August 31, 2018
Instagram is not only the second largest social network globally but also a powerful marketing tool. The image-sharing platform gathers more than 1 billion monthly active users, thus becoming a vast source of potential customers that you can target with landing pages.
By definition, a landing page is a standalone web page that customers are taken to when they click on a link or online advertisement. This is basically your only chance to turn Instagram followers from passive content consumers to active purchasers.
A typical landing page conversion rate is around 2.35%, but the top 10% of companies are making 3 to 5 times higher results than average. Therefore, your goal is to design highly effective website content that can inspire the target audience to engage.
This post will show you 5 secrets of Instagram landing pages. Let’s check them out!
1. Mobile Friendliness
An astonishing 93% of potential customers who research on smartphones go on to complete a purchase. However, this stat comes with a catch – it’s possible only if your website is properly optimized for mobile experience.
Instagram landing pages must be highly responsive and ready to ensure easy navigation. Make sure to design a simple and intuitive user interface, keeping in mind the functionality. Namely, this is by far the most significant element since a landing page is supposed to drive conversions. You will lose customers if you don’t keep it mobile-friendly and functional.
What does it really mean? How can you achieve a state of functionality?
Instagram users follow the lead and click your URL. Therefore, you need to make the page skimmable to maximize the conversion potential. Allow users to identify content immediately, and give them the chance to react quickly.
A mobile friendly webpage will display only relevant content. Besides that, users should be able to maneuver through the page regardless of the size or shape of their fingers. Don’t force them to zoom in or pinch content. Instead, they should access buttons and fill-in forms easily, and it will increase the overall conversion rate.
2. Design Is Crucial
Productive Instagram landing pages rely on functionality, but they also pay attention to design quality. First of all, a landing page must comply with your general branding strategy. This means using the right colors, logos, key visuals, and other features stated in the marketing plan.
Secondly, it has to be clear and concise. An average Instagram user doesn’t want to be bothered with tons of plain text, so you have to reduce this kind of content to the minimum. Write down only crucial statements to avoid information overload. At the same time, you need to use enough whitespace to separate different parts of the content and improve visibility.
Fill-in forms are the third important feature. It’s the element that actually converts leads, so it demands special attention. A report says that the average number of form fields on a landing page is 11, but reducing it to just 4 fill-in boxes can result in a 120% increase in conversions.
Focus only on information that really matters. Yes, it’s good to know things such as dates, names, interests, locations, email addresses, phone numbers, comments, etc. But if you can improve conversion rate asking for not more than the few of these details, stop searching for more! Concentrate on the essentials, and you will get a much more efficient Instagram landing page.
3. Make an Outstanding CTA Button
Call to action (CTA) buttons represent the ultimate tool of online conversions. That’s why they ought to be bigger and more impressive than the rest of the landing page content. The best solutions usually involve only one possible action because you don’t want to confuse followers with a variety of options.
Avoid friction words. Expressions like Buy, Give, Donate, and similar tell users that they need to give something to get something else in return. Instead, use softer and less intimidating solutions such as Join, Share, Start, or Visit.
Colors play a major role in CTA design. You should follow the style of your brand, but don’t forget to make a contrast with the background. Most marketers use red because it screams action and energy, inspiring page visitors to make their move. In each case, CTA buttons have to stand out and grab the attention of your Instagram followers.
4. Mind the Message Matching
Instagram allows marketers to publish only one link at a time, and they can add it to the profile bio. We recommend you change it with each new campaign to keep attracting new customers regularly. In case you are running a popular account with over 10 thousand followers, you can also add URLs to Instagram Stories.
It’s a relatively new feature that can drastically improve your Instagram marketing efforts. However, you need to take care of the message matching.
When your Instagram followers see a new link, they will expect it to fit the style and connotations of the corresponding content. Don’t let users think about one thing and then redirect them to the completely new type of content on a landing page. Show that you respect Instagram followers by offering only the kind of content they are looking for.
5. Test and Measure
Now that you’ve seen how to utilize Instagram landing pages, you need to know one last thing. Testing landing pages and measuring results is mandatory if you want to be sure about ROI. Use A/B testing and analyze each landing page element to find the perfect combination. According to the study, correct targeting and testing methods can increase conversion rates up to 300%, so don’t miss the opportunity to improve your business results this way.
An Instagram landing page is a great way to turn followers into customers, but it requires a fair share of preparation and strategic thinking. This post revealed 5 secrets of Instagram landing pages that promise higher conversion rates. Don’t hesitate to give them a try and let us know in comments how it turned out for you!
Baseball lover, entrepreneur, and philanthropist. Bryan Brumfield is a full-time content marketing associate at BestEssays and a part-time blogger. His roots are in North Carolina, but his soul belongs in California. Bryan’s favorite pastime is playing chess and lip-syncing Rihanna’s songs. Check him out on Twitter.