Landing pages: A simple explanation for advisorsArticle added by Maggie Crowley on September 24, 2013
Maggie Crowley

Maggie Crowley

Vancouver,

Joined: May 09, 2013

My Company

Advisor Websites

Advisors use landing pages to convert website traffic to warmer leads and clients. These conversion opportunities are vital for a successful digital advisor marketing strategy.

But what is a landing page? A landing page, sometimes known as a “lead capture page” or a “lander,” is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

Landing pages are an ideal way to obtain contact information for a new lead. Often, by offering valuable content, prospects are happy to trade some of their personal contact information or other type of feedback if they believe they’re getting something valuable in return.

When a Web user clicks your call to action button, they will be directed to a landing page. Landing pages are made up of three primary items:
    1. Enticing graphic
    2. A short explanation or description of an offer
    3. A form
Landing pages are critical to converting Web visitors into leads, because they allow you to glean new information about the person, enabling you to pitch to them more effectively.

Content like free ebooks, white papers, case studies or other information your target market finds useful is a great place to start!

Call to action click through rate

Before you look at how well your landing page converts visitors to leads and customers, analyze whether the call-to-action that precedes the landing page is actually driving visitors to it.

Another important component? Find out if visitors who get to the landing page stay long enough to convert. If a majority of landing page visitors bounce off upon arrival, this is a signal that you need to make some improvements.

Consider all of your call-to-action metrics in comparison with the conversion rate of your landing page. This is important in order to identify opportunities to improve landing page conversions by comparing the click through rate of your call-to-action with the visitor-to-lead conversion rate of your landing page.

Analyze your performance

Analyze which leads actually turns into customers (your lead-to-customer rate and visitor-to-customer rate) using closed-loop analytics.

Another important component? Find out if visitors who get to the landing page stay long enough to convert. If a majority of landing page visitors bounce off upon arrival, this is a signal for you to make some improvements.

Consider all of your call-to-action metrics in comparison with the conversion rate of your landing page. This is important in order to identify opportunities to improve landing page conversions by comparing the click through rate of your call-to-action with the visitor-to-lead conversion rate of your landing page.

Find the visitor-to-customer conversion rate by comparing the number of web visitors you have to the number that successfully convert to customers.
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