So many companies invest a lot of money into digital marketing mediums, only to realise that the massive amount of traffic they have generated is doing very little in terms of conversions. A lot of the time, it turns out that customers are being driven to ‘broad’ places such as the company website instead of more specialised locations.
Now, there’s nothing wrong with driving traffic to your website, but if it doesn’t directly engage the customer, it will simply be another view on a Google analytics report.
So, how do we turn those wasted views into converted customers? Landing pages.
What Is A Landing Page?
In the context of online marketing, a ‘landing page’ is a single, unique web page designed for a very niche objective.
You may have experienced a landing page if you’ve ever clicked on a link in an email that took you to a webpage that was specifically written for that email. For example, if the email is about an ebook called “100 Healthy Recipes for 2015”, the landing page would be a download page for that ebook. This ‘download page’ would include additional information of the content present in the ebook and a download link.
What’s most interesting is that there is a large portion of companies that aren’t taking advantage of landing pages. According to MarketingSherpa, only 44% of clicks for B2B companies are directed to the business' homepage, not a special landing page.
Why Are They Important?
On the whole, landing pages are important because they are more direct in their communication. They are tailored to specific objectives and as a result, are more effective at converting leads.
The great thing about landing pages is that they condense all of the relevant information required for a specific promotion all in one place. This makes it much easier for the viewer because they don’t have to go searching through the website for relevant information.
Landing pages can also help you get a better understanding of your business’ marketing efforts. Because they are linked to individual promotions and campaigns, it is much easier to analyse marketing practices on a microscopic level.
For example, if the email link gets plenty of clicks, but people leave the landing page very quickly, you know that there must be an issue with the landing page itself (due to the fact that there is an obvious interest in the email). These kinds of insights will help you understand your customers in a new and exciting way.
Well-designed landing pages can turn wasted interest into converted customers; which is the ultimate goal.
Landing pages are becoming a staple of any successful online marketing campaign. When done correctly, they can increase conversions and reduce expenditure wastage.
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