MarketingSherpa asked nearly 1,000 B2B marketers to identify which website design, management and optimization tactics were very effective, somewhat effective or not effective.
Implementing unique landing pages for various marketing campaigns increases the relevancy of that page, which leads to an improved conversion rate. Of course, optimizing design and content for conversions is also intended to increase conversion rates.
Since an organization’s website is the hub for all of their online marketing activities and commonly the key point of conversion, it is imperative that they make the most out of the inbound traffic they receive. This is precisely the reason why the top two website design, management and optimization tactics involve some optimization for conversions.
Landing pages focus on only one action
Using landing pages for your marketing campaigns can result in higher conversion rates and a lower cost-per-click. The goal is to create a closely coupled relationship between your blog content (or ads, or PPC) and the content of your landing page. This increases the message match for humans (reducing bounce rate) and Google (higher Quality Score and Ad Rank).
A good landing page takes this relationship and narrows the focus to a single point of action. “Download this ebook.” “Sign up for our free trial.” “Order this product.” The idea is to focus on the one action you want the viewer to take. (In fact, this is why many people eliminate the website navigation on landing pages. . . to focus on the single most important action.)
Experimentation and creativity
Lead generation or conversion isn’t about best practices. . . it’s about experimentation and creativity. A landing page can tell a story several ways — which one will convert visitors the best? You can test many variations of a landing page and find out quickly what title works the best, what image(s) works the best, what content and style work the best. All this testing can be done on your stand-alone landing page without having to redesign your whole website or needing the approval of several departments.
In conclusion, landing pages simplify and focus the conversion experience for Google and for your web visitors. This is true at all levels of the sales funnel, whether converting from web visitors to prospects, prospects to leads, or leads to customers. You will see enhanced ROI by creating landing pages, and optimizing your landing pages for improved conversions and user experience.