The best way to turn visitors from SEM, Social Media, and email marketing into leads is with targeted landing pages. This is where you can read your prospect’s mind and so respond with a straight-forward solution to solve their problem with minimal leakage. To maximize your marketing dollars, this must be part of your strategy.
What is a targeted landing page?
It’s a small website with no external links that provides a quick solution to your visitor’s problem. If you currently have a website, look at your Google Analytics or ask your web developer about your Average Time On Site. Most likely it’s less than 90 seconds.
You have 1.5 minutes to make an impression and get someone to contact you.
When you are sending targeted traffic from a Google Adwords campaign, Facebook Ads campaign, or email marketing campaign to your website, you are LOSING LEADS by sending them anywhere besides a targeted landing page.
Now when you don’t know where they are coming from because they just typed in your web address or another website sent them your way, then you need to send them to your primary SEO website.
Why do you need one?
Well you don’t need one…
You need many! At least half a dozen but probably more like DOZENS.
Sit down for a minute and brain-storm about all of the words people use to describe your products and services.
For maximum conversion you would benefit from a landing page for each narrow set of words.
You can also use custom landing pages for email marketing campaigns, social media, or even with broadcast media or direct mail.
If you want fewer leads, give your customer more options…
This, of course, is why a Targeted Landing Page is so much more powerful than sending everyone to your home page, however here’s a story to illustrate:
A professor at Columbia University, Sheena Iyengar, set up a free taste-testing display in Draeger’s supermarket—an up-scale grocery store known for an extensive product selection—on two consecutive Saturdays.
One Saturday, 24 flavors of jam were available, and on the other, 6 were available.
Just as we like to believe with our websites, conventional wisdom dictates that “more is better” and, you’d expect the larger display to sell more. Not so fast…
When 24 jams were available, 60% of the customers stopped for a taste test and 3% of those bought some. When 6 jams were available, 40% of the customers stopped for a taste test, but 30% bought some.
While the larger display attracted more people, the smaller display sold more jam. About 6 times more. A 600% increase in sales.
And if you think that was just because the “choice” those taste-testers had to make was simple, consider that similar results were produced with a much more complicated buying decision – 401(k)’s.
The bottom line is with targeted traffic, Keep It Simple Stupid!
Is your market big enough to justify custom landing pages?
Probably. The only way to know is by testing. I have come across a few small, rural markets where the cost was definitely not justified. At least not in the short term.
In those instances you focus on your SEO website, measure traffic sources, and start adding landing pages as necessary.
To determine if your market can support them or not, you’ll need to run some Google Adwords test campaigns.
How much does each page cost?
Prices vary from $100 to $500 per page depending on topic, complexity, and the desire for online ordering, online scheduling or other customization.
More importantly, can you afford to not have landing pages?
Let’s say your current website gets 100 visitors per month with a conversion rate of 2%. That means you are getting 2 online contacts currently. If you implemented a series of landing pages that increased your conversion rate to 4% that’s an increase of 2 leads per month or DOUBLE.
How much is it worth to DOUBLE your online leads? It’s possible with some landing pages converting over 8%!
The next step…
Simply contact me so we can determine the best landing page strategy for your market.
To your landing page marketing success,