According to marketing giant Marketro, 44% of B2B companies miss out on 50% of their sales because they send visitors to their home page rather than a relevant page their paid search ad targeted.
Whether or not you use paid search, this has implications for every website.
Example 1) Let’s say you’re offering a free ebook to build your email list. You write a blog post about the ebook. But you don’t give your visitors a specific page to go to download it. You just assume they’ll see it in your right hand sidebar where your email sign up box is.
Assume nothing.
They might see it and they might not.
You’ll build your list quicker by making it easy for your visitor to sign up. You do this by having a specific sign up page for your newsletter and sending them there at the end of your blog post. That’s the power of an effective landing page.
Example 2) One of your PPC campaigns offers your free ebook. Yet when visitors click through, they land on your home page rather than your landing page that discusses the benefits of the ebook. That’s money down the drain.
Of course, your landing page has to be well written to convert well yet any conversions are likely to increase by matching the offer to the visitor expectation.
How about you? Do you have a landing page story to share? Love to hear about it in the comments below.
