How your landing page is affecting your campaign’s performance

Have you ever stopped to consider how much your landing page affects your campaign’s performance? 

You may be thinking, why is this important? Well, landing pages are the single most impactful leverage point in a customer’s journey. It’s the point where they either commit to purchasing your product or you’ve lost them and have to restart from the beginning all over again. 

If your landing page doesn’t convert, not even the best advertising and campaign will be able to deliver results. Conversely, poorer advertising can out-perform and deliver higher levels of revenue if the landing page actually converts. In summary, if you have bad landing pages, not only will you be missing out on lost revenue, but you’ll also burn through your advertising budget and not be able to scale your business to any considerable volume. 

So let’s get straight into it! Here are some crucial conversion elements that you need to be including on your landing pages:

You only have a few seconds to grab a potential customer’s attention before they lose interest in your brand or product. If your page has spent that whole time loading then you’ve lost as much as 50% of your users (and budget) without any results to show for it.

It’s critical to have a landing page that is easy to navigate and doesn’t confuse the user by having too much information on it. If a customer cannot find the information they are looking for easily, they will leave your page. Try including icons to highlight important key information that calls out to the user’s pain points.

You need to demonstrate to users exactly how your products work so that a potential customer knows exactly what they’re buying. If they have any uncertainty or questions, then they won’t purchase. Product diagrams, infographics and videos are great for this.

Your offer is the most important part of your landing page. When you’re creating your offer, remember to stack value and make the offer irresistible to potential customers.  Then you need to add urgency to give users a reason to buy now and not click off your page.

Give users a reason to trust you. Heavily featuring social proof, including a money-back guarantee and links to your social feeds are examples of just a few things you can do to reassure potential customers. By reducing the risk for them, they’ll trust in your messaging and your product. 

These are just a few of the many important things you need to keep in mind when optimizing your landing pages. We don’t want to drive traffic into a page that doesn’t represent your product or brand in the best light possible. 

If you or your company are interested in knowing more about how to optimize your landing pages and run top-performing campaigns then our digital marketing agency can help; email us at [email protected] or click the button below: