Landing pages as a lead generator have long been used as a method of turning visitors into customers.
It is important to understand how effective your pages are in terms of achieving specific goals.
Targeting your landing pages correctly can increase conversions by 300%
Your conversion rate is a key metric when assessing how well your marketing efforts are performing.
Having the information your visitor needs on the first page that they land on gives a sense that you can solve their problem.
Or that you have the answer to their question.
It should lead the customer to an intended outcome.
This can be capturing personal information like an email address or phone number, or leading your buyer to a purchase page.
The sole purpose of landing pages is to gain conversions.
But how do you know if your landing page conversion rates are performing well, or falling below average?
What is the average conversion rate of a landing page?
Depending on the industry you are in, the success of landing page conversion rates can differ greatly.
It is important to know the average rate for the industry you are in to allow you to assess the effectiveness of your pages.
Here is a graph of average landing page conversion rates by industry.
This will give you an idea of how you can expect your pages to perform.
To get the best landing page conversion rates you will need to optimize each page to be visually impactful.
Landing pages should contain necessary information and include a call to action.
Whether the goal is to capture a lead or cause a click-through, optimization can vastly improve the page’s function.
Performing page optimization impacts Conversion Rate Optimization or CRO.
Employing tactics like heatmaps and A/B testing helps you to understand a visitor’s actions on your page.
Viewing information like behaviour flow and drop off rates can show you where to adjust your page.
Helping you to gain higher landing page conversion rates.
Individual elements of landing pages
An impactful landing page encourages visitors to remain and take the desired action.
When formatting your pages you should pay attention to things like.
- Call to Action
A well-crafted and attention-grabbing landing page can make or break your conversion rates.
Each element should be structured to instantly attract your visitor’s attention.
Ask a question, identify their pain points, and solve the problem.
On the graph, we can see that the landing page conversion rates fluctuate based on industry.
Higher Education sees rates of 2.6% while Vocational Studies and job training is 6.1%.
If we take the data provided and calculate the average number across all the industries it gives us a conversion rate of 4.02%.
However, those rates are overshadowed by the top 25% converting pages which see conversions over just over 5%.
The top 10% of pages get a whopping 11.45% or higher conversion rate.
So what does this mean for you?
It means that if you create effective landing pages you have the means to win more conversions.
How do I make good landing pages?
You can build your own landing pages on WordPress but many choose to use specialized software.
There are good landing page builders with choices of pre-built templates from companies like Mailchimp and Unbounce.
To create you landing page you will want to –
- Select a template
- Name the page
- Add images and content
- Include a call to action
- Complete meta descriptions and SEO
- Choose a descriptive URL
When your landing page is completed make sure you check that all links, call to actions, and sign up boxes are working correctly BEFORE you publish your page.
You do not want to risk losing conversions from broken or non-working links.
Use buyer personas
Targeting your landing pages to your ideal audience will help you achieve maximum conversions.
I talked about how to create the ideal buyer persona in another blog which you can read here.
Once you have an idea of your ideal target audience you can specifically design your landing pages around that information.
Have a compelling headline
The first thing that your visitors see when landing on your page is the headline.
Make sure that it is attention-grabbing, compelling and relevant.
You may want your headline to contain information about your product, just make sure to keep it short and to the point.
If headlines are too wordy or lengthy you will lose the attention of your audience before they finish reading.
Define goals for your landing pages
Landing pages can be designed for many different purposes, depending on the results you want to achieve.
You may design pages to get your audience to take action in a number of areas.
These can include –
- Filling out a form
- Supplying an email address or other information
- Registering for a free trial
- Downloading a brochure or ebook
- Signing up for a special offer
- Buying a product or signing up for a service
- Taking a survey
Whatever the goal it is best to keep one purpose in mind for each landing page.
This avoids confusion and allows you to keep the outcome in mind when designing your page.
Your page should lead your visitor to a clear call to action.
Use multiple landing pages
One of the great advantages of landing pages is that you can have more than one.
In fact, you can have as many as you want.
This gives you an opportunity to design and test different pages to learn which generates the best results.
Using several pages and monitoring results mean that you can learn a lot about your audience.
What speaks to them, what do they click on, what drives results?
By performing A/B testing you can tailor your landing pages to achieve the best conversion rates.
Benefits of using landing pages
Apart from the primary and most obvious use of landing pages which is that they drive conversions.
There are also secondary benefits that can be gained from using landing pages.
In addition to capturing leads and helping you to collect information about your site visitors your landing pages are-
- A professional and effective form of advertising
- They provide a better experience for site visitors
- Landing pages can help with local search rankings
Landing pages are an often overlooked tool in the online marketer’s playbook.
When used effectively they can be a powerful selling and advertising medium.
Creating visually impactful landing pages that have a clear goal helps promote your business on a broader scale.
Landing pages provide an opportunity to capture your visitor’s attention and immediately convert them to a customer.
Effective landing pages that attain the highest conversion rates are an excellent way to win more business.