Let’s say you’ve just launched a new single and you’re about to send out an email to all your fans about it. You want your fans to listen to the new song and buy it if they like it. But where do you send them? Where do you link to? And how do you ensure that when your fans arrive at the web page you send them to–they won’t get distracted by some other song or some other activity?
This is where the science of landing page optimization comes in. When you want your audience to do something specific, you’ve got to limit and prioritize the number of actions your audience is able to make.
Don’t send your fans to a social media website
Sending your fans to a social media website to listen to your song is kind of like sending your classmates to the circus to proofread your term paper. There’s simply too much to be distracted by on social media websites. You drastically reduce the chances of accomplishing your goals by sending traffic to a social media site.
Don’t send your fans to an online music store
You also don’t necessarily want to send your fans to a online music store like iTunes, where they may discover some other band’s tune and buy that instead. It’s fine to give your fans an option to buy your music on iTunes and other popular stores, but first send them to a landing page where they can listen to your music without distractions.
Don’t send your fans to your homepage
Now you’ve probably already guessed that linking to your own artist website makes much more sense. This way your fans are on your turf, and you have their undivided attention. But, simply linking to your homepage is not always a good idea either.
Here’s the deal. You released a new single. You want people to listen to it and buy it. People can listen to your music and buy it on your website, but people can also do a lot of other things on your website can’t they? They can browse photos, listen to your last album, read your blog, click on your social media links, etc.
There’s still a ton of places for your fans to get distracted from what you’d like them to do. So how do you narrow down the possibilities?
Send your fans to a custom landing page
You can cut through the noise, by creating a landing page just for your campaign. If you want your fans to listen and buy a particular song, create a whole landing page just for that one song and make sure to emphasize exactly what you want them to do. Use a strong “call-to-action.”
A single purpose
Remember, your landing page should be the opposite of a circus. It should be like an empty room with white walls and a single painting hanging in the middle. That painting is what you want your fans to pay attention to. That painting represents the purpose of your landing page.
That doesn’t mean the page should be barren. Include information and media that supports your goals. If your landing page is about your single, include some information about that single. Include your lyrics. Make sure it’s easy to listen and buy the single. Don’t try to sell your fans on anything but that single. Remove any other distractions.
Now you have an optimized landing page. And don’t think that this only applies to releasing music. Anytime you create a link and promote it to your audience, ask yourself if your destination page is a circus or a highly focused landing page.
Whether you want your fans to sign up to an email list, listen to a song, enter a contest (or anything else), make it simple and clear for your visitors to accomplish your desired task. Reduce the chances that your visitors will stray in other directions by eliminating unnecessary links and offers. You’ll be surprised how well focused landing pages like this work.
Do you have any stories about using optimised landing pages in your marketing campaigns? Share your thoughts in the comments below.