Improving Digital Campaign Performance Through Landing Pages

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The landing page is one of the most overlooked marketing tactics by advertising, branding, and marketing firms. Contrary to popular belief, driving traffic to a website’s home page isn’t enough to generate sales.

Landing pages are web pages created to capture leads or sales in an ecommerce model.  They are usually linked to ads that have a specific message and contain only content related to the original ad’s offer.

Landing pages direct your prospects to where you want them rather than assuming they’ll find themselves.

So, create landing pages with specific goals in mind. A strong set of landing pages can increase online lead generation. Let’s look at some elements of a successful landing page.

  • A Better Website Experience
  • Audio-Video Content
  • Clear, Persuasive Copy
  • Call to Action Ideas

1. A Better Website Experience

If your website is clunky, unresponsive on mobile devices, and slow to load, you’re losing customers. If you don’t fix your base code, your landing page will perform like the rest of your site.

Your website should be bold, with a simple design that allows pages to load quickly. Fixing a slow, clunky site affects other digital marketing tactics like SEO and social media marketing.

2. Audio-Video Content

Diversifying your landing pages is another way to engage consumers. People prefer to watch than read, so a video can help them learn more about what you have to offer.

However, you must ensure that your player buffers well and that the video content is powerful enough to convert.

3. Clear, Persuasive Copy

Landing pages don’t need to be long, so every word counts. Check all content for accuracy, from headings, body content, and pricing to meta titles, CTAs, and meta descriptions. Keep it brief and precise so the viewer has a seamless transition from the ad to the landing page.

Landing pages can also be classified as service or product pages or transaction pages. On service/product pages, you want to entice the consumer to convert.

For transactional pages, keep content elusive but compelling enough to compel viewers to fill out a form or email for more information.

4. Call to Action Ideas

The CTA can make or break a page, not to mention an entire digital campaign. The CTA is the key metric of success whether you need the customer to fill out a form, send you an email, or click-through and buy. It’s impossible to understand ROI without it.

Ensure that your CTA is clear and authoritative. Make the viewer feel like an actual person is asking them to do something on the page.