As businesses become more data-driven, post-click landing pages have become increasingly more popular. Why? Because they have the ability to deliver a high ROI. Research shows that companies using 40 or more landing pages generate 120% more leads than those using less than 5. That may seem like a LOT, I know, but the bottom line is, landing pages work.
Why Use Landing Pages?
The main reason is because they convert at much higher numbers than a regular page on your website. Your website has a lot of distractions and options for interaction. A landing page is a single-focus page with one purpose: get the visitor to respond to a Call-to-Action (CTA). Below are the main reasons to make landing pages part of your marketing strategy.
Landing Pages Generate leads
Too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to a targeted landing page.
Increases conversion rates
By inspiring specific action from your prospects and visitors, you increase the chance that visitor will convert. If you were to send visitors to your website’s home page, they could take a wide variety of actions, from checking out your blog to reading your About page. Though this engagement overall is good, it’s not likely what you actually wanted to happen. It can most certainly delay or even distract the visitor from doing what you want them to do. Providing a single-focus call-to-action compels the visitor to take action.
Data can be tracked, and this can help you understand just how engaged your prospects are. You’ll get to know if a prospect has downloaded multiple offers and signed up for several webinars which would indicate the prospect is highly engaged and ready to purchase soon. Data can include time on page, conversion rate on the page, exits or bounces, and the number of leads generated.
It’s important to compare your landing pages to each other and create a benchmark for the performance of YOUR landing pages. Since every company, industry, and visitor is different — having your own benchmark is much more important than running a Google search and comparing your performance to general landing page performance.
Offer Insights Into the Effectiveness of Your Marketing Offers
Every time you create a landing page, you’re creating another data asset. By tracking and analyzing the metrics associated with your landing pages , you can collect a lot of insight into your marketing performance, such as how your various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more. This gives you powerful insight that can help you optimize and improve your marketing.
Increase Brand Awareness
The more you can share a single-focused, branded offer, the more aware your audience will be of the benefits of working with you or buying from you. Even if they’re not ready to buy, they’re seeing your offers. They’re seeing the value you bring to the table. They’re seeing how you solve problems, so when it is time, they’ll be thinking of your brand to help them solve their problem.
Get Started on Your Landing Pages
I’m hoping this post convinces you on how important landing pages can be for your marketing. They truly can help you convert more web visitors into customers and/or get them into your sales funnel.
If you’re trying to figure out which landing page builder solution to go with, my blog post, Best Landing Page Builders, lists out some of the best options available.
Do you need some help with creating a landing page? Whether you want help with your strategy, content, or what to do afterwards to ensure you don’t lose your new leads, schedule a free call with me and let’s see how I can best help you create converting landing pages.