It’s stunning how often the importance of the humble landing page is overlooked, but it’s where your marketing message meets action. Landing pages increase conversion rates and the more conversions you generate the higher your marketing ROI.
What is a landing page?
Let’s start with the basics and answer the question what is a landing page. A landing page is a dedicated page which has been created with the specific goal of facilitating conversions by a targeted audience. Let’s break down this definition of a landing page.
- A landing page is a dedicated page: A landing page could be a page on your main website or outside of it. Landing pages don’t need to be on your website or part of the established site navigation.
- Landing pages have a specific goal: Landing pages are created with a particular purpose in mind. They are focused on that purpose.
- Landing pages facilitate conversions: Landing pages aim to make it as easy as possible to complete actions which meet business goals.
- Landing pages are created for targeted audiences: Landing pages need to continue your marketing message, relate to the audience and fulfill whatever promise was made to get the visitor to the page.
The more targeted landing page the better it will work because landing pages are all about being as focused as possible.
HubSpot defines a landing page as being “A landing page is a website page that allows you to capture a visitor’s information through a lead form.” – I disagree with this definition because a landing page isn’t just about lead capture. A landing page can facilitate sales and lead generation. Landing pages can also be entry points into other channels like social media.
Unsplash state that a landing page is “a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.” – this is true, but then they go on to say – “you need to understand that they are designed for paid traffic like Google Adwords.” – this is not correct. A landing page can be used for paid traffic, social traffic, email traffic and any other form of traffic where you control where you send your visitors. Landing pages can’t be used as effectively with organic traffic because you don’t have enough control over who the visitor is what they are interested in.
When do landing pages fail to work as well as they should?
Landing pages fail to work when they aren’t focused enough. The entire purpose of a landing page is to be as focused as possible. Landing pages need to have a specific message, targeting a specific goal, focused on a specific audience. As soon as you dilute any of these elements conversion rates from landing pages decline.
Why do landing pages work?
Landing pages work because they reduce the burden on the visitor. The visitor doesn’t have to think about what to do next, the goal is clear. Landing pages work best when:
1) The visitor knows why they have arrived on that page and what they’re expected to do next.
2) The content of the landing page matches the expectations of the visitor.
3) The next action is clear and unambiguous.
4) There is nothing else for the visitor to do but to follow through on the action.
When should you use a landing page?
For me, there are two things that determine if and when I should use a landing page
1) Is there a clear action I want visitors to perform?
2) Can I control the source of traffic?
For example, I would use landing pages in these scenarios:
- Promoting a whitepaper using search advertising
- Getting registrations for a webinar
- Capturing email addresses for a limited time offer
Landing pages are designed to focus visitor attention on one goal. If you have lots of different goals or can’t segment your audience the conversion rate of a landing page will be less than it would otherwise be.
Landing pages work and here are a few stats to back that up
- Increasing the number of landing pages from 10 to 15 results in a 55% increase in conversions. (HubSpot)
- Businesses with 31 to 40 landing pages generate 7 times more leads than businesses with only 1 to 5 pages.
These stats all collaborate one fact – you need to use landing pages and the more you use, the better your conversion rate.