BUS410 - The Kent’s Camera Castle Landing Page Optimization Project (8/2/2021)

 

The Kent’s Camera Castle Landing Page Optimization Project

https://cc5498e9.wishpondpages.com/landing-page-2641696/

            A marketing campaign only has one goal which is the purpose and focus of the landing page. Seven critical principles of conversion-centered design are: attention, context, clarity, congruence, credibility, closing, and continuance (Larson & Draper, 2020). The manager of Kent’s Camera Castle wants to increase the sales average to from one-half camera per day to five per day and a conversion-centered design will improve these sales metrics.

            Crowded and cluttered pages with unnecessary content create high attention ratios. The attention ratio is the number of actions a consumer can do on a website versus the action that the campaign wants the consumer to take (Stukent, 2015). The landing page should include only one call to action to keep the focus on the campaign’s goal (Larson & Draper, 2020). The original landing page had a small attention ratio around nine to one, but it included some unnecessary information, which was removed from the edited version. The original landing page had no wow factors, but the addition of the video commercial from the GoPro Company creates excitement to purchase the product with adrenaline-inducing music and user clips while demonstrating the product’s features. Now the first thing a consumer see when viewing the landing page is an exciting video advertisement about the GoPro Hero 8, the tagline, and an option to purchase it immediately. The video explains more visually than text can and it involves less thinking and processing from the consumer. The header and footer contains the product reviews, forms of payment, and access to the cart all designed so the landing page answers all of the consumers’ questions on one page. The social media icons and other products advertised on the original page were removed to promote the GoPro Hero 8. The attention ratio for the new landing page is five to one.  

            The color on the original page and the tagline were inconsistent with the display ads. The different shades of pink, purple and teal did not match the dark blue, black and light grey in the display ads. Blue, black, and white is the primary color scheme of the text and backgrounds. Some of the original wordy text was removed and the tagline “Capture & Share Your World” was added. The company name was altered to match the company’s logo on the ads so that it is clear for consumers that they have reached the correct page. The majority of the elements on the landing page are congruent with the ad campaign. Around 90 percent of consumers trust recommendations from other consumers (Stukent, 2016). The page includes a link to reviews and encourages consumers to provide their own to establish credibility. Closing is using positive words in the call-to-action near to the click trigger (Stukent, 2015). The phrase “Order today and share your next adventure” is directly above the “Add to Cart” button to influence the consumer with positive encouragement. The revised landing page will encourage people interested in GoPro products or the GoPro Hero 8 to convert.

                                                                     References

Larson, J., & Draper, S. (2020). Digital marketing essentials. https://www.stukent.com/

Stukent [Stukent, Inc.] (2015, May 20). 7 principles of conversion-centered design with Oli Gardner of Unbounce [Video file]. https://youtu.be/w87hTii1Dao

Stukent [Stukent, Inc.]. (2016, June 22). Social Listening - Tori McCllelan - Stukent expert session [Video file]. Retrieved from https://www.youtube.com/watch?v=-v68OzIu5R4