Getting leads by converting visitors to a web page is one of the goals that a company must achieve in order to increase its level of sales. In this regard, one of the most effective digital marketing strategies today is the creation of landing pages, that is, the famous landing pages.
These types of web pages help increase the conversion rate, one of the most important metrics. In fact, as several studies in the marketing industry show, a correctly created and optimized landing page offers a 5 to 10 times higher conversion rate, which even increases the chances of making more sales.
That being said, if you are interested in knowing why you should implement this Digital Marketing strategy, what are the common mistakes you should avoid and how you can measure the results achieved with your landing page, you found the perfect article for you. Next, we are going to tell you about this and much more so that you can create a successful landing page that drives sales for your brand.
Because a good landing page boosts the profits of a brand
As I have mentioned in a few words, landing pages are marketing strategies that all companies should implement if they want to increase the volume of profits achieved. Because? A good landing page with a good design and optimized is capable of attracting the attention of visitors and if the integrated copy is striking, the chances that the visitor will make a purchase in your store increase.
In short, the landing page offers many interesting advantages, such as the ones that we are going to tell you about below.
As we all know, SEO optimization is key if you want to improve the positioning of your brand on the Internet. This type of strategy can be incorporated into the landing pages because you will add the keywords that will help you position the web page, to position itself better in the search engines, after having carried out the keyword research or word analysis.
Clearly, one of the most interesting benefits of landing pages is the possibility of measuring the metrics to assess what are the results that are being achieved and corroborate what are the elements that are guaranteeing the success of this instrument. Indeed, thanks to the latest generation measurement tools, you will be able to calculate very important KPIs such as the click rate, conversion rate, opening rate, permanence time, and much more to know precisely if your website is getting the results you want. you had preset
Also, let's not forget that marketing metrics will even help you segment your audience efficiently and effectively to offer personalized content that is of value to the target audience.
Highlight the advantages of the product or service offered
It should be noted that landing pages are web pages whose design must be attractive and striking, even in its simplicity. In fact, unlike other types of web pages, a landing page is more concise and brief because it is aimed at promoting a product or service offered by your brand.
That is why you will be able to take advantage of the space offered to focus on enhancing the unique advantages of your products, providing the audience with all the information they need to know about what your store sells.
The same is true if you want to create a page to promote an offer because, on the website, you will be able to explain to visitors what are the benefits they will get if they decide to take advantage of the discount provided by your brand.
Can be reused for future campaigns
Finally, another competitive advantage of landing pages is their ability to be reused in the future. What do we mean? If your landing page was successful in previous campaigns, you can use it again to promote another type of product or service, using the design that managed to arouse the interest of your audience.
The only thing you will have to do is modify the copies and the integrated information without leaving aside the change in the keywords to be used, maintaining the same structure, to increase the chances of achieving success as in the past.
This makes the landing page offer an economic advantage because it saves money, time and resources that can be used in other areas of work.
Mistakes to avoid and practical tips
With that said, we're sure you've realized the incredible benefits landing pages offer. However, we have to point out that, in order to enjoy these advantages and increase the volume of sales made, it is necessary to know how to create and plan a really attractive landing page.
Indeed, many companies stopped using this Digital Marketing strategy because they did not achieve the expected results. But, this happens because the landing page was not optimized for SEO and was not created with a responsive and attractive design.
Therefore, we want to show you what are the common mistakes that you should avoid so that you can take advantage of the landing pages and sell more.
Form too complex
Landing pages include forms to request personal data from visitors. However, this tool is extremely powerful because it will provide you with very important information to increase sales. One of the most common mistakes is adding too many fields.
Filling the form with too many questions tires the user or potential customer who will end up leaving the website. So, what you should do is analyze what are the most important data you need to collect and create a form adapted to this objective.
Multiple conversion points
As we mentioned before, a landing page is geared towards converting a visitor into a lead, so it's important to add call-to-action buttons that are attractive and easy to find. But, if you add too many conversion points that are not related to the goal to be achieved, it will end up generating distrust in the visitor, who will decide to leave the landing page without taking any action.
Not explaining the promotion well
Offering something to the potential customer is essential to capture their attention, to drive their interaction with the page and incentivize them to make a purchase. However, to be attractive, the promotion or offer must be well explained, detailing what is offered, what the terms and conditions are, and providing all the related information that the user should know. Only in this way will you be able to create a bond of trust and transparency with the visitor.
Not taking advantage of SEO
Likewise, optimizing the landing page in SEO optics is key. Not taking advantage of this tool will cause your landing page to rank poorly in search engines, making it less likely that the visitor will find the landing page you created.
Measure the efficiency of your landing page with KPIS
All marketing strategies must be measured to verify the results achieved. In this way, you will be able to discover what are the elements that are working and what are the points of strengths and weaknesses of the landing page that you have prepared. Also, at the moment in which you identify which are the aspects that you must modify to increase sales, you will be able to introduce all the necessary improvements.
To do this, you will need to measure the KPIs or Digital Marketing metrics, values that will tell you what is working on your landing page.
Number of visitors
The number of visitors will show you how many people accessed your landing page to analyze the level of disclosure of your website.
number of leads
Instead, the number of leads is the metric that reflects the number of visitors that were converted into leads with your landing page. As? Thanks to the contact forms that you have inserted on the website.
The most important metric is the conversion rate, which is calculated from the number of visitors and leads. Why is this KPI critical? The answer is simple: measure the real effectiveness of the landing page. Let's not forget that the objective of this website is to convert visitors into leads, so this KPI will show you if the landing page really meets the main goal.
The exit rate will tell you if the offer provided to the visitor is really attractive because it reflects the level of interaction of the audience with the elements present on the landing page.
Unlike the exit rate, the bounce rate measures how many visitors did not convert into leads. As? Analyzing how many users did not perform any action.
Permanence rate on the page
Finally, it is also important to calculate the retention rate on the landing page. The value you should get depends on the amount of information present on the landing page. Therefore, it is important that you know that this metric will help you analyze the global behavior of your audience.
In short, the landing page is a strategy that, if planned and optimized, can boost your store by encouraging customers to make a purchase. The benefits offered are many, the important thing is to know what mistakes you should not make and learn how to measure the results achieved to assess the strengths and weaknesses of the landing page created. We assure you that, with the advice we offer you, you will be able to increase the level of completed sales and give a new boost to your brand.