Why you need to use dedicated landing pages in 2016

Online advertisement that uses dedicated landing pages typically sees a conversion increase of at least 25%

– Omniture

Whether your campaign is capturing leads or direct downloads and sales, dedicated landing pages are a highly effective way of increasing conversion-rate (the number of successful actions performed by visitors).

Unfortunately, many businesses still neglect the use of dedicated landing pages, promoting a campaign solely on their main website instead. This is not the best way to maximise your conversion-rate. So in order to get the best results out of your marketing campaigns in 2016, you need to start using dedicated landing pages.

One page, one purpose

Landing pages are created for a single purpose, typically lead-generation, and consist of a single web page, where visitors ‘land’ on after clicking through from an ad banner or URL link. Because there is no navigation, engagement is focused rather than explorative, which means visitors are only tasked with one thing at a time and this makes conversion-rates much higher.

Capturing people’s attention is what captures leads

The key to why landing pages are so effective is their ability to capture people’s attention, which based on relevance and usefulness.

Because you are sending the user straight to a landing page, which consists of dedicated content, optimised marketing, and a simple way for customers to complete a purchase or signup, there’s very little reason for them to leave your page and look elsewhere for what they want.

Below is a visual breakdown of how a landing page is used to capture interest once the user is taken straight there (instead of the main website) via an online ad.

dedicated landing pages diagram

1. Engaging headline

With just a few seconds to capture the user’s attention, the landing page headline parallels that of the headline in the original ad to quickly establish relevance and leads with value to keep the user engaged.

 2. Main image

Imagery is used to support the headline. It also helps the user to connect with the promotion on a deeper level, as people are more receptive to visual communication than written text.

3. Main copy

Dedicated copy, rich with motivational language, is used to expand upon the initial lead-in and keep the reader engaged, all the whilst selling the promotion so that the user is prepped for conversion.

4. Call to action

The call to action (CTA) is where the user performs the desired action. This might be a sign-up, purchase, or download, and should involve nothing more than filling out a simple form or clicking a button. The CTA is really the whole point of having a landing page in the first place – making the process as clear and simple as possible.

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