Landing pages were one of the main trends for a pretty long time. But, as any trend eventually does, landing pages have lost their charm and people have realised all their advantages and disadvantages. It is a mistake to believe that landing pages are a lead generation panacea, as it is believed by many people. Yep, it’s a very effective tool, but you shouldn’t overestimate its value. Landing pages are one of the ways to expand your customer base, but they can’t solve a problem, such as increasing sales, by themselves. Why? How do you use this tool to solve the problem above? Read this article to find out.
Let’s begin with making small inquiries (we want to make this article helpful not only to those who know everything about landing pages but also to those who know nothing). A landing page is a page which is promoted, as a rule, with help of contextual advertising; it’s a page where a visitor (a sales lead) should make (at least you expect it) a conversion action and order something that represents your offer – a service, a product, a good, an email subscription (depending on your goals).
The main thing about a landing page is that it should offer only one specific thing. One landing page stands for one offer. This is the main rule. Don’t try to offer more than one service on one landing page (according to statistics, 80% of the target audience will leave a page immediately if they don’t get an idea from a headline, and only 20% read half of a landing page). You don’t want to make one landing page for 5 offers. You want to create 5 individual pages.
The second rule is to extremely narrow your offer. Which means that these 5 landing pages should highlight a 10% discount for each of these services, rather than talking about the services themselves.
The third rule is that a landing page should be as targeted as possible. Personify your target audience.
Thus, a landing page that works is a landing page that contains one offer, which is clearly expressed in a headline and is highly targeted. Such landing pages can really create lead generation miracles.
What does a landing page consist of?
A landing page is a construction set of common parts put in correct order:
- Sales triggers
- List of advantages
- Call to action button
- Social networks buttons
- Pictures and videos
- Social proofs (users’ reviews or comments)
So now we face a very important question: how to track a landing page’s effectiveness? The standard pattern “create a landing page – drive your traffic” doesn’t always work. Things may follow different scenarios. As a result, after launching a landing page you can get two different results:
- You see a result and start to believe in the absolute power of landing pages.
- You don’t see a result and lose your faith in this tool.
Both of these opinions are illusory and not even close to reality. If you don’t work seriously on tracking your landing page’s effectiveness, then in the first case you were just lucky (there is no guarantee that your second, third or tenth landing page will work the same way). In the second case don’t be disappointed. Start working on tracking page’s effectiveness. You can track it in the two following ways:
- Making a hypotheses.
- Conducting A/B-tests.
There are no other ways to improve a landing page’s effectiveness! There are no specialists who “know exactly how to make it work”. Tricks that work for one thing won’t work for another one. We’ve been through it many times.
How to increase a landing pages’ conversion rate?
The more “correctly” a landing page is constructed, the higher the conversion rate it has. What does “correctly” mean? The sequence is pretty simple: you write a hypothesis (your personal opinion of possible changes in a page to make it more attractive to the audience) – then you check your hypothesis by conducting an A/B-test. You placed a CTA (call to action) button closer to the beginning of the page. Has it increased the conversion rate? Continue constructing your landing page until you get a desired conversion rate. Even a modest 1% increase gives an appreciable result.
Do you understand why conducting A/B-tests are essential? It’s because it is the only way to track a landing page’s effectiveness and increase a conversion rate. There are no other ways to track page’s effectiveness except A/B-testing.
A landing page is a point tool
You should know that using landing pages as the only way to communicate with audience is a very bad idea. They only work together with other online marketing tools – corporate blogging, social network activities, email marketing. Let’s give you a simple example to illustrate this. Imagine that your landing page generated a sales lead. A person is interested, but he or she didn’t make a final decision. This person needs more information, so he or she goes to your website. If you have nothing to offer, if you don’t publish convincing content in your blog, that can convert a sales lead into becoming your customer, then a person is likely to leave and not place an order.
Why you shouldn’t rely only on landing pages:
- Landing pages can attract new customers, but for business it’s also necessary to keep your current customers and to get back the old ones. What can you offer to a customer who has not made a final decision yet? A website is promoted by its content marketing.
- Landing pages are a pattern that sell a product or a service. In fact, it imposes your offer on an audience. It’s also a big disadvantage of this tool. Imposing works for some people and doesn’t work for other ones. The number of “tired” of landing pages people is increasing. People become even more tired because of the same “successful” tricks used in different landing pages. For example, same sales triggers, countdown timers, same textual tricks and so on.
- Landing pages don’t decrease the cost of a sales lead.
So, what’s the conclusion? Landing pages are a nice but still incomplete tool. They can only be effective together with other tools. Landing pages system should be part of a website’s (which is developed by content marketing) superstructure.
Thinking of landing pages as the only way to communicate with your audience is a very bad idea.
By the way, you can find some of our landing pages here.
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