Mastering Cannabis Landing Pages: Tips to Increase Conversion Rates for Programmatic Display Ads

A Step-by-Step Guide to Create Cannabis Display Ad Landing Pages That Convert

Step 1: Define Your Goals

• Determine the primary goal of your landing page. Is it to generate sales, capture leads, or promote a specific product?
• Clearly outline your objectives to ensure your landing page aligns with your business goals.

Step 2: Understand Your Target Audience

• Identify your target audience demographics, preferences, and needs.
• Use this information to tailor your landing page design, content, and messaging to resonate with your target audience needs.

Step 3: Craft A Compelling Headline and Hero Section

• Create a clear and concise headline that grabs the visitor's attention and communicates the unique value proposition of your product or service. Hint > develop a single sentence of what your product is, who it is for and an appealing screenshot, or a looping & muted video. Here are some examples of strong headlines.
  • “XYZ CBD oil is formulated for athletes who refuse to let pain hold them back from reaching their full potential."
  • "Blissful Dreams sleep aid. Created for busy professionals who struggle to unwind and achieve restful sleep after a long day."
  • "Glow Organics skincare. Designed for environmentally conscious individuals who believe in the power of clean, natural ingredients for healthy and radiant skin."
• Don’t forget to include a purchase button, or clear CTA for what you want visitors to do on your site.

Step 4:  Solve Your Customer Pain Points

• Write persuasive copy that clearly communicates your benefits and features, or highlights the problem you are solving with your product or service. Think about what sets your offer apart? Why should individuals opt for you in lieu of competitors? What's your distinct value proposition?
• Use bullet points, subheadings, and short paragraphs to improve readability.
• Include a strong call-to-action (CTA) that prompts visitors to take the desired action.

Step 5: Use Social Proof and Testimonials

• Include customer testimonials, reviews, or case studies to build trust and credibility.
• Display trust badges, certifications, or awards to further validate your product's quality.

Step 6: Integrate Clear and Compelling CTAs Throughout Your Landing Page

• Place prominent and visually appealing CTAs (calls to action) and buttons that stand out from the rest of the page.
• Use action-oriented language on the CTA button, such as "Buy Now," "Sign Up.”

Step 7: Seal the Deal with an FAQ Section

• Solve any lingering objections, uncertainties, or hesitations on consumer minds.
• This is where your FAQ section comes into play, aimed directly at addressing potential purchase objections. Your website might house a more comprehensive FAQ page tailored to customer service and support, but remember, this landing page is solely dedicated to sealing the deal.
• Employ each question to anticipate objections and then provide a compelling counter argument.

Step 8: Keep it Clean! Create a Visually Appealing Page Layout Design

• Choose a clean and professional design that enhances the user experience.
• Use high-quality product images, videos, and graphics to showcase your product.
• Maintain a consistent color scheme and typography that aligns with your brand.

Step 9: Incorporate Trust and Security Elements

• Display secure payment options and SSL certificates to reassure visitors about the safety of their personal information.
• Include trust symbols, such as money-back guarantees, or free shipping icons to reduce purchase anxiety.

Step 10: Implement a Responsive Layout

• Ensure your cannabis landing page design is mobile-friendly and responsive across different devices and screen sizes.
• Optimize page load speed to prevent visitors from abandoning your page.

Step 11: Implement Tracking and Analytics

• Install tracking codes, such as Google Analytics, or other ad pixels (depending on the ad type), to measure the performance of your landing page.
• Monitor key metrics like conversion rate, bounce rate, and time on page to identify areas for improvement.

Step 12: Continued A/B Tests and Optimize

• Regularly test different elements of your landing page to identify what works best for your audience.
• Test variations of headlines, visuals, CTAs, and overall layout to improve conversion rates.
• Make data-driven decisions based on the insights gained from analytics and testing.

Cannabis Landing Page Optimization: Increasing Conversion Rates

As you venture into the world of crafting effective landing pages, remember that each element plays a significant role in shaping the user experience and driving eCommerce conversions. By diligently defining your goals, understanding your audience, and implementing the landing page best practices outlined in this guide, you can create pages that convert for your cannabis programmatic display ads, and achieve your desired outcomes.

Your landing page is not merely a one-time creation; it's an ongoing process of refinement and optimization. Continuously assess the performance of your landing pages through tracking, analytics, and A/B testing. Embrace the data-driven insights gained from these efforts to make informed decisions and fine-tune your approach. With dedication and strategic thinking, your landing pages can become a cornerstone of your online success, consistently delivering results and engaging your audience.

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Looking for other ways to advertise your regulated business online? Learn how to launch geotargeted programmatic ad campaigns, put together a fully integrated digital marketing strategy for your dispensary, and make sure your business stays compliant with our State by State Cannabis Advertising Regulations ebook.