20 Jun The Power Of Landing Pages (4 minute Read)
Closing the deal?? The power of landing pages…
When it comes to driving traffic through advertising, most companies will almost always drive customers from inbound marketing attempts such as SEO, AdWords and social media to their homepage. however, there is a better way! The answer… Custom built landing pages, these are essential to maximising conversions.
So, this creates the question, what makes an effective landing page?
The Unique selling propositions?
The campaign itself?
There are many questions behind what makes the ‘perfect landing page’ and we are here to figure that out.
First, let’s define what a landing page is:
“In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or other inbound marketing attempts”
What makes a landing page effective?
- Limiting navigation
- Delivering Value
- Keep it short and simple.
- Make sure you test it!
Limiting Navigation (Landing page vs home page)
Consider the following image, which shows a homepage and landing page. The blue areas on each image show represent the number of links. As you can see, the homepage has many more links than the landing page.
Having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising, this is because there are fewer available distractions. This is one of the reasons that expert marketers use a dedicated standalone landing page as the destination of their ad traffic.
Creating desirable content (delivering Value)
If you don’t have a valuable offering why would your visitors give up their contact information? A huge element to success is creating value for your target audience. Now, this may be through free e-books, free trials, access to restricted content… Whatever value you’re adding to your audience make sure it’s going to be compelling.
One way to ensure your landing page adds value is to show your audience the content they’re going to receive directly on the page.
Keep it short and simple
The longer and complex the landing page the lower conversion rate, keeping it simple and straight forward has shown to increase conversion rates. You don’t want to scare off your new leads by asking to many questions. Sometimes all you need is a first and last name followed by an email.
Testing and optimising are very important to the success of your landing page. You can set up A/B testing to ensure you are getting the maximin amount of conversion rates. Testing your landing pages for mobile responsiveness is also a very important element to consider.
If you are driving traffic to your website with your hard-earned money & time, DON’T make the mistake of NOT capturing that TRAFFIC as leads.
ABOUT THE AUTHOR
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Well this is what urban dictionary says.
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Matt Williamson is the Founder & Company Director of Digital Marketing Adelaide. He keeps busy doing what he enjoys most – talking. He has a passion for social media and all things digital marketing.
Matt is an internet entrepreneur, social media expert, multiple business owner and digital marketer who specialises in assisting businesses to generate more revenue via the power of online advertising and digital marketing. Matt regularly speaks at events as a keynote speaker focusing on digital marketing & social media.