The quick answer: Yes.
Marketers have started to realize that businesses with landing pages tend to increase conversions. According to the 2nd edition of MarketingSherpa’s Landing Page Handbook, over 40% of the clicks end up on a homepage, rather than a landing page that is optimized to increase sales. This simply implies that almost 60% are missing a significant opportunity to convert visitors into customers and make a sale. Each marketing campaign has its own unique goal and needs a landing page to serve that purpose.
Everything you need to know about landing pages, why are landing pages important and why do you need one? are presented in this article.
What’s a Landing Page and what it’s meant to be for
Landing pages are standalone pages that are distinct from a homepage or any other page and are meant to have a single goal: To convert. It’s this focus that makes landing pages the ideal option for receiving the click-throughs from your ads and campaigns, increasing the conversion rates of the marketing campaigns.
Can’t any page be a Landing Page?
Technically correct, it’s just a web page that a customer lands on. When a user lands on a home page or any other page through any marketing campaign, you get traffic to a particular page, which is undoubtedly a good thing, but it is less likely to result in a conversion. This is because a home page or any other pages on the website contain a lot of information and if a visitor lands on your page with one specific goal in mind, they might be turned off if they have to navigate through different services and product options.
But, Landing pages lead customers to a specific product, service, or offer with a simple and clear call to action. It promotes customer focus and is an ideal place to get your audience to convert.
When do you need a Landing Page?
Here are a few reasons why we stress that landing pages are significantly important to lead conversion.
PPC Advertising Campaigns
When you run social media ads, PPC, or email campaigns, it’s easier to drive conversions from a well-optimized landing page when compared to a homepage or other pages on the website. PPC advertising with a dedicated landing page helps to achieve a single goal. A landing page can be built to feature a new product, discounts, events, offers, etc when you run advertising campaigns.
Lead Generation with Lead Magnets
Lead magnets are offers that you provide to your visitors in exchange for contact information such as name and email. The best way to promote such offers is through a landing page. A lead magnet landing page helps you attract more customers by giving visitors a branded resource in the form of a Webinar, eBook, Free Trial, Checklist, Guide, etc
Custom-Specific Targeting
While your website is generic, you can create custom landing pages to attract different customers and target different market segments. You can create landing pages dedicated to a specific location, demography, product, service, pricing, etc
Customer Focus Promotion
A good landing page warms up your potential customers and persuades them to purchase a product or service. You can also build a customer base and can market to your customers in the future.
What makes a good converting Landing Page?
All of the above points clearly state that landing pages are an ideal option to reach your audience to convert. Developing a landing page sounds like a simple task, but we would like to stress that the desired conversion takes place only if landing pages are built in the right way.
Let’s see a few points on how to make a good landing page that grabs maximum conversion.
Consistent Look
Build a landing page that syncs with your ad campaign. Your ad campaign and landing page should have a consistent look and feel.
Fast Loading Landing Page
Try fixing your landing page speed. You could witness a change on your conversion rate without making any changes on the landing page.
Attention-Grabbing Headlines
Once your page loads, the first thing that grabs the audience’s attention is the heading and subheading. Write attractive headlines that keep users engaged and force them to continue down the page.
No Navigation
One of the key distinctions of landing page and other pages is that they are simple and should not distract the audience with too many pages. Hence eliminate navigation bars from landing pages.
Implement Right CTA
Plan one specific goal and CTA for each landing page and implement it.
Limit Form Fields
Don’t ask for too much information from customers, just focus on what you exactly need.
What to Include?
Include the right images, videos, testimonials, etc to increase audience retention.
Bottom Line
Finally, always make sure to implement A/B testing to test your landing pages and get an idea on what’s working and improve what isn’t. Well, all landing pages are expected to perform conversion effortlessly, but landing pages will allow you to capture leads, only, when they are set up correctly.
