Landing pages play a central role in turning website traffic into conversions. Most companies use landing pages to welcome incoming referral traffic to their website and its offerings, but those landing pages may not be working for brands as they should. Marketers understand that landing pages wield incredible value, but when landing page best practices aren't followed, they often fall short of their potential.
This misstep shouldn't be acceptable for any brand. Landing pages are used by too many digital marketing channels for marketers to risk lose potential conversions. Established best practices and innumerable case studies offer an easy-to-follow road map when designing these pages and help explain how they complement other digital ads and related marketing content.
For brands looking to boost their conversion rate, here are four essential changes to your strategy:
Build More Landing Pages Than You Think Necessary
If you've already recognized the need for multiple landing pages, you've taken an important first step, but don't stop there. According to LinkedIn, brands should aggressively work to build a large collection of landing pages, which reflect the broad campaigns and strategies used to draw in customers. Having more than 30 landing pages can yield dramatic increases in the number of leads generated, which will inevitably improve your conversion rates. In fact, brands that deployed more than 40 types of landing pages saw a twelve-fold increase in leads on average.
Brands should have a digital marketing presence demanding this number in the first place, but when you're running several versions of ads through multiple channels, it doesn't take long to start reaching these numbers.
One Page, One Clear CTA
Landing pages can quickly go wrong when they try to do too much. As Entrepreneur notes, you should build each page to be simple in its construction, culminating in a single call-to-action (CTA) and a clear, well-defined offer. Don't bite off more than you can chew by attempting multiple consumer actions. This will likely hurt consumer website traffic and deter them from taking any action at all.
Consistency From Ad to Page
Landing pages can sabotage display ads when they aren't properly matched up to one another. Ads and landing pages need to have the same tone, selling point and offer if they want to be effective in converting consumers. When an ad's sales pitch doesn't match the landing page, it can derail the sales funnel and discourage consumers who are let down by what was expected when they originally clicked. Examine each ad landing page pairing to make sure they are all consistent.
Condense Your Lead Forms
Large lead forms can turn away consumers. You should aim to make your info gathering as efficient as possible, designing the information form on each landing page to be short, if not in the number of fields, then at least in how they are displayed. Smaller, tighter forms are more likely to be filled out, which qualifies those consumer leads and keeps them in the mix to become conversions.
By following these landing page best practices, your company can increase the number of leads coming from landing pages, boost conversions and increase return on investment, all with some manageable tweaks to your strategy. With that said, the most important thing to understand is that while there are some good general best practices to start from, the only way to find out what truly works for your business is to try different approaches, figure out what works and do more of that.