If you are offering your guests free WiFi, then you already have a tool that can immensely improve your marketing, operations, and overall customer experience. Offering free WiFi is a great benefit to your customers, and it has become a customer expectation more than an amenity. With a simple change, you can discover the business-boosting power of WiFi marketing and analytics. And it all starts with your WiFi landing page.
What is a WiFi Landing Page?
When customers visit your place of business and attempt to log into the guest WiFi, they can be directed to a specific web page. This is your WiFi landing page, also known as a captive portal. Its purpose is to require a user to enter information, such as their name and email address, before they can access the internet.
From the guest perspective, the WiFi landing page is simply a login page to the internet. But from the business owner perspective, it is a very simple way to build a large customer database. Likewise, the information can be used for automating marketing efforts and making better operations decisions.
Many restaurant and retail store owners and operators will not put much thought into their WiFi landing page. Some do not utilize a landing page at all. But this is a huge oversight that is costing your business money.
With a customized, optimized landing page, your business and your customers can benefit.
How To Optimize Your WiFi Landing Page
When creating or optimizing your WiFi landing page, there are some important things to keep in mind. Doing so will help you create brand loyalty and drive more revenue.
The first thing you want to remember is to keep your brand consistent across all public-facing channels. This includes your WiFi landing page. Brand consistency helps build customer loyalty and helps solidify brand recognition. It fosters trust and confidence in your brand.
Brand recognition brings your business to the next level. According to an article by Forbes, consistent branding across all channels increases revenue by 23%. In today’s competitive environment, consumers have grown to expect consistency. 3D Digital reports that 90% of users expect to have the same branding across all platforms/channels.
So, ensure that your WiFi landing page maintains consistency with your brand. Make your logo prominent, use your brand colors, and speak in your brand voice.
Readable on Various Devices
Today’s consumers view internet content on various devices – laptop or desktop computers, tablets, and smartphones. For this reason, you need to make sure that your page is responsive. This means that it will be presented differently on different screen sizes.
For instance, when it is viewed on a smartphone, the screen is obviously a lot smaller. If you were to present the same page as someone sees on a laptop screen, the text would be too small to read, and it would be difficult to navigate form fields and hyperlinks. So, you present a page that fits on a smartphone screen with larger font size and form fields.
This makes the user experience much more streamlined and easier-to-use.
Use the Right Imagery
If you are going to use images on your WiFi landing page, you need to make sure they fit your brand, as discussed above. But there are other considerations.
The image should be of very high quality. When users zoom in on the image, it should be crystal clear and in focus. In addition, the image should be large enough to fill the entire width of the page.
The image(s) you choose for the page should be actual images of your food or place of business. Visitors will know when you just take a stock image off the internet. With today’s smartphones, you should be able to get a high-quality image to use on your WiFi landing page for little to no cost. You can also hire a photographer to take pictures of your food and atmosphere, and they can be used for future landing page changes, or for marketing collateral.
The primary purpose of your WiFi landing page is to capture customer contact information, so you want to make sure the login form fields are prominent. You should also provide the ability to login with Facebook, LinkedIn, or other social channels. It should be as easy as possible for users to log in.
Also, you can use your page for other opportunities. For instance, you can use the page to advertise a special deal, or event. You could also provide a link to your mobile app, ask for a rating, link to your social media accounts, and publish any content you want to write for the page.
Remember to keep user experience very simple, and maintain your branding.
Don’t Forget Social Media
You should always have the option to allow your customers to login using a social media account, like Facebook. This has two advantages. First, it is faster and easier for your customer, which improves the user experience. Secondly, if their social media setting allow, you can gather even more data about the customer, such as their age or gender. This will allow you to target them much more easily in your targeted marketing campaigns (discussed below).
At the same time, it can be used to promote your social media channels as well. For instance, you can link to your Facebook, Twitter, Instagram, or any other account, and ask them to follow you. This can be done on your WiFi landing page, or on the page the customer is taken to after logging in.
Clean and Validate Your Data
Many times, customer will enter a fake email address. When this happens, you will end up sending marketing messages to those fake email addresses. Obviously the email will not be opened or clicked. This leads to skewed statistics and makes it impossible to run campaigns that are effective.
Make sure that your WiFi landing page has the ability to clean data in real-time as the customer is attempting to login. If they enter a fake email address, a message will appear letting them know that they must enter valid information. This can also be done with birthdays, postal codes, and area codes if you decide to require those on your page.
Integrate with Other Platforms
In today’s connected society, it is important that your WiFi landing page integrate with other technology platforms you are using. Bloom Intelligence gives you the ability to integrate with third-party software to develop a truly integrated WiFi marketing and analytics strategy to grow your business.
For example, if you use Mailchimp or Emma as your current email marketing platform, you can configure the software to integrate with those platforms and send the customer contact information to them.
The primary integrations of the Bloom platform center around the major email marketing providers. This includes solutions like Mailchimp, Emma, Constant Contact, and iContact. When you integrate Bloom with any of these email platforms, any new email addresses that you collect through Bloom will be automatically sent to your email marketing platform.
Bloom also integrates with Paytronix, a leading customer loyalty platform, Fishbowl, the leading data, marketing and analytics solution provider, Mailerlite, and Lift361.
Customer activation is the act of motivating a customer to take an action. You can use your WiFi landing page real-estate to do this. This means including other customer-engaging sections to your landing page, or to the page that customers are redirected to when they click the Submit button.
For instance, if you have a mobile app for your business, this is a perfect chance to ask your customers to download it. One of the toughest ingredients to a successful mobile app is getting downloads. Why not use your WiFi landing page to increase downloads?
Or, you can use the space to advertise things like special events, menu specials, new menu items, gift cards, or upsell appetizers and desserts.
Do you have a customer loyalty program? This is another great opportunity to let your customer know about it.
Use The Data You Collect
Since your WiFi landing page collect customer contact information, you can use it to build your customer database. Once you begin building your customer database, you should be using it to market your company and your brand.
Bloom Intelligence includes a cutting-edge automated marketing suite of tools that allows restaurant and retail chains the ability to market to their customer based upon their behavior and demographics.
For instance, you can create an automated marketing campaign to deliver a marketing message whenever a first-time WiFi user leaves your place of business. The message could contain a rating request, or a coupon for a future visit, or a simple thank you message.
There are countless ways to use Bloom to increase customer loyalty and spend, lower operating costs, and improve your bottom line.
To see it all in action, schedule a free demo or call us at 727-877-8181.
A No-Brainer For Anyone
“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price. In addition, we’re able to communicate our new product promotions by using the landing page as a digital billboard. A “no-brainer” for anyone working with limited Marketing $$.”
~ Bob Cross, Vice President of Operations
Atlanta Bread Company