A landing page is exactly as its name describes — the first page a user “lands” on, i.e. arrives at, after clicking on a certain link. And it is one of the most common forms of lead generation, which is hugely important to marketing. So today we’re going to walk through five benefits landing pages bring to lead generation efforts. Let’s go!
1. Increase conversions
We all, affiliates, want to generate measurable results for each marketing dollar spent. Indeed this is performance marketing’s primary goal. And this is why well-crafted landing pages are very important elements of marketing campaigns — they can increase conversions due to the fact that they are specifically tailored to get visitors to take a certain action — complete a purchase, sign up for an email list and anything else.
2. Establish credibility
The primary landing page goal is to show visitors brand’s understanding of what is bothering them and how the company’s product/service can help solve the problem. In this regard well-designed landing page can establish credibility and bring in customers to a growing business.
3. Enhance brand awareness
A properly designed landing page can improve the impression that visitors have of the brand. And of course the keyword here is “properly designed”, ’cause the ideal landing page has a style, look, and feel to the copy and design that is consistent with all of the other marketing materials of the company. Due to the fact that it can help link all marketing materials together across the web, this is a critical component of lead generation process. When we see the content or copy on an advertisement, and then see similar designs and content elsewhere, we’ll explicitly remind ourselves of this brand, even if on some subconscious level, it doesn’t matter. The same is true with landing pages. This peculiarity increases the brand awareness and makes users more likely to turn to the brand again when they are in need.
4. Log user information
Your goal is to generate a specific action out of consumers. But how do we reach this goal? Well, we should know the problems our consumers face and what can help them solve those issues. This, in turn, can be achieved by getting greater insight on the consumers the brand is targeting. But how can this be achieved? Well, what about quick forms on a landing page? They can help log the user information a company needs to target its consumers. You can collect important user information such as demographics, location, and social preferences that can be used to improve future performance marketing campaigns.
5. Conduct A/B tests & constantly improve
As we have clarified earlier, landing pages are a great way to improve performance marketing as a whole. They allow brands to tinker with content, style layouts, copy, keywords, and other information that draws in consumers. But without test you should not even dream of resounding success. You should create multiple landing pages to test out how different elements work when targeting consumers. Test will show you what works the best with consumers. This, in turn, means for you more leads and more money, of course!
OK, well, landing pages are an easy and effective tool to use in affiliate marketing. But not hit-and-run landing pages, but well-designed! And to get this well-designed landing page, you should test, test, and again test them!