How a Good Landing Page Attracts New Customers to Your Program

Whether you know it or not, you’ve landed on a landing page before. (Check out one of ours.) But if you haven’t used them in marketing your program, maybe it’s time you gave them a chance.

What is a landing page?

A landing page is like a one-page mini website that you can build quickly and easily to target a particular audience with a specific message. (As opposed to your general website that communicates lots of things to your broadest audience.)

Here’s how landing pages work. Let’s say you post a promotion on Facebook about a holiday special for summer registrations and provide a link for more info. Users do NOT want to follow a link to your general website and hunt around for the special offer. Users DO want to click on a link that goes directly to information about the marketing special you’re promoting. The link should take them to a landing page that gives them the details they’re looking for and an easy way for them to respond to your call to action (CTA).

How do I create a landing page?

Landing pages are easy to build yourself without a designer or developer. A landing page builder like Leadpages, Unbounce or many others5 can help you whip up the landing page you need for your promotion. Most likely, all you’ll need to get started is text explaining the offer and a complementary image. When the promotion deadline hits, take the landing page down, or redirect it.1

Wordstream has compiled a few statistics that may be helpful as you create your landing pages2:

  • Avoid navigation menus. Removing navigation bars from landing pages can increase conversions by 100%.
  • Keep your number of form fields to a minimum. The optimal number of fields in your landing page form is 3 (for gaining the most conversions).
  • Always consider videos. They can increase conversions by 86% on landing pages.
  • Remember your mother’s advice. Landing pages that do NOT ask for age have a higher conversion rate.

What else goes into building successful landing pages?

As with any marketing tool, you need a plan. It doesn’t have to be extensive—just set some goals and find ways to measure them. As you get started, keep these considerations in mind3: Identify your goals, and develop a strategy for your landing pages. Here are some examples of goals you might set:

1. Identify your goals, and develop a strategy for your landing pages. Here are some examples of goals you might set:

  • Increased leads
  • Increased revenue
  • New customers
  • Social media engagement

2. Learn how to test your landing pages to find out what strategies work best. A popular method is A/B testing. You simply create two identical landing pages (page A and page B) with one element that is different (i.e. button color, text or location). Then you can test which page lead to the most conversions (statistically).

Here’s another bonus—you’ll also learn something about your customers. (Just make sure you have a large enough audience for measuring viable results.)

3. When evaluating your landing pages, make sure you consider metrics for measuring success and alerting you to any needed adjustments. Here are three of the most important questions to ask and answer:

  • What percentage of users completed the desired action? (Your conversion rate)
  • How many times was your page viewed, and how does that compare to your conversion numbers?
  • How many paying customers found your business from your landing page?

4. Finally, keep in mind that you need a compelling headline to get people to your landing page. You have about 8 seconds to capture their attention, so make sure you get creative with your opening words.4

Summary

You can use your landing page(s) to drive people to special offers, such as discounts or thought leadership content (perhaps your philosophy of children’s education) that is valuable enough for them to give you their contact information in order to access it. (This is called ‘gated’ content.) Their interest in your topic predisposes them to be potential customers and the emails you gather in this way become part of your marketing audience.

Ready to bring ’em in for a landing?

Sources:

1WorkingMomsOnly.com: Why Are Landing Pages Important?

2Wordstream Blog

3Jumplead Blog: Guide to Creating a Landing Page Strategy for Your Business

4Smart Insights: Data-driven examples of increasing landing page conversion

5Neil Patel Blog: 12 Tools That Can Help You Build High Converting Landing Pages

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About Gina Calvert

Gina Calvert is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, camps, schools and endurance events, for more than six years.