Although you may deliver high-quality traffic to your website with your search engine optimization (SEO) and pay-per-click (PPC) practices, if your landing pages are not executed properly, you’re throwing money away. In order to convert more traffic into leads, sales and revenue, you need to create effective landing pages.
You should use landing pages:
- When you want to create excitement about a new product – a landing page is ideal for promoting your new products and/or services.
- To segment offers – obviously, no single offer appeals to everyone, your landing pages can steer your visitors in the right direction.
- To divide your audience – you shouldn’t direct every visitor to the same generic landing page; instead, tailor pages to specific groups. For example, if you sell adult diapers to seniors and lingerie to the younger generations, the last thing you want to do is send your senior audience to your lingerie-landing page.
- As the destinations for your PPC ads – each group and keyword should have its own landing page. This allows you to test, track and determine how each landing page performs.
Average landing page conversion rates
According to a recent Search Conversion Rate Distribution Study, the average conversion rate is a little more than 2 percent. This 2 percent applies to all industries. Businesses in the top 25 percent have conversion rates that are higher than 5 percent.
The top 10 percent – What’s the secret?
Although conversion rates vary by industry, when we look at the landing pages that are in the top 10 percent, conversion rates are 3 to 5 times higher than the average rate of about 2 percent. The type of industry doesn’t matter, as this increase holds true across the board. One common trait seen in these landing pages is amazingly unique offers. Needless to say, to get the most out of your landing pages, at least one of your pages must provide visitors with a unique offer.
If you want to increase your conversion rates and reduce the amount of time you spend on marketing, contact Formula Done today. Our marketing communication and skills combined with Infusionsoft’s marketing automation software are designed to increase your sales, organize every aspect of your marketing campaign and save you time.