Reduce your cost per lead and increase your conversion rate with landing pages
Advertising and driving the traffic towards landing pages that are targeted to the specific ad audience is great, as they can really optimize the ad experience and increase the likelihood of someone taking the next step in the buyers journey.
What Is a Landing Page?
In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, YouTube, Facebook, Instagram, Twitter, etc.
The difference between a landing page and a web page
Unlike web pages, which typically have many goals and easily deviates the visitors attention, landing pages are designed with a single goal, known as a call to action (CTA).
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
Landing pages increases conversion rates
Landing pages are in general focusing on capturing the lead’s contact details so that you can continue to nurture the lead into a potential buyer and then a buyer. Not all leads will convert to buyers, but by having a targeted landing page followed my targeted email marketing and re-targeting in combination drastically increase your conversion rate.
A goal for your landing page should therefore be to capture and register email addresses into your CRM so that you can nurture them along their buyers journey with relevant followup. This will also help you build a good quality email list.
Be aware that people will be skeptical of just giving you their contact details. To encourage someone to leave their contact details you need to give the visitor a very good reason to do so. Some such examples are:
Offer a freebie related to your product or service
Offer a free consultation or discovery call
Give free education relating to your product or service
Offer a low-priced entry product
Give a discount code exclusive to the landing page that can be used when purchasing
Before and now - Using pixels on landing pages
Even though forms on landing pages has the highest form of conversion (23%) from other types of lead capturing forms, it is not to expect that everyone that clicks on your ad and lands on your landing page, leaves their contact details.
Having a pixel on the landing page (e.g. Facebook, Google & LinkedIn pixels) enables tracking of who visits the landing page and who fills it out. This helps the respective advertising platform in optimizing your ad so that it is shown to people that are more likely to actually fill in your landing page. This reduces your cost per registered lead.
However, due to stricter and stricter privacy protection laws, the pixels are becoming less reliable.
Due to stricter privacy protection laws, the pixels are becoming less reliable.
The use of pixels is not illegal according to GDPR, CCPA, POPIA and other regulations concerning consumer privacy, but prior consent to use them is required.
This means that each user must explicitly consent to and allow you to track them, which many will have an adversement to accept.
We can only expect that the trend with less reliable tracking will continue. This is why marketers should be looking at additional ways to optimize their marketing campaigns.
Marketers need to look into higher quality in general when working with targeting, messaging, landing pages and follow up.
An optimized customer journey should be in focus, from targeting to closed sale.
Landing pages are becoming an important part of this process.
Create landing pages with ease
By using a landing page builder you can copy a page that you have built and have advertised towards, make small adjustments to ONE thing, and then run the same ad to this new page. By running the ads in parallel, you will easily be able to measure which landing page is performing better, and optimize your marketing campaign to increase conversions. This will contribute to reducing the overall cost per lead.
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