Using Landing Pages To Capture Data And Score Your Leads from Digital Street

A quick article from Digital Street on landing pages as a tool to capture leads and measure marketing data.

Landing pages are a fantastic method of capturing leads and customer data when written correctly. A landing page is easy to program and design because it is usually a single page only. Static landing pages are comprised of one set of data which performs a single action. Dynamic landing pages have an almost unlimited amount of data, copy and results. With a dynamic landing page, you can track the results and responses of your system.

Statistics show that most companies utilizing landing pages are lucky to have a 3% conversion rate. In order to increase that figure to 10%+, you need to create organized and concise pages with a clear call to action. This may involve a link to your website or else an online form which gets them to provide an email address. Then you can begin the process of email marketing in earnest.

Tailor Made Landing Pages

Having a single landing page is not good enough. You must have one for every campaign you run such as SEO, email, social media or banner ads. When visitors land on your site, you have to work fast in order to get them to act. The landing page must turn visitors into subscribers or customers or else it has failed. Well-optimized landing pages should be a prerequisite since they increase conversion rate by 700-800%. Have another landing page for visitors that convert in order to keep a strong relationship with the customer. A customer’s likely value increases the longer you keep him engaged with your website.

Testing

Whenever you make changes to your landing pages, be sure to test them. Testing tends to fall into four areas:

Ÿ  Strategic: Test your branding, messaging and segmentation strategies here.

Ÿ  Tactics: Testing the timing of the message, the feel and the tone.

Ÿ  Context: Does your message match? Who is the competition?

Ÿ  Miscellaneous: Testing colors, images, texts and layout. These are fairly easy things to test.

Even seemingly minor changes can have a huge impact. For example, DHL experienced a 25% increase in leads when they switched an image of a male with one of a female.

Focus On Pitch

Yes, you need to worry about the pitch even more than the content. Landing pages are designed to capture data, generate leads and make sales so forget about a long and boring press release type page. Begin with a strong headline and a value proposition. Make sure every part of the landing page supports your offer and delivers on what you promise. This is one of the keys to increasing your landing page conversion rate.

Forget about traditional landing page strategies. If you want to increase the rate of conversion, ignore ‘normal’ practice because this results in a derisory 3% conversion rate and your business will not thrive on that!