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Posted by Robert Somers

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Your guide to Australian landing pages in 2015

Landing page paper air plane

IF YOUR website’s landing pages are not getting customers to click past the first page — this guide is  for you.

The Basics

What is a landing page?

In simple terms a landing page is any web page that a visitor can arrive at, or land on, after clicking an external link. In marketing terms, it is a page that has been created for a single purpose – lead generation.

Is my home page a landing page?

Many marketers mistakenly direct pay-per-click traffic to their home page, thinking that their visitors will “figure out” where they want to go. Bad news — they won’t, because there is too much information on the homepage to distract them.

What is a good conversion rate?

Off course, it varies for different industries.

But usually a good conversion rate is somewhere around 2% to 5%.

In some industries, even 5% conversion rates aren’t that impressive. If you’re stuck in the 2-5% conversion rate bucket, you have plenty of room to grow.

Keyword matching matters

You might have captured a user’s attention with with a highly-targeted ad, but you still have not convinced them your product is what they need.

When a customer clicks on your PPC ad, they will typically spend five seconds on your page before deciding whether to stick around or not. By providing a very clear headline on your landing page that strongly matches your ad message you give people a sense of positive reinforcement – that they made a “good click”.

When to use a landing page

As a destination in your pay-per-click ads

Create a different landing page for each keyword and group so that you can test, track and see how each one performs.

Product launch

Use a landing page to explain and promote a new aspect of your busines. Landing pages are also a great way to promote a “coming soon” teaser — even if the product isn’t finished yet.

Segment your offers

No single offer will appeal to everyone. Some people prefer printable coupons, while others would rather redeem promo codes online. Landing pages can help you steer visitors exactly where you want.

Target your audience

Just like your offers, not every visitor should be directed to a generic “one-size-fits-all” landing page. Attract different groups with pages tailored specifically to them and their needs.

Compliment Other Strategies

Social Media Marketing

Landing pages aren’t meant to replace any other forms of marketing. Instead, they should work hand-in-hand with them. Many businesses have one or more pages for their fans on Facebook, Twitter and other social sites they frequent.

Pay-per-click advertising 

Landing pages and Pay-Per-Click advertising go together perfectly, and landing pages being used as destinations for PPC ads are one of their most common and most popular uses.

SEO

Landing pages are designed to go hand-in-hand with search engine optimisation. Any optimization strategies that you employ across your site should also be used on your landing pages as they can only benefit from it.

What makes a killer landing page?

Fluid Plumbing landing page

A clear call to action

A call to action is a group of words that urge the readers to take an immediate action.

Your CTA must have an eye-catching design, so your viewers are enticed to click on it and perform the action you want.

Any group of words does not automatically qualify as a good CTA. For example, “Click to view more” or “Submit” doesn’t really explain exactly what the next step is.

Instead, you should use phrases such as “Click to download your FREE ebook” or try “Get Instant Access Now”.

Use customer testimonials

Customer testimonials add credibility, reliability, and trustworthiness.

Use them correctly on your landing pages and your conversion rate will keep on rising.

Search-related headlines

Users want to be told where to go, what to do, and how to do it. That’s why the best performing landing pages have a clear, concise headline that immediately speaks to the reader’s wants, fears or needs.

What Not To Do

Cluttered landing page

Don’t sound too ‘salesy’

Write like a human.

People prefer to connect with other people, not with marketing robots.

Rather than padding your sentences with empty phrases, tell readers exactly what’s so good about your service or product and explain why that’s important for them.

How do you make your customer’s life better? Does your product or app take away hassle and pain? Does it make your reader happier, more productive, or more relaxed?

Keep your landing pages clutter-free

The whole concept of a landing page is to limit a visitor’s options to what you want them to do – buy a product or sign up for a newsletter etc.

That way, they can focus more on the offer and not be distracted by the loads of information found on their main site.

If your landing pages are cluttered with useless information, what use are they to your campaigns?

Don’t make them go through a thousand forms

You need leads. You need email subscribers. You need to make a sale…. You need to make it easier for people.

So make it simple for your potential customers to give the information that you want.

Are you ready to start converting more of your website visitors into leadsTalk to an ROI.com.au expert today.