You might be thinking of why you have to create different or separate landing pages for different topics to redirect users when they click on CTA. The importance of landing pages in digital marketing is indispensable.
When the matter is of converting traffic into leads or conversions, landing page plays a crucial role. Along with conversions, a landing page brings traffic, improves SEO, and builds brand credibility.
What is the next step after bringing traffic?
Definitely, converting them to leads. A landing page is the heart of a digital marketing campaign to turn general traffic to leads and conversions.
Decisive landing pages are used by 68% of businesses to acquire leads.
A landing page is an independent page in digital marketing that is created specifically with the view of a marketing campaign. Its sole purpose is to turn visitors to perform specific actions. As it receives highly targeted traffic the conversion rate from the landing page is generally higher. It is the place where a visitor lands when they click on Google ad, email CTA or other).
The report shows that 10-15 landing pages can boost up your leads by 55%.
Think of it that you have high traffic on your website but conversions are not that good…
A landing page is essential for conversions, therefore if you don’t get good conversions then the fault may be present on the landing page. Either it is not convincing or it does not contain important elements like CTA, forms, social proof, and others. Therefore a landing page should be convincing and optimized.
You will learn important elements of a landing page later in this post.
A report says that 48% of marketers build different landing pages for every new campaign.
Importance of Landing Page in Digital Marketing
Imagine a visitor comes from your google ad campaign for one of your target keywords. What would you want next?
Whether you want to send a visitor to your homepage where they don’t have a clear indication of what to do next because it comprises many options. Or you want him to send to a specific landing page that can easily convince him to carry out the action.
Understand this with the help of an example…
Imagine a situation where you and your competitor both are providing digital marketing services, you both are running a social media campaign for your new service of email marketing.
In that case, you have specifically made a different landing page offering this new service as well as details of it. Whereas your competitor is using the home-page as a landing page by adding an option for this service.
When a user clicks on your CTA he will receive all the important information about that certain topic whereas if he visits the competitor’s CTA he has to find out where the information is present as well as the information is limited which may not convince the user. Whereas your highly targeted and optimized page can easily convince a lot of users to convert.
Therefore conversion rate is higher from a specific landing page than a homepage as it brings targeted traffic.
The importance of the landing page is great. Some of the points are-
Collect Prospect Demographics
Whenever a visitor lands on your landing page and fills the conversion form, you can collect and analyze important information about that lead.
Most of them fill contact information and demographics which tells you about your most ideal customers. Through these conversion forms, you can learn a lot about your customers and their requirements.
You can get their demographics information to make your landing page more optimized. With the contact information, you can start contacting leads easily.
Understand Which Prospects Are More Engaged
Along with generating leads, the landing page also helps you to track the details of the audience. This enables you to segment them effectively according to their interest.
With the information, you can conclude which type of audience segment is more interested in your service. Along with that it also helps you to track your re-converting audience. This enables you to identify which prospects are more interested and engaging with your business. This allows you to collect better insights and analytics of your leads.
Remove Distractions
How the landing page removes distractions? Simply as it encourages specific action. Consider your main objective is to maximize conversions. You are sending a visitor to your homepage, there are a variety of options available from checking the new blog to read about your business. That could also be good but if your main objective is conversions, then this distraction can decrease your conversion rate as it delays customer action.
Therefore, a landing page excludes all these distractions like sitemap, blog information, links, etc. This makes your visitors laser-focused on whey they intend to do and what you want them to do. So your targeted audience can be more focused on conversions.
The example shows that rather than showcasing all the services, the landing page simply shows a particular topic, along with precise and specific content.
Track Data from Landing Page
Data from the landing page is trackable which helps you to understand your prospects’ engagement. You can analyze whether a visitor signs up a form multiple times, or has downloaded many offers, etc. This indicates that the visitor is highly interactive and is ready to make a purchase.
You can analyze data of various pages to check their performance and conclude what’s effectively performing and what’s not. The data you have collected can help you to gain business insights and you can learn a lot about your target market.
This data helps you to make a better user experience by helping you to make a good structure of your communications and target specific users.
Offer Clarity and Purpose
Landing pages are generally short, focused, and to the point. If you want your visitor to perform a certain action, you can’t tell them a complete guide to that action. All you can do is to provide its importance to convince them easily.
The landing page has many calls to actions that make it clear that you expect them to make a purchase, call you, sign up, fill the form, or download something. It becomes easy for the user to find all the things on a single page. He may sign up after downloading the offer.
Force Visitors to Make a Decision
Landing pages are focused on a single topic and a single goal. People are basically indecisive and they actually visit one page to others rather than making conversions.
An effective landing page can encourage or force your visitors to make a specific decision by eliminating all the distractions.
