How neglecting your landing page could be hurting your sales

7 Minutes

Marketing campaigns are an essential tool for any business to drive growth and increase sales. However, even with the best targeting, visuals, and content, campaigns can still fail to achieve their desired outcomes. One critical reason for this is the lack of emphasis on the campaign landing page.

A landing page is the first point of contact between a potential customer and a business, after clicking on an advertisement or promotional link.

Its objective is to convert the visitor into a customer by providing relevant information and a clear call to action. It could be the business’s home page, product/service page, or specific page for the ad. The landing page is where the magic happens, and your sales increase. Yes, it’s essential to have great ads to get a high click-through rate, but the budget is wasted if the customer’s expectations fall flat when they reach the landing page.

Businesses often invest a significant amount of time and resources in creating compelling ads that target their audience’s specific needs, preferences, and pain points. However, if the landing page is poorly designed or irrelevant to the ad’s message, visitors will quickly lose interest and navigate away without making a purchase. Many new clients I work with have good click-through rates, as their agency sees it as their job to produce great ads, but the agency falls short of working on the landing pages as well.

There are several aspects of the landing page that need to be considered.

Firstly, the landing page needs to be relevant to the ad’s message to maintain the visitor’s interest and increase the likelihood of conversion. If the landing page fails to continue the initial message that prompted the potential customer’s interest, they are likely to quickly navigate away. To ensure relevance, businesses must tailor their landing pages to their target audience. They should conduct research to understand the audience’s needs, preferences, and pain points and create landing pages that speak directly to those issues. Advertising campaigns should then be built around this messaging.

The landing page also needs to be visually appealing to capture the visitor’s attention and encourage them to stay on the page. A well-designed landing page should be easy to navigate, visually engaging, and provide clear information about the product or service being offered. A poorly designed landing page can result in a low conversion rate. To ensure visual appeal, businesses should invest in high-quality visuals, such as images and videos that align with the ad’s message. The landing page’s layout, color scheme, and typography should also be considered, ensuring that it is easy to navigate and read.

Having a clear call-to-action on the landing page is imperative for any advertising campaign to be successful. The landing page should clearly tell the visitor what to do next, whether it’s signing up for a newsletter, making a purchase, or scheduling a consultation. The call-to-action should be prominent and easy to find. When considering the call-to-action, businesses should use action-oriented language that encourages visitors to take the desired action.

With the rise of mobile devices, businesses need to ensure that their landing pages are mobile-compatible. A landing page that is not mobile-friendly can result in a poor user experience, leading to low conversion rates. A poorly optimized mobile page will also have an impact on search engine rankings too. With a growing trend towards mobile-first design, many businesses now prioritize mobile over desktop. However, to ensure you are optimizing conversion rates, your landing pages should work equally well on both mobile and desktop. Additionally, the loading time should also be considered, ensuring that the landing page loads quickly on mobile devices.

The businesses that are most successful in marketing are constantly learning. Businesses need to continually test their landing pages to determine what works best for their target audience. A/B testing involves creating two different versions of a landing page and testing them against each other to determine which one performs better. By analyzing the results of A/B testing, businesses can identify which elements of their landing page are contributing to higher conversion rates and optimize accordingly. A/B testing is an ongoing process that requires continuous monitoring and adjustments to ensure the best possible outcomes. Businesses that prioritize A/B testing and constantly learn from their results are the ones that see the most success in their marketing campaigns.

As a freelancer who specializes in digital marketing, I understand the importance of putting customers at the heart of all marketing efforts. I work with clients to implement integrated marketing campaigns that ensure consistency in messaging across the full customer journey. I’m committed to helping businesses optimize both their budgets and conversion rates by improving their landing pages and overall marketing strategies.

If you’re looking to improve. your conversion rates and grow your business, please feel free to get in touch with me. Let’s work together to take your marketing campaigns to the next level.

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