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How to Level Up Your Landing Pages

When it comes to landing pages, the numbers are skewed. Landing pages do a staggeringly effective job at converting site visitors into paying customers. Sending customers to standalone landing pages is an effective tactic.

Landing Pages are optimized to Convert online traffic in to leads or sales

We’ve touched on this concept before: when the numbers don’t add up, it means there’s an opportunity for businesses. Even though landing pages are slowly becoming the standard, implementing them now will still give you a significant edge over at least a few of your competitors.

Leveling up your landing pages can improve your conversion rate, which impacts your bottom line. And the best part? You can do it without increasing the number of visitors to your site.

To give businesses an idea of how much of a difference landing pages can make, we found some stats highlighting Why You Need To Level Up Your Landing Pages.

Use ABC testing on multiple landing pages.

Since you’re looking for information on landing pages, you’ve probably heard using a homepage as a landing page is a bad idea.

Unfortunately, many businesses think this  means they should create one landing page – a home landing page – as a catchall for every campaign they’re running.

In fact, 52% of marketers (for shame!) don’t even create a new landing page for different marketing campaigns.

What is an “Optimized Landing Page?”

In the same way, it’s suboptimal to send every single site visitor to your homepage, it’s a mistake to send email subscribers, social media follows and PPC traffic to the same landing page.

Each of these channels has unique methods for getting visitors to click through. They also have different promises and goals. So, why would you send them to the same generic page?

Start embracing the power of landing pages by creating a specific page for each traffic stream. It won’t be long before you experience higher conversion rates!

a maze is show, to represent how an over-complicated landing page is ineffective.

“Less is more” applies to many things, but not landing pages. It’s a fact that 48% of landing pages contain multiple offers. This suggests that the majority of businesses haven’t yet made the connection.

Eliminate Confusion on your Landing Pages

The temptation to cram more than one offer onto the page you know visitors land is strong – but don’t do it. Customers don’t want to be confused or oversold and offering something other than exactly what they’re expecting actually does both. Craft strong, confident offers and trust your landing pages to do their work! Oh and don’t forget to include a call to action as a single call-to-action button can increase conversions by 62%.

A computer monitor is shown with a podium for first, second and third place.

If you have a couple of landing pages and aren’t getting the results you want, don’t give up quite yet. As we’ve discussed, the more you connect the messaging of your landing page to the arriving audience (and the channel they used) the better results you’ll get. If this means creating more landing pages – even different ones for segments of the same audience group – then do it (the stats have your back).

Video will increase your Landing Page Conversions

If all else fails, try adding some short explainer videos to your landing pages. Using videos on landing pages can increase conversions by 86% – anything capable of producing results that good is worth a shot!
A game board and pair of dice.

Test and Improve Your Landing Pages Over Time

One of the biggest factors that stunt the success of marketing campaigns is not testing vital components like landing pages! The fact is landing pages are where the magic has to happen, so absolutely need to be sure that every aspect of the page is contributing to conversion! You’ve spent the money and dedicated time to funneling visitors to a certain page with an exact message – but then you don’t test to make sure the headline or call-to-action button isn’t confusing customers?

61% of customer do less than five tests per month on their landing pages; excuse me for saying it again but – this is an opportunity! Test your landing pages components, tweak based on your findings and enjoy the increased conversions with just a little extra work.A Rocket ship is orbiting over a planet in the distance.

Last but not least, we come to a pretty straightforward fix for an all-too-common landing page mistake: too many form fields. Yes, we live in the Information Age, which means every little detail you can pull from your potential customers can be used to your advantage. But you know what? One or two pieces of information are a lot better than zero, which is what you’ll get if you present customers with a 15-field form!

The proof of the pudding is in the eating: a company found that reducing the number of form fields to 10 or under increases conversions by 120%. I’ll go a step further and suggest you keep the number of form fields to less than 5 as I’m a firm believer in keeping things as simple as possible.

Nick Cunha

Nick Cunha

Digital Sherpa

Nick is former Creative Director and part owner of aLookingGlass, BVI. With extensive experience of over 15 years in traditional marketing, graphic design and branding. After exiting aLookingGlass in 2019, he has since shifted his focus to cutting edge digital marketing and online brand experiences, in his home town of Lake Tapawingo, Missouri. Now, as an IoT marketing consultant, his role is to determine which digital marketing tactics can most benefit his clients, and tailoring a suite of complimentary services such as: digital branding, social media management, SEO and PPC marketing in order to generate and sustain a long-term and quantifiable ROI.

LEVEL UP YOUR website, today!

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