Landing pages play a central role in any marketing strategy and provide the gateway to conversion, particularly for potential customers that don’t know your products or services. In this article, we’ll look at the best practice and how you can use personalization to increase effectiveness.
What’s the goal for a landing page?
The landing page is the 1st touchpoint for inbound visitors who don’t necessarily know your brand but are looking for a product or service you provide.
That means your goal to effectively and clearly communicate your value proposition so that visitors immediately understand why they’ve landed there. By showing the relevance of what you offer, and optimizing your page, you’ll increase conversion rates and lower the cost of sales.
Note: Don’t confuse the landing page and the homepage, which is the default page visitors arrive on after running a generic search on a search engine. The goal of the landing page is to draw the visitor’s attention to a given offer at a given time, whereas the homepage has to broadly introduce your brand and the services you provide.
Why should you optimize your landing page?
Landing page optimization is a crucial element of your marketing strategy and tactics, delivering benefits at multiple levels:
Know your visitors
A landing page enables you to collect information about your visitors which you can use to boost engagement and increase conversions. All the information collected via landing pages enables you to grow your leads and then segment your target audience more accurately.
Boost your website SEO
Every landing page you create is indexed on your website and gives you the opportunity to move up in organic searches, through improved search engine optimization — provided that your page has been optimized effectively. Visitors who find your landing page via search engines should be more likely to convert since they’re already looking for what you have to offer.
Generate more qualified leads
Landing pages are specially created to convert your visitors into leads and so helping achieve your marketing campaign objectives. The more dedicated landing pages you have on your website for each available offer, the more your conversion rate should increase.
Targeting the visitors on your landing page
Landing pages are powerful conversion tools, as long as they target the right person at the right time. Visitor segmentation helps you achieve this. User behavior, acquisition channels, device category, and many other factors give you the start point you need to build your landing page, which can then be personalized according to the type of visitors you are targeting with your offer. In the following, we’ll discuss 3 options for personalization.
Personalize your landing page based on visitors’ interests
There’s nothing worse than an overly generic landing page that doesn’t meet a visitor’s needs and interests. Personalization enables you to display a different page for each visitor segment or even each visitor, thanks to AI-powered predictive algorithms.
Use behavioral data to aid personalization, for example:
The source of the traffic: A visitor who clicks on a link on social media won’t have the same expectations as one who lands on your website after entering a keyword in a search engine.
The journey of the visitors on your website: By identifying their interests you can adapt your landing page and align it as closely as possible with your visitors’ expectations.
Adjust your landing page based on the device used
Visitors don’t all have the same browsing habits: some visit your website from their mobile devices, while others use their computer or tablet.
There are many elements that can disrupt the browsing experience on mobiles or tablets, especially if you use overlays (such as pop-ups, pop-ins, or sliders) or if your form isn’t optimized. That’s why your need to ensure your landing pages are readable and attractive on all devices to increase conversions across all types of traffic.
Personalize content based on visitor behavior
You can use all the information you have on your visitors to optimize your landing pages: The better you know and understand the desires and behaviors of web users, the more you’ll be able to give them what they’re looking for.
For example, like Airbnb, you can use your visitors’ geolocation to serve up landing pages that are directly related to their context:
The number 1 goal of your landing page is to communicate your value proposition to web users. That’s why a visitor should be able to understand your page at a glance. They should immediately be able to tell how your offering solves their need and how to access it, but also what makes you different from your competitors and why they should choose you. Personalization elevates a good landing page and makes it not only useful for your business but especially relevant for potential customers.
Kameleoon is a platform for AI personalization and A/B testing for product owners and conversion-oriented marketeers. Kameleoon enables brands to deliver exceptional digital experiences and personalize the customer journey to maximize engagement and conversions, resulting in exponential growth in online revenues.
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