The landing page experience refers to the experience a potential customer has after clicking your ads and landing on your website. So, why should we care about it so much? Well, there is a list of reasons that every digital marketing professional should. When it comes to designing any digital funnels, always put the landing page experience at the centre of the customer journey. In the following article, we are going to discuss how to build a proper landing page. As well as how vital it is for lead conversion.
What’s the difference between a landing page and a regular web page?
A landing page is any web page that a consumer can land on. However, a lot of companies prefer using a standalone page, distinct from the homepage or any other regular web page, that serves a single and focused purpose – conversion. In other words, a landing page is usually where you summarize all the highlights of your products or services into one single page. The purpose of that page is to win over your potential customers. Your landing page lets you make a trade, some sort of special offer, piece of information, or a deal, in return for providing contact information. There’s no need to have just one landing page or even just one landing page at a time. In fact, having multiple landing pages that targeted segmented customer populations would increase your chance of conversion and save time and money in the long run.
Why are landing pages so important and how to design an effective landing page?
The reason that I can’t stress enough the importance of landing pages to our clients is that landing pages are often the first touch point a prospect has with your brand. That is why it is vital you create a great first impression and deliver a great experience. A successful landing page can leverage the traffic coming in through the website and really separate you from your competitors.
So how should we design an effective landing page? According to research by Unbounce based on a sample of 18,000 landing pages, landing pages that contain only one “call-to-action” produce the best conversion rate (13.5%) compared to landing pages containing 2-4 call-to-actions (11.9%) and those containing more than 5 call-to-actions (10.5%). Instead of hard-selling people to click on your ‘call-to-actions’, marketers should focus on showcasing the advantages of your products and successful cases.
The speed of the landing pages is directly related to the conversion rate as well. As proven by an 11.4% conversion rate from quick-loading landing pages and just 9.8% from pages that are slowed down by oversize images or bad server connection.
Last but not least, testimonials play a significant part in increasing conversion rates as well. The conversion rates for landing pages containing testimonials are 12.5%, compared to 11.4% for pages without it. In summary, the idea of a good landing page experience is to show your potential customers ‘the end results’ of signing up for your services/products instead of ‘convincing’ them. Keep in mind though, that after the lead comes in, it’s crucial to set up proper touch points with the customer even if they don’t respond right away. But once you get a taste of the benefits of well-designed landing pages, you will never go back.
Not only for the customer journey but more
Landing page experience is more than just how well your landing page works. In some digital marketing platforms like Google, your landing page experience directly links to how high your ad is going to rank on the search results. Despite the fact that there are some universal standards like the loading speed for the page or repeating the call-to-action where relevant, there’s no guarantee that what works for other businesses will also work for you. It is important for business owners to recognize that the deals you offer to the customers are one of the determining factors if not the most important factor as well.
Final thoughts
More than often, we as marketing professionals have done our jobs designing a landing page and making it as effective and appealing as possible. However, it still falls short closing the deals. Most of the time, situations like this happen because whatever deal the landing page is offering is simply not competitive enough compared to other companies in the market.
Therefore, if you follow all the advice we have here to build your landing page but things don’t work out the way you intended to after six months, it may be time to take a good look at your offerings. Are they really attractive enough to your audiences? What are your competitors offering? An in-depth competitor analysis/market research might just be the answer to your question.
If you don’t have time to go through all the troubles researching your competitors, leave it to us! Contact us now to receive an in-depth digital marketing audit including competitor analysis, digital funnel analysis, landing page analysis and more!
Author
Ray Mai
DIGITAL MARKETING SPECIALIST
After graduating from SFU in 2019 with a bachelor’s degree in Economics, Ray has successfully established his career working as a digital marketing professional. He had the opportunity to sharpen his skills and learn different marketing strategies across all the major marketing platforms. When it comes to delivering the end results, Ray’s high standards and deadline-driven nature have always made him stay on the top of his game.