Landing pages are a great way to convert website visitors into customers and drive sales and boost revenue. Without them, you’ll struggle to move people down the sales funnel until they make a purchase. But businesses often struggle to create a landing page that actually converts.
The content creation efforts of businesses are focused on one thing – engaging prospective clients with relevant and valuable thought leadership. Once businesses have created their high-value resource, they need to leverage it in their content marketing efforts through a collaborative promotional strategy and then capture the leads created through an optimized landing page.
Therefore, high-performing landing pages that convert a high percentage of visitors is of utmost importance. However, the average conversion rate of landing pages across industries stands at 2.35%. Businesses need robust strategies in place to create a landing page that exceeds this average and convert at a far higher conversion rate
First and foremost, brands need to decide on a specific purpose for their landing page. The heart and soul of every landing page is the CTA – call-to-action. It is important to keep the landing page clear, concise with one call-to-action. The CTA should be visible to users as soon as they arrive at the page, and it should be visible throughout as they scroll down. The main is to get the users to convert quickly.
Even though on-brand messaging matters now more than ever, visual consistency also plays a huge role in conversion rates. It is crucial that the branding remains consistent across the landing page, social media ads, and so on.
Customers look for branding cues to see if a particular ad brought them to the right place. Visitors can get confused when it’s not consistent and may worry that they landed on a fake site.
In fact, the 2019 State of Brand Consistency report from Lucidpress, where over 200 organizations were surveyed to understand the widespread impact and value of brand consistency, shows that revenue can rise by 33% when the branding is consistent. But, around 81% of companies struggle to meet that challenge.
Identify Potential Problems
As it is with each aspect of a marketing strategy, businesses cannot improve their landing pages if they don’t know where the problem lies. Advanced analytical tools can help in identifying the landing pages that convert higher. A survey maker can also help in gathering visitor feedback and deliver deeper insights. Businesses can leverage a heat map to identify which parts of the page go unnoticed and the parts that get the most attention.
Testimonials and Reviews
Consumers love testimonials and reviews, so businesses should make the most of them on their landing page. As per a 2020 BrightLocal survey, 94% of consumers are more likely to use a business if they see a positive review, while 79% of consumers trust online reviews as much personal recommendations from family and friends.
Personalization is Key
One of the biggest trends in marketing today is personalization. Customers today expect and value personalization. According to a 2019 study done by SmarterHQ, 72% of consumers say they’ll only engage with personalized marketing messages that cater to their needs. Dynamic text replacement can help brands show a different landing page to visitors who arrive via different ads.
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