Landing Customers: How Great Landing Page Experiences Build Customers
The environment to sell and consume cannabis products is changing. Take it from one of our Cannabis clients, SublimeAZ, a producer and wholesaler of high-quality Cannabis goods. Building a solid business is not enough to stay present in today’s competitive environment. Cannabis marketing in 2019 exists inside a very different landscape as compared to cannabis marketing in 2009. The same could be said for 2015, or even 2018. As cannabis gains more public and government acceptance for various uses, the cannabis market grows accordingly. While this is great for businesses and industries already focusing on cannabis, it does increase the degree of difficulty of breaking into the market for new cannabis competitors. That’s why regularly refining your marketing strategy helps your business stay ahead of the curve. When it comes to your digital marketing strategy, creating a great landing page experience not only increases user retention (by minimizing the bounce rate) but also helps improve site SEO.
Landing pages are carefully crafted pages where paid ads or organic SEO content direct customers to when they click on the ad or content. You will need to check where you can place paid ads as traditional digital sources (Google, Facebook, etc.) don’t allow cannabis advertising on their platforms (yet). Currently, there are alternative digital ad platforms such as Mantis Adnetwork that will place your ads in specific sites where cannabis is allowed to be marketed. The point remains: your landing page experience is the page that opens up when a user clicks a link on Google. Here’s why it matters:
LOWER BOUNCE RATES
Bounce rate is the measurement of how frequently people click onto your website and then leave after viewing only one page with no conversions. Obviously, you want to keep the bounce rate low. You want people on your site who are ready to buy products or at least get closer to buying a product. Great landing pages are key to maximizing your site performance. This is even true for inbound marketing (getting people to your site organically).
Rule #1: Your home page should not be your landing page. Your chosen landing page should reflect where the consumer is currently in the purchasing/buying marketing funnel. If a prospective customer is looking to see if cannabis products are safe, directing them to a purchasing page will most likely result in the prospect leaving the site, because they simply aren’t ready to buy. Direct them to blog content or ‘learn more’ pages instead so they can answer their question/concern as well as learn more about cannabis products to see if it’s right for them.
On the other hand, if a prospective customer searches for “best cannabis brands to buy”, then it makes more sense to send them to a product description page that’s closely linked to selling. Sending them to your home page simply adds another barrier between getting customers to the information they want and showing what your company has to offer.
SEARCH ENGINE RESULTS
When a user searches “best cannabis brands”, search engines like Google and Bing do their best to give the user the most relevant search results. To determine if your cannabis brand shows up, Google runs a few tests to evaluate your landing page experience (a user’s experience with your site). If it’s good, Google ranks your site higher when people search for relevant content. If it’s not… you gotta improve it.
IMPROVING CANNABIS-FOCUSED LANDING PAGES
Be relevant and original.
What can your site offer that other sites can’t? Got it? Great. Now make that differentiator a selling point of your landing page experience. For instance, if your brand uses higher quality ingredients than the industry average, use it as a selling point when users search for high-quality cannabis suppliers/brands. Not sure of your big differentiator yet? Remember, you have to change your perspective. What would you want to see if you’re a prospective customer? How can your site or brand provide the answer?
Load & Work Fast.
It’s critical for your site to load quickly. Data collected on digital user behavior indicates that 40 percent of visitors will leave your site if it takes longer than 3 seconds to load. Even worse? Most users typically expect sites to load in less time than that. So even your site takes 2.9 seconds to load, you’re technically inside the threshold but just know that you’re going to have users entering your site annoyed by the perceived delay.
The future is mobile, and the future is now. By 2017, a mobile phone was officially the way the majority of people sought out or searched for content on the web. According to Statista:
“In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year. Mobile currently accounts for half of all global web pages served.”
Creating a great mobile experience is an important factor in attracting a large number of users. It is not enough to shrink your desktop screen to a mobile screen. This isn’t to say the content should be different — it should be the same across platforms. You should, however, strive to make navigation and accessibility easier for the mobile platform.
CANNABIS MARKETING CONSTRAINTS
There’s no denying that the cannabis market growth across the industry is great. However, while the cannabis market growth is steady, it is still relatively new. Over time, new regulations from federal to local governments may impact your ability to market your content digitally and in-person. Even if you’re legally allowed to market a product, you may still get push back from vendors. For example, Phoenix, AZ allows for billboard marketing of cannabis products (of course pending the content in the ad itself); however, some billboard vendors are unwilling to produce the prints for clients advertising cannabis.
As cannabis continues to roll into new markets as its legalized for medicinal and/or recreational use, it’s vital to stay up to date and constantly check regulations to ensure you are following current legal marketing practices. What’s true today can be false tomorrow., leaving your company at risk of being out of compliance Our best advice? Engage a skilled marketing agency that can advertise your content effectively and legally! Looking for one? You’re in the right place! Give Serendipit a call or drop us a line to see how we can provide your company with traditional and digital marketing solutions.