As business leaders, finding that competitive advantage can be the difference between getting an okay return on our investments and getting an amazing one.
This advantage can be elusive. But that advantage may be closer than we think.
Consider — for a moment — these stats:
- 44% of B2B businesses who use landing page development consider their homepage to be their landing page
- 62% have ≤ 6 landing pages
- Increasing the number of landing pages from 10-15, increases leads by 55%, according to research
What could we do with up to 55% more leads for our businesses?
The thing that’s so wrong with this picture is what we can get right through landing pages. And this oversight for many is our competitive advantage.
Let’s look at why.
The Purpose of a Landing Page
Landing pages serve 2 main purposes:
- To capture leads that allow us to market to a person in future
- To supply the sales funnel
We capture leads by:
- Offering someone visiting something valuable in return for contact information, like a special discount or exclusive content.
- Utilizing cookie tracking techniques like Google Tag Manager, which will allow us to send targeted ads to a visitor based upon their interactions on our site.
Supplying the Funnel
Supplying the funnel refers to touch points we make with customers as they are making a buying decision.
The goal of this type of landing page is to generate brand awareness and interest that causes a visitor to take the next step — our CTA (Call to Action)
Let’s, for a moment, pretend that we’re that 44% mentioned above who consider our home page to be our landing page.
What benefits are we missing out on?
- Providing a single, consistent message from ad to landing page
- Targeting a specific audience with a specific message
- Simplifying the customer’s buyer journey from awareness to interest to conversion
What do we gain by being the 38%? This would be those who consider landing page development an integral part of their marketing strategy by designing multiple landing pages (7+) with distinct purposes.
We’d gain the following:
- Greater control over the all-important buyer journey
- Greater insight into what works, to better focus our efforts and direct our marketing dollars.
- Higher generation of leads
- Greater opportunities for conversion
Landing page development allows us to better target specific demographics. Based upon who our ad was targeting and what landing page the ad sent them to we learn more about this demographic.
How long does a visitor spend on the page? What is our rate of conversion?
Are they likely to mull their decision and then come back to visit you before buying?
What other interests might they have?
And so on.
By collecting this data we can track reconversions and better understand who our most valuable customers are.
With this, we can better plan our marketing strategy.
Landing Page Development No Longer Optional
Landing page development is perhaps the most under-utilized marketing tool out there. Research shows that having many landing pages translates to measurable increases in leads. And yet, many still think that having multiple landing pages is:
- Too hard to manage
Or worst of all
- Something that they can compete without
But we know better. You and I’ve seen the data to support creating more landing pages for your business.