If you’re promoting a website, you probably know that driving traffic is only half the battle. Obtaining conversions once users arrive is equally as important. However, directing visitors to a general home page might not produce the results you’re looking for.
Fortunately, there’s a simple tool that can revolutionize your process: a dedicated landing page. By creating interfaces that are directly focused on your goals, you can efficiently generate valuable leads.
In this article, we’ll introduce you to the power of landing pages. Then we’ll cover three convincing reasons to build dedicated landing pages for your website. Let’s dive in!
An Introduction to Landing Pages
A well-designed home page can serve as an elegant introduction to your brand. Nevertheless, you may want to consider using a dedicated landing page for a more specialized approach.
A landing page is a part of your website designed to drive progress towards a specific marketing goal. It usually prioritizes a single objective, such as obtaining customer emails or encouraging visitors to purchase a particular product. The results of this focused approach are compelling: sign-up forms on landing pages net an impressive 23 percent conversion rate.
Part of this success comes from the fact that landing pages tend to do away with extraneous links and distractions. Instead, they rely on a sole transaction. Clutter is replaced with features such as a clear Call To Action (CTA), a succinct form, and confirmation of completion.
A landing page is thus free to center on generating leads alone. Best of all, there is a wide variety of WordPress tools that you can use to craft your own page. With a bit of customization, you can create a formidable strategy for increasing your visitors’ responses.
3 Reasons to Build Dedicated Landing Pages for Your Website
If you’re still on the fence, here are a few reasons to consider building dedicated landing pages for your brand.
1. They Can Encourage Visitors to Take Specific Actions
A landing page can serve any number of purposes. For example, you may be offering a coupon in exchange for a user’s email address. Alternatively, you might use a dedicated page to facilitate an attractive giveaway.
Whatever the desired action is, a dedicated landing page provides visitors with an easy way to complete it. There’s no need to search your site for the promised interaction. Users can instead quickly access and understand the process.
Prominent CTAs make this approach even more effective, as this example from OfficeSupply.com demonstrates:
Visitors are unlikely to be confused by instructions such as “Enter Below to Win”. Such a straightforward message can help them feel informed and confident in the transaction. Armed with clear instructions, landing pages can be a flexible tool to serve virtually any conversion goal.
Dedicated pages can also enable you to measure engagement in a targeted way. For example, if you’d like to grow your mailing list, you can consider noting the number of subscribers before and after linking to a landing page on a certain site. This approach can help you determine your promotion’s performance for that demographic.
2. You Can Create a More Tailored User Experience (UX)
It’s hard to overstate the effectiveness of personalization. Nearly 59 percent of consumers report that individualized experiences influence their purchase decisions. Since landing pages are already designed with conversion goals in mind, customizing them based on your audience can be a simple way to curate the process further.
For example, let’s say you have a colleague who is promoting your landing page on their website. You might want to directly address their target audience in your copy, in order to create a uniquely relevant UX. This also takes advantage of the visitor’s familiarity with the site that redirected them.
Alternatively, you might consider building an interactive landing page, such as the following example from Airbnb:
This format enables visitors to manually tailor their experiences to their needs. It can also provide your users with relevant information about your promotion, making them feel more comfortable with exchanging personal data.
A customized experience can take various shapes. Whether you’re translating your page based on the visitor or shouting out the website that redirected them, a made-to-order site offers a distinct advantage. If you’re not sure how to get started, consider using dedicated landing page software.
3. Landing Pages Can Improve the Customer Experience
Research has shown that professional website design can increase visitor trust. Many people will encounter your site for the first time through a dedicated landing page. Therefore, a streamlined experience can improve your users’ overall opinion of your brand and optimize your conversion rates.
There are a few ways you can accomplish this. One effective method is to provide a clear confirmation message. This can eliminate the risk of users becoming frustrated or sending multiple submissions.
Even a simple clarification, as shown below by Leite’s Culinaria, can do the trick:
A one-purpose page can also relieve your audience of the need to hunt for information. Immediately redirecting them to a relevant page saves them time and effort. To double down on this benefit, consider making your landing pages mobile-friendly to provide an easily-accessible interaction for all visitors.
Finally, you might try using landing pages for non-conversion purposes. For example, a dedicated page designed to collect customer feedback can be very effective. With other links or distractions out of the way, users may be more likely to complete the process.
When it comes to attracting an audience and achieving your goals, engagement is key. Whether you’re running a giveaway or asking for feedback, it’s tough to beat the effectiveness of a landing page.
In this article, we covered three reasons to build dedicated landing pages for your website:
- They can encourage visitors to take a specific action.
- They enable you to provide a personalized UX.
- They can contribute to an improved customer experience.
How will you use a landing page to boost your conversion rate? Let us know in the comments section below!