Football

5 Landing Page Conversion Tips from the NFL

Are you ready for some football? Are you ready for some paid search landing page optimization tips? I know, it’s not quite the same, and yes that was a little corny, but the NFL is back with preseason football and it has me in a football mindset, even when it comes to SEM.

Preseason football isn’t always the easiest to watch, but you can see in detail how an NFL offense functions as 11 individuals working in concert, handling different responsibilities, executing a specific plan, as they look to move down the field to score. Missed assignments, poor execution, lack of effort can all result in missed opportunities as teams look to test players, schemes, and play selection. In a lot of ways, this type of approach getting ready for the NFL season can help you think about your paid search landing pages.

Here are five football catch phrases and clichés to keep in mind as you get your pages ready for the fall.

  1. “Do Your Job” – A familiar catch phrase of Bill Belichick and the New England Patriots (my hometown team). On every NFL play, each of the 11 players has a defined and very specific job to do.  There is no time or space for extraneous motion. Apply that thinking to your page by making sure that every sentence, image, or link serves a clearly defined and specific purpose.
  2. “Go with What Got You There” – In this case, go with what got your potential customer there. Through your paid search ad, a potential customer has already decided you might be just what they need. Stick to the game plan and make sure that your landing page immediately reinforces that they are in the right place to meet that need or solve their issue.
  3. “The 2-Minute Drill” – This is when teams usually run their no huddle offense because time is critical and they want to score quickly. For your landing page, it should be called the 20-Second Drill because by some studies that is as long as most users stay on a web page before leaving. The more content you ask a user to read or the more scrolling you need them to do, the more you waste critical time that can end up in an abandoned conversion. Keep your headlines concise at the top of the page. If you have a five-sentence brand positioning statement, see if you can say it in three sentences to keep driving down the field towards conversion.
  4. “They lead the NFL in Red Zone Efficiency” – For those that don’t know, the red zone is the area inside the 20-yard line to the end zone. NFL teams that are very efficient in the red zone score a lot of touchdowns. On your landing page, the red zone is your conversion form. You are at the cusp of scoring a conversion, so make it as easy as possible for your potential customer to take action. Do you need to collect an address and a phone number when just an email will do? Does the suffix selection matter? Even a little thing like selecting “Mr.” or “Ms.” or “Mrs.” can be that one extra step that makes a user decides it’s not worth taking the time to complete. Be efficient in your red zone.
  5. “Let’s see the highlight” – Acrobatic catches to big hits; NFL.com and ESPN.com are full of highlight clips that you can watch and share. For your customers, and for your brand, a conversion should be a highlight reel. Make it easy for them to Tweet, Like, Email, or Pin and share it with their friends and networks. It lets them take pride in their action, positions them as having inside information and sends a strong message for your brand.

– Sean McCarthy, Director of Client Strategy

Photo Credit: NFL