If you’re running PPC ads and don’t have landing pages to go with them, you’re missing a big piece of the puzzle. Econsultancy’s Conversion Rate Optimization Report 2015
found that, “for every $92 dollars spent acquiring customers, only $1 is spent converting them.”
That’s where landing pages come in. Landing pages consistently increase conversion rates and with the tools available today to build and test them, any business large or small can use landing pages to boost their marketing strategies.
So what is a landing page?
Landing pages make it easy for your customer to go directly from seeing an ad to taking action. Marketing Sherpa found that “44% of clicks for business-to-business companies are directed to a home page, not a landing page.” That’s a lot of missed opportunities. If you’re investing money in a PPC campaign, you owe it to your business to complete the process with one or more well-designed and well-tested landing pages.
Marketing expert Neil Patel defines a landing page simply as “any webpage where you send visitors in order to initiate a conversation and close a deal.” This could be a page with a description of a product and a button to purchase it, or a page that talks about a course and has a form so a visitor can sign-up for the class. Patel goes on to explain that, “Effective landing pages are often standalone web pages with a single focus.” What this means for business owners is that your landing pages will look different from the rest of your site. They will be simpler. They may not include your site wide navigation.
There are two main types of landing pages – click through pages and lead generation pages. Click through pages help a viewer make a purchase or register for an event. Lead generation pages are used to gather data – like names and email addresses – so your sales team can contact the person later.
Do Landing Pages work?
Landing pages work across all types of businesses and organizations. You can see the results for yourself:
- Moz made a million dollars using a landing page and an email campaign. (Case study)
- 37Signals increased sign-ups for their product Highrise by changing the design of their landing pages. (Case study)
- KISSmetrics used landing pages to generate $13 000 in sales per webinar (Case Study)
Landing page best practices
There are three main things to keep in mind when designing a landing page:
- Message match
- Lack of distractions
- Clear call to action
First, make sure that what the client sees in an ad and what they see when they get to the landing page matches. It’s the easiest way to let your client know that they are in the right place. The text doesn’t have to be identical, but it should look very familiar.
Second, remove as many distractions as possible. Don’t make your customer search for the offer. Consider removing the navigation bar and any unnecessary links to help your customer stay focussed on the message of this particular page.
Third make sure your call to action is clear and unmissable. Give your customer the information they need to be able to make a decision and then make the button itself large, colourful and hard to miss.
Landing page essentials
In his Twitter bio, Unbounce Co-founder Oli Gardner claims to have seen more landing pages than anyone else on the planet. Gardner recommends these four essentials for any landing page:
- Use your headline to communicate your value proposition. (What do I get?)
- Include a fantastic image or video of the product or service you’re selling.
- Tell the user how your product will help them.
- Use forms carefully. Ask for the information your sales team needs and no more.
- Finally, you need a call to action.
Once you’ve created your landing page, test it and test it often. Study after study shows that a/b testing -creating two versions of a page and tracking the stats to see which one gets more responses – can have a huge impact on the conversation rate of your landing page. Expedia gained $12 million in profit by removing just one redundant field from a form.
Landing page examples
This page from Tailor4Less gets right to the point: get a custom suit for $269. It follows up with a great image, a clear argument and an easy path to designing your own suit.
Vivino’s landing page, below, uses dynamic images, lots of space and a just little text to tell you exactly what their app does, why you need it and where to get it. It’s simple, direct and compelling.
How can I get started?
If you’re new to landing pages, start with one and grow from there. Start with a simple page. Ask your designer to create a landing page template that strips out any unnecessary distractions and use that as a base to build and test landing pages.
There are several companies that can create and test landing pages for you. Unbounce, Wishpond, LeadPages and Hubspot are some of the leaders in this field.
If you’re ready to see how landing pages can help your business, Stir Marketing can help. Contact us today for a free landing page estimate or consultation.