Do you have a landing page on your website? Of course you do.
Landing pages increase conversions, generating leads and sales for your business.
But do you need more landing pages?
Studies have shown that business websites with 10-15 landing pages tend to increase conversions by 55% over business websites with less than 10 landing pages. And those with more than 40 landing pages increase conversions by over 500%.
Do you have the right number for your website? Or are you missing out?
Here’s why you need more landing pages and five ways to make them work for you.
1. More Conversion Opportunities
It’s pretty obvious, but the more landing pages you have, the more opportunities you are giving your website visitors to convert.
Let’s say you have lead generation landing pages that:
- Are optimized for SEO (and don’t have a “NoFollow”)
- Have links from your other website pages (for example from your blog or “About” section)
- Are on your website navigation bar directing traffic to your landing pages…
You can easily get more leads even without an active online marketing campaign.
The more of these lead generation landing pages you have, the more likely people are going to find your pages (through search and your website funnels), and convert.
Some of the highest converting long standing landing pages are:
- eBooks
- How-to guides
- Free trials
- Free appraisals
- Newsletter sign-ups
2. Optimize your PPC (Google) and Facebook Ads
Landing pages have traditionally been associated with PPC ads – that is Google AdWords PPC.
When you are building a landing page for online advertising, you should be testing and tweaking your pages to make the most cohesive and highest converting campaigns. Most good marketers will create a number of landing pages for each of their Google AdWords campaigns, A/B test them and use the highest performing ads/ landing page combinations.
The same is true for Facebook ads. Check out these four essentials to creating landing page/ Facebook Ads that convert.
3. More Inbound Marketing Opportunities
If you’re like me, your social media marketing team is always asking you to create more content. And your sales team is always asking you for more leads.
What’s a happy solution? You guessed it – landing pages.
Well written, optimally designed landing pages can give you a variety of marketing content. Your landing pages can then be shared on social sites, and get your business more leads (and even sales). The more variety of landing pages you have, the more social posts and updates your team can create for them. The more social links you share, the more traffic you’ll drive to your landing pages. The more traffic your pages get, the more conversions you get for future sales.
This makes your social media people and your sales team happy. Which in turn, makes you happy.
Some of the best landing pages for inbound marketing posts are interactive, engaging content like:
- Vote contests
- Photo contests
- Photo caption contests
- Coupons
- Sweepstakes (hey, who doesn’t like to win!)
Example of an engaging vote contest, to get consumers interested in your business and products (made with Wishpond’s landing page builder – coupons):
Each of these engagement tactics can be hosted directly on your website. By creating appealing posts for your Facebook, Twitter, Instagram, Google+ and other popular social media sites, you can both get more cool content for your social sites and drive traffic to increase your lead generation.
Yes, landing pages can make you popular with both your social media team and your eager sales group.
4. Segment for Your Traffic Sources
Not every customer lands on your page from the same source. You benefit by designing more landing pages to appeal to each of your traffic sources.
A good landing page builder (like Wishpond) makes it very easy to duplicate your landing pages. That way you can create a number of very similar conversion landing pages, with the same offer. You can tweak and hone your page copy and design to appeal more directly to each of your inbound traffic sources.
I’ll show you what I mean. Let’s say you have an ebook for download. You can make a cool landing page like this on using the Wishpond landing page builder tool:
If you link to it from your blog posts and blog – where people are already reading what you’re writing – create a unique landing page just for your blog site links. Tweak your ebook landing page copy to include mention of your blog such as:
“Thanks for being a valued reader of our blog. If you’ve liked our articles, you’ll love our free ebook just for you…”
If you link if from your Facebook Page, you could try out different copy such as:
“Get the book. We know you’ll Like it….”
Use the specific landing pages to make a more personal connection, to show that you ‘get’ your market (at least a little bit!). As you know, the better you can build that prospect relationship, the more likely you’ll gain brand loyalty and increased sales.
5. Segment your Offers and Market
Online marketers know that customers respond to offers differently. What might appeal to one customer will not resonate with another.
For example, you might have a demographic that prefers to use a coupon to shop online and one that prefers mobile coupons to shop in-store. How can you attract both consumer types to convert on your offer?
Build two separate landing pages and drive your traffic to where they prefer and exactly where you want: one landing page gives customer online shopping discounts and the other gives customers mobile coupons to encourage them to visit you in person.
Your market isn’t generic either. You likely have a whole bunch of specific consumer segments that respond better to different messages. Your offer might be the exact same, but by using targeted copywriting and design, you can create landing pages that resonate with each of your demographic base.
Let’s say you have a pizza restaurant, and you have two main markets: college aged students and young families. You can easily make two distinct landing pages: one to reach the college crowd and one for family buyers.
Though the discount is the same for both groups, the two tailored, optimized landing pages attract diverse demographics to convert.
Segmented landing pages are probably one of my favourite content marketing tactics. As a marketer, I just love the creative campaigns you can run. As a results-oriented business strategist, I also love the results they bring.
I’ll let you in on a little secret of mine. I like you. You read my articles and hopefully go and act on them to get better results. So, I’m going to show you how to effectively implement an email marketing campaign to increase sales conversions…
Bonus: Clever Segmented Email Marketing Campaigns
Start by using marketing smarts to create multiple pages targeting distinct demographics, as I wrote about above. But, take these unique, segmented pages further by implementing clever email marketing strategies.
I don’t know about you, but one of the only consistent paper mail I get these days is food delivery menus. You know, the ones you pick up as you’re entering the door to your home. They’re effective. It’s just at the moment when you’ve come home from work and are thinking about what to eat for dinner.
Well, with landing pages and a good email list, that pizza company can get the same marketing impact – without spending a whole lot on printing and mailing costs. Oh, and your marketing campaigns can be a whole lot more personal and made specifically for each segmented market.
Use the two unique landing pages in #5. Then send out personalized, segmented automated emails at just the right times.
For example:
- Send out emails to your college demographic at around 3pm, 6pm, or 8pm on Fridays – when college students are most likely to be thinking about your delicious cheesy goodness.
- Send out emails to your family centric list, linking to your family-centric landing page at around 3:30 or 5 – when your market is still at work and checking their emails, but thinking about getting home and feeding their young ones.
(You could even make it easier for your customers by linking your email to an easy online ordering page, where the customer can set the approximate time they’d like their dinner delivered.)
Try it out and let me know how you do!
Conclusion
So, how many landing pages do you need on your website? Probably a lot more than you have right now!
I hope this article has inspired you to create more landing pages and to build your online marketing strategies.
Do you have enough landing pages on your website? What marketing strategies do you use?
Written by Krista Bunskoek @ Wishpond
Don’t forget to check out the Complete Guide to Landing Pages. It’s a free ebook, just for you:
