You’re in good shape if your website features static pages that describe your company, and give an overview of your products and services. Landing pages, however, put a marketing campaign into overdrive, and get consumers to respond with a specific action. Businesses use landing pages primarily to increase conversions, using a call to action, clear message and testing to coax consumers to give up an email address, for example, in exchange for something of value.
In fact, Unbounce reports that the use of landing pages reduces cost per acquisition (CPA). Compared to a campaign without landing pages with a $50 CPA, a campaign with landing pages shows a 25 percent increase in conversion rates, at $44.44 CPA. Taking that concept a step further, a campaign with landing pages and testing/optimization strategies drives an even better return, boosting conversion by 50 percent, at $41.67 CPA.
Do those numbers pique your interest? They should. If you want to use landing pages but don’t know how to go about it, here’s a guide for beginners:
Creating a landing page takes a different skill set than developing copy for a web page or brochure. By keeping it simple, focused and direct, with a consistent message throughout the campaign, your landing pages will drive your company to the top, leaving your competition to wonder how you did it.
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