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Converting Clicks into Clients: Unveiling the Power of Landing Pages

In Conversation with Alex Lloro

For this episode of E-Coffee with Experts, Ranmay Rath interviewed Alex Lloro, Managing Director & Digital Marketing Consultant at All Marketing Services, a digital marketing agency located in Washington, District of Columbia.

With over 25 years of experience in the field, Alex takes us through the journey from the early days of digital marketing to today’s Google Ads dominance and the iPhone era’s impact. Explore the fusion of AI and human expertise shaping the future of marketing and learn the secrets behind crafting captivating landing pages for maximum engagement and conversions.

Watch the episode for invaluable insights!

Landing pages are where psychology meets design, directing the symphony of user actions.

Alex Lloro
Managing Director & Digital Marketing Consultant at All Marketing Services
Alex Lloro

Hey, hi, everyone. This is Ranmay here on your show E-Coffee with Experts. Today we have Alex Lloro with us, who is the Founder and Managing Director at All Marketing Services.

Welcome, Alex, to our show.

Thank you so much Ranmay, for having me in.

Great. Alex, before we move forward and talk about your journey, I request you to introduce yourself and all marketing services to our audiences.

Sure. I’m Alex Lloro. I’ve been in the digital marketing space almost forever. I designed my first web page in 1995, so it’s been 28 years ago. I’ve always been related to the Internet world, first more on the IT side of the business and since two-parted marketing, I created my first agency in Spain in 2008 and I moved to the US in 2013.

Okay, brilliant. You did mention you started way back. With over 25 years of experience in the digital marketing space, you undoubtedly must have witnessed so many significant transformations in the digital marketing landscape. Could you please share a few key milestones from your past experiences and those game-changing moments in the digital marketing industry?

Obviously, in the last 28 years, I’ve seen a lot, but let’s focus on… Because we do a lot of advertising. We focus on advertising, Google Ads mainly, but on social media, advertising, Facebook, Instagram, and LinkedIn. We have Google AdWords. Currently, Google Ads in 2000, had a big moment in the digital marketing space. It has changed. At that moment, it was just a small box on the right. Right now, advertising is almost the first page of Google is full of advertising on the maps, Google Ads, and local service ads. You’re not seeing organic results. You have to go and scroll down because above the four is everything about to happen. That started around 2000. So that was a big moment. But I guess that the most relevant moment was in 2007, with the appearance of the iPhone.

Iphone changed everything. We used to work with big screens, and right now most people do everything from their iPhones. Even having meetings, scheduling calls, and buying things. People don’t use a computer maybe for working in their office or maybe in their home office, but you spend three, or four hours a day with your iPhone or your Android, whatever you’re using. That was a very significant moment for sure. And also the blooming of social networks a couple of years after. Of course, they saw that Google was making money through ads. They decided that they had to launch also ads on the social networks of Facebook ads, then Instagram, and LinkedIn. For us, those are having a great, and obviously, AI is taking the space. You have a ton of ads that are simplifying the life of marketers and companies in general. Right now it’s much easier to create at least, a good landing page. If you just provide some inputs for your ads, if you have to prepare a Presentation.

Chat GPT and those AI, they’re not used to simplifying the lives of everyone, we have to take advantage of that. But always we have to keep in mind that we are talking to humans, not to machines. We don’t have to forget about that human touch in all the content that we create for our landing pages or our ads. And of course, the last stage that I would say that is relevant is the privacy policies in Europe, or they already have GDPR. In the US, some states are starting to work on similar things. And the problem is that every state is different. So in the next few years, we are going to have to deal with 50 different privacy laws in the US only, plus Canada, plus many other countries. So it’s going to be challenging. And obviously, third-party cookies are going to be another challenge in the next couple of years.

True. You did mention AI. What is your take? Interesting times, obviously, but where are we headed? You did mention about the end consumer is a human. You need a human touch to present or write that content, which I cannot agree more with, and it’s there to stay. So where do you think we are headed?

It’s just I don’t think that AI is going to replace people because of that human touch that I mentioned. We still need to review. If you are working on an affiliate website and you are doing affiliate marketing and you need to generate hundreds of pages every day, AI is a huge help. Those pages are not quality, it’s just about gathering information and so bring that all together in a page and then the links for the affiliate insights. So maybe for affiliate marketers, we are going to see a blooming of more affiliates besides but Google can identify those types of insights. So if they are not giving something new, they provide a piece of better information than others, they are going… Right now you are seeing a lot of case studies on LinkedIn. How we generated one hundred and maybe two with AI and we rank on the first phase of Google. Maybe you could do that right now for low-taste keywords, but in the future, Google will identify that. If you don’t provide any value, any additional value that you are gathering information from different sources, those pages are not going to rank anymore. Right now we have seen that growing, but in a couple of years we need to provide that human touch that will make us different.

If not every marketing agency, every planning website, will be the same.

Agreed. You did mention PPC. If I were to ask you a quick point on this, what is your take? SEO versus PPC. What do you suggest to your clients?

