The Graphic Communication Challenge
Landing Pages have a very special purpose in the online marketing puzzle and can play a vital role in improving a website's conversion rates. Unfortunately, we still see too many Landing Pages that are poorly utilised and, as a result, are probably underperforming in terms of generating enquiries and sales metrics.
In this case study for Canvas Holidays, we will be looking at how to define the purpose and functionality of a Landing Page and how to use graphics and text to communicate the right messaging for the intended reader - clearly, concisely and effectively.
Canvas Holidays is one of the leading camping holiday operators in the UK, offering tailored luxury camping, mobile home and lodge holidays across Europe to both families and couples. As pioneers in the industry for the past 40 years, they were the first company in the UK to offer package camping holidays. The accolades for their high quality of service include 5 wins in The Guardian/Observer Travel Awards.
The Purpose of Landing Pages
Before going into details of our site conversion study for Canvas Holidays, it would be useful to remind ourselves of one or two important defining characteristics of the Landing Page concept in online marketing.
I often think of a Landing Page as an "answer page". Our challenge as online marketing managers is first to define the question, and then to make sure that we provide a clear and concise answer - a Landing Page needs to tell the viewer that it offers EXACTLY what they are looking for.
One way that someone reaches a Landing Page is by using a search engine, often searching for specific terms. They might type in 'camping holidays in Austria' - our Landing Page should then clearly state that it offers camping holidays in Austria.
People also reach a Landing Page by navigating through the website, starting from the Canvas Holidays home page, selecting 'Destination' and then 'Austria'. Again, this means that the Landing Page should clearly state that is offers camping holidays in Austria.
|What does the Canvas Landing Page offer?
On the BEFORE Landing Page above, it is not adequately clear what this page offers.
Visually, the first thing a visitor sees is the map of Austria. Below it is a large body of text about Austria. The text that explicitly offers Canvas camping holidays is small and right at the bottom of the page.
Remember that many visitors will have found this page by searching for 'camping holidays in Austria' in a search engine. Chances are, many of them will assume that they have not found what they need - and they will move on to another website.
Compare it to the header in our AFTER redesign, where we have used both text and graphics to communicate very clearly that this page talks about and offers "Camping Holidays in Austria". We increased the size of the header text, making it bolder and brighter. We also incorporated several images of Canvas Holidays' tents in a header image, giving an immediate visual message: these are camping holidays, with a certain level of comfort and style. Combining text and image, the header gives a clear message - showing someone who has landed on the page that they have found exactly what they are looking for.
How does this help improve ROI?
|Who is the Landing Page talking to?
An equally important component of a Landing Page's message is that it communicates exactly who it is talking to. Families? Couples? Younger or older people? Groups? Luxury or budget? The sparse graphical message of the BEFORE Landing Page does not make this clear.
Rather than the wall of text that threatens to act as a deterrent to visitors, in our AFTER redesign we used the body of the page to show the different groups of people that Canvas Holidays want to sell to: families and couples who want a luxury camping holiday, people who want mobile home holidays, and people who want lodge-based holidays.
The bright colours and images of people on camping holidays also make the Landing Page more vibrant and enticing, and reinforce the message that the page offers camping holidays.
Many businesses spend a lot of money to generate traffic to their sites, through SEO, PPC, and so on. By using graphic communication properly, the same amount of traffic can be converted into a greater quantity of sales. For this reason, implementing site conversion strategies - as we do for many of our clients - is a vital ingredient in the online marketing mix, ensuring that websites work harder for the same cost and thereby increase ROI.
How can we help?
LeadGenerators has vast experience helping clients improve the conversion rates of their websites, employing strategies similar to the one above and in our other Site Conversion Case Studies. If you would like to find out more about how to make your site work harder for you, please give us a call or fill out the enquiry form below.