Touchdown pages are a centered and customised gross sales pitch, particularly designed to get your customer to take an motion.
As an extension of your upstream promoting (paid search and banners), they’ve the flexibility to enhance your conversions charges in comparison with the effectiveness of a marketing campaign that doesn’t use them.
On this article, we’ll share some perception into the straightforward economics of landing page use and reply the query: “Why Ought to I exploit a touchdown web page?”
Why You Ought to Use Touchdown Pages
There are a number of easy solutions to this query, the obvious of which is that it will possibly enhance your conversion price. However how, and by how a lot?
Internet marketing that makes use of touchdown pages usually sees a conversion price enchancment of at the very least 25% .
Testing can double this quantity.
Supply: Omniture
How do touchdown pages do that?
- Message Match: One of the essential facets of conversion advertising is message match (see FAIL #1 on our 7 Newbie Landing Page Mistakes submit for extra particulars). Sustaining advert message momentum is less complicated when you find yourself not directing your guests to the homepage the place they won’t be capable to discover the provide they have been anticipating from the advert.
- Testing: Testing a number of variations of a separate touchdown web page is far less complicated than attempting to instigate change in your homepage, and requires rather a lot much less bureaucratic legwork to get adjustments pushed reside the place you may validate the assumptions you may have about your prospects.
- Extra Correct Reporting: Producing marketing campaign particular experiences turn into less complicated when solely a single web page is concerned. The accuracy is tremendously enhanced by advantage of the truth that you haven’t any competing data on the web page. When somebody lands in your homepage, they’ve so many potential pathways that it’s straightforward to lose monitor of them once they get lost matter.
- Decreased Litter: If you need to point out every promotion in your homepage it would get messy shortly. By utilizing a touchdown web page, you may dedicate all the web page to a single goal.
A Lesson in Touchdown Web page Economics
The desk beneath illustrates the influence that Touchdown Pages can have in your Value Per Acquisition (CPA).
| With out LP | $10,000 | – | $10,000 | 10,000 | 2%1 | 200 | $50 |
| With LP | $10,000 | $1,000 | $9,000 | 9,000 | 2.5%2 | 225 | $44.44 |
| With LP + Testing & Optimization | $10,000 | $2,000 | $8,000 | 8,000 | 3%3 | 240 | $41.67 |
1 Google
2 Omniture typical 25% enhance in conversion
3 50% enhance via testing
Optimized Touchdown Pages Elevate the Lid on Conversion Potential
As you may see, by channeling a portion of your advertising spend on the manufacturing and testing of a touchdown web page (and subsequent optimization), you may receive a considerably decrease CPA.
By additional optimizing your touchdown pages it is possible for you to to see this quantity drop much more, additional magnifying the return in your advertising funding. For additional details about easy methods to optimize your touchdown pages, download our free white paper “101 Landing Page Optimization Tips”.
Testing and optimizing touchdown pages advantages you in different methods:
- Decreased Barrier to Entry: By iterative enchancment, you may take away obstacles to entry which are stopping your prospects from changing.
- Understanding Your Clients: By testing your touchdown pages, you’ll acquire perception into the behavioral traits of your prospects and which forms of messaging, imagery and knowledge they worth most and reply to..
Understanding the Alternative for Touchdown Pages
66% of internet marketing budgets are spent on paid search and banner adverts 4, totaling $15.4bn yearly. Beneath is a chart that reveals how internet marketing spending is damaged down.
Clearly, if all of that cash noticed an enhanced stage of return as described above, entrepreneurs can be making considerably extra from their annual budgets.
4 IAB Web Promoting Income Report – 2008 Full Yr Outcomes, Printed March 2009
Conclusion
It’s clear that there’s a large quantity of promoting spend that’s not being totally realized. The earlier you begin constructing, testing and optimizing touchdown pages, the earlier you can begin getting the right return in your advertising funding.