Landing pages: How to drive direct bookings on your paid traffic?

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A landing page is a page created for a specific campaign to convert visitors to customers. Unlike web pages, landing pages typically don’t have external links or navigation to other pages and their specificity is what sets them apart.

Landing pages help convert your paid traffic into profitable direct bookings. The simple reason is that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and is typically loaded with links and navigation to other areas of your site. Landing pages allow you to send the right message to the right person at the right time.

So now you’re clear on what a landing page is, how do you make sure your landing pages are successful and increase your campaign conversions? Here are some tips for you to improve:

1. The blank slate

Your landing page is built for a single goal. Remove any element from your landing page that doesn’t reinforce the main message of your offer. If you have a secondary conversion (and it’s fine if you do), make sure that it’s not the main action you expect users to take.

2. The headline

A killer headline that quickly grabs your ideal guest’s attention is a good start. If your user doesn’t make it past your headline, there’s no way they’re going to hit your “book now” button. Remember you can increase your conversion by 40% by simply tweaking the headline!

3. The hero shot and message match

Your hero shot is a picture or video illustrating your special offer. If you have a high-quality video, we encourage you to use it. Videos can improve conversion rates by up to 80%. And a fundamental aspect of conversion centered design is message match, which is the ability of your landing page to accurately reflect the messaging presented in the ad.

4. Call to Action

Your call to action is arguably the most important part of your landing page. Are you spending money on a marketing campaign that drives traffic but doesn’t convert? Review your call to action using these 4 points.

TextIs your call to action clear? Does it create a sense of urgency? Is it short and to the point? Does it communicate value?
PlacementIs your call to action above the fold? Is it in a logical place where users would most likely take action?
SizeIs your button easy to find? Is it too big that is has become a distraction? Is it easily identifiable as a CTA button? Is it sized appropriately for mobile?
ColorDoes your button visually stand out from the rest of the page? Is there enough white space surrounding it? Have you tested which colours provide you with the most clicks?

Add urgencyTo highlight urgency, you can display time constraints by telling the reader when the competition or offer will end. Some hotel marketers even add a live countdown timer which displays how much time is left to take part.

Use scarcityCompetitions often use scarcity to encourage entrants. In the copy, they make it clear that there will be only ‘2 lucky couples’ who will win, or say there are only 2 coupons available. This shows that the product is scarce and more people will want to take part.

To summarise, landing pages are essential to focus on conversion and are cheap to set up and easy to test. So remember when you’re planning campaigns and spending time on audience targeting and budgeting, don’t forget landing pages. It could be the campaign addition that will change your performance.

Read more: Pay-per-click: What hoteliers need to note