Creating a high converting landing page doesn’t have to be overwhelming or stressful. In this post, we’ll cover what a landing page is and why you need one, the benefits of a strong landing page, and the winning elements of an effective landing page.
What is a Landing Page?
In the digital marketing world, landing pages are standalone web pages created specifically for one purpose in a marketing, advertising, or sales campaign. It’s the page where your visitors land after they click on a particular online advertisement on the internet, from a link in your email campaign, Google, social media, or other websites.
Landing pages are different from typical web pages. Normally, a web page has many different opportunities to explore, with various goals and outcomes. Instead, a landing page is designed with one specific focus, goal, or purpose, known as a call-to-action or CTA.
That specific focus is what makes landing pages so uniquely effective in boosting conversion rates for marketing campaigns. Without a landing page, visitors are less likely to convert based only on general information; a landing page is the specific, highly targeted, and detailed page that helps persuade a viewer to seal the deal on whatever you are offering.
Key Advantages of a High Converting Landing Page
Landing pages have a few benefits that make them more powerful than your website as a whole. They are an effective tool for marketing, generating leads, and boosting conversions. Since landing pages push one specific goal or action, they are the driving force in encouraging conversions. Let’s take a closer look at some of the advantages of landing pages.
Improve Brand Awareness
Landing pages directly support all of your business goals, whether that’s reaching new customers, promoting a new product launch, or targeting a new audience. Because landing pages are targeted to your specific goals, they help you make progress while boosting brand awareness. That’s why landing pages need to be designed cohesively to fit with the look, feel, and copy of your brand. Consistent branding within your landing pages helps boost brand visibility, brand recognition, and trust. If customers are familiar with your brand and feel like they ‘know’ you, they’re more likely to make a purchase—people want to buy from people they trust, not corporations they don’t know or understand.
Grow Your Email List
Frequently, businesses use landing pages to generate leads by having visitors fill out a contact form. This means that you can build your email database seamlessly with a high converting landing page. Growing your email list should always be a priority, so landing pages provide another outlet for connecting with users and expanding your audience.
A high converting landing page should encourage visitors to take a specific action. By including all of the relevant information and details that a person will need, you can push them towards that desired action. Landing pages have clear CTAs, so they lead to more conversions than a more general web page. Even if the CTA on the landing page is to sign up for your email list, getting one action taken is the first step to having that ultimate sale conversion transforming a visitor into a customer.
Only about 22 percent of businesses are currently satisfied with their conversion rates. This goes to show that creating highly converting campaigns should be top of mind for your business. An effective landing page helps you boost your conversions without extra effort!
Build a Sense of Credibility
Landing pages should focus intensely on one specific goal, so you should optimize all of the content, design, and organization of that landing page to promote the ultimate action path you’re trying to cultivate. People feel much more secure and confident in taking action when the path and results of the action are clear, and when it’s visible that you’re going to help them reach a specific goal. You understand their problems and needs and have worked to create this seamless path for them to help solve whatever that specific challenge is.
High converting landing pages should also include testimonials. You’re able to clearly demonstrate the success others have had with your product or service, building credibility and establishing trust in the process.
Improve the Results of Paid Search Campaigns
It’s beneficial to create landing pages specifically for each of your advertising campaigns. This helps make the action goal very clear as well as provides a spot for you to collect user information.
To create a high converting landing page for your paid search campaigns, you have to be specific. Each landing page should have ONE clear CTA, not multiple. Instead, create different landing pages each targeted toward one product or other goal. If you want to create conversions, direct visitors clearly toward the action you want them to take; instead of having them get lost in your website as a whole, be specific. One study found that reducing the number of form fields on a landing page from 11 to 4 can result in a 120% increase in conversions. Isn’t that crazy? That’s why it’s so important to narrow your focus on each landing page for the best results.
Landing pages are an amazingly effective way to generate leads, reach customers, and increase conversions and sales. If you’re focused on generating consistent leads, let Exact Data help you create targeted lists. We make it easy to reach your ideal audience so you can use your newly created landing page to seal the deal and secure new customers.