Conversions. That’s the word on every marketer’s lips. And it should be, for without the creation of conversions, those marketers would be out of a job. A brilliant landing page can be a dream come true for marketers – indeed, it can even make dreaming possible once more, for a poor landing page can prove to be a very sad and lonely place, and that’s something that a lot of sleep can be lost over.
The purpose of a landing page is to move a casual visitor to a website down the conversion funnel and turn them into at a lead, or even a sale (and the best ones do this even whilst the marketer sleeps and dreams his sweet dreams of pay rise and promotion). But this isn’t an easy task by any stretch of the imagination. The psychology lurking behind such pages when it comes to crafting them can oftentimes be a little daunting and indeed lead to the odd creative block – if I use the colour red, is it eye-catching or alarming? Do pop-ups irritate the visitor? My goodness, what does the customer really want?
The Perfect Landing Page?
Unfortunately, there is no set standard or template for the perfect landing page that will convert on every site every time. But of course there isn’t – your brand is unique, your products are unique, you are unique, and indeed your visitors will all be unique. Therefore your landing page must be unique, also. It may also be the case that you have to create several unique landing pages when trying to convert your several different audience types.
Those visitors that arrive at your landing page via Google are quite likely to be different types of potential customer than the ones who arrive there via Twitter or Facebook or LinkedIn. That is why there’s no generic type of landing page that will work well for all visitors – you will of course have to create landing pages that are tailored towards each of your separate campaigns, and indeed each of your social media outlets, email campaigns, Google ads or otherwise.
