It has been established that landing pages are astonishingly effective at converting your visitors into paying customers. The numerical data is distorted, however, as one of the least implemented tactics is directing customers to standalone landing pages.
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. Landing page optimization 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 page can make, we found some stats highlighting why landing page optimization is essential.
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, most businesses take this to mean they can create one landing page – a home landing page – as a catchall for every campaign they’re running. In fact, some key insights show that 52% of marketers (for shame!) don’t even create a new landing page for different marketing campaigns.
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, and different promises and goals once they do – so why would you send them to the same generic page?
Start embracing the power of landing pages by creating specific pages for each of your various traffic streams. It won’t be long before you experience more success and higher conversion rates!
The maxim “less is more” applies to many things – landing pages included. However, the fact that 48% of landing pages contain multiples offers suggests the majority of businesses haven’t yet made the connection. 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%.
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).
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!
Lastly, we’ll address the common landing-page mistake: form fields. When customers are presented with the monumental task of filling in a 15-field form, they tend to fill in none. Avoid overwhelming your customers and settle for requesting key pieces of information that can work just as well.
The proof is in the pudding: 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.
Credit to: Cheryl Baldwin – Director of Marketing Communications at WSI