As standalone or static web pages, landing pages are created specifically for digital marketing and online advertisement campaigns. A potential customer lands on these destination pages after clicking on an online ad, search result, email link, or social media link. Hence, landing pages act as a tool to convert visitors into
In addition to conveying important information about a brand quickly, precisely, and directly, landing pages make a strong first impression on potential customers. Also, landing pages, unlike other web pages, are designed without navigation bars, internal links, and alternative options.
The absence of these distractions makes landing pages effective in persuading visitors to take the desired actions by capturing their undivided attention. You can drive customer acquisition and sales conversions by creating multiple landing pages.
But you cannot increase the number of leads and customers without optimizing important elements of every landing page. Here is a slew of landing page hacks that you should implement to create standalone pages that make your digital marketing or online advertising campaigns successful.
As versatile web pages, landing pages can be used for a variety of purposes – generating leads, increasing conversion rates, driving paid ad campaigns, or growing email subscription lists. But you must not use a single landing page for multiple marketing or advertising campaigns. It is always advisable to decide and define what goals of each landing page according to specific campaigns.
Unlike other pages, landing pages are created to drive marketing and advertising campaigns. Hence, marketers can create better landing pages than web developers. They ensure that the landing page copy matches the search engine ad or social media ad perfectly. You should enable marketing professionals to create, test, publish, and update landing pages by investing in landing page builders.
The landing pages provide on-the-point information to visitors in seconds. You can create concise copies by keeping paragraphs short and using bulleted lists. It is advisable to get the landing page copy reviewed by people who are not familiar with your brand. However, you must review the copy elaborately to make every line support the call-to-action (CTA).
While designing a landing page, you must remove navigation and other elements that distract visitors. At the same time, you need to ensure that each visitor can see the headline, unique sales proposition (USP), and call-to-action (CTA) early and regularly. Hence, you should place the important information above the fold while planning and designing landing pages.
While building landing pages, marketers use self-exploratory images and optimize the images for search engines. But you should remember that short videos are more effective than videos in keeping videos engaged and conveying the campaign message. Hence, you can increase conversion rates by embedding explainers and testimonial videos on the landing page.
As a key element of a landing page, call-to-action (CTA) guides visitors to the desired action. Hence, the landing page can move visitors to the next step only when the CTA is clear. Instead of using generic and bland CTAs, you should opt for clear CTAs like order now, start a free trial, sign up, or book an appointment.
However, you must use a single CTA on every landing page and differentiate the CTA button using a contrasting color. It is also advisable to make it easier for mobile users to take the desired action by using scrolling CTAs instead of static CTAs.
Often leads land on a landing page by clicking on an online ad or email links. They abandon the landing page if it looks different from the marketing email or PPC ads. You can make the landing page look and feel like ads using the same fonts, colors, and images. The similarity will keep visitors engaged by making them feel that they have landed in the right place.
Many businesses these days make landing pages more effective in generating and converting leads using a variety of content offers – newsletter subscriptions, ebooks, whitepapers, event registration, mobile app download, and free product demos. But you can include a single content offer on a landing page. Hence, you need to ensure that the landing page offer seduced the target audience.
The landing page can increase conversion rate by establishing your brand’s credibility and trustworthiness. You should explore ways to display customer testimonials and social proof organically on the landing page. Positive customer testimonials will convince new customers to buy your product or service. But you must add a face to the customer’s name to make the testimonial appear authentic.
The landing page builders enable marketing professionals to create multiple versions of a landing page without writing lengthy and complex codes. But marketers must measure the effectiveness of each version in increasing conversion rates by performing A/B testing. A/B testing results help them choose the best version of a landing page based on important features like images, heading, call-to-action, color, and button placement.
A/B testing will help you publish the best version of the landing page. But you cannot increase the conversion rate without measuring and monitoring the performance of every landing page regularly. You should monitor the performance of a landing page using commonly used metrics like page views, bounce rate, form abandonment rate, conversion rate, and new visitors vs. returning visitors.
You can boost customer acquisition and sales conversation using these landing page hacks. But you should not forget that landing page optimization is an ongoing process. It is always important to boost the landing page performance by measuring its loading speed and mobile user experience. Also, you should measure the performance of individual landing pages regularly using the right metrics.
The performance monitoring will help you identify the changes and improvements required to boost the performance of the landing page. But you can easily fix most of these performance issues by implementing these landing page hacks while building these standalone pages for digital marketing or online advertising campaigns.