Summary: When the website experience (on your landing page), your visitors intent and your company goals are all aligned, the magic happens. Read insights from a conversion rate optimization expert on how to create effective landing pages for your site.

We’ve seen the challenges many businesses experience including how to generate more quality leads. We recently conducted a webinar on how to optimize the performance of Landing pages that was hosted by Marty Greif, a conversion rate optimization expert, author, speaker, and president at SiteTuners. An outline of the discussion is provided below.

What is a Landing Page?

In its broadest sense, a landing page is any page a user first lands on such as a dedicated landing page, your homepage, or an optimized product or service page on your site.

By changing your mindset to focus on how to promote visitor traffic that will actually convert, you’ll need to align different digital marketing tactics (SEO, paid ads, social media) with the goal of conversion. Conversion is when your site visitor completes the action you want them to do on the site page. This can include filling out a form, calling a number, clicking a specific button, signing up for emails or information, or downloading content.

Understanding the Economic Value

These concepts apply to e-commerce, subscription sites, and lead generation, and they begin by determining what a lead is worth. This can be determined mathematically by following this example:

A sale is worth $10,000 –> it takes you 50 leads to make 1 sale –> So, the value of a lead is $200

To generate, $1,000,000, you need to make 100 sales

To generate 100 sales, you need 5,000 leads

The key to achieving growth is to increase your conversion rate (a one-time exercise), rather than just advertising spend (repeated at regular intervals). Combining these two will have multiplicative results i.e., profits!

The Landing Page Dilemma

As humans, we are instinctively and naturally selfish (including marketers). This means we unintentionally make mistakes with gated content, long forms, adding too much content, etc., which get in the way of better conversion rates.
When the website experience (on your landing page), the visitor’s intent and your company goals are all aligned, then the magic happens.

Three Critical Questions to Ask:

1. Am I in the right place?

• Make sure you match visitors’ intent and expectations.
• Don’t make users think too much – be clear and relevant.

2. How do I feel about this site?

• Build trust with social proof, transparency, security seals, and support.
• Good page design implies credibility.

3. What am I supposed to do?

• Use visuals/graphics to emphasize direction.
• Present navigation and Call to Actions simply and coherently – keep it short and simple, don’t make visitors think too much!

Application

By fulfilling the criteria asked by the three critical questions you will automatically align the website experience, visitor’s intent, and company goals for a lead generation landing page.

For more information on using landing page optimization as part of your digital marketing strategy, listen to the recorded webinar here, or Contact WSI Smart Web Marketing for help.

About the Author

Howard worked in the technology industry for over 20 years as product marketing engineer and project manager, and has over 10 years of experience in digital marketing. He is an entrepreneurial digital marketer with a track record of success in creating and developing profitable revenue streams for small and medium sized B2B businesses. His experience and expertise in product marketing, project management, business management, digital marketing consulting allows him to provide the best in class services and measurable results to clients.