We stopped offering SEO a few years ago because it is complicated to manage the expectations of the clients waiting six months until you start ranking. Google is right now showing so many ads, local service, ads, and regular Google ads. People don’t read. You can be number three, number one, or a given keyword on Google, and your traffic is a third of what it used to be like three, or two years ago. That’s why we decide to focus on advertising because with ads we can provide results from today to our clients. We don’t have to wait a few months to do a lot of work. Sometimes your competitors are doing the same work and it’s really difficult to talk around those alternatives. That’s why we focus on Advertising.

Great. You mentioned landing pages. Designing landing pages can be so challenging at times to strike that blend of having that content in place and also make that decision making from a consumer perspective. If you could shed some light in terms of how you balance that equation of having the right content in place, being informative, and at the same time ensuring that the consumer looking at the website decides to purchase the product or the service of your client.

Sure. You have to always do some research about your audience and target your audience. If you’re targeting three, or four different audiences, you have to create a specific landing page talking about the pain points that each of those audiences may have. Imagine that you are targeting law firms, architects, and web design companies. The needs of a web design company are completely different from a law firm. You should create a landing page talking about the pain points that a law firm may have when acquiring clients on the internet, one for the architects, and one for the web companies. And always focus on pain points and how you can solve those. Don’t talk about theater, don’t talk about what you do. Always talk about the problems that your potential clients may have and what they are looking for.

Absolutely. What are some of the common mistakes which new businesses do while creating a landing page? Let’s say they have yet to hire a top-notch agency.

First, and above all, we are talking about running advertising. The first mistake is not about landing pages because they don’t have what? They send the traffic to the home page. And that’s one of the biggest mistakes that we have seen since digital advertising started. The home page of our website is not designed to convert. It is your presentation to the world, it’s informative.

But you are not trying to convert those people that are visiting that page. You need, first of all, specific landing pages. Second, you have to target, as I mentioned before, depending on your audience. It’s not just about the content, it’s about the color scheme that you may use. It’s not the same if you are targeting young people, if you target seniors if you’re targeting women, the colors that you can use, and the graphics that you might use are completely different. The example of the no-films and the architect. Architects are creative. The colors that you can use, the illustrations that you might use are more.The look and feel should be more modern. While a landing page targeting low terms, it must be more traditional. Depending on your audience, you must target not only the content, not the pain points, but also the colors, the graphics that you’re going to use, and the look and feel.

Yeah, absolutely. In a landing page, both the visual content and the page copy play a very important role in driving conversion. What are your top tips to our audiences tonight in terms of selecting those visuals that resonate with their target audience?

These words are relevant, but in the end, you have to use things that are relevant to your client. That is a word that we have between web designers and people more focused on user experience. Because sometimes web designers, they want to sell their company and their clients that they are very creative and they try to overcomplicate everything, and that doesn’t work. In psychology, we have Jacob Slaw, and he was named after Jacob Slaw, and if people are used to working a given way, don’t change that. And work designers to show creativity, try to, okay, instead of putting the logo on the top left, we are putting it in the middle. Instead of a menu, we are going to the barger on the right. On that desktop, there is a big mistake. You are adding fiction. So your conversion rate is going to drop because of that. Because people must realize that there is a menu that they have to click there and then find the option that they are looking for instead of presenting that directly on a cell phone where your screen, space is much limited. It’s a good practice, but not on a desktop.

Yeah, absolutely.

The simplest design usually covers the better. If you overcomplicate it, you are adding a lot of friction, and that was a huge impact on your conversion rate. Those failures with a slide that you have to scroll and they go from left to right instead of down, okay, they are nice, they can win a prize, but they are difficult for the user to navigate. Until they realize how to browse that page, you’re missing a lot of people. Even on our page, when people have had some visits to your site for the first time, you have some people say, ten seconds, and that’s right, it’s about seven seconds. The irrational part of your brain decides if they like that page if that’s the content that they see, and in seven seconds, you don’t pass the above content. So in seven seconds, you are deciding if that is the right page for you or not. What many people don’t know is that the irrational part of the brain needs less than one second to make that decision. The irrational part of the brain in the first second has a huge impact on the decision that the person is going to make in the next seven seconds.

If we are very complicated, if we put a lot of content and different content, in one second your brain gets blocked. That’s why we try to focus always on simple designs, nice designs, of course, but always trying to reduce the cognitive load that people need to use in that space to take the action that they want; buy the product, send a form, ask for more information, then download in a white paper, whatever the action that you want them to take on the landing page.

Yeah, I can’t agree more. It’s more like billboard advertising wherein you just got those first 3, 4, 5 seconds where you’re just zipping through. If it clicks, it clicks. If it does not, then you bounce off that page. It is very important, like you mentioned, a very simplistic approach in terms of what exactly you want to present to the consumer, which has landed on your website after putting those search terms or clicking on your ad, whatever. Those first few seconds are so crucial for any particular business. Very nicely mentioned and I appreciate that. Great. Alex, thank you so much for taking out time for this podcast. We have been trying to do this for some time now and I’m glad we did it today. Before we wrap this up, just a quick note, where do we find you? Where do audiences find you?

Okay, you can reach us at info@allmarketing.co. Yes. Co. No M at the end, of our page, we offer a free consultation so people can visit all marketing.co and they can read throughout the way we pay.

Super, yeah. Thank you once again, Alex, for taking the time to do this. Appreciate it.

Sure. It was my pleasure. Thank you for inviting me.

Great. Thank you.

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