On Landing Pages:
The value of strong landing pages is not inconsequential.
Success on the landing page is critical. Improving return-on-investment in today’s
highly competitive online marketing landscape requires a focus not just on generating
more clicks but on maximizing the returns of those clicks. Optimized landing pages
can go a long way toward improving marketing campaign results. Not taking the time
to create landing pages with “stickiness” is akin to ignoring a customer standing in
your place of business and asking for assistance.
A click represents the raise of a hand. The customer or prospect is saying,
“I’m interested…Tell me more.” In some cases, they’re ready to buy. Others, they’re
simply curious and willing to give you the benefit of the doubt by briefly taking a look
to see if you’ve got what they’re seeking.
Whatever their reasons for moving to your landing page, you must grab their attention
in order to have any chance at success. Landing pages have to be clear and easy to
understand and navigate. Highly successful landing pages are also clever, stylish and
targeted to respond to the original call-to-action that led visitors to the page.
Creating landing pages unique to your campaign is an important approach to
improve results. Because you have established a relationship with your recipients -
one of trust exhibited by their willingness to click a link – it’s essential to keep the
focus laser sharp by taking them directly to information.
When a prospect decides to take up your offer, the ease with which that process
unfolds can lead to success or failure. Strong landing pages control the flow of
information and the path customers take to conversion. They represent the difference
between a warehouse store, where customers wander around looking on their own,
and a fine boutique in which customers are assisted by a highly trained sales associate
from the minute they walk in the door.
Finely crafted landing pages deliver recipients the kind of information that will resonate
with them, walk customers step-by-step through the buying decision, and expand
upon the original call-to-action that the recipient acted on.