High-traffic campaigns are great, but if clicks aren’t turning into customers, something is missing from the conversion funnel.
It’s likely you’re not effectively telling customers what to do once they land on your website. Generic homepages or an overly broad category page typically don’t specify which action you want visitors to take.
A landing page is designed to eliminate the usual distractions of a general website and focus on a single objective. Crafting a page that resonates with your audience’s intent can increase your conversion rates, so let’s take a look at when to use a landing page to maximize those conversions.
What is a landing page?
Landing pages are often created specifically for a marketing or advertising campaign as the destination where visitors “land” after they click on an email link, Google ad, social media, or similar places on the web. Unlike general websites, which encourage exploration and have a lot of information, landing pages are designed with a specific, single goal, known as a call to action (CTA). The pages simplify the decision-making process for visitors, making them more likely to complete the action.
Why Link to a Landing Page Instead of an Existing Web Page?
Linking directly to a landing page instead of a standard web page ensures non-essential elements don’t sidetrack the visitor. Websites showcase your entire brand with large menus, various links, and content that might not be related to the visitor’s initial interest. Landing pages are the industry standard for focusing a visitor’s attention on a tailored experience with clear and measurable call-to-action goals.
They’re also effective for targeting specific audience segments and campaigns focused on custom topics. By directing users to a page that mirrors the content of the ad or promotion they clicked on, businesses increase their chances of converting this interest into action, such as making a purchase, signing up for a newsletter, or completing another desired outcome.
While we recommend a landing page for a targeted campaign, you can still link to an existing web page as long as it directs your audience to a specific action without crowding them with information.
When to Use a Landing Page to Maximize Conversions
Pay-Per-Click (PPC) Advertising
One of the most common times to use a landing page is when you’re running pay-per-click advertising. With PPC, you’re paying for people to click on your ad and land somewhere. If that “somewhere” is a focused landing page, you’re more likely to turn that click into a sale or conversion. When someone clicks on your ad, they expect to find exactly what the ad promised. A customized landing page delivers what the ad promises or offers, making visitors more likely to engage with the product or service.
Time-sensitive offers, special promotions, seasonal offerings, and product or service promotions are common PPC landing page opportunities.
QR Codes
QR codes connect offline campaigns to online content. Businesses can use QR codes in print materials, like posters, flyers, and direct mail, to give users a seamless transition from physical to digital engagement. QR codes are particularly effective for promotions, as they can provide detailed information that would not fit on a print ad. They can also be used to collect webinar or event registration information online.
Email Marketing
Email campaigns are a powerful tool for directly engaging your customers or potential clients. Link to a landing page to provide a focused destination that matches the email content, prompts action, and further “sells” visitors on your product or service.
Social Media Campaigns
Social media platforms are hotspots for engaging potential customers through visually compelling content. A landing page linked from social media should echo this visual appeal and message to keep the momentum of engagement going. Social media campaigns can generate sales/leads, collect information in exchange for free trials or downloadable content, and tease new products or services.
Product or Service Launches
While not a specific platform or marketing medium, a new product launch is an exciting opportunity to create buzz and gather leads or sales. Funnel interested parties from all your marketing channels to one place where they can learn more about the product and, ideally, make a purchase. Use any of the above mediums to promote product or service launches with a landing page.
The Impact of Landing Pages on Conversion Rates
Customized landing pages can dramatically increase conversion rates by providing a personalized experience that resonates with the target audience. By focusing on potential customers’ needs and interests, businesses can encourage more people to take action. A well-designed landing page acts as a funnel to direct visitors to make a decision.
The design must be intuitive, load quickly, and make it easy for the user to complete the desired action. Elements like headlines, calls to action buttons, images, and customer testimonials should be thoughtfully placed to encourage visitors to convert.
Every element on the landing page should serve a purpose. Everything from the color scheme and images to the layout and text should create a cohesive and persuasive narrative that leads the visitor to your goal. Testing different versions can provide valuable insights into what elements perform best with your audience. The first version may not be the best version, and that’s okay. Use testing or trial-and-error information to optimize your page for the best results.
Landing Pages Extend Your Website
Landing pages are often separate from a company’s main site and can be individually tailored without needing to modify the core website architecture. An entirely separate page offers flexibility for quick testing and optimization to improve conversion rates. However, if your landing page is modern and updated while your website looks like it’s from the early 2010s, the inconsistency could negatively affect page performance and the audience’s perception of your brand.
At Vervocity, we specialize in creative, functional, and engaging website designs. We’ll seamlessly integrate a landing page into your existing design so it doesn’t feel confusing or out of place. Our designers prioritize user experience, and we create projects with your customers in mind.
Are you ready to start seeing conversions from your advertising or marketing campaigns? Fill out our contact form or call (217) 222-1451 to talk to someone on our team!
