A well-crafted landing page can be the catalyst that transforms potential interest into concrete action.

Here are our 10 Best Practices to ensure your landing page not only captures attention but also maximizes conversions when running Influencer Marketing campaigns with a focus on ROAS.

1. Utilize Vanity URLs

Incorporate the influencer’s name in your landing page URL. This not only personalizes the link but also enhances trust among the influencer’s audience. Keep it short and simple. This does not mean not using UTMs though :)

2. Create Influencer-Specific Landing Pages

Tailor your landing pages to include the corresponding influencer's name, image, or video, along with their testimonials. This strategy strengthens the connection and trust between the influencer and your product.

3. Focus on the Promoted Product

Direct users specifically to the product being promoted and showcased in the influencer's video, rather than to your homepage or a general purpose page. This product-specific approach reduces friction and leads directly to what the audience is interested in.

4. Offer Competitive Promotions

Ensure that the discount on your landing page matches with the call-to-action of the videos. Also, ensure that the influencer's offers and promotions are equal or better than all other available deals across all of your channels (emailing, retargeting, paid, SEM, affiliates, etc). This incentivizes users to take immediate action.

5. Provide a 25%+ Discount

An attractive discount, like 25% or more, can significantly increase click-through rates and aid in better tracking and attribution of influencer campaigns.

6. Emphasize Videos on Landing Pages

Design your landing pages to be video-first. Videos can engage visitors more effectively, leading to higher conversion rates. Include product demo videos, to move users from the Evaluation stage to the Decision stage within the Customer Journey.

7. Implement Auto-Applied Vanity Promo Codes

Use simple and easily spelled influencer-specific promo codes that automatically apply at checkout, simplifying the purchase process for users. Have users say "click on the link or use code XYZ" on the CTA.

8. Match the Influencer’s Language

Ensure that the landing page content is in the native language of the influencer’s audience to enhance relatability and comprehension.

9. Highlight High-Value Subscription Plans

When promoting subscriptions, showcase multiple plan options and focus on the highest value plan to encourage more significant returns. Pro tip: influencers are great at selling high-ticket products.

10. Leverage Social Proof

Incorporate elements of social proof such as user reviews, ratings, or number of products sold. This not only builds credibility but also harnesses the power of the community effect, often leading to higher conversion rates. Include an influencer testimonial or copy/paste a phrase from their video.

By integrating these 10 Best Practices from Day 1, your landing pages can effectively resonate with the influencer’s audience, ensuring that their journey from interest to action is seamless and compelling.

Final Note: The Crucial Role of A/B Testing

While implementing these best practices is a significant step towards optimizing your landing pages, the real key to maximizing conversions lies in A/B testing. It's essential to remember that every audience is unique, and what works for one influencer’s followers might not resonate as well with another’s.

A/B testing allows you to experiment with different elements of your landing page – from the headline and call-to-action (CTA) buttons to the layout and promotional offers. By systematically testing these variables, you can gather data on what combinations drive the most conversions.

For instance, you might test two different promotional offers or experiment with various styles to see which is more engaging. Even small changes, like tweaking the color of your CTA button or the phrasing of your discount offer, can have significant impacts on user behavior.

Remember, the goal of A/B testing is continuous improvement. It's about making data-driven decisions that refine the user experience and optimize the conversion path. Over time, these incremental changes can lead to substantial increases in the effectiveness of your influencer marketing campaigns.