Do landing pages really work? Are they effective ways of generating leads and increasing sales for your business? With the vast amount of landing pages out there, the assumption is yes. Otherwise, why would there be systems available to develop landing pages for you, templates to design your own, and every advertising campaign you see in a search engine or social media takes you to one?
Before we discuss the actual impact of a landing page, let’s take a step back.
What IS a landing page?
In the simplest form, a landing page is a web page that a viewer sees when arriving at the intended location online. When it comes to marketing, the definition changes. In that case, a landing page is a web page that is different from your website, designed to meet a single objective that does not contain any links back to your main website. A landing page doesn’t link back because the purpose of the page is to do something specific, and links to other pages or areas of your site might move your visitor away from what you are wanting them to do.
Types of Landing Pages
There are two types of landing pages. One type is click through pages, while the other is lead generation.
Click Through pages are used to help guide your visitor in learning more about something before the final call to action. For example, a visitor comes to your click through page and sees an advertisement about your latest and greatest dietary supplement. They have to click the button to learn more about how it works and read success stories. From there, they can click through to the shopping cart to make their purchase, now more informed of what it is, how it works, and testimonies of people who have used it. There is a higher rate of conversions, thus more sales for you.
In a Lead Generation landing page, your objective is to collect the visitor’s information. This is done using a form that the visitor fills out and submits, usually in exchange for something – an ebook, a coupon, etc. You can then continue sharing with your new lead via a targeted email campaign, webinar, phone call follow-up, etc.
Landing pages are great sources of information, whether Click Through or Lead Generation. You can analyze the results of each page to determine your click through rates and conversion rates. If you have low response, you can use the information to determine where the break down might be occurring and figure out how to fix the problem to increase the response.
Does it Work?
The human attention span is only about 8 seconds. During this time, about 50 milliseconds is all it takes for us to make the decision of whether to stay and learn more or close the page. You only have ONE chance to capture their attention and a short window of time to capture and convert the lead.
Having a landing page is not the answer to your conversion problems, though. You must have a well-designed landing page with a solid message that creates a need in your reader, followed by a call to action. One of the more common approaches to creating selling content is to use the rule of three. Present a trigger, create a desire, and provide a call to action. Landing page are NOT generic. They are specific. Therefore, you must know the audience you are targeting and what they need, whether they realize they need it yet or not. THAT is what you present immediately – your trigger. You need to capture their attention with something that triggers an emotional response or personal connection. Once you have their attention you need to plead your case. Why is your offer irresistible? What can they expect from it? How will your solution meet the needs they have? Once you have created a desire in them, next comes the call to action. You need to give them some way to commit. Perhaps it is joining a webinar, maybe selling products, possibly offering e-books…
Some eye opening statistics from around the web:
- Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
- Companies with 40+ landing pages get 12 times more leads than those with 5 or less.
- Long landing pages can generate up to 220% more leads than above the fold call-to-action
So what do YOU think of landing pages? Share your thoughts on whether you like them or dislike them. If you have one (or more), what do you like the most about using them? What is working?
I personally can’t stand landing pages. But I can’t deny their value and will use them in my own works to increase awareness, sales, and leads. And based on the above statistics, I will be developing more and more landing pages as the content and information on the site increase.
I find long landing pages to be boring and tedious. I admit I do NOT read the content. I scan looking for the offer or the price. I skip over the testimonies and the “proof” to get to the call to action. If I don’t like what I see, I move on. If I do like it, I use the call to action to accept the offer. But the next step is what I despise the most about landing pages. I have no opt in/opt out option for the landing page. My choice to accept the offer is done in exchange for giving them my information for further contact and follow up. So I admit, I will gladly accept the offer, claim my free whatever they are offering, and then after the first auto-respond email comes through, I opt out immediately. I know it defeats the purpose of having a landing page, but I don’t have time to read multiple emails that have their own call to action offers, nor do I want to be sold to with every contact made thereafter. I am sure I am not the only person that does this.
It makes me wonder – are there statistics of people who accept the offer then opt out immediately after? And how do marketers get around people like me so that they can capture and convert leads?