Landing pages are used by marketers to receive traffic from many destinations, including Twitter. The basic theory with landing pages being that you have a single, easily digestible message to deliver, and a single required action you wish your customers to perform.
Instead of simply getting visitors to your landing page via Twitter, we’re going to take a look at how you can actually use Twitter on your landing page itself to create a more contemporary community interaction experience.
How do I combine these two things together to create a more socially aware landing page?
What are some tactics for improving your landing pages with Twitter? Let’s explore the reasons why it’s more than just a 140-character micro-blogging platform.
1. Show how popular you are with your follower count
Followers are the social currency of Twitter. They are the means by which thiết kế landing page sáng tạo others know how popular or relevant you are in the Twittersphere. If you have a lot of followers on Twitter then you should use this to your advantage on your landing pages. The crazy popular celebrities have follower counts in the millions, but for the everyday marketer, anything above 300-500 is good enough to place you in the upper percentile and give you some authority.
For maximum authenticity, show a live counter on your landing page. There are numerous badges that you can include on your page. TwitterCounter is a good example. You could also show your latest followers in the same way that Twitter does it with a matrix of thumbnail photos.
The main benefit to showing how many followers you have is to establish some trust and credibility with your visitor. Internet users, just like people in real life, are heavily influenced by what others are doing. So it stands to reason that if many people have recognized you as being worthy of their attention, then each subsequent visitor will be inclined to follow suit.
2. Use Twitter as a safety net to build brand exposure in the future
Not all customers are created equally when it comes to readiness to purchase. Sometimes they’ll arrive at your landing page in more of a semi-interested state. They may need to put in some research time before committing to your product or service, and to see how you stack up against the competition. Or it might just be bad timing, and they just happened to click through our of curiosity.
If you can’t make a sale – at least get something from them before they leave
Dirty tactics here would to throw up a dialog or pop-up as the user leaves the page, but it’s a poor usability practice and can do your brand image more harm than good. Instead you should employ what’s known as a “safety net” call to action (CTA) that is a halfway measure designed to illicit a softer, less committal action from your visitor.
To do this, make sure you place a “Follow Me on Twitter” link someone prominent on the page – perhaps close by the primary button or main CTA. This lets them outlay a small amount of interest without filling in a form or paying any money. It also allows you to “permission market” to them in the future via Twitter, keeping them in your sphere of influence.
Doing the numbers
If you have a bounce rate of 90%, and a tenth of them use your secondary safety net – you have just made a 9% increase in conversion (albeit at a lower expected value).
3. Let Twitter users interact with your landing page
To provide instant feedback and trust, use an in-built Twitter widget to allow visitors to follow you without leaving the page. This could be done via Ajax or with a 3rd-party plugin. Thus, if you have implemented a recent followers list as per point #1, they will be able to see their own photo and name appear on your landing page, increasing your credibility, and making them feel part of something.
4. Live updates
Landing pages traditionally present a static marketing messaging, meaning that the page content doesn’t change. In keeping with modern trends, you should leverage the fact that micro-blogging and bit-sized updates are commonplace. Include your Twitter timeline on the landing page to show a stream of live information.
This may keep the prospect on your page longer to watch what’s appearing on your timeline, in turn exposing them to your brand for a longer period of time, which in turn makes them more likely to really “hear” your message.