Landing pages: a valuable investment

Kevin Larsen
Last Updated
December 23, 2023

In the digital battlefield, the business websites has become crucial to attracting and engaging new customers, but high website traffic is only half the battle. It is equally important to convert this traffic into sales or leads.

And this is where the importance of well-designed landing pages comes in. They serve as the first point of interaction between our site and visitors, often determining whether these visitors will become customers or not. A strong combination of website traffic and effective landing pages is the key to digital marketing.

Landing pages require effort, but produce results

Creating an effective landing page takes time and effort. You need to have a clear goal for the page, test what works, and make continuous improvements. But once you get it done, landing pages can be very effective. For example, a “click through” landing page can focus the customer on the benefits of a product, and then direct them to the shopping cart. A “lead magnet” landing page can offer something for free in exchange for a customer's contact information, building trust and creating a customer relationship.

Sample lead magnet landing page

Ads and landing pages

Ads and landing pages have a symbiotic relationship in digital marketing. After the ad has caught our attention, we are going to have to lead forward to a sensible space. Simply leading to a Facebook page is not good enough.

When a potential customer clicks on your ad (social media, Google Ads, etc), they are directed to the landing page. Here you have the opportunity to dive deeper into your message, provide more detailed information, and most importantly, provide a clear path to conversion — whether it's buying a product, signing up for a service, or providing contact information for future follow-up. In this sense, ads and landing pages work together to maximize the impact of marketing.

From Google ad to landing page

What distinguishes a landing page from other pages

Landing pages are usually designed with a single focus or goal. The goal is to limit distractions and get full focus on the product or service, guiding the customer to a CTA, while offering them something of value.

Here are some typical characteristics of a landing page:

  • A clear message: The very first thing a visitor should see is a clear and concise explanation of what the product or service is and why it is useful.
  • Call-to-Action (CTA): CTA is a call to action, encouraging visitors to convert. This can be in the form of filling out a form, signing up for an email list, downloading a report, etc.
  • Design: The visual aspect of the landing page should be appealing and inviting. A good design can improve the user experience and help visitors convert.
  • Social Proof: Customer reviews, statements, and case studies can be effective forms of social proof on the landing page.
  • Easy navigation: A landing page should have easy and clear navigation. It can help to keep the number of links and menu items to a minimum to avoid distracting users. In some situations, it may make sense to make the page completely isolated, by removing both the header and footer on the landing page.
A hero section that could also have been a landing page

Landing pages provide focus and increase sales

Landing pages help customers focus on what you want them to do and highlight the benefits of shopping with you. Without landing pages, your site may have too much unfocused and generic content, which can lead to lost sales and leads. By investing in landing pages, you can increase conversion rates and increase your digital marketing ROI.

Landing pages have a 160% higher conversion rate compared to other types of registration forms.

Statistics from MarketSplash

Measuring landing page performance

After implementing a landing page, it is important to measure its performance and make necessary adjustments to improve conversion rates. There are some key indicators to keep an eye on:

  • Traffic: Number of visitors landing on the page.
  • Conversion rate: The percentage of visitors who perform the desired action, such as filling out a form or purchasing a product.
  • Bounce Rate: The percentage of visitors who leave the page without performing any action.
  • Average time spent on the page: How long visitors stay on the site. The longer the time, the more engaged they are likely to be.

Optimization of landing pages

It is important to optimize the landing page to achieve the best possible performance. A/B testing is an effective method for this. By creating two versions of the same page with slight differences, you can compare the results to see which one performs best. You can experiment with different CTA buttons, headers, images, and so on.

This can also include A/B testing of the actual ads that lead to the page.

Conversions can be increased by up to 300% or more if proper targeting and testing is implemented.

Statistics from MarketSplash

Different Types of Landing Pages

Landing pages can be of many types, depending on what your goal is. Here are some of the most common:

  • Lead Capture Pages: These pages have forms designed to collect contact information from visitors so that they can be converted into potential leads.
  • Click-through pages: These pages are often used in online stores and aim to persuade visitors to click on a 'buy now' button or similar, and be directed on to a purchase page.
  • Informational pages: These landing pages are designed to give potential customers all the information they need to make an informed decision. This may include details about the product or service's features, pricing, and more.
  • Event Pages: If you're hosting a conference, webinar, or other event, a landing page can be an effective tool for gathering sign-ups.
  • Thank you pages: Once a user has performed an action such as filling out a form, signing up for the conference, subscribing to a service, or making a purchase, thank-you pages are a good way to confirm the action and continue communication with the user.
Example of a click-through landing page

Landing pages and SEO

Although the main purpose of a landing page is to convert visitors into leads or customers, it is also possible to optimize landing pages for search engines. This will not only increase your visibility in search engines like Google, but also attract more qualified traffic - users who are already interested in what you offer.

Optimizing landing pages for SEO involves using relevant keywords in the headlines, content, and meta descriptions. In addition, the pages should load quickly and have a mobile-friendly design.

Sample keyword statistics from Google Keyword Planner

Exciting results

Landing pages are more than just a page on your website. They are a powerful tool to drive conversions and improve your marketing ROI. So whether you're selling products, services, or just trying to generate leads, landing pages are an investment worth considering.

Of course, you have to have a webpage to place the landing page on as well.

Attributions

Image by storyset on Freepik

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