Boost Conversion with Landing Pages

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I’ve got a simple tip to really get your digital marketing working: start using landing pages… and start converting!

What are landing pages?

A landing page is an entry point to your website. When your prospect clicks on a link – whether it’s from an email, a click from a social channel, or a click on a paid search advert, that’s where they ‘land’.

Still unsure? It looks a bit like this:

A metaphor for landing pages where a duck (the user) is landing in the water (landing page)

Ducks or otherwise.

What’s the difference between a landing page and the homepage?

The biggest difference between a landing page and the homepage is intent. Your users are coming to you for a specific purpose – for instance, checking out a specific service or product –so get them to where they want to be as simply as possible.

You could send a user to your homepage – but that’s like throwing mud at a wall and seeing what sticks. If a user clicked a PPC advert for “red shoes” and landed on a homepage that was promoting a totally different product, they’d feel misled. When the page isn’t relevant, your users will bounce quicker than you can say “Come back!”

So cut to the chase and show them something they really want.

An example landing page wireframe

An example landing page wireframe.

Landing pages create conversion

Your landing page should simply expand on your initial advert or email in a voice that resonates with your user. Users don’t need loads of information. The more direct and simple the page is, the better the result.

The winning formula

Think of your landing page as a short story. The beginning is ‘what’ you do, the middle is ‘why’ they should choose you and the end is the ‘call to action’.

We’ve worked with many businesses who thought PPC and email marketing just didn’t work. But, after we helped them implement targeted landing pages, their results have improved significantly.

How to make a landing page

Create a new page and just focus on one of your products or services. Strip it back to the essential information and add a simple call to action.Tools like MailChimp offer a seamless way to build landing pages that could help conversion.

You’re not going to get it right first-time, but that’s okay! We test and we learn: when you A/B test, you see which page variations convert better and edit accordingly.

The bottom line

It’s the truth: dedicated landing pages can massively improve enquiries and sales. This whole process is called Conversion Rate Optimisation, or CRO for short. By creating relevant and targeted landing pages, you will see real uplift in your conversion rate.

Don’t know where to start?

We can manage CRO for you as part of our service – contact us to explore how we may be able to help you.

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