When you enlist the services of an internet marketing consultant it won’t be long before they suggest the use of landing pages. We use landing pages to increase the effectiveness of our digital marketing campaigns since they are excellent for improving conversion rates.
Where we use landing pages
These pages are typically hosted on your website and sometimes on platforms such as Facebook (perhaps a custom tab). Once your landing pages have been published online we can direct links to point at them from sources such as:
- Pay-per-click (PPC) advertising campaigns. Landing pages play a very important role in PPC marketing because they affect the quality score of ads.
- Email newsletters.
- Social media status updates, ads and sponsored posts.
- QR codes.
- Affiliate program links.
- Banners ads.
Almost any online advertising source can link to a landing page.
The freedom landing pages provide
Because landing pages are highly customised they offer a freedom that may not be available when working within the confines of the company website or social media accounts.
Some of my favourite features are:
- The chance to use completely new designs, breaking from the standard website template or theme.
- Everything about the design can be focused on the specific offer being promoted.
- They are quick and easy to deploy, when using the right tools.
- Testing is very easy to facilitate.
- Mobile friendly versions can be displayed when they are accessed by mobile devices.
Most clients are happy to allow for some creativity with landing pages, as long as we don’t do anything contrary to brand guidelines or diminish brand equity. Even fickle brand managers understand the need for some flexibility.
Tracking and improvement
It is crucial that we fully track usage and user behaviour on landing pages to make sure that they are performing at optimal levels. This may be as simple as reviewing website analytics data through to split or multi-variate testing, heat mapping and scroll behaviour analysis.
Landing pages should always be part of some form of split-test to ensure continual improvement.
Once you develop a history of what works on your audience you, or your consultant, will know which designs to roll out in future marketing campaigns. While there are certainly design principles common to landing pages, each campaign is unique.
Landing pages are a fundamental online marketing tool. Their cost is practically insignificant when used as part of a successful marketing campaign.
If your organisation is yet to implement landing pages then I hope you are now willing to at least set-up a trial. I have little doubt that you too will reap the rewards of this simple but very effective tool.