You work hard to market your website on social media. Finally, you have a good amount of traffic coming in through your website but that traffic is ignoring your services and you’re not exactly making the desired amount of money out of it. Sound familiar? A solution to this problem is landing page.
A landing page is just a page people land on because an advertisement or email or any other call to action directed them to that specific page as opposed to your homepage of your website. It’s a clean, elegant and attractive web page that immediately attracts readers’ attention on sight. Effective landing pages make it very clear what a visitor is going to get from a web page and how to get it. That’s it plain and simple.
Both SEO and PPC campaigns are designed with a common goal in mind: to direct traffic to a particular website. This web page may be the home page of your main website, or a separate landing page. However, it would make no real advantage at all to get this targeted traffic if there is no result in terms of generating profitable sales or lead – that results from these visits.
That is why optimizing a targeted landing webpage is very important for the success of both your SEO and PPC campaigns. Each and every time a visitor clicks on your PPC advertising or click on the URLs that comes in the organic search results, the final and ultimate action that you would want for them to take is to convert that visitor either as a generated lead or even a ultimate sale. This is where a good, optimized, specific and targeted landing page comes into play.
In this article, you’ll be able to learn why a landing page is crucial to have on your website and it may answer why, even with a huge amount of traffic coming to your website, your audience are not opening an account and making a deposit.
When readers or a prospects visit your site, they’re mostly interested in just reading your website content. Sure, you can include an call to action button at the bottom on your web page or on the sidebar for your readers to sign up for your business and buy something from you or making a deposit in your Broker. But because of too many distractions on a website, it’s highly unlikely that your readers will be able to understand about your company and open a account. Also, even if they open an account in it, it’s still highly unlikely for them to be depositing in that account. Why? Because they’re not that convinced to start trading with you. They are yet to convinced to be your customer. Where as a landing page will lead them to a showcase area of your services. Anyone who clicks through to that is most likely interested on what you have, what services you offer, but may not yet be convinced. The landing page is your best tool to showcase and expound on your products or services, their uniqueness and distinctive advantages.
I’ve spoken with many Forex and Binary companies that believe sending PPC ads and email campaign clicks to their homepage isn’t wrong. I usually have to start with why this is a bad idea and how a landing page will improve the conversions rate.
The simple fact is this: landing pages focus on one thing and that’s converting visitors into leads and leads to profitable customers. Whether you’re asking for contact details in exchange for a free white paper, free demo download of software or something else, a targeted landing page is going to convert the visitors more than a homepage can do.
Think about it deeply, wouldn’t you rather have one page to go through instead of trying to find what you need from a company homepage? I thought so.
As I said, a landing page is one of the best marketing strategies for a business. You can use it to drive traffic by stroking their interest. Landing pages can help you in targeting an specific audience and so can redirect your audience to a target landing page which fits them well. Create a landing page with some attractive design and interesting content and let it hit. You use it as a filter to know who might be interested in the topics relating to your business. A landing page is an additional filter, that screens who the potential clients or customers are. This is called lead generation. Once those leads are generated, you can showcase your products and services and expound on them. Whoever buys from you, or signs up on what you offer, is converted. This is now your conversion. Through a landing page, you can generate leads and more conversion.
Landing pages work better than the actual page. Write a detailed yet short intro, add some testimonials and some cool attractive graphics to make your page look interesting if you want a a clients open an account. Or you can create it as per your requirements and send the readers to any of the pages which you want; let it be your homepage, product page, sign up page, offers or anything.
Sure, there’s different metrics you can gather on your homepage, but with a conversion targeted landing page, I can really concentrate on what’s working and what’s not.
For instance: if you have a high bounce rate on a landing page, but a low time on page stat, then you know you need to tweak some things in your copy or landing page design.
Since a homepage has so many links and distractions, you have a harder time to find out where you need to improve there, vs. on a landing page.
Landing pages can also be used as trackers. Let’s face it, not everyone who visits your blog is going to be your clients. Most of them are just curious, or just looking for an answer to a specific question. It’s likely that they’ll leave your website as soon as they get their answer. You’ll be able to know how much percentage of your traffic is actually interested on your services by the number of visits you get on your landing page.
When you have a landing page, you can easily get statistics which include the bounce rate, click rate and some heat maps which gives you a lot of information about user behavior on the page. With such information, you can easily make necessary changes in terms of design/content/structure to develop and make it a better page.
Receiving 10,000 social shares isn’t helpful if the content won’t convert; so by first testing the pages with reliable traffic you can then promote content that you know will convert lookers into buyers.”
Did you know landing pages actually help reduce costs on advertising? With more conversions through focused pages, you can generate more leads, for more sales revenue. That in-turn decreases costs and you can put more funding into things like higher PPC ad budgets or other techniques, such as SEO and social media outreach.
When you have an online ad campaign running via Adwords or any such huge PPC advertising network, you can easily rank better when you have a landing page. When you advertise on AdWords targeting your landing page, it increases the relevancy as the topic is narrowed. Higher ad relevancy means a better quality score, and the better quality score the cheaper the cost-per-click. This can save more for you. If you have observed, most of the ads that we see in the search results are redirected to landing pages of the website.
Nowadays, 97% of the Forex trading related promotions are done online, as the traditional way of promotion has gradually diminished.
No matter what your goal is with a landing page, you can bet it converts more visitors into leads, than your homepage. Don’t just take my word for it; go out and try it out for yourself. Try it out and see what your analytics tell you – you will see an increase in leads vs. before using landing pages.
Do you use landing pages for your lead generation? If so, how?
1. Brad Geddes – He’s one of only two Google-approved AdWords Seminar Leaders in the world and has spoken at more than 60 conferences and 125 sessions across several continents. He’s also the author of the book Advanced Google AdWords.
If a good #PPC account isn’t converting, in 99% of cases the landing page is the problem.
2. Peep Laja – Peep Laja is a no-holds-barred conversion rate optimization expert with a heart of gold. He founded the CRO agency Markitekt and runs the popular blogConversionXL. For Peep, PPC is a learning opportunity:
“PPC is all about relevancy – both in terms of ad copy, landing page content and audience targeting. If you get any of the three wrong, you’re going to lose money. It’s exactly the same with all other forms of advertising or marketing, but you just don’t see it as quickly.”
3. Iain Dooley – Blog readers will recognize Iain Dooley as one of our regular PPC columnists. Iain runs a full-service digital marketing agency called Decal Marketing, which specializes in AdWords training. He’s also the author of the ebook Your First 3 Months on AdWords.
“Unless you have absolutely massive amounts of traffic, the low hanging fruit is almost always in optimizing your traffic and where you send it, rather than optimizing your homepage. When we direct people to category specific landing pages on sites we easily see 2x – 3x increases in conversion rate. By narrowing your paid search targeting you can see your conversion rate go up by 4x – 6x pretty easily.”
4. Christian Nkurunziza – Christian Nkurunziza is the co-founder of Tenscores, an online marketing tool that focuses on Quality Score, that mysterious (and often frustrating) AdWords variable.
“A few years back I changed the angle of an ad from selling a product to giving information about the subject matter, and my click-through-rate soared. That gave me an indication that people in that segment were looking for information but weren’t ready to buy yet. We made the change to the landing page, offered information instead of just selling and we saw our landing page convert better as well.”
So start creating your landing pages now, you’ll get better chances of landing a client or getting more customers with a landing page on your site.