High Conversion Landing Pages

By Howard Oliver, Director, What If What Next What is a landing page? A landing page is a standalone web page created specifically for a marketing campaign. It is where a visitor “lands” after they click on a link in an email, ads, Google, Bing, and other search engine listings, social media, and elsewhere. Landing Pages address a single focus or goal, one well-thought-out call to action. A well-built landing page is the best option for increasing the conversion rates of marketing campaigns, lowering the cost of acquiring a lead or sale. 85% of B2B marketers say lead generation is their most important content marketing goal yet. A staggering 80% of marketers also say their lead generation efforts are only slightly effective. Designing a landing page that converts is a challenge. Landing page design is hard to do well. The biggest hurdle companies have in Landing Page design is creating a core compelling value proposition; the second is communicating it.  It would be best if you asked, “So What’ to get it right. Use the following best-practices checklist to build High Conversion Landing Pages. Purpose:Dedicated to one campaign, buyer persona, or channelStart with a Sparkling Value PropositionQuickly communicating the major benefit of your product/service Value Proposition:Fine-tuning your value proposition can be tricky.Why do customers choose you over the competition?Pay attention to the language customers use on review sites, testimonials, and when you interact with them  The Headline:Sells the sizzle, not the steakDescribes the benefit of its product, reinforce its value proposition by explaining how those benefits come aboutInstantly acknowledges the target audience and explains how the offering is significantly transformative – you will be a...