Well designed landing pages on your website lead to better SEO results, a higher conversion rate, and more leads (or sales). They can make a huge difference to your business.

In this blog post, we will run through everything you need to know about landing pages. You’ll learn what a landing page is, see examples of amazing pages, discover why they convert so well, and much more!

   

What is a Landing Page, and What Purpose Does it Serve?

The short answer is the landing page on your website is where visitors arrive after performing an action. Sometimes that action is as simple as logging on to a website. Other times, the site takes you there because you clicked an icon requesting more information, or you could have put a few items in your shopping cart. The actions you take that launch your travels are predetermined by the site owner and dictated by their website goals. The purpose of this specific page is to convert site visitors into leads. While the details vary by site, encouraging a customer to take an action (Call To Action or CTA), whether it be providing contact information, taking a survey, or ticking off a few boxes. A website owner will typically offer something of value (like an eBook, free product, or a discount code) in exchange for contact information. In this age where we are rightly protective of handing out personal information to strangers online, it may surprise you that anyone agrees to this exchange. However, if a site has an excellent design, most people are confident that their information is safe and will provide it. It is worth mentioning that some of the best-converting pages ask for very little information. Often, the page has a space for a name and an email address to be on the receiving end of the promised offer. So, while you want to get contact information, you should limit your requests to relevant and straightforward data and save your appeals for the customer’s dog’s name for a time when you may need it.  

Why Do They Convert So Well?

The ability to convert visitors lies in a couple of important factors:  

1. You Can Target a Particular Group to Land There

As you drill down into what your customers want and need, you will be able to have a laser-like focus on how you can best serve them. Then you can tailor landing pages accordingly. You will get the best conversion rate if you have several different pages based on specifics relating to your products or services.

Example: You own and operate an online pet supply company. Not all of your visitors will want the same products. So, when a site visitor clicks the “cats” tab on your home page, the automatic destination might offer them a free cat toy in exchange for sharing their email address. The same would be true for all of the other categories of pets.

Remember you are not limited to a single landing page on your site. According to HubSpot, the number of conversions is directly proportional to the number of landing pages on a website. Why? As we see in the example, the more focused the offer, the stronger likelihood of a conversion.  

2. You Have a Focused Call to Action

Simplicity is a vital design component here. When a customer arrives on a page, it should be crystal clear what action they need to take. A cluttered or confusing page will annoy visitors and not get you the results you want. Here are a few tips to get you started.

• Have the essential information at the beginning of the page, so a potential customer does not need to scroll to find it.
• Make sure your visitor can get your main message in less time than it takes to blink, aka The Blink Test.
• Use bullet points or numbers and make your paragraphs short so readers can easily understand your information.
• Include white or negative space so your reader can focus on the content.

 

What Metrics Can I Track?

There are several site metrics you can examine to see if your pages are working as well as possible. You can also see the areas where improvement would help performance. After your initial launch, you should focus on reviewing these metrics often. Once you see a pattern of conversions, you do not need to follow the data so closely.

1. The Number of Page Visits – Naturally, you will want the greatest number of visits possible, increasing the chance of conversions. If you are not getting many visitors, consider reevaluating your keywords and informing your followers about your special offers via social media, on your other web pages, or through email.
2.  Contacts – Your contacts are the number of leads your form generated. Contacts are an accurate view of how many visitors respond to your offers as it only keeps track of the initial form that a visitor submits. Duplicate forms are not a part of the contact tally.
3. Traffic Source – Knowing which site-directed your visitors to you is valuable. Once you see the source of your traffic, you can focus your efforts on what is working.
4. Bounce Rate – If a visitor lands and immediately leaves your page, you need to reexamine the content.
5. Form Abandonment Tracks – The number of people who begin filling out your form but do not finish. If you notice a high number of forms abandoned, you may want to consider shortening your form. You can also look at the simplicity of your directions.

 

What Are Some Good Landing Page Examples?

Here are five examples to let you see how some of the very best is set up:  

1. Promo

A video creation service with a 46.94% conversion rate. Promo suggests adding video to increase conversions by as much as 80%.    

2. College Board

This educational site boasts a conversion rate of 77.38%, making it a fantastic landing page example. College Board emphasises setting a clear and well-defined expiration date for offers as a key to the site’s excellent conversion rate.    

3. Twillory

A specialty men’s clothing store with a 46.8% conversion rate, Twillory swears by the idea of giving mobile visitors different experiences than those who visit via desktop.    

4. Later

This social media scheduling company has a 57.92% conversion rate. Later says keeping written and visual cues consistent for visitors helps keep their conversion rate high.    

5. Simply Business

An insurance company specialising in business has a 62.26% conversion rate. Simply Business keeps its focus on presenting complicated concepts in an uncomplicated way.    

Landing Page SEO Tips

Making sure your landing page is optimised is necessary to ensure that you are in the best possible position to get conversions.

• Make sure your content matches your keyword strategy and the user’s search/browsing intent
• Build backlinks
• Link to the new page from other internal pages on your site
• Optimise your page speeds
• Structure your site, so it is easy for search engines to understand your content
• Add video, where appropriate to do so
• Test on desktop, mobile and tablet to ensure the page is optimised across all devices

 

Need Help Building Amazing Pages for Your Website?

As you can see, there is no substitution for excellent landing pages on your website. However, they do take time and knowledge. Our team has vast experience designing and building websites for clients. Feel free to reach out to us so we can help your business grow online.   About the author: Based in Perth, Digital Hitmen is a leading Australian digital marketing agency whose mission is to provide brands with impeccable digital execution and guaranteed results. Our team of experts will expand your brand’s digital footprint, increase traffic, and convert that traffic into sales. We work tirelessly to remain the most innovative and results driven digital marketing agency in Australia.