You may have found yourself asking how you can best optimize your landing pages as you try to nail down the most important and effective ways of increasing new and qualified leads. This isn’t surprising as we’ve found non-performing landed pages to be one of the biggest problems marketers face.
Landing pages, and specifically great landing pages are crucial to your digital marketing efforts. While landing pages have a couple of different definitions, we define them as a standalone web page that is designed specifically to support marketing or advertising campaigns. For example, a landing page might be created for a Google AdWords campaign that you are running to promote an e-book you’ve created.
If you’re wondering why great landing pages are important, it’s because they are your brand’s first impression on a potential lead. If it isn’t informative or enticing enough, these visitors could “bounce” from your site quickly, meaning they leave after only a few seconds. So how do you prevent potential customers from bouncing? Create enticing and relevant landing pages!
Having an awesome landing page will help you meet many of your marketing goals.
Savvy marketers know that the hard work doesn’t end once you’ve managed to get visitors to your website. The next big step is to convert them into actual leads for your business! Landing pages can offer insights into the effectiveness of your marketing offers and messaging, help you to understand which prospects are engaging, collect information about these prospects, and ultimately drive sales.
Ideally, you want to offer the visitor something in exchange for coming to your site – or at the very least some guidance on what they can expect from your business. Using a landing page effectively has several benefits, and you are only a few steps away from unlocking that potential.
What we’ve found is that one of the biggest problems companies face with non-performing landing pages is that their landing page lacks a clear focus on one particular goal or call to action. By having too many offers on one landing page, it is highly likely that you will confuse visitors and cause them to lose interest.
It’s key to create landing pages that focus on only one offer or solution; this way, your users don’t lose sight or get confused.
While gathering information about potential leads may seem obvious, you’d be amazed how many landing pages fail to do this. While you should definitely incorporate gathering information into your landing pages, research shows that you should only collect the bare minimum amount of information that you need in order to ensure high form completion rates.
Once you’ve captured their information, have a plan in place of how you would like to use that information. Whether you decide to start sending your weekly newsletters to these new leads or sharing promotion codes for discounts, create a strategy that ultimately converts these leads into actual sales!
When creating landing pages, you’ll want to ensure you are creating content that your consumers want to engage with. The best offers pull users deeper into the sales funnel.
Some e-commerce sites offer coupons to incentivize form completions, like offering 10% off a customer’s first order in exchange for their email address. This is likely to work most times because even if a potential customer doesn’t already have their eye on something on your site, the thought of a discount will cause them to browse your selection because they want that 10% off.
Sites like HootSuite often give visitors the option to download some sort of social scheduling template or blogging guide in exchange for the visitor’s email addresses. For their audience, the template or guide is information they are curious about and are willing to provide their email address to have access to. Using your own collateral to develop consumer relationships is a valuable way to utilize landing pages and create new, loyal customers.
The call to action (CTA) is what you want visitors to do. Whether your CTA is; Shop Now, Sign Up, Watch Video, or Contact us, it should be clear and attractive to your target audience.
Because these landing pages are the first thing they will see, and they are often quick and actionable, you are likely to catch customers willing to give their attention to your call to action! Something to keep in mind is to ensure there only one clear call to action on the landing page – don’t distract visitors with lots of other requests. Staying clear of multiple CTAs on your landing pages will ultimately produce a higher chance of generating leads.
Keep landing pages simple and free of too much information, images and offers. Make it very simple for the visitor to navigate and know what they need to do.
Bullet points are a great way to make it easier for the visitor to understand your benefits and offerings. Too much text on a landing page can discourage the user from reading and means they will likely leave without filling out any information or engaging with your CTA.
A simple tip, but a very important one is to keep your relevant information “above the fold.” For landing pages, you will want to keep your CTA, lead capture form and any other necessary content like the offer, above the fold. This essentially means making sure all your pertinent landing page information can be seen on the initial screen the visitor lands on, without having to scroll down the page. This makes it easier to catch the visitors attention, thus more likely to engage with your CTA since they are not having to scroll for more information.
Testing is a necessary step when improving your landing pages conversion rate. A/B testing lets you test out different landing page layouts, content and CTA’s to understand which works best for your intended audience
Did you know what which A/B testing your landing page, you get the chance to increase the landing page conversion rate by up to 300 percent!?
Using these tips, we can almost guarantee you will be able to achieve your marketing goals. Just remember to always keep these landing pages simple, and be sure to thank customers for completing the actions you ask for.
Still unsure how to effectively use a landing page for your business? Let the marketing experts at MarketTap help. Simply book a free marketing consultation, and see what MarketTap can do for you.