Are your landing pages optimized to drive sales? Landing page, lead capture page, and lander are all words used to describe the same thing: the gateway to your site. Essentially, your visitors will only take about five seconds to understand the call to action, so the point on your landing page needs to be loud and clear. The landing page is essential to lead generation and lead tracking. It gives you the opportunity to ask your leads to take the next step, whether that’s to complete a form or download a white paper. Use marketing automation to drive traffic to your landing pages and help distribute the analytics of your site directly to your sales team and saves time doing so.
Landing Page Testing 101
Maximize your visitor’s activity and gain more conversions on your landing pages through A/B testing. While it can be tedious work, you’ll get the best results if you set specific goals that are easily measurable. When A/B testing, it’s important to keep in mind you’re looking for a dramatically better performance from either Landing Page A or Landing Page B. Be sure to keep your URLs descriptive and provide unique meta-descriptions for each landing page. The goal is to constantly analyze and continuously improve landing page conversions. Here are some things to vary in a split test:
- CTAs/Conversion options
- Layout/button placement
Still new to A/B testing? KISSmetrics has a great guide to help you get started.
Tracking Your Landing Page Traffic
Inbound marketing is a great tool, but knowing how to use it to your best advantage without letting it soak up valuable employee time can get tricky. Use marketing automation to not only drive traffic to your landing page but also track it efficiently. Have clear and concise goals that you can track in terms of managing content creation and keeping tabs on how each category is performing. Are your blogs converting visitors into leads, or do most conversions come from keyword searches to your site? Here are a few things to watch:
- Bounce rate: how long are visitors hanging out on your various pages?
- Users’ activity: what are the strongest CTAs, which buttons rarely get clicked?
- Inquiries from users/usability: are there any users confused about the layout/CTAs that have submitted an inquiry?
Marketing Automation that Helps Drive Traffic to Your Landing Page
Your landing page is the first impression visitors have, so it’s important to make it count. Automate your content creation process, send comprehensive analytics directly to your sales team, and implement unique landing pages that complement social media posts. Use marketing automation to analyze and determine landing page usability and effectiveness. Find out more about how Lead Liaison can help you manage your site visitors and track them in real time here.