If you're not using landing pages for your website and inbound marketing plan, then your business is missing out on key opportunities to capture leads and engage potential customers. Here we will explain what a landing page is and roll out four benefits of landing pages.
What's a landing page?
A landing page (sometimes called a "lead capture page") is a web page a visitor "lands" on in response to clicking on a link displayed in a promotional email, social media link, advertisement or search results. It should look cleaner than a regular website page and include a quick form to capture email and other contact information from a site visitor in return for the valuable information they seek.
Here are 4 benefits of using landing pages in your online marketing efforts:
1. Better Conversion Rates
The primary objective of landing pages is to present a short, sweet message that ultimately results in conversion to sales. Be sure to not only use a landing page, but employ a message on that page that is all about converting leads into sales. Do that, and watch your top line sales number grow.
2. Automatic Audience Segmentation
With the use of landing pages, you can separate your audiences based on how they found out about your business or by what services they are interested in. It's likely that someone who clicks on a link found in a Tweet will have a different goal than someone who clicks on a Google Adwords ad that was displayed on a website. By using different landing pages, you can tailor fit your marketing message to the visitor based on where he or she came from.
3. Easier A/B Testing
You might have a couple of ideas for great landing page marketing messages. However, you're not sure which one is the best. Fortunately, you can run both landing pages and employ some A/B testing to see which one results in better conversions. Once you've examined your analytics, run with the landing page that won. Steelhouse reports that correct split testing can increase your conversion rate by as much as 300%.
4. Be Better Informed
Speaking of analytics, you can examine data gleaned from visitors to your landing page to make informed decisions and continue to improve your marketing strategy. The metrics you'll be looking at are number of visitors, the number of conversions, and the bounce rate. That will give you an understanding of the overall effectiveness of your landing page and how you should proceed to maximize your profits.
If you'd like to learn more about what makes a great landing page, feel free to contact us at Alternative Advertising. We'd love to help.