Buzzwords in Marketing Automation: Landing Page

Landing Pages: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

What is a landing page?

As it relates to marketing automation, a landing page is a web page that has two functions: to convert a lead and to serve up information. So we should start there. Converting a lead means to take a prospect (or “lead”) and convert them into a contact or an opportunity.

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. – Search Engine Land

The way a landing page converts a lead is usually by a form. It is typically reached through clicking a link or advertisement. It is a key component of any marketing campaign, and exists as a way to measure campaign traffic.

The most valuable thing you can get from a landing page is a person’s email address. In exchange for that, you can offer all sorts of things like:

  • Coupons
  • Downloadable content
  • Free trials
  • Access to a cool video

What should it look like?

A landing page should be uncluttered. Visitors typically only spend about 5 seconds interpreting what is needed from these types of pages. The call to action should be clear. For example, “Submit your name and email address for a 50% off coupon!”

If within 3 seconds, the visitor can’t assimilate how the page will benefit them in any way then they won’t stay. – True Conversion

It’s common for landing pages to exist on their own, without navigation to the main website or menu. The page should look like it is a part of your website (same color scheme, logo, etc), but only have one option: to collect the visitor’s information.

With the right software, you can build trackable landing pages into your marketing campaigns in no time.


Build a Stronger Conversion Rate Optimization Structure

Build a Stronger Conversion Rate Optimization StructureConsistently improved conversion rate optimization is a process that requires two key components – time and money. And while time is in relatively high supply, sometimes money can be a real problem, especially for small to midsized businesses. However, in a pinch, taking the time to build a stronger conversion rate optimization structure can be all you really need in order to see marked improvements in conversion rate optimization. Read on to learn about some of the basic principles that build a stronger conversion rate optimization structure.

Content is King

Obviously, solid presentation is an extremely important part of web design, marketing materials, and the company’s overall brand. However, when you’re trying to improve overall conversion rate optimization, tweaking the color of a banner is not the change that will yield the best results. Ultimately, the level of lead involvement with marketing materials will be determined by the quality of its content. If someone has made it all the way to your website or decided to open an email that you sent, they are real people trying to find an effective solution to a problem they currently have. Strong content that communicates your company’s ability to provide a solution for that problem is what convinces leads to convert. In the long run, improving content will yield stronger results than a design will overall. Think about different types of content, such as documents or even popup content to help convert visitors. Lead Liaison’s SiteEngage™ solution helps create attractive content to help with conversion.

Test Constantly

It’s a principle that gets repeated with a high degree of frequency, but with good reason. The internet is constantly shifting and changing. To be competitive, your marketing team needs to be able to change along with it. Testing is the only surefire way to know whether your marketing materials get the results you want. Switch out marketing approaches and run A/B tests to see what’s more effective and give riskier strategies a chance, but make sure everything you try is compatible with your overall long-term conversion rate optimization strategy.

Be Prepared for the Long Term

To put it simply, short-term optimization strategies will not be effective over the long amounts of time needed to make a real change in conversion rate optimization. Be prepared to stick it out with customers, and take advantage of marketing automation software to develop tiered lead nurturing programs that ramp up interest effectively. It may be tough to wait for results to improve, but ultimately you’ll end up landing the best, most informed customers who will do the most for your business by spreading their appreciation of your product or services.

By adhering to these overarching principles, you should be able to build a much stronger conversion rate optimization strategy. It may take patience, but eventually you’ll start noticing a pattern of improvement in conversion rates. To learn more about maximizing conversion rates and other marketing automation topics, visit Lead Liaison’s marketing automation resource blog online.