There are many benefits of creating a dedicated landing page for your digital advertising campaign. One of the main reasons to create one is to avoid sending an ad campaign visitor to your website’s home page. It is just too ineffective, distracting and off-message.
A well-designed landing page is much more likely to convert visitors into leads when there is one CTA (call-to-action) and less clutter. Luckily, a great landing page isn’t that hard to create. Here’s what you should focus on the next time you’re creating a dedicated landing page:
Anatomy of a Landing Page That Converts:
1. Identify Customer Personas
Pin-pointing who is most likely to buy your product or service and targeting them with landing pages designed specifically to convert those personas can be a game changer for any advertising campaign.
2. Define A Goal
Each landing page should have its own specific goal – which could mean that you’ll need to create multiple landing pages for the same campaign based on the various outcomes you hope for. It can be either capturing email addresses, actually selling products or service, getting visitors to fill out a survey or even refer your business to a friend. Each of these actions is considered a specific goal which merits a unique landing page.
3. Design For Conversion
Designing a landing page that removes anything that might distract the visitor from your CTA (call-to-action) with the main message as the headline of the page and relevant to the ad or email campaign that sent the visitor to the page. Using a video, or at least a graphic, gives a higher conversion rate. Be sure to keep the contact form short and sweet, gathering the bare minimal information you need. Finally, don’t forget about the thank you page! This makes it easy to track your conversions.
4. Measure
Some landing pages will perform better than others – depending on how well their conversion design convinces customers. But you won’t know that unless you do some A/B testing. Measuring is an extremely important part of the process. Measure and test multiple landing pages for the same goal against each other – and then use the one that gets the best results!
Read More: Level Up Your Landing Pages Using These Strategies
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