Many companies underestimate the importance of thinking about digital marketing from A-Z, that is, from the awareness phase to the conversion phase, despite the fact that the distinction between them is becoming increasingly blurred in the digital world.
Today, however, data enables us to follow the consumer more closely and guide them from one step to the next. For example, it is not enough to launch a well thought out digital marketing campaign if people who have shown marketing or advertising interest (for example, clicking on an ad) are not considered or if the landing page is not closely monitored to make sure it delivers the expected results. Here is where the optimization of the landing page comes into play.
One of the main criteria used to understand the quality of the landing page is the so-called conversion rate. Data also enables us to analyze purchasing behavior and thus better meet the customer’s needs. Analyzing and understanding the buying behavior of each and every customer has become a very important part of modern marketing.
What is a landing page?
A landing page is the page used for digital media advertising and is intended to lead people to a specific goal. It is important that the page is tailored according to the ads which led them there so that people can easily find more information about what they have already shown an interest in. Whether the goal of the landing page is to sell, collect listings or get people to pick up a brochure, it’s important to keep a close eye on how people behave on the page itself. It needs to be customized around whatever the end goal is and there must be nothing on the page that could distract or lead the consumer’s mind astray. They should not be able to click out of the landing page to an outside site. If they leave the page, they’re leaving the process carefully set up to achieve the pre-set goal.
Conversion Rate Optimization
Here are some examples of things that are important to keep in mind when designing a landing page around a specific goal (be it a mailing list listings or anything else):
- Do not have anything on the site that could lead people astray (such as a “navigation bar” or links to other sites).
- Offer and have a very visible value proposition. It is very important that the value proposition is in accordance with all other advertising and marketing material.
- Have a clear call to action (CTA). It is also important where and how this is set up.
- Keep the site as simple as possible.
- A/B test two versions if available (Google Analytics Guide).
- Build trust and credibility with text and visuals.
- The text on the landing page should be short and easy to read.
- That the registration form is in a good place and easy to fill out (not too many steps).
When launching a landing page, it’s important to use Google Analytics and Google Optimize (or other analytics tools) to track how it is working. Here are some metrics to consider:
- Bounce rate. If the bounce rate is high, it may indicate that your ads are not hitting the target well enough (the target audience is incorrectly defined or audience targeting is incorrect). It can also indicate that the page is taking a long time to load, that people are not finding what they are looking for, that it is too complex or not in line with marketing materials.
- Average time on page. We want this time to be as long as possible.
- Conversion rate. The conversion rate is the percentage of those who enter the site to those who complete the set goals for the landing page. We want this ratio to be as high as possible.
It is also important to keep a close eye on how the landing page is used by users– how far people scroll down, what they click on and how they move the mouse, for example. You can use tools like HotJar or Crazyegg to collect and analyze this data. You can also use these tools to see a video of how the user behaves and thus get a good idea of how people actually use the landing page.
It’s not enough to have a well-executed advertising campaign
As mentioned at the beginning, it is not enough to just think about how the ads are set up or what they look like when launching a digital marketing campaign. It is extremely important to think this through fully–consider how the landing page receives visitors and also take into account the customer’s buying behavior. If this is not the case then maybe the entire campaign should be maximized.