This makes them clear and focused to make an obvious call to action which is your ultimate objective.
Great Benefits of a Good Landing Page
1. They generate leads and conversions
A landing page helps you in targeting your campaign traffic results by an increase in the conversion rate substantially. This shows that it is a smart practice to follow.
In a case where many paid search campaigns to send visitors to either the home page or a registration form, mostly without any message match to follow up to the original offer, a focussed and targeted message will automatically give better results.
Of course, the landing pages help create more qualified leads and results in higher conversion rates when pairing compelling downloadable assets with form fills.
2. Focussed and targeted messaging.
In case one has to think about a single message, the focus of the page will be stronger. Though it will require discipline, so many things should not be tried simultaneously.
Unlike a homepage that may have multiple messages or products, the landing page with one headline, one unique selling proposition(USP), and a single product photo can remove all of the user confusion and avoid poor conversion. A campaign may have multiple traffic sources like AdWords, affiliate links, and general banner placements.
A landing page is targeted for these campaigns, could quite easily produce a separate page for each. Thereby enabling one to finetune each custom user path via A/B testing to find the optimum message and design.
3. They give a good first impression.
For would-be first time customers, their first experience with your brand will be on your website. A majority of such customers might have found the site through organic search.
Landing pages thus, serve as the gateway to the business, irrespective of the fact as to where they exist on the website.
Appropriately designed landing page which provides value for the reader. It also offers the next step, click-through rates, and effectively jumpstarts the customer journey.
4. Promotions of new contact and services.
In a case where a company has developed an exciting new software that is to be incorporated in the product platform. The company is convinced that it is a cutting edge. It may totally change the way the product functions and how users will interact with it.
Of course, hitting up the press release distribution channels and social networks will be essential. Creating a dedicated landing page for that feature, tool, or technology brings a special focus on the value it adds to both the products and customers.
It is observed that more than 80 percent of B2B customers agree that winning vendors show clear ROI and compelling business cases to work with them. Landing pages can pinpoint specific products and features and give them a chance.
5. They are direct and to the point.
The landing page should be crafted in such a way that they are good, concise, and to the point, especially in the case of product and service pages. One should clearly explain the value that the brand can offer site viewers.
This directness is particularly very refreshing for a B2B audience that expects a solution to the problems cropping up from time to time. It is also pertinent in the case of processing of vetting different vendors and where a clear-cut presentation of the ROI each one brings to the tables is required.
6. They increase your search traffic.
It is a fact that an optimized and well-crafted landing page that is search friendly, uses targeted keywords, and follows search engine optimization practices will drive more organic traffic to the website.
However, once a user is satisfied with the contents of the landing page, it should not rest contended. It is a good practice to always be on the lookout for the betterment of the performance of the pages.
One should assess the pages from to time, identify potential execution gaps, and update the landing page content appropriately.
Elements of a Good Landing Page
Landing pages are a key component of any digital marketing strategy. The landing page is the part of your website where visitors will start their journey to your webpage. It is the first chance for them to convert and transact with you.
Headline: A clear and concise headline that tells the user what they get on converting makes a great landing page.
Copy: Landing page text should be clear, focused, and to the point. It should be delivered in a compelling way.
Keyword: Just like other contents, landing page content should also have been optimized with keywords at titles, headings, text meta description, and meta title.
Social media Buttons: Social media sharing buttons should be present on the landing page. This enables users to share your page with their social networks like Facebook, Instagram, Twitter, Linkedin, etc. This widens your reach beyond your own connections and traffic.
Clear Call to Action: The landing page should have a clear and attractive call to action buttons to engage users to click there. It should be placed frequently at regular intervals.
Hidden Navigation: Navigation bar should be hidden on a landing page to remove distractions, reduce bounce rate, and increase conversion rate.
Conversion form: The most essential element of a landing page is a conversion form where your visitors can fill-up the form and submit their information. This enables you to contact them and increase your conversions.
Images: Landing page should be creative and attractive thus it should contain high-quality images and infographics. Along with images, testimonials should also be present as social proof.
37% of good landing pages include testimonials as social proof.
This makes landing pages appealing and interesting.
Precise and accurate content: Landing page content should be precise and to the point. There is no need to write about a theory about any topic. The more accurate content, the more the chances of conversion.
Thank You page: Your landing page conversion form should successfully redirect a user to a thank you page when he submits all the information. This ensures that the information is successfully submitted.
Conclusion
We are living in a digital world and moving successfully towards digital marketing can be the best investment for you. A landing page is an essential component of a website that brings specific targeted traffic that can convert easily and frequently.
A good landing page increases conversion rate thus leads your business towards success.
The more the landing page the more the conversions!
The landing page provides a better opportunity to convert traffic into leads and conversions.