Want to drive traffic, build your brand and email data base, and increase conversions? Consider using landing pages within your website. Just as your website contains information that influences a visitor’s decision to take action, a good landing page will do the same. Landing pages, however, are a different tool than web pages of a site. They are not for general use, and do not look like the other web pages. Landing pages are built to drive traffic for a specific marketing campaign goal. They lead customers to a specific product, service, or offer, and encourages them to take action.
Landing pages benefit your business because more conversions typically lead to more customers and more money for your business. Other benefits include:
- Landing Pages Directly Support Your Business Goals – Landing pages can be catered to the specific goal you are targeting – reaching a new niche market, promoting a new product, or getting new customers. You are able to measure success with relation to that goal.
- Landing Pages Increase Conversions – A landing page sets up a clear action for users to take – download a whitepaper, request a consultation, or make a purchase – and makes it as easy as possible for them to take that action. As a result, you will see more of that action being taken.
- Landing Pages Generate Data and Insights – When linked to a specific campaign, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing.
A/B test different landing page elements to see what’s most effective. You may compare the effectiveness of a video versus a picture, try different tones, styles, and vocabulary, or tweak button colors and copy. These insights can help refine your campaign strategies and improve your effectiveness overall.
- Landing Pages Can Grow Your Email List – Common practice is for landing pages to contain a form that asks for a user’s information, such as name, email address, phone number, or company. If you use a form on your landing page that asks for email, your landing page can then benefit your business by growing your email list. Be sure to have an auto-reply email prepared to be delivered once the potential customer submits their information.
- Landing Pages Increase Credibility – The landing pages will be focused on one particular task or objective. When a user feels like the course of action is clear and you are helping them to achieve that course of action, they recognize that you understand their problems and have put thought into creating the best process for solving them.
So what are some quick tips for using Landing Pages? Here’s our top-ten:
- Ensure the primary headline of your landing page matches the ad visitors clicked to get there. Every element of your page should be aligned with the ad visitors will see.
- The landing page should have a single purpose and thus a single focused message.
- Make your call to action (CTA) big and position it “above the fold.”
- Show your product/service being used in context.
- Use video. It’s been shown to improve conversion by up to 80%.
- Use real testimonials for authenticity.
- Provide a free trial. Try-before-you-buy is a standard and expected feature.
- Provide a guarantee to reduce or remove any risk.
- Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better measurability (which channel performs best.)
- Segment by user type: don’t send offers about men’s health products to the ladies on your email list.
If you need assistance with your campaigns and using landing pages, please let us know. We love helping small businesses and organizations find success through their marketing. Contact us here.