It’s Day 3 of our course. How are you holding up so far? You now know how to track your leads as soon as they hit your website and how to convert those leads into contacts with personal profiles (and targeted marketing potential!). It’s time to learn about a great way to increase conversions: landing pages.
Even if you have all the signup forms in the world, leads will want to know why they should sign up. Listing the benefits of signing up in a prominent spot by your signup form is great, but if you have a whole page dedicated to converting leads you will gain even more signups.
It’s also handy to have stand-alone pages for specific events or promotions, when you may want to hide or turn off the page after a period of time. Does such a magical targeted page exist? It does. It’s called the landing page.
Landing pages are designed to convert. Therefore, they are meant to be very focused and specific. They should have a definite goal and all content on the page should point to that goal. There should be clear calls to action and targeted content mean to entice the visitors who will land on the page. You want to collect each lead’s information on this page!
Landing pages are separate from your website, making them ideal for events, surveys or any time-sensitive promotion. As mentioned above, it’s easy to turn landing pages on and off based on your needs. In general, each landing page has only one specific function. It welcomes people and draws them in.
For example, if you are hosting a webinar you would set up a comprehensive landing page for the webinar. That landing page will contain all the relevant information that participants need: a signup form to register them for the webinar, the time the webinar takes place, where they go to sign in and view the webinar, instructions on how to provide feedback and so on. The page provides everything a visitor needs to know about one specific thing, in this case the webinar. Once the webinar is over, simply turn off or delete the page.
Landing pages are ideal for staying organized and presenting consistent branding to your audience. They are easy to set up and they are separate from your main website. This distinction means that you can track the data of a landing page separately and gain traffic reports that are not affected by your main website. Studying your landing page reports provides you with valuable insight about your leads and customers.
You want to hold an event, provide a simple place for leads to download a whitepaper, run a targeted advertisement that provides comprehensive information about a product, conduct a survey, offer a free trial or whatever. But you want to be able to track data about this particular item separately from your main website. You want to see where each lead came from.
A well-designed landing page is like an inviting entryway in a home. It welcomes people and makes them want to travel further into your house. A great landing page will draw leads into the rest of your content, your products and services, and your website. The initial offer or event or promotion hooks them and boom! You now have a hot new lead who you can learn about, nurture and market to.
A landing page generator like ours enables you to create professional landing pages using simple drag and drop functionality. You don’t need to know how to code. You can add in your own company branding and your own code if you wish. You can also save landing pages that you create as templates so you can easily reuse them. Drive visitors to the landing page utilizing our Digital Marketing Campaigns.
The best part about landing pages is that they track everything, which means they provide you with a lot of useful data. You will know where each lead came from (how they reached the landing page) and which parts of the landing page caught their attention (where they clicked or interacted on the page). You can also A/B split test two different landing pages against each other to see which one performs better.
All the data that is collected helps you optimize your future pages. By reviewing your reports and seeing how leads interacted with each of your landing pages, you will learn what types of content and calls to action actually convert.
Since the system is integrated with our CRM, all lead data collected from your landing pages is fed into personal profiles and detailed reports. You can easily manage event RSVPs, set up reminder messages, nurture your leads and more.
- Do you have the resources to add forms to your existing website?
- Do you have any upcoming events, webinars or promotions? List them!
Now you've got the entire lead tracking and conversion process in your head, and you're ready to really start making use of automation software! Tomorrow we're going to look at our Customer Relationship Manager (CRM). What is a CRM? Why is it useful? Find out in our next BLOG Post, or Contact Us!