What is a landing page? What differentiates the landing page from
other web pages? For marketers, a landing page is a campaign-specific
conversion page. It’s where we ask consumers to complete an action. A lead
generation landing page has a form to collect
contact information. A click-through landing page
provides information to lead the visitor to another page (Unbounce, n.d.).
What are the key components of a landing page? Effective landing pages should have the
following information:
·
The offer
·
A hero shot (photo or video)
·
The features and benefits of
your offer
·
Customer testimonials
·
A call to action (CTA)
See the
Anatomy of a Webpage infographic below.
Image Source: (Unbounce Anatomy of a landing
page, n.d.)
What are the important metrics for measuring the effectiveness of a
landing page?
- · How many visitors viewed the landing page?
- · What is the conversion rate (landing page views compared to form submissions)?
- · What is the total number of conversions?
- · How many leads did those conversions generate?
- · How many customers did the landing page generate? (Vaughan, 2012)
To increase the traffic on a landing page, increase your
promotions. One of the easiest ways to increase promotion efforts is to create
a CTA for that landing page and to use that CTA in your social media channels,
email campaigns, on your blog and on other pages of your website.
According to HubSpot’s Paula Vaughan, the average conversion rate
for landing pages is 5% to 15% (Vaughan, 2012). How do you increase the
conversion rate? Test! Test! Test! Landing pages are excellent vehicles for A/B
testing. If your offer isn’t resonating with visitors, you may want to test the
wording of the offer, the design elements or colors used on your page, your
CTA, your images or videos. The key component of testing is not to test too
many things at one time. If you test too many components at one time, you won’t
be able to tell which of your changes is working.
An example of A/B testing is the 160 Driving Academy’s test of a
stock image as the hero shot on one of their landing pages versus an image of
an actual student of the school. The 160 Driving Academy (www.160drivingacademy.com) is a school that trains students to be truck drivers and earn
their Commercial Driving Licenses (CDL) and has several locations in Illinois.
The school wanted to test if a photo of an actual student would perform better
than the stock photo they were using as the hero shot.
Image source: (Suresh, n.d.) https://vwo.com/blog/stock-image-or-real-image/
A Google image search for the stock photo found the same stock
image used on the websites of other trucking businesses – websites that may
share visitors with 160 Driving Academy.
Google search showing same stock photo.
Image source: (Suresh, n.d.)
In the
“real” photo, an actual student stood in front of a truck branded with the
school’s logo and website and an additional CTA with “ILLINOIS CDL TRAINING,
CALL TODAY!” on the truck. Placed next to the form, the photo emphasized the
landing page’s CTA.
“Real” photo of actual student.
Image source: (Suresh, n.d.) https://vwo.com/blog/stock-image-or-real-image/
Image source: (Suresh, n.d.) https://vwo.com/blog/stock-image-or-real-image/
Conversions on the landing page with the real student’s image were
161% higher than the landing page with the stock photo. The real student’s
image also yielded a 38.4% increase in registrations compared to the stock
photo image. Visitors trusted the branded photo more than the stock photo. It
showed one of the company’s trucks and made the school feel “real”. In
addition, the logo, web address and CTA in the photo repeated the brand
identity and CTA, compared with the landing page with the stock photo, which
just had showed these components one time. With the success of the real image,
the school also decided to test the same image edited to remove the University
of Florida logo from the student’s shirt and to test a similar photo with an
older student since many of the students are older than the student pictured
here (Suresh, n.d.).
For more examples of landing pages with comments on possible A/B
tests, visit Fahad Muhammad’s “What Happens When You Analyze 100 Landing Page Examples.
Sources:
Suresh,
S. (n.d.) Stock photo or real image? A/B testing finds out which is better. VWO
Case Studies. Retrieved from https://vwo.com/blog/stock-image-or-real-image/
Unbounce.
(n.d.). The anatomy of a landing page. Retrieved from http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
Unbounce.
(n.d.). What is a landing page? Retrieved from
http://unbounce.com/landing-page-articles/what-is-a-landing-page/
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