A person owning an online business should know the level of importance a landing page holds. Effective landing pages can dramatically change your marketing ROI (Return On Investment). A landing page is a page which appears when an internet user clicks on your advertisements or search engine results. A landing page is any page on a website where traffic is sent to prompt a certain and a specific action. These are usually the sales page which aims to extract some kind of information from the visitors.
There are different sources of traffic for landing pages:
- PPC Search Engine Marketing Campaigns
- Online advertisements all over the internet
- Email marketing campaigns
- Social Media Sites
- Blog post traffic
- SEO traffic
The goal of any landing page is to increase the conversion rate of visitors into sales leads. The more targeted a landing page is, the more are the chances of conversion. A search engine searcher entering “web design” in search engine box should land on my web design rather on my SEO page. A good landing page will definitely have a much targeted audiences coming from different sources.
Landing pages are created to allow visitors to download your content offers such as e-books, webinars etc. It can also be created for showcasing marketing offers such as free trials, demos or coupons for your product. Blog traffic gets directed to your landing page with the help of your call to action offers and ads throughout your website.
Landing pages are very critical as this is the first introduction of your site with your visitor. And I am absolutely sure that you want to put a good first impression of your website.
Here are some of reasons of why you should have a landing page:
A. Lead Generator:
As said before, landing pages are the best platform to generate leads. Create landing pages for each of your services that you provide. Many companies miss a great opportunity by sending their traffic (from email campaigns and advertisements) to their homepages. Instead, they should direct them to their targeted landing page where they stand a better chance to get leads from that traffic.
B. Collect Valuable Information:
Landing pages are not all about generating sales. It can also be a subscription form, email forms or anything. Every time a lead completes such kinds of forms, you are indirectly collecting valuable information about your prospective leads. This information can be later used to convert them into paying customers. A paying customer can also fill a form that provides information about him. Such data helps you identify what types of visitors are converting from your traffic. You can also segment the data to extract some other information to boost your marketing campaign.
C. Converting Elements:
Landing page not only generates leads but also helps you to find the converting elements of your landing page i.e. it allows to track reconversion of your existing leads. This enables you to collect information on your leads behavior and their activities on your website. You can apply them at a later stage to generate more sales.
D. Aids Other Marketing Channels:
A successful inbound marketing strategy banks on lots of content. Landing pages are a direct constituent for content marketing strategy Landing pages are a great addition to your content wealth. They can be shared in social media, send in emails and can be used in PPC ad campaign.
E. Check Marketing Efforts:
A website owner should track and analyze the metrics associated with the landing page. In doing so, you can collect a lot of useful data for your marketing performance and efforts. Identify various website handlers that control your traffic and their behavior.
F. Place Your Offers:
Landing pages provides you the required space to display your marketing offers. Coupon codes, discount offers etc. are showcased in landing pages.
G. Reduces PPC Cost:
An effective landing page reduces your actual pay per click cost in Adwords campaign. Quality score is a variable in Adwords campaign which determines your position in ad rankings and how much you will pay for that ad. A good landing page increases your Quality score which indirectly lowers your PPC cost.
Landing pages are an essential requisite for your online business and website. The more landing pages you have, the better are chances of converting a visitor into a lead and then to a paying customer.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.