Landing pages are an essential component of a digital marketing campaign. A landing page allows a company to tailor the information for that particular product or campaign in order to gather as much pertinent data as possible that yields the most useful leads.
According to Hubspot.com, 68% of marketers use landing pages to garner new sales leads for future conversion, while 48% of marketers build a new landing page for each campaign.
Instapage is a dedicated landing page company that allows the user to build a landing page in moments, and A/B test different varieties to see what works and what doesn’t.
We talked to Instapage’s Kieran Daniels to find out exactly what works and what doesn’t, and gained some valuable insights on a landing page marketing strategy in the process.
To start, can you talk about why a landing page is an integral element to an internet marketing campaign?
Sure. Let’s start with what a landing page is. A landing page is a standalone web page focused on a single offering with a single purpose; and you can use one for anything, whether it’s lead generation, click-throughs, etc. Creating multiple landing pages to target different audience segments is the most effective way to reach multiple audiences with targeted offers. The fact is, your PPC advertising is a waste of money if those clicks aren’t directed towards optimized landing pages. If you want more conversions, you need a landing page for every promotion.
According to this post on Instapage’s blog about Innovative Landing Page Design Trends In 2015, you talk about how a paltry 22% of businesses are satisfied with their conversion rates. What are some of the challenges that are preventing greater conversions? What are some things people can do in the landing page design itself to help bring that rate up?
The biggest challenges that we see are around the ease of landing page creation. Traditionally, landing pages have been expensive to create and required a lot of resources from design, IT, writing, etc. Our goal at Instapage is to lower the cost of customer acquisition, and the best way to do that is by making the cost of creating a landing page less. That’s why Instapage is so focused on simplicity – anyone can make a landing page in two minutes or less without being a designer, a coder, or a person with technical expertise.
When we create templates, they come optimized for conversions, which means they are optimized for mobile. We are launching our latest update which lets you instantly create mobile responsive landing pages with a single click. With Mobilegeddon happening right now, it’s going to make a huge difference for our users who might not have had the bandwidth to focus on mobile before.
I’ve heard that lead generation pages can be an excellent time to ask customers to do something extra, like give an e-mail address, sign up for an newsletter, get an eBook, etc. Why is it a good idea to ask your customers for something when they’re new? And what are the dangers and risks of burning out your leads by asking too much?
Studies show that asking customers for something in exchange when you give them something actually gives your customer an opportunity to meet a desire that’s already there. It’s the psychological principle of reciprocity – I give you something of value, and you instinctively want to give me something back.
When you offer something your user finds helpful, whether it’s an e-book or a free trial or whatever, they want to return the favor. Lead capture forms are a smart and simple way to do this. Instapage has integrations that connect directly to your favorite email marketing software, so it makes it incredibly easy to serve your customers the way they want to be served.
That said, stick to short forms. If you ask for too much information right at the beginning, your potential user has a higher rate of bouncing. Think of it like a relationship. Would you ask someone for their life story on a first date? Probably not. (And if you did, they’d probably think you were strange. No second date.) It’s the same when a new user lands on your landing page for the first time. Get the minimum amount of information you need to get them what they want. Focus on getting the second date.
Simple A/B testing is one of Instapage’s most popular features, enabling you to do things like try out different formatting. What are some other uses for A/B Testing, and what makes it so popular?
A/B testing is what makes landing pages so effective. Formatting is basic. You should be testing your headlines, button copy, button color, everything. If an element exists on the page, it should be tested and proven. You can test the effectiveness of a long form versus short form page, too. Don’t make any assumptions about what you think your audience would like better. Sometimes, uglier pages convert better. It all depends on your user.
We put together an entire course on A/B testing, which you can check out here.
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