Ah, don’t you long for the days when just having a company website was cutting edge? Sorry Toto, we’re not in 2000 anymore.
Today, having a website is the absolute bare minimum, and you won’t get any points for setting one up. There’s a sea of company websites out there, and getting anyone to find yours requires more than a picture of your storefront and your operating hours. If you want to make the most of your website, you’ve got to add layers, and one of the best ways to do that is to include multiple landing pages. Now.
And we’ll tell you exactly why.
Landing Pages Allow You To Tailor Your Offers
If you’re pumping money into a PPC campaign, you want to see a return on investment. If you’re familiar with the anatomy of a perfect PPC campaign strategy, you know that you should focus on specific products. Trying to cover every single product spreads you thin. By placing Facebook or Google ads for your most popular products and services, you can attract more people to your website.
Now, once you get those people to your website, you want them to land in a place that swiftly carries them to a purchase decision. If they click on an ad for accounting services only to wind up on a page for investments, they’re forced to do more work to find what they wanted. Even worse, they may decide they no longer need your accounting services. Each ad should have a tailored landing page to make the process seamless.
Landing Pages Create More Effective Mobile Campaigns
Our online usage is quickly shifting from desktops to smartphones, so it’s increasingly important that businesses can reach customers where they’re spending the most time. Customers may encounter your ads while scrolling through a social media app, googling keywords your company ranks for, or even scanning a QR code. In each case, you want a mobile landing page specific to each source.
A specific landing page is especially important for micro-moments where consumers are poised to make a purchase decision in a short amount of time. Let’s say someone is in an unfamiliar area and decides they want sushi. Make sure when they click on your sushi restaurant in the search results, they wind up on a landing page that advertises your lunch special, so they don’t feel the need to look elsewhere. This can turn your restaurant management into a holistic practice.
Landing Pages Make Customer Segmentation Easier
Knowledge is power in marketing, and if you gain an understanding of what your customers respond positively to, you can make your advertising efforts more effective. If everyone provides their email on the same landing page, you don’t know too much about what converted them to provide those contact details. But if you have multiple landing pages with different offers, you get a clearer understanding of which offers work and which don’t. This allows you to segment your audience, eliminate weaker offers, and present your leads with targeted offers. You also have more information for updating your buyer personas.
Landing Pages Increase Search Engine Rankings
The more landing pages you have, the more likely you are to be noticed by search engines, especially if they’re well made. Incorporate your keywords into your landing page, but make sure not to simply create multiple landing pages with the same copy. In addition, promote your landing page by linking to it in ads and blog posts. Google gives credit to sites that have a lot of incoming links from external sources because it signals credibility and popularity.
Landing Pages Let You Conduct Helpful A/B Testing
Believe it or not, sometimes a purchase decision depends on something as simple as the copy you use or the color of your landing page. But how can you tell if one landing page performs better than another? It’s simple: By having multiple landing pages for the same offer.
If half of your customers go to Sapphire Ring Landing Page 1 and the other half go to Sapphire Ring Landing Page 2, you can compare. If the first landing page converts 20 percent of visitors and the second landing page converts only 5 percent, you know which one to use.
Of course, you shouldn’t stop there. You can continue to test different graphics, CTAs, and more with multiple landing pages.
It’s called a landing page for a reason. You want them to land and stay there until they make a purchase. Not bounce off into the cybersphere to a competitor’s website. Creating multiple landing pages helps you learn more about your customers and discover what works best.