Today, we’ll be continuing our recent series of blog posts on inbound marketing by taking a look at landing pages and at how you can put them to work for your business. We’ve already covered how they can be used to capture names and email addresses for potential customers, but there’s more you need to know if you want to use them to their full potential.
Many marketers make the mistake of simply setting up a landing page and then leaving it as it is. The problem is that even if visitors keep on finding their way to your landing page, you’re not making the most of it unless you constantly carry out tests to improve conversion rates. You can do this by tweaking different elements, whether that’s by changing the colour of your “submit” button or whether that’s by using different images or different body copy.
These tests should be carried out constantly, although you’ll want to make sure that you’re only testing one factor at a time so that it’s a truly scientific test. If making a change improves your conversion rate, you can make the variant your new default and test something else. As you continue to make these tweaks over time, your landing pages will become more and more effective and the value you receive from them will continue to snowball.
Using multiple landing pages
The idea of using multiple different landing pages is a big turn-off for a lot of marketers. They worry about the amount of effort it takes to create landing pages for each different campaign, but the truth is that the reward is usually greater than the risk. As a general rule, the more landing pages you have, the more successful your lead generation campaigns will be.
And there’s a reason for that. When it comes to landing pages, relevance is key. Even if your overall message is the same – not to mention the ebook, whitepaper or webinar that you’re using as a lead magnet – you’ll still want to change certain aspects of the design and language. Your landing page should match up with whatever drove people to it, which means you can use a slightly different page for print ads than the one you use for SEO and PPC campaigns.
It’s also good idea to create different landing pages for every different campaign, because that will make it easier for you to increase their relevance and encourage conversions. For example, if it’s a summer campaign then you can use beaches and sunbeds and other images that reflect that.
Don’t forget to tag your leads based on which landing pages they came in through and to build up overall profiles on them based on their interactions with you over time. Then you can send them personalised messaging that taps into what you already know about them and which ushers them along the customer journey until they make a purchase.
About Bant.io
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Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.