Targeted marketing campaigns with landing pages convert 40-60% higher than general web traffic.
At BRANDgfx we talk a lot about Integrated Marketing, and creating campaigns with landing pages is a big part of that.
A lot of factors contribute to higher landing page conversion rates, but one of the primary reasons is quite simple: Your landing page speaks directly to whatever the consumer is interested in, looking for, and expecting to find.
Imagine you’re running an AdWord PPC campaign promoting your latest gizmo or white paper about XYZ. You’ve presumably targeted relevant keywords, and the ad copy (hopefully) speaks to the benefits of your offering. For example:
- “Convert more web traffic into clients with Landing Pages.”
Anyone clicking on that ad is:
- Interested about information specific to landing pages; AND,
- Expecting to be redirected immediately to that information.
Now imagine instead of hitting a landing page (about landing pages) the link they click simply goes to a home page with a ton of content only slightly related to the specific information they were requesting. If you’re (extremely) lucky, they stay and search to find some content about what they’re looking for on your site. More likely, they’ll simply bounce away back to their Google search. Uh, oh. And you’ve just paid for that bounce — to the tune of however much you told AdWords you’re willing to spend per click.
Landing pages provide an opportunity to get right to the heart of your consumer’s interests. It’s expected. It’s appreciated. And it will help your conversion optimization rates dramatically.
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