Landing pages are key components of digital marketing campaigns and are designed to engage traffic and drive them to convert as part of a specific marketing campaign. This guide will help you make the most out of your landing page setup, and maximise your conversions with tips on how to optimise them.
What exactly is a landing page?
Landing pages are standalone web pages designed specifically for a marketing or advertising campaign, or pre-existing pages of an advertisers’ website.
Their primary purpose is to capture visitor information through a call-to-action (CTA) like signing up for a newsletter, downloading content or making a purchase.
Unlike regular web pages, landing pages are super-focused, tailoring content and design to a single offer or campaign, helping to improve user engagement and increase conversion rates.
They also allow for precise tracking and continuous optimisation based on engagement data, giving valuable insights into the effectiveness of the page to improve conversion rates.
The advantages of using landing pages
Reach your target audience
Landing pages can be customised for different audience segments or ad campaigns, allowing you to deliver tailored messages to specific groups. This increases relevance for users, making them more likely to engage and convert based on their specific needs or interests.
Create a clear message
Landing pages allow you to focus on a single, concise message that aligns with your marketing campaign.
This ensures that visitors are not overwhelmed with information, making it easier for them to understand the value proposition quickly and act on it.
Clear messaging helps drive higher engagement and reinforces your campaign’s purpose without distractions.
Maximise your ROAS
Since landing pages are tightly aligned with specific campaigns and optimised for conversion, they help maximise the return on your advertising spend.
Instead of sending traffic to a general homepage, a well-designed landing page increases the likelihood that each click translates into an action, lowering your cost per acquisition (CPA).
There can be some pitfalls to watch out for when using landing pages, however, and it’s important that your page set-up is optimised prior to beginning your campaign to ensure high conversion rates.
The limitations of landing pages
Limited SEO benefits
Since landing pages are often focused on specific campaigns and may not have extensive, keyword-rich content, they typically don't rank well in organic search results.
This limits their ability to drive traffic outside of paid or direct marketing efforts, reducing their long-term visibility.
This isn’t necessarily a bad thing, but it’s important to remember that landing pages may not be suitable for an SEO campaign.
Comprehensive keyword research and mapping from our SEO experts will help you to create the right content to boost your organic rankings.
High bounce rates
If a landing page’s design, message or offer isn’t compelling or aligned with user expectations, visitors may leave quickly without converting, leading to high bounce rates. This can waste marketing budget and hinder campaign performance.
Of course, this does present a great opportunity for refinement, but it’s important to carefully consider your audience and message before investing in your landing pages.
Ongoing optimisation
Landing pages require ongoing monitoring, testing and updates to stay effective.
Regular A/B testing of elements like headlines, CTAs and layout is necessary to optimise conversion rates.
This adds time and resource requirements to maintain the page’s performance over time.
Crafting the perfect landing page can be a challenge, but through the right balance of ad copy, media and page arrangement it’s possible to turn your landing page into a conversion-generating machine.
Below, we’ve curated the best ways to ensure your landing page is fully optimised.
Our top tips for high-converting landing pages
Colours matter
Using the correct colours on a landing page is crucial, as they significantly impact user perception and behaviour.
Colours influence emotions and can enhance or detract from the clarity of your message. For example, bold and contrasting colours for call-to-action buttons can draw attention and encourage clicks, while or green softer tones might evoke trust and calm.
Ensuring your colour choices align with your brand and resonate with your target audience helps create a cohesive experience, improving both engagement and conversion rates.
Video’s still victorious
Using video on landing pages is important as it helps capture attention quickly and delivers information in an engaging, digestible format.
Videos can explain complex ideas more effectively than text, making it easier for visitors to understand your offer and its benefits.
They also create an emotional connection, enhancing trust and encouraging action.
With studies showing that users are more likely to stay on a page and convert after watching a video, incorporating dynamic content like this can significantly boost engagement and improve overall conversion rates on your landing page.
Keep your ad copy simple
Ad copy on a landing page is vital because it directly influences how effectively your message resonates with visitors and persuades them to take action.
The content should be clear, concise and aligned with the promise made in the ad that brought users to the page.
Best practices include focusing on the benefits for the user, using compelling headlines, and ensuring the language is tailored to the target audience.
Incorporating strong, action-oriented CTA phrases is also essential.
Effective ad copy builds trust, reinforces the value proposition and guides visitors seamlessly towards conversion.
Keep it speedy
Loading speed is essential for a landing page, because slow load times lead to high bounce rates, frustrating visitors and causing them to leave before they even see your content.
A fast-loading page not only provides a better user experience but also positively impacts conversion rates and search engine rankings, as speed is a factor in Google’s algorithm.
To check loading speed, tools like Google PageSpeed Insights or GTmetrix can be used to analyse performance.
Improving load time involves compressing images, minifying code, using browser caching and employing a reliable hosting service.
Only ask for what you need
Asking for the minimal amount of information is crucial for maximising conversions and reducing friction in the user experience.
When you request too much information, visitors may feel overwhelmed or hesitant to complete the form, leading to higher abandonment rates.
By focusing on essential fields you streamline the process, making it quicker and easier for users to provide their details or take action.
This minimalist approach not only increases the likelihood of conversions but also helps build trust by respecting users' time and privacy.
Ensuring that only the necessary information is requested helps maintain engagement and drives more effective results from your marketing efforts.
Maximise the impact of your marketing effort
Crafting an effective landing page requires careful consideration of various elements to ensure optimal performance and high conversion rates.
The use of targeted, compelling ad copy and well-chosen colours can significantly enhance user engagement and align the page with your marketing goals.
Incorporating video content adds a dynamic element that can capture attention and convey information more effectively.
Equally important is ensuring fast loading speeds, as delays can lead to higher bounce and lower conversion rates.
Finally, by only requesting essential information, you streamline the user experience and increase the likelihood of successful interactions.
Together, these best practices help create a seamless, persuasive landing page that drives results and maximises the impact of your advertising efforts.
Need a hand with your landing pages? Get in touch with Ascensor’s experts. We’re here to help