August 2014 Issue 96

Convert more through better landing pages

B2B Editor1 August 2014

Convert more through better landing pages

The goal of any online marketing or advertising is conversion. Small businesses spend hundreds and thousands of dollars on online advertisements to promote their products and services. Many of those adverts direct potential customers to the main website or a generic web page. The result is, poor lead conversion. Valuable leads are lost because of poor quality landing pages.

Here are some tips on how to improve your conversion rates using better quality landing pages.

Technically, a landing page is any web page that a visitor lands on after clicking through your search engine result or advertisement. Optimising those landing pages to ensure that a visitor converts into a lead is called landing page optimisation.

A good landing page is generally a dedicated web page focused on promoting a certain offer or campaign, with some kind of ‘call to action’ buttons and minimum escape links.

The idea is to let people know about your product or service and then encourage them to make a purchase or submit an enquiry. Landing pages are generally two types – click through pages and lead generation pages.

Lead generation landing pages

Lead generation pages are the most common type of landing pages designed to generate leads. They are ideal for lead generation for near future or future sales. They will help you get visitors to the top tier of the sales funnel. You could use these for subscriber registrations, free trial/ service/sample/download, product launch etc.

In essence, good landing pages present a pitch to visitors in order to persuade them to make an enquiry or a purchase. Ensure there is measurable ‘call to actions’ on each landing page and use Google analytics or a similar tool to track performance.

If you are looking to optimise your web pages to better your conversion rate, opt for our free 1 hour consultation to get started.

Click through landing pages

Click throughs are landing pages that are placed just before the key conversion action page. You could use these to break the conversion cycle in two stages. They are ideal for ‘warming up’ the visitors to encourage them to proceed to the next or final stage of the sales life cycle. You could also use them for high-ticket products or services where you don’t want to intimidate your visitors at first with a ‘buy now’ button. This way you will have a better chance of conversion, after having generated enough interest. These pages will help you get visitors to the bottom tier of the sales funnel.