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A well-designed landing page can be a game-changer in turning curious browsers into lead generation. From client engagement to data capture it is hard to imagine an effective campaign without a Landing Page. Curious yet? Let's unpack this secret weapon a bit more.
Table of Content
So What is a Landing Page?
In simple terms, a landing page is a dedicated, standalone web page created specifically for a marketing or advertising campaign. It's where your customers 'land' after clicking a link in an email, ads from Google or other platforms like social media. Its central purpose is to drive visitors to take a specific action - what we call a Call to Action - be it signing up for a newsletter, downloading an e-book or making a purchase.
Ok, what’s the Difference between a Website and a Landing Page?
A website serves multiple purposes, offering visitors full and complete information about your business, your team, your location, your products etc. A landing page is a single page targeted to a specific audience with one clear goal - a 'Call to Action (CTA)'. This could be anything from “Buy Now” to “Subscribe” or “Book a Call/Consultation”. Keeping it focused and relevant is the landing page purpose.
When do I use a Landing Page then?
If you intend to increase leads, sales or simply promote a new product or service, then landing pages are your magic ticket. They are designed to direct your visitors toward a single action. They read your content, be it in a social post, marketing email or ad and interact with it by clicking a link such as “Read More”, “Learn More” or “Contact Us”. This action takes them to your landing page, for all intents and purposes it looks like a web page but it isn’t as long or detailed. As we mentioned it’s relevant to what they have just read or clicked and it invites them to enter their details to subscribe to a newsletter for example enabling data capture or to book a call with you driving conversion.
Why Turn to Landing Pages?
Landing pages are conversion boosters. They are built with one specific aim – to encourage visitors to take a specific action resulting in data capture or lead generation. This focused approach means landing pages are the perfect tool to convert more visitors into leads compared to general website pages.
Top 10 Landing Page Best Practices
Simplicity Reigns: A clean relevant design keeps customers focused on the CTA.
Compelling Headline: Create engaging and appealing headlines.
Message Consistency: Make sure your landing page delivers on the original content.
Quality Content: Content should be relevant, of high quality and brand consistent.
Mobile Responsiveness: Your landing page should work seamlessly on all devices.
Persuasive CTAs: Make your CTAs clear, concise and compelling.
Include Testimonials: Social evidence, like testimonials, increases credibility.
Short Forms: Make it easy for visitors to complete your forms.
Test & Review: Use A/B testing to continuously improve your pages.
Page Security: Nothing could be worse than calling in to question your trustworthiness
Landing Page Pitfalls to Avoid
Steer clear of cluttered designs, unnecessary navigation links, complex and lengthy forms and overly technical jargon. Your goal is to make the visitor's experience as simple and straightforward as possible.
Always ensure your DNS Records are complete, page security and company trustworthiness are top of everyone’s radar for scams and nefarious sites, don’t accidentally fall into this category, you’ll never convince those visitors otherwise, nor will you be able to because they will most definitely unsubscribe from you.
The Ideal Number of Landing Pages
The more landing pages, the better. Ideally, each campaign, offer or product should have its own separate landing page. This ensures your content is relevant to each visitor and avoids confusion or mistrust. Are the scammers really going to go to that much effort and investment?
Measuring Landing Page Effectiveness and Key Metrics
Keep a close eye on metrics like conversion rates, bounce rates, time spent on page and page views. Google Analytics is a great tool to track these. If your metrics reveal a high bounce rate or low conversion rate, it's time to tweak your landing page design or content.
As with all marketing it’s important to maintain a realistic expectation on your ROI. Most SME’s are reluctant to spend the required budget on marketing and when reviewing the figures are disillusioned even more. But that is a lack of understanding of what those figures truly reflect or a failure to compare those figures to traditional old-school marketing techniques.
So what is a good conversion rate for landing pages?
Conversion rates can vary across industries, but in general the major review bodies state a good conversion rate is around 2.5%. It's worth noting, however, that the top 25% of companies are witnessing conversion rates of 5% or higher. Over 10% and it is exceeding expectations. Landing pages are integral to your digital marketing strategy, but to truly get the best results consider engaging a professional marketing agency to craft effective, custom-made landing pages which they will undoubtedly pair with Auto-Responders and Post Entry pages. Confused again? Read our blog on Multi-Channel Campaigns where we explain these tools of the trade and more.
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