Landing pages direct customers to a specific product, service, or offer and encourage them to take action right then and there. A landing page gives customers a distraction-free experience, unlike when they are browsing your main website. At this moment, they can zero-in on a specific offering, and you have the chance to really “wow” them with a convincing pitch.
Landing pages are often used to enhance digital advertising experiences. Creating a landing page that matches (copy and design-wise) the ad you are serving potential customers ensures you’re sending them to a page that coincides with their expectations. This helps create a cohesive customer journey. Well-designed landing pages achieve better Quality Scores, which result in better rankings and lower ad spend.
Landing page optimization is the process of enhancing and improving elements of a landing page to increase meaningful conversions. It doesn’t necessarily mean reinventing the wheel with your design or copy every time your landing page underperforms. This process uses data and anecdotal evidence to make more calculated changes. Most of the time, a landing page will not emerge perfectly right out of the gate. Each audience is different, so it’s essential to realize that a useful landing page often requires trial and error.
There’s an art to landing page optimization, and our team of digital marketers has the skills to ensure that your landing pages are set up for success and optimized for conversions. If you need help creating or enhancing a landing page for your website, give us a call!