In web report terms, a landing page can be any web page people can arrive on. But in the sense of marketing, a landing page is a page with one single focus on one call to action. Each campaign, such as ads or promotions, should link to its own unique landing page to ensure that the initial message is followed through. You don’t want to lose the momentum of that campaign.
A landing page’s sole purpose is to convert traffic into leads or customers.
Simply having a landing page doesn’t guarantee more conversions. All too often, a landing page converts poorly due to any number of landing page mistakes. This means money and resources are wasted.
How do you know if your landing page conversions are poor?
Average conversion rates tend to vary per industry, advertising channel, and the value of your offer. Overall, a healthy lead conversion rate can range between 2% and 20%.
To narrow down the guesswork, here’s a chart from Unbounce that presents conversions rates by industry (click on the image for a larger view):
You will see on the diagram, the bars are divided into quartiles. Meaning, for example, if you look at Business Services, the top 25% landing pages convert at 27.4%, but the average conversion rate is 3.4%.
Even if you do rate well in accordance to the chart, there is always room for improvement.
Avoiding landing page mistakes
Learning from other people’s mistakes can save so much time and expense, right?
Below is an infographic from Quick Sprout that illustrates common mistakes made by businesses every day, and how to fix them. Follow these points, and you can expect better landing pages and better outcomes.
Follow this handful of tips, and you’ll cut down the odds of landing page mistakes as you enjoy more lead conversions.
- Why websites don’t convert visitors into buyers - January 17, 2020
- 4 ways to charge up your customer conversion rate - December 15, 2019
- How Conversion Rate Optimisation Boosts Marketing ROI - November 15, 2019
