Why Landing Pages Matter: Convert More Customers With One Simple Step

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The tiny change that can put your content marketing campaign in motion.


It’s a scenario we’ve all experienced.

You’ve put time and effort into creating insightful, helpful content. You’ve optimized your site and launched a social ad campaign. You’re seeing your traffic rise, but your efforts just aren’t converting. What’s going on?

You can take comfort in the fact that you’ve actually done a lot of things right! There’s no need to go back to the drawing board. It could be you are missing one simple, but crucial component.

It turns out, where you send your customers makes a big difference.

Landing pages are where you direct your visitors when they arrive from other sources, like social media ads. Successful landing pages present your visitors a single “purchase” action only, such as demoing your product, inquiring about your service, signing up for an event, or registering for your newsletter.

Strong landing pages are especially important to your mobile campaign, and can mean the difference between simply building your SEO and gaining new, actual customers.

Creating a custom mobile responsive landing page is really important,” says our CEO, Jed Wexler. “It is not enough to send traffic to a desktop webpage page, even if it is responsive. You have less time to capture attention and drive action on mobile so any additional copy, nav cioices, or graphics is distracting.”

Here are 5 steps for creating better landing pages:

1. Keep it simple. “The form or product for purchase should be the first and only thing people see,” says Wexler. You want your viewers to make a single decision. Do not include any links that will take users outside of your landing page.

2. Use directional cues. “Direct attention to your CTA (call to action), using arrows, graphics, or even images of people directing to your download or ‘purchase’ button,” advises Hristian Kambourov, our landing page architect and an Unbounce expert named by the company as one of its top six developers.

3. Show, don’t tell. Keep your content simple, but show people engaging with your product or service, advises Unbounce. Testimonials work too.

4. Add Video. It can increase your conversion by up to 80%, according to Unbounce.

5. Be consistent. “Every visual element of your landing page should be consistent with your goal,” says Hristian.

6. Add conversion pixels and Google Tag Manager (GTM) code: make sure you add conversion pixels to your landing pages related to the channel you are running paid campaigns from. Facebook, for example, optimizes your campaigns based on these conversion pixels “firing” upon a completed action, effectively lowering your cost-per-lead. Also, placing Googles GTM code will add an extra layer of tracking for you.


Want more helpful tips? Get in touch with us here. 818 Agency provides creative B2B content marketing and social advertising campaigns to Fortune 500 companies and growth-oriented startups.

 

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