Landing pages are valuable marketing tools for businesses that focus on conversion rates. Once a potential customer has landing on this standalone page, it’s up to the landing page to play the role of the salesperson in order to get the sale. So how can your landing pages serve your online business without failing? Unfortunately, there’s no magic answer that will work for every client. But, like the rest of Online Potential’s inbound marketing strategies, there are plenty of ways to find out what works and change what doesn’t work.
We often recommend landing pages to eCommerce clients who also incorporate conversion designs, remarketing, and Google Analytics. Having access to full array of marketing tools can give your company the edge you need to pass the competition.
Two Types of Landing Pages
There are two kinds of landing pages, and you’ll want to pick the one that is better suited to delivering the outcome you want.
Lead Generation Landing Pages
Lead generation pages are used to capture information about visitors like their email addresses and names so that you can market to these potential consumers in the future. Common lead generation pages include forms in order to register, test a product, receive a free sample, enter a contest or giveaway, or receive a coupon. Of course, there are many other ways and reasons to use a lead generation page, and this form of landing page is extremely effective when you want to build your potential consumer database. The customers who register, request coupons and enter giveaways are more likely to purchase your products in the future, especially if they see targeted ads.
Once you have a visitor’s information, you can use it to create tailored messages that these users will see as they browse other sites. This is a great use of Google remarketing. If your landing page is tagged for remarketing, the visitors who sign up or register on the site will see your custom ads on any of the Display Network websites. You can also use email banner advertisements in order to persuade visitors to return or purchase products.
Click-Through Landing Pages
As the name suggests, click-through landing pages are meant as a doorway to another web page. This door could lead to your homepage, a specific product or service, or even to your e-newsletter. Using Google Analytics and Google Webmaster tools, we can help you monitor your click-through success and evaluate reasons why some visitors aren’t following through.
While lead generation pages are the final destinations for visitors, click-through pages must be effective at pushing the consumer to the location. There are several ways to this, but a lot success is dependent on design and content. You want to connect with your consumer, show them something they will want to buy, and then take them to a page where the buying process is easy. Often we see clients who having click-through pages connected to an empty shopping cart or a homepage. While there might be a reason behind choosing those two pages, a better option might be to take the consumer to the description page of the product you are trying to sell on your landing page. That way the consumer can read more about the product, add it to the cart, and check out without feeling rushed or confused. Dropping a visitor off at your homepage might lead them to forget which product they were discovering, and sending them to an empty shopping cart, where they’ll have to search for the product, is just too time consuming. You want to make the experience as easy as possible to get the sale, and a click-through landing page can simplify the process for you.
Whether it’s a click-through or lead generation landing page, design and content are extremely important. Because landing pages stand alone — they are not website extensions or full sites themselves — you need to fit all the pertinent information on the page without sacrificing layout and design. After all, none of your customers are going to read a massive block of text. Simplifying content is better suited for click-through pages where consumers can read all the fine print on the final page. The same can be true for lead generation pages as consumers can become wary of signing up for anything without reading the fine print. Too much content might scare them away, but not enough content makes it appear that your business is hiding something.
Online Potential is here to help you balance your landing pages while captivating your audience and getting them to complete your call-to-action or click through to the next step. No matter which landing page you choose, we can help your business grow in Orlando.
