Marketers working head-down on optimizing landing pages can start to get tunnel vision and view pages in terms of parts instead of a whole. When you’re focused on how adjusting individual elements can improve the page, you begin losing sight of what your true goal is: Connecting and engaging with your audience.
By zooming out, digital advertisers can develop emotional connections with customers by using a technique called conversion storytelling. This device not only improves the customer experience, it increases conversion rates and return on ad spend (ROAS).
What is conversion storytelling?
Conversion storytelling is developing and delivering persuasive, unique micro-stories designed to engage, delight, and convert prospective customers. The process includes planning campaign messaging across both ads and landing pages to ensure that every individual audience segment receives a customized, relevant experience—no matter where they are in the marketing funnel. To tell a compelling narrative on a post-click experience, present content like a good novel or movie does: Introduce tension, present a solution, and demonstrate resolution.
Conversion storytelling helps you meet crucial objectives: You serve customers by showing them information that they want, and you enjoy increased conversions, stronger brand impressions, and sustained brand loyalty.
How to leverage conversion storytelling on landing pages
There are three key ways to make conversion storytelling come alive in your landing page strategy: Tell a unique story, design pages that reflect the ad narrative and appeal to psychographic attributes.
1. Tell a unique story
Your landing pages shouldn’t be repositories for generic, cookie-cutter content. Rather, use them to construct cohesive narratives directed to a singular, deliberate audience.
There are various ways of telling a compelling story.
- Portray different perspectives based on persona. Have a variety of audience segments? Create custom pages for each one to forge stronger emotional connections.
- Modify based on keywords. Consumers demonstrate intent through their search behaviors, such as looking for a specific use case for a product or an alternative to a popular brand. Capture their attention by creating experiences that specifically address these intentions.
- Highlight differentiators. Frame how a product or service is better than the solution customers are used to. Demonstrating how and why your brand is an improvement to the norm helps customers understand why they need to buy your product.
- Present an aspirational view. Reflect a future state where customers are enjoying the benefits of working with your brand. Showing visitors exactly how their lives will upgrade is more likely to engage and delight than listing features.
Pixel’s ad-to-page journey is customized for a singular audience: Customers searching for computer-friendly blue-light glasses.
Visitors arrive at this customized post-click page built specifically for a professional audience interested in blue-light glasses.
Every element on the page—headlines, body copy, and hero image—work together to explain how Pixel’s glasses help people who stare at digital screens all day. The page creates a focused and unique experience for an audience interested in blue-light protection.
2. Design to the story
Instead of designing each page element individually, think about how they all contribute to the page’s narrative. Here are some additional tips on how to do that:
Maintain a consistent message from the ad to the landing page. Stay focused on what prompted visitors to click in the first place if it’s a search ad, message match by carrying over keywords. With display ads, personalize the post-click experience with the same colors, images, copy, and fonts, so customers experience a seamless narrative.
Arrange images and copy to create a logical narrative flow that guides visitors from their initial interest in the ad toward a cohesive post-click story with as little friction as possible.
Pela’s ad-to-page journey is a great example of narrative flow. The ad campaign begins with a search ad promoting its Lomi home composter.
The search ad refers to “gross” food waste, a message that’s carried over to the post-click page. This narrative flow ensures visitors that they’re in the right place.
Social proof follows in the form of customer testimonials and a statistic on the number of customers who have already preordered the item to establish early in the experience that the brand is worth the investment. Finally, a video showcases how the composting machine works. The page effectively engages customers by introducing content from the most relevant information to more in-depth details.
A key part of using design to enhance conversion storytelling is presenting a clear information hierarchy to preempt questions and objections—without stripping visitors away from their emotional connection to the story. This process involves three core narrative components: Tension, solution, and resolution.
- Present the tension. Why does this problem matter? How does it affect the customer? Stressing how this issue impacts them gives them a reason to engage.
- Offer the solution. Clearly and quickly illustrate how you can help (more than competing solutions).
- Come to a resolution. Show how customers have benefitted from your product or service and relieved the pain points established under “tension.”
Armoire’s landing page is a great example of a clear information hierarchy. The ad journey begins with a search ad titled “By Women, For Women – So Long, Sweatpants.”
The post-click page orders content to preempt customer questions about the service and present a compelling narrative: Why does this matter? How can you help? Who has benefitted from your solution?
First, the page carries over the same headline from the search ad, “So long, sweatpants,” which addresses customer attitudes about having a dull closet selection.
Next, Armoire offers the solution in a step-by-step section that succinctly describes how customers can level up their wardrobe with Armoire’s clothes rental services. Further down the page, the narrative comes to a resolution, presenting testimonials reflecting how Armoire’s services have improved customers’ lives.
Formatting the information in this order answers audience inquiries while providing a personalized narrative that is engaging and effective.
3. Appeal to psychographic attributes
Consumers respond positively to advertising messages that make them feel like the brand sees them as people and not just data points. Ads that do this well don’t rely only on demographic data. They also speak to customers’ attitudes, values, and interests. This kind of information is called psychographic data.
Psychographic data includes things like how people feel about environmentally friendly materials, or whether they value efficiency over cost, or even how enthusiastic they are about outdoor activities. Segmenting audiences based on this psychographic data allows you to connect with your audience in a way that makes them feel like you “get them.”
One way you can leverage psychographic data is by using page elements to show how your target audience would benefit from using your product or service. For example, write emotionally appealing headlines to establish how a particular persona’s life will be better—a message they’ll spot the moment they arrive.
Olive & June’s landing page uses an emotionally appealing headline that addresses a particular audience attitude. The ad narrative begins with a Facebook ad personalized toward nail-painting newcomers.
Customers arrive at a post-click experience tailored toward beginners.
The headline “Change your nail game” frames how the company’s manicure system can help customers become proficient self-manicurists. Rather than emphasizing the product’s features, the headline appeals to visitors’ interests in upgrading the quality of their home manicures.
To summarize, marketers can leverage conversion storytelling on landing pages in three key ways: Craft a unique narrative experience for a specific audience, design the page to tell the story and appeal to psychographic attributes.
Receive a free conversion analysis
Curious what conversion storytelling might look like on your landing pages? Let Postclick perform a free conversion analysis including a live page review, an audit of your ad campaigns, page performance and speed insights, and a competitive benchmarking report. Request your free conversion analysis here.