Having a great website can be great, but marketers must examine effective ways to drive traffic to the website. Implementing an effective landing page helps with lead generation and is referenced to as the beginning of the user experience. Through analyzing landing pages, brands are presented with more insights in regard to lead generation efforts. Most of all, brands are able to test and improve its landing pages.
When beginning to gain insights on how to improve the effectiveness of a landing page, certain data must be gather. The data being accumulated includes certain metrics such number of landing page views, conversion rate, page number of new leads from those submissions, and number of customers. This data obtained will help brands determine the how effective their current landing pages and where to dig deeper to enhance its efforts.
The first aspect that needs further examination is understanding the intended goal and how you are achieving that goal. Usually the intended goal is conversions. A brand must evaluate if its landing page is driving conversions or are other methods such as paid search and viewing additional content driving conversions. “Essentially the landing page was opening the door to bring people into the website, but not doing a great job at converting people on the spot”(Kaley 2014). The content being generated through a landing page may not resonate enough with the visitor and may need more persuasion.
The next step a brand must do is to focus on and isolate certain metrics. Focusing on certain metrics simplifies and develop a clear strategy to reach an intended goal. “Since the goal was to generate leads, not engagement, we concluded the answer was no—we did not need to optimize for engagement performance, as long as conversion performance remained strong” (Kaley 2014). Time and resources at not wasted on metrics that do not help in regard to improving the effectiveness of a landing page. Data is always great to have, but sometimes too much data or data that is not managed properly can become ineffective.
Lastly, a brand must account for parts of the landing page that work such as primary calls-to-action and figure areas in the landing page that need improvement. Focusing on improving secondary calls-to-action or adjusting clickable items such as images can help. This is where testing helps out. The implementation of A/B testing can help determine areas that work and where there needs to be improvement.
Chopra, S. (2014, August 07). Replacing Image With Video on Landing Page Increases Conversions by 12.62%. Retrieved from https://vwo.com/blog/replacing-image-video-landing-page-increases-conversions/
Kaley, A. (2014, February 26). 4 STEPS TO BEST EVALUATE AND OPTIMIZE YOUR LANDING PAGE. Retrieved from http://www.r2integrated.com/r2insights/4-steps-to-best-evaluate-and-optimize-your-landing-page
Lynch, R. (2014, December 24). 8 Quick Tips to Help Increase Your Landing Page Conversion Rate. Retrieved from http://blog.hubspot.com/marketing/high-converting-landing-pages