Landing page optimization continues to be a growing conundrum for many brands, especially when you throw social media communities into the mix. Community managers can create great little posts that entice and pique the curiosity of friends and fans.
We demonstrate every day that we can drive traffic from social media channels to brand sites, but those visitors tend to browse more than buy. We love them for browsing, but is there something we could do to get our browsing friends to commit?
Be honest, you have pockets of social media connections that do the very same thing. They love to engage with you in their favorite social media space. They come to visit your site often, but they browse a while, read a blog post, and wander off to the next shiny thing that attracts their attention.
Could the problem lie with where they land on the site when they come to visit? There often seems to be a disconnect between social media communication and website development. The same psychology that applies to crafting an engaging social media post should apply to the pages those posts lead to.Social Media Mindset
Your brand's social media audience is easily distracted. The more obvious you make the call to action, the more likely they are to take that action.
That simplicity doesn't change when you move them from their favorite social channel to your website. If you direct them to a page that is full of options and cool shiny things, they are more likely to browse and never make a decision.
If you want your social media friends and fans to watch a video, download a tool, or sign up for an email list, you have to make it super simple to do. That is the job of the landing page.Landing Pages That Fit the Channel
Each social channel, whether it's Facebook, Tumblr, Pinterest, Twitter, or Google