Industry Conversations, Tips & Ideas

Mastering Conversion on Your Landing Pages
Posted by: Murray on Thursday, 02 May 2013

Landing pages are one of the most important – and often the most overlooked – elements of an effective marketing campaign. Most business owners and marketers understandably focus on the “big picture” items. Products, email and traditional marketing campaigns, and social media often overwhelm landing pages in the chain of priority. But a good landing page can pay huge dividends with relatively little resources investment, so taking a hard look at your is a good way to squeeze revenue growth when you’ve seemingly topped out your other marketing channels.

Here are a few landing page design tools to add to your marketing toolbox.

1.      Relevance is imperative – This is by far the largest problem with landing pages – links that send users to generic home pages or unrelated parts of your site. The more tailored your landing page, the better, but you may want generic pages with lots of options for people who navigate directly to your site or heard through word-of-mouth. Still, landing pages that can zero in on the exact reason for a user visit will almost always perform better.

2.      Rank for relevant terms – Specific landing pages should rank for specific queries. If I search for “CompanyName 15% off sale,” I had better see that landing page come up first in my results. Check out some of our site resources for a landing page example that uses the right keyword structure.

3.      Remove clutter – The more dialed in your site can be, the better, and extra clutter prevents users from seeing your “call to action.” Boiling your landing pages down into your logo, call to action, and some relevant product information or social proof will convert better than a busy and confusing page.

4.      Always brand – You need to let your users know that they’ve reached your site and not some third-party spam factory. Adding branding to any places where it’s missing is one of the most important parts of landing page optimization.