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A well-designed landing page can greatly increase conversions for your paid advertising or email marketing campaigns. Rather than taking visitors from those sources to your general website (where they may get distracted by all of your other pages), you can direct them to a conversion optimised landing page that steers them in exactly the direction you want them to take.
However, creating an effective landing page isn’t the same as building a successful website or email newsletter. There are certain guidelines you should adhere to in order to maximise your page’s success.
Landing pages, like any other part of your online marketing arsenal, need goals. Landing pages are designed with a single focused objective – known as a Call to Action (CTA).
Before you start any new campaign, you have to know what you’re trying to achieve.
With your goals and metrics clearly defined, we can now build and implement your landing page design.
Now it is time to review the data for what is working and what is not, or could be improved.
We make adjustments and split test these to see which versions perform the best.
Reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions.
The optimal number of form fields for the most conversions from your landing pages is 3.
But removing the navigation menu can increase conversions by 100%!
Even just a 1-second delay in page load time can result in a 7% reduction in conversions.
Customer journey analysis to improve conversion rate is in the game plan of 60% of online marketers.
A typical website conversion rate is about 2.35% on average. But the top 10% of companies are seeing 3-5x higher conversion rates than average.
The average conversion rate of a Facebook ad is 9.21%.
CRO tools have an average ROI of 223%.
A landing page can be any page that someone lands on after clicking an online marketing call-to-action. These can be through multiple channels such as; email, social media ads, and Google Adwords. The goal or a landing page is to generate either a lead or a sale.
A/B testing, also known as split testing, is the process of testing two variations of your landing page to see which performs better.
To accomplish a successful split test you must change one variable only on the landing page that can then be displayed to half your audience each. This way you can determine what element, like two different images for example, is responsible for a change. After a decent period of time running your campaign, you check the analytics and continue using the higher converting image only.
An image change is only one example. You could change the text, the call-to-action placement, or how many form fields you have – just to name a few.
The purpose of a landing page must have only one conversion goal, whereas the purpose of your website encompasses your entire business. Landing pages won’t have any navigation options, other than your chosen call-to-action goal. Your website pages include navigation, which can potentially take visitors away from your offer, decreasing your conversion rate.
We will build this on your website as a stand-alone page that is not linked with any of your menus. Visitors will only access this page via your advertising campaign. We will hide any menus or other distractions from this page only.
Alternatively, we can host your landing page for you, if you would rather keep it completely separate from your business website.