Capture New Leads the Right Way
If your agency’s website is experiencing high bounce rates and low conversions, your issue could be your landing page. Having an effective landing page is essential for gaining new leads and conversions.
What’s a landing page?
A landing page is the URL that is linked to an ad. When someone clicks on the ad, the landing page is the web page to which the person is directed. The landing page does not need to be your website’s homepage. In fact, you’re better off not using your homepage as a landing page. A successful landing page is one that is very relevant to the ad that was clicked. A homepage is typically too broad to be a landing page. Your landing page can be hidden from your main website and only visible when clicked on from an ad. This gives you the ability to create a page that directly caters to the information provided in your ad that convinced the user to click the link.
Optimize your landing pages
To fully optimize your landing page, make sure that it is in sync with the ad the user clicked. If a user reads an ad about getting a quote, that landing page better bring them to your quote submission form and not to a page to sign up for your blog. You want to track more than just who is clicking onto your landing page. Set up your page to have a form that needs to be filled out. This way you can see who is simply scanning your site and who is actually invested and wants to learn more.
Try something new
MiniCo tried something new this year to advertise our collectibles insurance to a new audience. We wanted to target a younger audience that is into comics, movie memorabilia, and video games. We specifically designed a display ad campaign featuring pop culture images. In addition, we created a landing page that featured those same images and talked about those types of collectibles. This was different than the normal landing page that has been used for our display ads in the past. As a result, we successfully reached the targeted audience and had a lower bounce rate because the landing page was relevant to the ad.
Pay close attention to information posted in your ads and where you are directing users who click the link. It’s okay to have different landing pages linked to different ads. A good landing page is one that is relevant to what the user is searching for and leads them to the information that they want.