“You never get a second chance to make a first impression.” -Will Rogers
This prolific quote extends itself to any number of scenarios in our work environment. It definitely hits home when talking about your website’s landing page. For those who are digital marketing novices and need a little hand holding on this particular topic, a landing page is a standalone web page, created specifically for the purpose of a marketing or advertising campaign. Essentially, it’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar search engine result function.
A landing page has a specific CTA, or call to action, which is to turn website visitors into leads/customers. The landing page has to be highly efficient at taking them through the final step and converting them into a lead or better yet, a customer.
Landing Pages vs. Web Pages
Before we get too far into discussing landing pages, it’s important that you understand the difference between a landing page and web page. Web pages make up the structure of your website. A web page typically consists of pages like the home page, about us, team, industries, product overview, etc., or any other page that makes up your site navigation. The job of a web page is to deliver value and help your audience gain insight into the company; versus landing pages, which as stated, are optimized to deliver on a content promise with the goal of converting visitors to customers. Unlike web pages, landing pages typically don’t have external links or navigation to other pages. They have one agenda only - to make visitors click the call-to-action.
Why Landing Pages Matter
Landing pages are necessary tools for your marketing and lead generation efforts, offering many benefits and quite a bit of value. They:
- Give you the capability to test, learn and improve your marketing activities without changing the main website.
- Give your offers a place to reside and how they do (or do not) attract/convert visitors and/or contribute to the bottom line.
- Collect important information about prospective customers’ demographics.
- Allow you to track reconversions of existing leads, enabling you to understand/identify prospects that are engaged (great data for the sales team!).
- Can be shared via social media, in emails and blogs, linked to PPC ads.
- Collect valuable marketing data including how your offers compare to the competition and how visitors/leads convert.
As we’ve stated a few times already, landing pages play one really important role —to get your target customers to convert. The average landing page conversion rates vary. Some claim the average is 2%, while other say you should be at around 20%. One study looked at a number of different companies and found the average conversion rate for a B2B landing page is 13.28%, while the average for B2C is 9.87%.
These numbers are useful but keep in mind that if your landing page has a conversion rate higher than 13.28% it doesn’t mean you can just sit back and do nothing. Nor does a conversion rate under 9.87% mean you need to stop everything you’re doing and devote the rest of your days to optimization. It’s vital that no matter what percentage conversion rate you have, you need to continue to test and optimize your landing pages constantly. There are lots of variables that are constantly evolving that can make an impact, including your target audience, offers you are making, trends in the marketplace, and even landing page technology itself.
Factors that Make for a Good Landing Page
Besides the task of converting customers, landing pages play an important role in evaluating how your marketing activities are performing as well as how your website design works for the business and its overall goals. From the data gathered, for instance, you can understand which offers you should be showing to visitors who are in the awareness stage for the best likelihood of lead generation and which offers should be used in the evaluation and purchasing stages during lead nurturing for the best likelihood of customer generation.
Other marketing value adds from your landing page include:
Ad Quality Score: Many online platforms rate your ad’s quality based on the relevance of the content to the user’s search terms (Google is the biggest example of this). According to Google, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions”. If you create an ad with great copy but it leads to a landing page that doesn’t reflect it, then odds are your ad won’t show at all and your bounce rate will be abysmal.
Design Flexibility: Sometimes, the design and goals of your website just doesn’t make sense for a landing page. The overall design goal for landing pages are for them to be simple and only allow one action in them: the valuable action you want your customer to take. There’s definitely an art to designing landing pages. They need to be created with usability in mind. And keep in mind that a responsive landing page that’s viewable on mobile devices is an absolute must.
One important element to keep in mind as you design your landing page(s) is in regard to your headline. You have approximately 8 seconds to make an impact from your headline. More than 90% of visitors who read your headline also read your CTA copy. If they don't read the headline, chances are they won't make it any further on the page the vast majority of the time.
Goal Tracking: The question “Do I need to have multiple landing pages?” can be applied here. And the answer is YES! Every marketing campaign with a unique message should have a unique landing page. If you’re using ads, you may need a unique landing page for each ad. By having individual landing pages dedicated just for your ads leads to more accurate Key Performance Indicators (KPIs) and allows you to make smarter, well-informed decisions when it comes to your web content without changing your website’s already existing goal tracking. Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15. Having more landing pages allows you to provide more offers, run more campaigns, and ultimately reach more prospects.
In order to achieve a high conversion rate, you need to have a consistent experience between your source of traffic and your landing page. The more landing pages you have, the more targeted they become – giving you relevant data on your potential customers and conversions.
From the user interface and experience leading to a funnel, to the copy matching the ad, you want landing pages to be clear, concise, and simple. At the end of the day, your landing page (or pages) should have limited interaction, clear funneling, and be relevant to what your customers are searching for. Once you have that information readily available, you can clearly evaluate goals and what may or may not be working when it comes to your digital marketing activities.
Creating and optimizing landing pages is busy, time-consuming work. But it truly is essential to a well-managed digital marketing campaign and can provide a lot of value. Roughly 75% of businesses have problems finding suitable expertise for optimizing their landing page copy. That’s where Code Authority can help. Code Authority has extensive experience creating landing pages not just for ourselves, but for our clients too - like, ACT Copiers. Their landing page has all the key elements discussed above – and most importantly, it helps to generate leads for the businesses by enticing interested users to fill out a form or call the business for more information.
Want to learn more? Contact us today to see how we can take your digital marketing and web design from ordinary to extraordinary – with results to match!