Mediagistic Blog

How Incorporating Landing Pages Into Your Website Can Increase Your Overall Conversion Rate

Chris Swere Digital Strategist for HVAC marketing campaigns
Chris Swere

When was the last time you updated the landing pages on your website? If you’re like most companies, the vast majority of your traffic goes to your homepage, where you expect customers to find what they need and convert. However, that’s not how the modern internet works. Most site visitors will spend less than 15 seconds on your website and will bounce if they can’t find what they want.

Fortunately, you can give them what they want and it makes it easy for your customers to convert. Here’s why you need to invest in targeted landing pages if you want to increase your conversion rate.

Landing Pages Allow for Precision Targeting

One of the best reasons to create landing pages for your website is for better targeting. If you offer multiple products then it’s easy for customers to get lost or for your best options to get overshadowed.

For example, many HVAC companies create different landing pages for heating and air conditioning. When it’s snowing outside and the heat is broken, your customers don’t care about your ability to keep their home cool. They want to see what you can do to heat it up — fast.

You want your best products and services to shine as you match customers with the products they are most likely to buy. When site visitors have clarity about what their options are, they have a better experience and are more likely to make a purchase.

Brands Can A/B Test Different Page Experiences

Landing pages aren’t just beneficial to customers, they also help you. Start by creating different landing page styles and A/B test them against each other. You can try various different on-site elements like images, videos, buttons, colors, and messaging. You can also see how different audiences respond to different calls to action on your page. The landing pages with the higher engagement and conversion rates “win,” and you can use those styles in the future.

Marketers Can Better Match Messaging to Ads

If you invest in paid promotions on Google, Bing, Facebook, Instagram, and other channels, then you need landing pages to improve the quality of your ads. You are likely targeting people who want a specific product or service and don’t want to shop around your website looking for it.

Targeted landing pages are so important in ads that Google even created the Quality Score to rate the quality of your ads and landing page against the keywords you’re bidding on. Keywords in your campaign with high Quality Scores have lower CPCs and higher positions than irrelevant keywords and ads, meaning more clicks for less. It pays to invest in targeted landing pages.

You can keep driving traffic to your homepage in hopes that your customers find what they’re looking for, or you can develop targeted landing pages that improve your marketing efforts, increase your conversion rates, and grow your sales.

Learn more how the Mediagistic digital marketing team can help you grow your customer base with landing pages by contacting us today.

Chris Swere is a Digital Strategist at Mediagistic. He’s been doing SEO since 2004, specializing in analytics, PPC, and data analysis. His interests include fitness (triathlons, cycling, running), audio & video production. And his guilty pleasure? Working with spreadsheets. You can connect with Chris on Linkedin.

Image via iStock

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