Every year, kids of all ages, look back on the deeds they committed over
the past 12 months to try and convince Santa Claus that despite some potential misgivings, they’ve been overwhelming nice. No one, kids and adults alike, wants coal for Christmas.
I happen to have a five-year old nephew who is at that perfect “holiday” age. He’s easily bribed into good behavior with threats of Santa’s watchful eyes and is doing his absolute best to postpone any naughty behavior until the New Year. Being the conversion junky that I am, I couldn’t help but notice that we as marketers often behave the same way.
This year, make sure you’re on Santa’s (and your visitors) nice list to ensure your stockings are full of qualified leads with these quick, best-behavior tips.
It’s all about giving, not receiving: We all love presents, but like so many things in life, it’s the joy of watching someone open the perfect gift you gave to them that makes the holidays special. The same is true of your landing pages — we all want our visitors lead data, but our focus should truly be on giving them what they want. This means that all of your pages have to be equitable and you shouldn’t ask for information that’s inappropriate based on the payoff. In other words, the more information you ask for, the better the gift must me.
Sometimes the worst gifts come in the prettiest packages: When it comes to gifts, I’d rather a diamond ring wrapped in newspaper than a hunk of coal in the prettiest paper and bows. Your visitors probably feel the same way, which isn’t to say that your pages shouldn’t be wrapped in a visually appealing aesthetic, but you don’t want them getting lost in all the garland. In reality, you want to make sure that your pages live comfortably in the middle, perhaps really pretty paper but without the bows. It’s important when designing your pages that you never underestimate the value of a conversion-focused design. Simplicity in both design and structure can go a long way to making sure your visitors do what you want them to do, without unnecessary distractions.
Be good *all* year and conversion cycle long: It’s not enough to just create targeted, relevant landing pages, you also need to take advantage of the power of your ‘Thank You’ pages. To truly keep you on your visitor’s nice list, provide them with additional content, links to videos, an opportunity to share socially, and another layer in your conversion cycle. Not only will this give you invaluable insights into what else your visitors are interested in, but it will help to make sure that your customers get as much information about your product/service as possible.
This year, be nice to your visitors, and you might just getting something extra special under the Christmas tree. Happy Holidays!