At this point, we’ve all experienced a landing page, or simply put, the webpage that is different from your homepage where you send your highly targeted campaign traffic. Landing pages are critical for your digital marketing campaigns – but what sets a good landing page apart from a mediocre or ineffective one?
Several carefully crafted elements make a successful landing page, some that can be easily overlooked, such as mobile optimization or page speed. It’s been reported that even a one-second delay in page loading reduces conversions by 7%. Page speed is a big factor in your conversion rates and SEO, so make sure you’re aware of the best practices and that your landing page does not lag. Other elements, while not overlooked, can be poorly executed.
Let’s get into why you need a landing page and how to optimize it to drive campaign traffic:
Why a Landing Page is Important
First of all, it’s important to understand the role of your landing page. It’s a completely separate page from your homepage with the goal of conversion. This difference should be pointed out because your homepage offers a general view of your business to a wide target audience and your landing pages are highly targeted and meant for one specific purpose or campaign.
Landing pages give you control over your different campaigns by directing leads and users towards a specific action. You wouldn’t want to send someone who has clicked a link you provided in your email campaign for a product or service to your homepage, where they have no clear direction. That’s where your landing page comes in. This makes it super easy for prospects as well as measurable and profitable for you.
Some other reasons why you need to have a landing page are so you can collect user demographics and more clearly define your target market, track data for insight on how engages your prospects are, and generate leads.
What to Include
In order to create the best possible landing page, there are some essential elements you’ll want to make sure your template has:
- Main Headline – This lets your prospects know that they’ve clicked the right link and are in the right place. Your headline should state what problem you’re trying to solve for them.
- Supporting Headline – You can expand on your main headline with a supporting headline and give some details that you may not have been able to fit into your main headline. This is also a great chance to make the main headline more compelling.
- Hero Shot – help your prospects visualize the benefits of what you’re offering with an image that supports your campaign and headline.
- Logo – Don’t forget to include your company logo on the landing page
- Call to Action – It’s crucial that you keep this element focused. One simple, straightforward, call to action per landing page. For example, “Contact Us Today for A Free Consultation!” Multiple CTA offers have been proven to decrease conversions up to 266%.
- Once you’ve piqued the interest of a user with your head section, they will begin to scroll down your landing page to learn more. This is where you showcase the benefits they will receive if they take advantage of your offer. Highlight your product or service and explain the problem it’ll solve for your prospects.
Social Proof Section:
- Testimonials – Include satisfied, authentic, customer testimonials to build credibility and trust. Online reviews and video testimonials are great for this section.
- Awards – If you’ve won any awards or received recognition, be sure to add it to this section.
- About Your Business – In the closing section, you can include more info about your business and use it as a subtle closing argument.
- Logo – Don’t forget to add your logo again!
If you’re looking for some inspiration, here are some of the best landing pages of 2020.
How to Measure Your Success
You can measure the efficacy of your landing page in a few ways, and each can help you pinpoint a different area to improve on if you aren’t seeing results. As long as you have analytic software in place, such as Google Analytics, this process is fairly simple.
One of the first measurements is landing page views, this shows you how many times your landing page has been viewed. You should also be able to see the time/days when most of your prospects are visiting the site. Another metric is your conversion ratio, or how many users who have clicked on your landing page follow through with the call to action. If this ratio is low, what is stopping them?
Average time spent on page is a great way to measure interest. If users aren’t spending much time and leaving the landing page without converting, you may need to improve and/or lengthen your content. Don’t forget to also measure your bounce rate or the percentage of people who leave your site after visiting only one page. If your landing page bounce rate is low, that means your landing page was effective and users were confident with all the information provided to decide. If your bounce rate is high, it could mean there was insufficient information and you should reevaluate your offer and how it’s illustrated.
If you’re new to Google Analytics, here’s a great resource to help you get started.
Each campaign should have its own landing page, it’s worth it to build a template and switch out necessary information so you can easily cater to the demands of any call to action. Not only are you able to gain information about your target audiences, such as emails and birthdays, but you’re also able to measure specific points in the conversion process where you can improve. Take a look at your landing page and make sure it has all of the elements that’ll help you succeed!