Landing Page Marketing to Improve Conversion

person landing with a parachute, holding bags of money.

Landing page optimization

There’s no denying it: landing page marketing is a seriously under-used and underrated digital marketing tactic. Anyone can tell you about the need for traffic.  While it certainly is important to get more eyeballs on your “stuff”, conversion – which is really what landing pages are focused on – doesn’t get enough of the credit.

 

It’s a simple numbers game.  Let’s say your website converts one out of every 100 visitors (1/100 = 1% conversion rate). Most businesses focus on increasing traffic to get more conversions, which does work; if you can attract 100 more visitors, you’ll get one more conversion (2/200 = 1% conversion rate). Seems easy enough, but increasing traffic by 100% per day (or even per week) to get just one more conversion is actually hard (and can be a lot of work if you aren’t buying the traffic).

 

Don’t Get Stuck In Traffic

But there’s another way! Before you invest in increasing your traffic numbers, why not work with what you’ve got? If you do a little bit of landing page marketing and improve your design, messaging and calls to action, maybe you can bump your conversion rate up to 3%. That’s just a measly 2% increase, right? Wrong. A 2% increase actually means better results and more return on your investment. The numbers don’t lie: 3% conversion rate = 3/100 visitors (3 is more than 2, and it takes much less work than increasing traffic!).

Landing page marketing can make a world of difference, and when combined with other solutions like pay-per-click and display advertising, you can start to make significant strides for your business.

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