Landing Pages as a Conversion Tool
There are many ways to attract visitors to your website, and using Google Analytics is a great tool to measure bounce rate and referral sources. But the true measure that a Landing Page is working is the conversion rate. When it comes to converting visitors to subscribers, leads and buyers, one of the most effective tools around is what is most commonly referred to as a Landing Page.
Ok, what is a landing page?
My definition is: A landing page is a page your web visitors are landing on the first time they get to your website. Often because of an advert (you want to direct traffic to that page) or because of SEO (you want potential customers to find this page when they search for a solution to their problem).
Wikipedia’s definition is: “In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.”
There are many ways they will arrive at your website. It could be from a search page, a link on another website or one of your email campaigns. You control the latter two items as you probably generated the link and designed the email campaign. A search result could be any page on your website. That depends on how you have designed your website in terms of SEO etc.
The main thing is to have all your pages designed with a single purpose in mind. Lead generation!
When a visitor has expressed an interest in what you do, it is your job to guide them to where you want them to go. If the website is well designed, they will already be on the landing page. If not, it will only take one click to get them to your target page. There they will receive the information they were looking for in exchange for their email address.
You need to have a clear call to action or a clear link to where you want them to go if they land on a page that is not a conversion page. This is vital, so there is no doubt about where you want them to go and what action you want them to take.
What makes a landing page work?
You only need a few components to create a successful landing page.
Clarity – A Clear Objective – When you have your target visitors’ attention, ensure they know where to go and what to do. (No Distractions!)
Resonance – What they find must resonate with them, i.e. they must find it compelling enough to take action.
Urgency – you must leave them feeling that they will miss out if they don’t take action now.
Doubt Free – They must be in no doubt of what to do
Distraction-Free – There must be no other distractions that will take their attention away from the Call-To-Action
As an acronym, it is named CRUDD! In short, you got to take care of CRUDD, and a well-designed landing page will do just that. Also, a well-designed website will ensure it all works and fits together! (A non-designed website will just be a brochure site that sits there!)
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