As an inbound marketer, your landing pages are absolutely critical to the number of leads that will be attracted to these pages. You must put a good amount of effort into these pages as well as what you are offering. If you are not putting the right amount of effort into your landing pages, then you are going to lose out.
You should analyze how well your landing pages are performing in order to gain valuable insight regarding their strengths and weaknesses. This will make it easier to understand what works and what doesn’t.
What To Look For When Analyzing Your Landing Pages?
- The Number of Views on your Landing Page
- The Conversion Rate of Views to Form Submissions
- The Number of Submissions
- The Number of Leads from Submissions
- The Number of Customers
How Effective Are Your Landing Pages?
You need to step back and take a good look at your pages; are they generating traffic, leads and customers? If this area seems weak, you need to ask some questions to solve the problem.
Are your pages generating little to no traffic?
You are probably not promoting your pages properly through social media, emails or on your blog. You need to get to work at promoting!
The other issue is your call to action
You must have a strong call to action on your landing pages. Use Clear, Concise Text that motivates traffic to take action. A button that is located directly below your text should be immediately available. Never let your viewers scroll down. It must be right in front of them. Place call to action text and buttons on your blogs, other websites, in emails and in social media updates.
Correct Your Conversion Rate
If your landing pages’ conversion rate is falling below 5-15%, you are not capturing your visitors the right way. There could be numerous reasons this is happening and the only way to diagnose the problem is to run some tests
Are your offers grabbing your audience?
Your offers must be compelling in order to entice visitors on your landing page to fill out your form and redeem your offer. Without this, you will never boost your conversion rate.
Are your landing page forms too long?
Shorten/condense lengthly forms, this will improve your conversion rate as well.
Finally, ask yourself if your landing page sufficiently demonstrates the “value” of your offer.
You must craft compelling text that tells visitors that this is the most important moment in their lives because it will solve their problems.Test and Optimize Your Landing Pages. Compare your best conversion landing pages with those that are under performing. Take note of the similarities that are shared by your best landing pages: the length, layout, images, copy, Call to Action? Marketers should constantly test their landing pages in order to weed out what just is not working and what shows high appeal.
How Well Are Your Landing Pages Converting Over Time
You can pinpoint the good from the bad by observing what pages are no longer performing and what pages, over time, are doing quite nicely.
Some reasons a landing page might be under-performing:
- Your Offer Is Past-Tense: An event or a webinar is not going to draw registers to your “upcoming” webinar that took place last week. You should update the landing page with a recorded webinar, preferably a recorded video and see if your pages start to convert.
- Your Offer Was Short-Term: Sometimes pages will underperform because the offer itself was not long lasting. Some content just doesn’t stand up to the test of time and therefore your offers must change as well. Outdated material will just not attract visitors. This also happens with information that becomes common and stale. When an offer is seen over and over, interest is lost. Add new offers in place of the old.
- Offer Types — Offer Topics: To get the most leverage from your offers, it’s a good idea to place your offers in two categories:
* Types of Offers: Just what are you offering on your landing page: Ebooks, Webinars, Free Trials, Videos, etc.
* Topics: Just what is the subject matter of your offer? Let’s say the general topic is Dog Products and breaking down to flea collars, and then, natural flea collars you can create at home. These topics are discussed in ebooks and demonstrated in videos.
Your Landing Page and the Bottom Line
Someone at the top of the funnel is in the awareness stage. This prospect will look more closely at an educational ebook vs someone in the purchase stage.Someone in the purchase stage is more likely to lean toward free trials or coupons, these people are in the bottom of the funnel position. Determining what stage of sales cycles your landing pages are in, will help you decide which pages should be on your website, homepage, products page, etc. If you know your blog will be first place that people will learn about your business, you will want to display Evaluation Stage offers. Those visiting your products page on your website, might indicate either Evaluation or Purchase. Evaluating your landing pages and taking a critical look at your offers will help you map out your pages. Placing landing pages in the appropriate site and page could drastically change your pages conversions.