How to create AWESOME landing pages for panel recruitment?

ONLINE PANELSMany of the panel recruiters and companies I had an opportunity to discuss told about a unique problem they face – people click on their banner ads (which in most cases were pretty decent) but then don’t end up filling the recruitment questionnaire!! Imagine the plight of the ad network that is directing traffic to your recruitment landing page. I think the issue was in understanding the OPTIMIZATION techniques for your landing page. The article illustrates 5 tips for creating AWESOME!! recruitment landing pages.

TIP 1: SYNCHRONIZATION BETWEEN “CALL TO ACTION” AND “LANDING PAGE”!!

If your banner ad states “READ MORE” or “LEARN MORE” the respondents expect some more information to be provided before starting with filling the recruitment questionnaire.

In case you don’t have much to say it is better to write “JOIN NOW” – this point seems very small but it is very relevant – Don’t set expectations about something you are not backing up with.

Concentrate on the words your banner ads claim!!!

TIP 2: CONSISTENCY THROUGHOUT THE RECRUIMENT PROCESS!!

Again a relevant point in terms of USER EXPERIENCE – the tone of the banner ad should be carry forwarded to the recruitment landing pages. Many a times I have seen very creative banner ads but the landing pages they direct to are very dull & boring. Ensure that the creativity doesn’t end up with the banner ad itself. In fact now that you have got their ATTENTION through your banner ad it is all the more relevant to convert the potential leads into panel members through your landing page.

TIP 3: BE EASY ON READERS EYES!!

Alas! Maintaining the right balance is the most difficult task in the world!!

Either we make such a dull & uninspiring landing page that the visitor ends up closing the web browser or we pour so much of garish colors that for few seconds it becomes difficult to adjust to the brightness!!

But with the right tone of colors you can create a very soothing effect on the visitors to your recruitment landing page and in turn motivate them to fill the questionnaire.

The design of your landing page defines your professionalism – the reason why we wear branded clothes is the inner satisfaction we derive from the perceived brand value!! – If your landing page does not look professional I seriously doubt people will register with you and be associated with your panel.

TIP 4: CURTAIL DISTRACTIONS FOR THE RESPONDENTS!!

Some of us have the tendency of pouring so much information that it becomes a mess!!

If your recruitment landing page contains too much information it might confuse your visitors.

We have a tendency that if given too many options to choose from – we end up choosing NONE!!

Your landing page should be straight forward with a minimalist approach – the idea is to motivate the visitors to register with your panel base. Any information which does not lead to conversion should be avoided at best.

Another common practice is it to ask too many questions on the first go – ASK yourself do you divulge all your information to someone you have just met – NO!!! You should ask basic information and then follow up later with a detailed recruitment survey.

BUILD TRUST BEFORE YOU SEEK RESPONSES!!!!

TIP 5: INCENTIVES ON EVERY STEP!!

Some good panel companies do follow this step but unfortunately most of them DON’T!!

A panel recruitment process is a journey which a new visitor is undertaking and it is up to you how you motivate and encourage them.

Your landing page should be precise and award the participant with relevant incentives.

Ideally you should divide your recruitment process in several small parts and then distribute incentives for completion of every part.

Now you have a choice. You can comment, share, or implement. I prefer if you implement, but I’ll appreciate all three – Akshay Kanyal