Landing Page Optimization
Landing pages answer customer questions at key points during the sales journey and provide quick conversion opportunities. Capture customer information and convert traffic into leads with optimized landing pages.
Landing pages are standalone web pages that exist independent of a company’s primary website and function solely as a target for marketing campaigns. They have a single purpose, which is to get a conversion, whether could be a phone call, form fill, or download. At Efferent Media, landing pages are an integral part of many ad campaigns, including paid/PPC, email, and social media.
Optimized landing pages cannot be built in an hour, despite some contrary claims. A poorly designed landing page can actually cost your business money and prospective customers. Landing pages have exactly one function – conversion. A poorly designed landing can interfere with that process.
At Efferent Media, we know just how important every landing page element is for converting prospects. Our highly experienced team works together to design and create an optimized, relevant page that answers a user’s immediate questions and converts into a lead. Our landing pages are a key part of campaigns that drive conversions.
What Does an Optimized Landing Page Look Like?
High-quality, optimized landing pages commonly contain several key factors.
1. Relevancy – Optimized landing pages should focus on a single product or service. Anything else is irrelevant and can distract from the page’s focus. If you own a sporting goods store and want to promote an in-store bicycle sale, we could create a bicycle sale landing page. Other products, even related items like helmets or air pumps, wouldn’t be mentioned on this page – only the in-store bicycle sale.
2. Focus – A lead generation or eCommerce website can consist of hundreds or even thousands of pages and feature extensive menus, thousands of internal links, and dozens of conversion points. An optimized landing page is sharply focused on its purpose. It will not contain any menus, other pages, or internal links. More than one conversion action is possible, such as a phone number to call and a form to fill out, because both focus on the purpose of the landing page, such as promoting the sale, product, or service.
3. Quality – Landing page quality directly impacts your Google Ad campaigns. Google Ad rank specifically takes landing page quality into account when calculating scores. A well laid-out design, carefully crafted and presented relevant text, clear calls to action, and high-quality images are essential. All on-page elements are carefully considered by Efferent’s team when designing a landing page. We incorporate a client’s branding into the design, creating a seamless appearance between the actual website and its landing pages.
Google has repeatedly stated that user experience is critical when determining ad rank and quality scores. User experience is so important that as of 2021, it will be a website ranking factor. Landing page quality will factor into this as well since they typically exist on a company’s website domain.
An Example of an Optimized Landing Page
Click to expand the image.
Why Choose Efferent Media for Landing Page Optimization?
A landing page is only as good as the campaigns that target it. Our paid media and email marketing specialists create optimized, focused campaigns to drive qualified traffic to your landing pages. After working with you to create an ideal customer persona, we will target that audience with Google or Bing PPC ads, email marketing, or social media ads.
As our multi-pronged ad campaigns are continuously optimized, tested, and maintained, so too are campaign landing pages. If a landing page isn’t converting, we will test and revise it until it does. Efferent Media’s team has a proven track record at creating and maintaining ad campaigns that convert for our clients, and we will leverage that experience for your campaign.
The average conversion rate for landing pages is 9.7%
Landing page forms have a 23% conversion rate
90% of landing page visitors that read a headline will read its call-to-action (CTA)
80% of a mobile site visitor’s focus is on the top of the page
Get Started Today
Our team of ad specialists and designers will custom craft a landing page to capture conversions that make sense for your business and match your goals. If you are ready to see improved sales traffic and grow your business, contact us today to get started.
Aboff’s, Long Island’s color expert and the number one Benjamin Moore reseller on Long Island with over 30-stores is a well-established, family-owned business founded in 1929. Aboff’s Paint reached out to Efferent Media to increase their reach while cutting expenses in print, specifically Newsday. Download this case study to see how Efferent Media’s implementation of Social Media and Pay Per Click services resulted in a 700% growth in social engagement, with subsequent follower growth among other notable successes.