As the world’s largest network of digital marketing agencies, we have seen challenges many businesses experience. As a way of giving back to our digital marketing community, we have created this webinar on how to get more leads from your landing pages hosted by Marty Greif, a conversion rate optimization expert, author, speaker, and president at SiteTuners.
What is a Landing Page?
In its broadest sense, a landing page is any page a user lands on first, for example, a dedicated landing page, your homepage, or an SEO page.
By changing your mindset to focus on how you can drive traffic that will actually convert, you will align PPC, SEO, and social media marketing with the goal of conversion.
Understanding the Economic Value
These concepts apply to e-commerce, subscription sites, and lead generation, and start by determining what a lead is worth. This can be done mathematically following this example:
A sale generates $10,000 --> it takes you 10 leads to make 1 sale --> So, the value of a lead is $1,000
To generate, say $1,000,000, you need to make 100 sales
To generate 100 sales, you need 1,000 leads
The key to growth is to increase your conversion rate (a one-time exercise), rather than just your advertising spend (repeated at regular intervals). Combining the two leads to multiplicative results i.e. profits!
The Landing Page Dilemma
Are you selfish? As humans, we are instinctively and naturally selfish, including marketers. Unintentionally, mistakes like gated content, long forms, too much content etc., get in the way of better conversion rates.
When the user’s intent, the website experience (on your landing page), and your company goals are all aligned and balanced, the magic happens.
Three Critical Questions
1. Am I in the right place?
- Make sure to match visitors’ intent and expectations.
- Don’t make users think too much – be clear and relevant.
2. How do I feel about this site?
- Good design implies credibility.
- Build trust with social proof, security seals, transparency, and support.
3. What am I supposed to do?
- Use visuals to emphasize direction.
- Present navigation and CTAs simply and coherently - again, don’t make visitors think too much.
Fulfilling the criteria asked by the three critical questions will automatically align the user’s intent, website experience, and company goals for a lead-rich landing page.