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How Landing Pages Can Achieve Conversions

The landing page is a high-conversion tool every business needs for a successful digital marketing strategy. Regardless of whether you’re after lead generation, sales, or to maximise on your AdWords, your business needs good landing pages. But how do landing pages’ work to create conversions?

What are landing pages?

Landing pages are webpages that visitors to your website ‘land on’ when they visit your site. They are different to your main website pages, including the home page. The landing page design is simple and there is usually only one choice for exiting the page. The exit could be a product purchase, document download, or click through to a category page. Therefore, by creating a range of unique landing pages for specific entry points, you can direct traffic and increase conversions. There are two basic types of landing pages, ‘click through’ and ‘lead generation’.

Click Through Landing Pages

As the name implies, click through landing pages’ guide visitors to another page. Typically used in ecommerce funnels, they usually describe a product and ‘warm up’ a visitor before they make a purchase. The destination page from a click through page, is normally the shopping cart or a lead generation page.

Lead Generation Landing Pages

Lead generation pages are also referred to as ‘lead gen’ or ‘lead capture pages’. They are usually used to capture user data, such as a name and email address. The purpose of the lead gen page is to collect information, so you can market to and connect with prospects. Therefore, a lead capture page will contain a form and description of what they’ll get in return for submitting their personal data. There are many offers you can provide on lead gen landing pages, including:

  • EBook or whitepaper
  • Webinar registration
  • Consultation for professional services
  • Discount coupon/voucher
  • Contest entry
  • Free trial
  • A physical gift (via direct mail)
  • Notification of a future product launch

Digital marketing strategies

The goal of a digital marketing strategy is converting visitors to customers. As visitors navigate your website, you often lose them due to lack of interest, site usability, and other factors. That’s when click through landing pages come in to play. Additionally, customer identification to direct people to the right landing pages and products, is also vital. This is where you need data gathering lead capture pages.

Google Adwords

A Google Adwords campaign is utilised as part of a digital marketing strategy. Google AdWords allows you to appear at the top of highly targeted keyword searches. From there, you decide where that ad sends the traffic that clicks through. This way you can direct visitors to the right areas of interest on your website—giving you the best chance of turning them into a customer. Subsequently, landing pages are crucial conversion tools in an AdWords campaign.

When planning a digital marketing strategy, it’s important to include maximising the conversion rate with landing pages. By advertising to the right business audience, and using data to narrow your target, conversion levels from your landing pages will grow. Contact us today, to see sample landing pages and discuss incorporating them into your digital marketing strategy.

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