8 Reasons to drive traffic to Landing Page

Landing Pages help turn your website traffic into money. Using landing pages offers significant benefits not only with pay per click campaigns like Google Adwords but also with your organic search engine listings and other external links to your website.

According to a report by MarketingSherpa based on data from 2,673 marketers, 92% of marketers agree that landing pages are effective.

When to use a Landing Page:

Technically, you can use targeted landing pages whenever you have control over where your traffic is originating from. E.g. you can create specific landing pages for your PPC ads, your Facebook page, Email campaigns, Press release and even organic listing on search engines. The possibilities are endless. In most of these scenarios you can benefit more than simply targeting all you traffic to your homepage.

Here are the main benefits of using a landing page:

1. Provide specific messages to customers that match their needs

Landing pages allows you to customise the information you present to visitors which is specific to the keyword entered or source of the click. It allows you to serve the exact content users were expecting to find when they clicked on your link. This cannot be achieved easily if you direct all visitors to your homepage.  A visitor entering your website through your homepage is presented with general information and can navigate through your website in many ways. On the other hand, a visitor who is redirected to a specific landing page is presented with information that the visitor has specifically requested or expected to see when they clicked on your link on the source that generated the traffic.

1. Improve conversion

Improving conversion is one of the main benefits of a landing page. Many researches have been conducted to confirm this finding. By targeting visitors to specific pages, there is an increased chance of engaging the visitor. Well designed landing pages encourage the customer to take action thereby improving your conversion rate.

According to Omniture, Online advertising that uses landing pages typically sees a conversion rate improvement of at least 25%. This can be improved further and even doubled with split testing.

1. Improve retention

You can improve retention by giving visitors exactly what they are looking for. You are more likely to retain customers if they are able to find the information they expect quickly. Alternatively, if you drive all your customers to your homepage, they may not be able to find the information they were expecting to find. The homepage may dilute the information, making it difficult for visitors to find what they were expecting. As a result they may end up leaving your website. This can occur in spite of your website offering the service or product they were looking for.

1. Landing Pages Can Be tailored to the Promotion

Whether you use landing page to target traffic from your banner ads, organic listing on search engines or from product information page on MySpace, you can tailor your landing page specifically for your promotions. If you have 2 ads running for separate promotions, you can design separate landing pages and tailor them specifically for each of your promotions.

Similarly if you are running an email campaign with a special offer, it makes more sense to drive email campaign readers to a customised landing page with information  specific to your promotion as opposed to simply directing them to you homepage..

1. Measure the performance of promotional efforts

Landing pages make it easy to measure the performance of your individual promotions whether they are paid ads or free information pages promoting a product on social media. You can have separate landing pages to direct traffic from each of these sources. As landing pages tend to act as lead capture pages, you can easily measure click through or conversions to determine which campaigns work best for you. Directing all links to your homepage will make it difficult to measure the performance of individual campaigns.

1. Landing pages are easy to test and refine

If you are not satisfied with your conversions, it is not easy to change the design or structure of your entire website to see what works best. On the other hand, it is easy to conduct A/B split testing with landing pages.  It is easy to try out variations to see what works best. At the same time, it is practically impossible to be able to change your home page or a major product page if you are not satisfied with conversions.

1. Opportunity for building keyword rich content

Content is the most important real estate on a website. Landing pages are an excellent way to build keyword rich content on your website or blog. You can create a landing page specific to each product or service or you can create multiple landing pages for different sources. You can have a different landing page for each entry point to your website e.g. FaceBook page, Pay per click Ads, etc. In addition to the direct benefits discussed earlier in this post, by increasing the keyword rich content on your website, landing pages can also improve the overall keyword density and relevancy of your website.

1. Increase your profits

Landing Pages help turn your website traffic into money. All the benefits discussed above from increase in conversion to the ability to test and refine your sales pages lead to one thing; increase in your profits. Landing pages are known to increase sales generated via pay per click adverts like Google Adwords or other promotions. Affiliate products are another area where effective sales driven landing pages have allowed users to double or triple profits. No matter what you use landing pages for; you are bound to increase your profits when used effectively.