Well-built landing pages aren’t just a surefire way to increase digital marketing conversions, they can provide a treasure trove of valuable data and insight about your customers. And yet, less than a quarter of companies are satisfied with the results from their landing pages, according to Impact.
With companies like Moz generating $1 million in new revenue with landing pages and online campaigns, one can’t help but wonder why more businesses don’t leverage high-quality landing pages to increase leads, sales and brand awareness.
When you’re ready to unleash the power power of landing pages, follow these five guidelines:
1. Consider the Funnel
Marketing funnels often get overlooked, especially when budgets aren’t astronomical. However, if you don’t know where people are in your funnel, you can’t reasonably expect them to convert on your page. Are they an ice cold prospect who’s never heard of your brand? Or a warm lead you’ve been cultivating? Maybe a red-hot lead who just needs one last push?
For example, users coming from from paid search ads are probably higher in the funnel than someone coming from your email newsletter. The more exposure they’ve had to your brand, the warmer they are.
The colder the user, the more you’ll need to warm them up before they’re willing to become a customer. That’s also why it’s crucial to set expectations for the landing page and define exactly what it means to “convert” a user.
2. Define Your Conversion
Remember that a landing page’s goal won’t always be the same as your brand’s overall goal, like closing a sale or signing a new client.
And that’s why it’s so important to consider the marketing funnel. Knowing a user’s position in that funnel helps you set reasonable goals for conversions.
Two of the most common goals for landing pages are sales and lead generation. Both can be accomplished with a good landing page, but have vastly different outcomes.
3. Build Around a Single Goal
Like every ad, every landing page’s strategy should start with the same question about your user: What do you want them to do?
Once the conversion is defined, it should inform every aspect of the landing page from the messaging to the layout and everything in between.
4. Don’t Sacrifice Branding or UX
Web marketing guru Neil Patel says that “if you’re an unknown, you’re unsafe.” Web platforms like WordPress have made it easier than ever to create beautiful, functional websites, but that’s a double-edged sword.
The democratization of good web design and UX has raised the bar for what users expect when they land on your website. Most visitors spend less than 30 seconds on a website on average, so if you don’t legitimize your landing page with good branding, intuitive UX and fast load times, you could lose visitors without as much as a single click or scroll. It’s estimated that bad UX causes tens of millions of dollars in lost revenue worldwide each year.
Similarly, your website and landing page need to maintain branding to maximize familiarity with the user. The design and tone of a landing page needs to match the design and tone of whatever media sent a visitor to a website, whether that’s a paid search ad, an email, a billboard or any other type of ad.
When a visitor is familiar with your website’s brand thanks to an email or ad, it creates comfort and trust.
5. Test and Tweak
Once your landing page is up and running and you’ve defined your conversion, you can start watching key metrics to determine how you can refine the page into a lean, mean, conversion machine.
Key metrics we like here at PLAY Creative include:
- Heat maps
- On-site time
The important metrics to watch will vary from page to page and are largely determined by the page’s single goal. That goal, of course, should be clearly defined by the user’s position in your marketing funnel.
When that page launches and gains traffic, the next step is to observe and report, and improve the page accordingly.
Need some more insight on how you can use landing pages to generate leads and make sales? Fill out the form below to get in touch. We’d love to tell you more.