NPS – Net Promoter Score – How happy are your customers?
June 26th, 2022
We’ve all heard the team “the squeaky wheel gets the grease.” And although we definitely recommend visiting a mechanic ...
Digital Marketing | June 21st, 2022
Contributor Phil Robinson. Partner, Founder + CE
A landing page (LP) is a standalone website page dedicated to a specific marketing campaign. The primary function is to convert site visitors into leads. Landing pages typically offer visitors something that they may be interested in. For example, this may be an Ebook or a free trial, in exchange for contact information. Getting this information then gives businesses the tools they need to further nurture leads and urge them down the purchasing funnel.
Since landing pages are tailored to customer interests, using them in your marketing strategy can help you convert a significant number of qualified prospects since you can assume that they’re ending up on a landing page because its content interests them.
If you’ve yet to consider using them or you want to update your current LP strategy, this piece will go over 11 stats that make a case for using landing pages as a means to increase your conversion rates and generate more leads.
Given that 10% is a benchmark for a good conversion rate, taking the time to create a LP that carefully considers the interests of your target audience will benefit your business. Whether you sell SaaS or clothing, or recuitment, a higher conversion rate from landing pages means a longer list of leads to nurture into paying customers.
Using LP’s to obtain customer contact information for lead nurturing is likely to bring higher conversions. If you decide to use forms, the highest-converting number of fields is 3, with an average conversion rate of 10%. The most popular combinations use email address and name (7%) and email address and birthdate (5.7%).
Optimisation is always an essential factor for generating traffic anyway. Using optimisation tools to perfect your landing page strategy is valuable for increasing conversions.
Marcus Sheridan, a popular keynote speaker at Inbound, ran an experiment where he found that addressing customer fears, like email spam or personal date use, on his LP increased his form conversion rate. Be upfront with consumers about what will come from completing forms on your landing pages.
Consumers prefer personalisation because it ensures that they aren’t overloaded with irrelevant information that doesn’t pertain to their interests. Given this, using personalized and targeted CTAs in your landing pages will likely increase your conversion rates.
Ensuring that your landing pages are SEO optimised is key. Optimising for both Google search and Maps increases the likelihood of showing in search queries. This increasies exposure and the possibility of generating more leads. If you also link landing page CTAs in email ads, you’re ensuring exposure and visibility from three different channels.
Customers value transparency. Using a recognisable brand name and logo shows them that you’re not running a scam or being deceitful. You’re claiming ownership of the CTAs and personal information you’re asking for. Therefore, Including your business name on your landing page is a simple step you can take that can help you increase conversions.
If you already use video as a part of your marketing, great work! Incorporating video into your LP strategy can help you increase conversion rates. In fact, relevant embedded video content can increase conversions by 86%. And, furthermore, 80% of video marketers say that video has directly increased sales.
You likely already solicit reviews and testimonials from current customers. Repurposing them to use on your landing pages can increase customer trust and higher conversion rates, especially considering that 60% of consumers think that user-generated content (UGC), like reviews, are the most authentic form of content a brand can use.
If you have a blog or website that wants to distribute long-form instructional content, offering Ebooks in your landing pages can help increase your business conversion rates.
If you fall into either of these categories, LP’s can be a valuable element of your marketing strategy to generate leads and increase customer acquisition.
Considering the above stats, we can see that marketers who create landing pages that build trust with page visitors, provide valuable information, and use different content types see higher conversion rates.
Whether you already use them and aren’t obtaining the results you desire or you’re new to landing pages in general, using them will likely help you draw in new customers and drive revenue.Back