Any savvy inbound marketer “gets” that once you’ve done all that hard work to get visitors to your website, the next big step is to convert them into leads for your business. But what’s the best way to get them to convert? Landing pages , that’s what!
Unfortunately, there seems to be a major disconnect between the importance of landing pages and their use by marketers.
According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of clicks for B2B companies are directed to the business’ homepage, not a special landing page . Furthermore, of the B2B companies that are using landing pages, 62% have six or fewer total landing pages .
Landing pages are the heart and soul of an inbound marketer’s lead generation efforts, so why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or they are too overloaded.
But let’s put a stop to this, shall we, marketers? Landing pages are much too critical to the success of your lead generation efforts to sweep under the rug, and here’s why.
First, let’s start with a simple definition:
A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (AKA a conversion form).
A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular promotion, or visitors who click on a pay-per-click ad promoting your webinar. You can build landing pages that allow visitors to download your content offers (Mt4 Terminal, Deposit Bonus, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on.
For a more complete understanding of how landing pages make visitor-to-lead conversions (and reconversions) possible, let’s talk through a hypothetical scenario that will help demonstrate the simple pathway of a visitor into a lead through a landing page.
Let’s say you own a Forex Broker, and your services include a variety of services including forex trading, binary trading and so on. You’re a savvy inbound marketer, so you maintain a blog that features articles about Forex trading tips and tricks. You also have several more premium marketing offers like free educational ebooks on Forex trading and free, no-obligation Trading consultations, webinars and seminars and so on.
Now let’s say an corporate Executive was looking for a professional Forex Expert to learn Trading strategy and he comes across your blog post entitled “10 Popular Forex Trading Strategy that made thousands traders to millionaire in 2016” as a result of a Google search, and he clicks through to read it. When he reaches the bottom of the article, he notices a call-to-action (CTA), which is essentially an ad, for one of your offers — a free forex trading consultation to help him decide which forex trading strategy would work best for the beginners. “That would be valuable,” he thinks, clicking on the CTA and visiting the landing page where he can sign up for his free consultation.
The landing page provides some additional information and details about what he will get out of the free consultation, convincing him it’s worth providing him contact information on the landing page’s conversion form in order to take advantage of the offer. He submits his information, and voila! — He’s now a viable lead for your business with whom you can easily follow up! What’s more, he wants you to follow up with him. How fantastic does that sound?
And this isn’t the only pathway through which a visitor can travel to convert into a lead. In addition to search, visitors can find your site and its landing pages through a number of marketing channels including email, social media, PPC, direct traffic, or referral traffic. Furthermore, they can find your landing pages through calls-to-action you place throughout your website, or directly as a result of you sharing the link to those landing pages in these other marketing channels.
They key, as a marketer, is to create these landing pages in the first place, and make it easy for potential customers to find them in your various marketing efforts.
Still not convinced that landing pages can make your marketing and lead generation efforts more effective? Here are 6 more compelling reasons:
1) Easily Generate Leads! If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. As we mentioned earlier, 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 targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team.
2) Give Your Offers a Place to Live: Marketing offers and landing pages go hand in hand. Just think back to our previous example. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to ‘pay’ you in contact information for something valuable like an offer, and your landing page is the collections tool.
3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.
4) Understand Which Prospects Are More Engaged: Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads’ behaviors and activities on your website, which your sales team can use in the sales process.
5) Provide Fuel for Other Marketing Channels: A successful inbound marketing strategy relies on content — and lots of it. Landing pages are a great addition to any marketer’s content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search.
6) Offer Insights Into the Effectiveness of Your Marketing Offers: Every time you create a landing page, you’re creating another data asset for your marketing program. 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.
For business owners, the landing page could be the most crucial element in their overall digital marketing campaign, as these pages are mainly responsible for converting traffic either as targeted leads or sales. This particular purpose is what landing pages were designed for and the process called Landing Page Optimization (LPO) is what you’ll need to ensure landing pages are well-targeted and optimized for conversion.
It is vital that you fully understand how you can fully optimize a targeted landing page as it is crucial for the success of either your PPC or SEO campaign. The page should be optimized not only to provide relevant information that your targeted visitors will find very useful for what they need, the landing pages should also possess the ability of effectively selling the product or service you are promoting. It would simply be a waste of your time and resources to draw in targeted visitors to a page that performs nothing in the way of conversion – in generating leads or sales.
Optimizing a targeted landing page that can work quite effectively for either your SEO or PPC campaigns should be on top of your overall digital marketing initiatives. There are many benefits in doing so and the following will give you an overview of what your brand or business can get through an optimized landing page.
1. Landing Page Optimization Leads to More Conversions
As mentioned earlier, landing pages are designed to convert traffic into either a lead or a sake, and landing page optimization ensures that every visit generated by either your PPC ad campaign or through an organic search engine result will have higher chances of conversion. You would only waste precious resources if all your PPC and SEO efforts are generating clicks that don’t lead to conversion because of a poorly designed landing page.
So, whether you are fishing for detailed contact information about your visitors or attempting to create a sale, the optimization of your landing page is crucial in converting each visit to what you have purposed them to achieve. With more conversions, which could eventually lead to more sales, the returns for your SEO and PPC investments can be realized sooner than what you may think.
2. Landing Page Optimization Provides You With Better Metrics
One of the advantages of digital marketing with traditional marketing is the ability to get various kinds of metrics and statistics that can help you plan your next steps. Your landing pages can be designed to integrate analytics and metrics system to give you an insight of what is effective in your campaigns, and what is not.
An example of a valuable type of metrics that is worthy of monitoring is the bounce rate. If you have very high bounce rates, then you should consider how your landing pages were designed and optimized. Identifying the cause can help you make adjustments on your landing pages, focusing only on what is working for your campaign and studying the ins-and-outs of what needs to be done to improve your landing pages.
3. Landing Page Optimization Helps You Cut Advertising Costs
Pay-per-click (PPC) advertising involves cost. This is a known fact and was well-explained as necessary to ensure your ads compete for relevant keywords that will drive targeted traffic to your websites. However, it would be detrimental to your overall business performance if you keep on spending on ad placements without receiving or realizing tangible results in terms of conversions. An optimized landing page can help you get more conversions without spending additional on your advertising costs. You can also re-focus the savings you receive on additional PPC campaigns for other keywords.
4. Landing Page Optimization Helps Target Highly Specific Keyword Phrases
Search Engine Optimization thrives in focusing specific keyword phrases to drive in targeted audiences for your website. However, there are certain long tail or keyword phrases that are simply too difficult to incorporate into your main website pages. An optimized targeted landing page would be perfect for targeting these highly specific keyword phrases, making it easier for you to rank in search engine results. These highly specific keyword phrases are very important for your overall digital marketing campaign as these can be targeted for consumers already looking for highly specific brands, products and services – and has the greatest possibility for conversion.
5. Landing Page Optimization Increases Your Brand Reputability
There are many ways in designing an optimized and targeted landing page. Some of the most important elements that should be integrated into the landing page include valuable customer testimonials as well as your corporate or professional credentials, awards and achievements. These elements will help convince potential customers that they are working with the real deal company and they should be getting the right kind of customer service that they deserve. These will also develop a higher credibility for your brand, product or service, improving your online reputation and solidifying the trust your customers have for your business.