Any ecommerce endeavor begins with growing the number of leads who are open to a conversion. The surest path to improving lead acquisition is increasing and optimizing the number of landing pages (LPs) in your web design. According to HubSpot's Marketing Benchmarks report, companies see a 55% increase in leads when they increase the number of landing pages from 10 to 15. However, companies did not see any improvement when the total number of landing pages increased but remained less than 10. This makes having the correct number of optimized LPs critical for inbound marketing success.
What Are Landing Pages?
Optimized landing pages are the focal points of a well-designed business website. This is a term that some small business owners may confuse with a website entry point. However, a landing page is a webpage specifically designed for the prime purpose of capturing a visitor's information using a form, survey, tool or other form of personal engagement. So, while a web page designed as an entry point could potentially be a landing page, not all are or should be.
Creating Conversion Opportunities
By having a form on a web page, you are creating an opportunity to convert. This conversion event could be for subscribing to a blog, requesting a quote, or downloading an e-book. Regardless, the website visitor is voluntarily providing information in exchange for something they need or want. It doesn't matter if the form is asking for multiple fields of information or just an email address. It is simply a visitor giving you some bit of information in exchange for something in return.
Homepages versus Landing Pages
So, if a homepage has a form, does that make it a landing page? No, which goes back to the original explanation. A landing page is a webpage specifically designed for the prime purpose of capturing a visitor's information using a form. Your website's homepage may have a form to capture information, but that is not its prime purpose. Your home page is intended to introduce critical information to a visitor about your business. In many respects, it is similar to a brick-and-mortar's store window, intended to convey information about your company's products, services, prices, personality, and culture.
Why Are Landing Pages Important?
This point cannot be understated: LPs are designed to generate conversion events. There are far too many businesses who are sending their PPC, social media, and email traffic to their website's homepage. When you are spending money on targeted traffic, it makes sense to send that traffic to a web page specifically designed for that targeted audience. If you know the outcome you want, it is better to design a landing page which will guide the visitor to that result. Ultimately, this is why landing pages will increase your conversion rates. A home page will leave the outcomes to chance, while a landing page includes a predictable conversion endpoint.
Segmented & Personalized Messaging
With any amount of research on inbound marketing, you will discover experts discussing customer subgroups, buyer personas, personalization, and marketing funnels. Imagine you are a remodeling company and a person comes across one of your blog posts about "environmentally friendly kitchen remodeling". At the bottom of your article is a call-to-action which essentially offers a free consultation. The link could go to your basic contact page or it can lead to a landing page which will provide some additional information about your expertise with eco-friendly kitchen remodeling and details about what they will receive from the free consultation. This will generate a more reliable lead that wants you to contact them.
Multiple Paths to Conversion
Still, the above example is only one pathway for a visitor to reach your optimized landing page and convert to a lead. You can attract visitors to landing pages through organic and paid search, social media, email, and referral traffic. So, while a visitor can find your landing page through calls-to-action on your website, they will also reach it directly. Ultimately, landing pages are an essential element for guiding a visitor through their decision-making process.