, tell them about the different types of digital cameras – give information about DSLRs, Point and Shoot Cameras, etc. Then, tell the users why your site is unique and what cameras you offer. Finally, entice them to buy from you through offers, discounts, and sales.
If you are B2B company, you can offer your audience a relevant Whitepaper, E-book or video about your products. The key is to give the user all the information needed to make a decision and buy from you.
3. Create transparency by giving your business details, phone number, and address. Explain what your business does.
If you are in the financial, medical, or a related industry, you might need to explain your products and services. Include information about your approvals, accreditations, and ratings. If you ask for user information through a form fill, tell them why you need their information and what you will do with it.
Check back tomorrow as we delve into the details of “E” – how to keep your audience engaged.